Video marketing

Social Media Video Ad Specs & Placements Guide (2020)

Social media has never had so many video ad placements available. Keeping track of your brand and performance marketing options on all of the platforms can be overwhelming.

We’ve created this always up-to-date guide to showcase the most popular video ad placements across all of the major social media platforms. Below, you’ll find platform details, video specs, and some creative best practices.

QuickFrame can get you affordable video optimized for any platform or placement—in as little as two weeks. Learn more about our Video Production Marketplace.

Facebook Video Specs & Ad Placements
Instagram Video Specs & Ad Placements
Snapchat Video Specs & Ad Placements
LinkedIn Video Specs & Ad Placements
Pinterest Video Specs & Ad Placements
Twitter Video Specs & Ad Placements
TikTok Video Specs & Ad Placements
YouTube Video Specs & Ad Placements
Reddit Video Specs & Ad Placements

 

Facebook Video Specs & Ad Placements

Since its launch in 2004, Facebook has continued to grow every year and is the most used social media platform with nearly 2.45 billion monthly active users. Out of all of the platforms, Facebook is used by the widest range of demographics, making it a great option to target most audiences with any objective.

Facebook Feed

Both organic and paid in-feed Facebook ads appear in a user’s feed as they scroll. Users can engage with the ad by clicking on the CTA, liking, commenting, or sharing the post.

You can choose between two orientations for ads that appear in the Facebook feed: Landscape and Portrait. Note that on mobile, all video types render in a 2:3 aspect ratio, so adjust your concepting accordingly if you are targeting a primarily mobile audience.

Video Specs
  • Videos should be in 9:16 (Portrait) or 16:9 (Landscape) aspect ratios. On mobile, all video types render in a 2:3 aspect ratio.
  • There is no maximum resolution, so upload the highest resolution video available
  • Max video file size: 4GB
  • Minimum video length: 1 second
  • Maximum video length: 240 minutes
  • Max. frame rate: 30fps
  • Recommended file format: .mp4 and .mov
  • Video captions are optional but highly recommended. Facebook feed videos default to a sound-off experience (the user has to manually unmute the video), so be sure to include captions if any vital information is conveyed in the audio of your video (e.g., dialogue, VO, etc.).
Supporting Copy
  • Primary text is limited to 125 characters, but may be truncated.
  • If using a CTA Link, the Headline is limited to 25 characters and the Description is limited to 30 characters. On mobile, the Description will only show if Facebook thinks it’s likely to resonate with the viewer.

 

Facebook 360 Video

Facebook 360 videos allow the viewer to interact with the video by turning their mobile device or dragging their finger across the image to get a panoramic view. On desktop, viewers can use their cursor to get a similarly immersive experience.

Video Specs
  • Maximum dimensions are 4096 x 2048
  • Aspect ratio is 2:1
  • Max. file size is 1.75 GB
  • Video must be less than 40 minutes in length
  • Max frame rate: 60fps
Supporting Copy
  • Maximum character count for supporting copy is 200, but Facebook recommends using 90 characters max. if a link is used.

 

Facebook In-Stream Video

Source: Facebook

Facebook in-stream video placements are 5-20 second ads (usually pre-roll) that play before in-stream videos from publishers and content creators or during Facebook Live streams from a select group of partners.

Video Specs
  • Most file types are supported, though Facebook recommends .mp4 or .mov
  • 16:9 aspect ratio recommended
  • Max. video file size: 4GB
  • Video length: 5-120 seconds
  • Video captions are optional. Video sound is also optional, but strongly recommended. If a viewer clicks through to a Facebook video, it will default to sound-on.

 

Facebook Video Feeds

When a user clicks on a video in their Facebook Feed, it opens in a separate Video Feed player that has additional videos a user can scroll through and watch. This ad placement allows you to insert your video into a user’s Video Feed.

