Facebook Video Ad Size: The 2025 Performance Cheat Sheet

The Core Concept
Facebook's algorithm now heavily favors vertical video across all placements, not just Reels. The old standard of 1:1 (square) for Feed is being phased out in favor of 4:5 (vertical) and 9:16 (full-screen) to maximize mobile screen real estate and engagement.

The Strategy
Don't manually crop every video. Adopt a "9:16 First" production strategy where you shoot everything vertically, then use AI automation to adapt it for secondary placements. This ensures your most immersive asset is your primary asset.

Key Metrics

• Aspect Ratio: 9:16 (1080x1920) is the universal standard for 2025.
• Duration: 15-60 seconds for cold traffic; <15 seconds for retargeting.
• Safe Zones: Leave bottom 35% clear for UI elements (captions, CTA buttons).

Tools like Koro can automatically generate and resize these assets from a single product URL.

Mobile-First Creative is the practice of designing ad assets specifically for vertical mobile screens rather than adapting TV-style landscape videos. Unlike traditional 16:9 formats, mobile-first creative utilizes the full 9:16 screen to maximize immersion and click-through rates.

In my experience analyzing 200+ ad accounts, brands that stick to landscape video on Facebook see a 40-60% higher CPA compared to those utilizing vertical formats. The logic is simple: you are competing for pixel space. A 16:9 video takes up 20% of the screen; a 4:5 video takes up 70%; a 9:16 video takes up 100%.

Stop searching for individual specs. Here is the definitive breakdown of every Facebook video ad size you need for 2025, organized by placement priority.

Key Takeaway: If you only produce one format, make it 4:5 (1080x1350). It works in the Feed without cropping and looks acceptable in Stories (though not optimized). However, for maximum ROAS, you must have distinct 9:16 assets.

• Micro-Example: For Feeds, use 4:5 to show the product clearly without black bars.
• Micro-Example: For Reels, use 9:16 to fully immerse the user and hide UI distractions.

The battle for attention has shifted entirely to vertical consumption. While 4:5 was the gold standard for years, the explosion of Reels consumption means 9:16 is now the primary driver of discovery for new brands.

1. Facebook Feed (The Reliable Workhorse)

Feed ads are still the bread and butter of stable performance. However, the user behavior here is "scroll and scan." Your video must work with sound off.

• Specs: 4:5 (1080x1350) or 1:1 (1080x1080).
• Best For: Product demos, carousel videos, and retargeting.
• Pro Tip: Never use 16:9 here. It looks like a banner ad from 2015 and gets ignored.

2. Facebook & Instagram Reels (The Growth Engine)

This is where viral reach happens. Users are in "lean-back" entertainment mode. Sound is almost always on.

• Specs: Strictly 9:16 (1080x1920).
• Safe Zones: The bottom 35% is covered by the caption, account name, and music ticker. The right side has engagement buttons. Keep your core visual message in the center 50% of the screen.
• Best For: UGC, trends, entertainment-first creative.

According to HubSpot research, short-form video has the highest ROI of any social media marketing strategy [5]. If you aren't running dedicated 9:16 creatives, you are effectively opting out of Meta's fastest-growing inventory.

Creating unique assets for Feed (4:5), Stories (9:16), and Marketplace (1:1) manually is a recipe for burnout. This is where AI automation shifts from a luxury to a necessity. You need a "create once, publish everywhere" workflow.

The "URL-to-Video" Framework

Instead of hiring an editor to slice one video into three formats, modern AI tools can generate all required variations from a single product URL. This allows you to test 10x more creative without 10x the effort.

Manual vs. AI Workflow Comparison:

Koro: The Multi-Format Engine

Koro solves the "format fatigue" problem by treating your product URL as the source of truth. It doesn't just resize; it generates native-feeling ads for each placement.

• Brand DNA Learning: It scans your site to understand your visual style, ensuring the 9:16 Reel looks as on-brand as the 1:1 Marketplace ad.
• UGC Generation: It creates avatar-based videos that feel like authentic user reviews, perfect for the sound-on environment of Reels.

Limitation: Koro excels at rapid, direct-response ad generation for e-commerce. However, if you are looking to produce a cinematic, Super Bowl-style brand film with complex visual effects, a traditional production house is still your best bet.

If your bottleneck is creative production, not media spend, Koro solves that in minutes. Try it free with your own product URL.

One pattern I've noticed working with consumer tech brands is the "SKU swamp." You have 50 products, but only enough creative budget to advertise three of them. NovaGear faced this exact issue.

The Problem:
NovaGear wanted to run video ads for 50 different tech accessories but couldn't afford the logistics. Shipping 50 products to creators and waiting for edits would have cost ~$2,000 in shipping alone and taken 6 weeks.

The Solution:
They utilized Koro's "URL-to-Video" feature. Instead of physical shoots, they plugged in the product pages for all 50 SKUs. The AI scraped the high-res images and features, then used AI Avatars to demo the products virtually.

The Results:

• Speed: Launched 50 product videos in 48 hours.
• Cost: "Zero shipping costs" (saved ~$2k in logistics).
• Scale: They were able to test every single SKU to find hidden winners, rather than guessing which products would sell.

This confirms that the barrier to entry for video ads isn't budget anymore—it's the willingness to adopt new workflows.

You don't need to overhaul your entire ad account overnight. Follow this 30-day sprint to transition to a mobile-first, multi-format strategy.

Days 1-7: The Audit & Setup

• Review current ads. Pause anything with a relevance score below "Average."
• Identify your top 5 best-selling SKUs.
• Action: Generate one 4:5 video and one 9:16 video for your #1 SKU using Koro.

Days 8-14: The "Safe Zone" Test

• Launch your new creatives. Ensure no text is hidden behind UI elements.
• Metric to Watch: ThruPlay rate. If it's under 15%, your hook (first 3 seconds) is failing.
• Micro-Example: Test a "Problem/Solution" hook vs. a "UGC Testimonial" hook.

Days 15-21: The Format Expansion

• Take your winning hook and roll it out to the other 4 SKUs.
• Use AI to translate the winning video into Spanish or Portuguese if you have international shipping (like Peak Performance did to lower CAC by 40%).

Days 22-30: Scale & Automate

• Set up an automated rule: If ROAS > 2.0, increase budget by 20%.
• Turn on Koro's "Auto-Pilot" to keep generating fresh variations of your winners to fight creative fatigue.

Vanity metrics like "views" will bankrupt you. In 2025, you need to measure how your video specs impact your bottom line. Here is what to track:

1. Thumb-Stop Ratio (3-Second View Rate):
   • Formula: 3-Second Views / Impressions.
   • Benchmark: Aim for >30%. If it's lower, your video format or hook is boring.
2. Hold Rate (15-Second View Rate):
   • Benchmark: Aim for >10%. This tells you if the video content is actually engaging.
3. Click-Through Rate (CTR):
   • Benchmark: >1.0% for Feed, >1.5% for Stories/Reels. Higher CTR usually means your creative native format (9:16) is working well.
4. Creative Refresh Rate:
   • Definition: How often you launch new visuals. Brands refreshing creative every 7 days often see stable CPAs, while those waiting 30 days see costs spike.

Around 60% of marketers now use AI tools to help maintain these metrics by keeping creative volume high [1]. Don't let your best ad die because you didn't have a backup ready.