This placement does not support a CTA button so videos will appear native to the Video Feed. Viewers can still engage with the video by liking, commenting, or sharing, and they can click through to your brand profile. 

Video Specs
  • Most file types are supported, though Facebook recommends .mp4 or .mov
  • Videos can be in either 9:16 or 16:9 aspect ratios
  • Max. file size: 4GB
  • Videos length: 1 second – 240 minutes
  • Video captions and sound are both optional

 

Facebook Stories

Facebook Stories placements are full-screen vertical ads that appear between Stories. They can be up to 15 seconds long, but are skippable. It’s important to have a “thumb-stopping” hook in the first few seconds that captures viewers’ attention so they continue watching the ad.

Video Specs
  • Videos should be in 9:16 aspect ratio. You can repurpose videos that are under 9:16—Facebook will add colored gradient bars above and below to fill the screen. 
  • Most file types are supported, but .mp4 and .mov are recommended
  • Do not place text or logos in the top or bottom 250 pixels of the video so they aren’t obstructed by your profile icon (top of the screen) or CTA (bottom of the screen).
  • Max. file size: 4GB
  • No captions are available to be overlaid by Facebook, but you can add text overlay to your video during the production process if you’d like.
  • Sound is optional but highly recommended as most viewers watch Stories with sound on. 

 

Facebook Instant Articles

Source: Facebook

Instant articles are a mobile-optimized placement available to selected publishers to distribute interactive articles via the Facebook app. The video appears as part of the in-feed post advertising the Instant Article and then acts as a moving featured image for the article itself.

Video Specs
  • Videos can be in either 9:16 or 16:9 aspect ratios
  • There is no max. resolution
  • Max. video file size: 4GB
  • Videos must be at least 1 second long with a maximum of 240 minutes
  • Video captions are not available for this placement
  • Sound is optional
Supporting Copy
  • Headlines may be limited to 25 characters
  • Descriptions may be limited to 30 characters

 

Instagram Video Specs & Ad Placements

Instagram has over 1 billion monthly active users, making it one of the most popular social media platforms for advertisers to reach a wide array of audiences.

Instagram Stories

Instagram Stories has over 500 million daily users consuming peer-created content. Though users can create static cards (each card in a story can be a maximum of 15 seconds long), the vast majority of Stories content is video.

Video ads in Instagram Stories are fullscreen vertical ads that appear between Stories. Most are 15 seconds or less, though Instagram can accommodate videos up to 120 seconds long (cut up into 15-second cards). Videos longer than 45 seconds appear in 3 separate cards with a “Keep Watching” option on the last card.

All Instagram Stories video ads are skippable, so be sure to employ a captivating hook in the first seconds of your ad. Several video styles work well here, including live action and stop motion (example below). You can employ several CTAs, which users can respond to by swiping up on your ad.

Video Specs
  • Videos can be in 9:16, 16:9, or 4:5, though a 9:16 (fullscreen vertical) aspect ratio is optimal
  • 1-120 seconds long
  • Most file types are supported, though .mp4 and .mov are preferred
  • Frame rate: 30 fps 
  • Captions and sound are optional. Most users consume Instagram Stories with sound on, so ad creative should have sound to appear native and increase completion rate
  • Max video file size: 30MB

 

Instagram Feed

Instagram Feed video ads are integrated directly into a user’s feed, appearing in between content as they scroll. Users can engage with the ad by liking, commenting, sharing, or clicking on a CTA.

Because users scroll quickly, be sure to include a captivating hook within the first couple of seconds of your video. Several styles of content work well for this ad placement, including live action. Use text overlay, like in this QuickFrame-created Rory ad below, to ensure all viewers get the same messaging whether or not they are scrolling with sound on.

Video Specs
  • Videos with aspect ratios of 1.91:1 to 4:5 are supported. We recommend a 1:1 or 4:5 aspect ratio.
  • 1-120 seconds long
  • Most file types are supported, though .mp4 and .mov are preferred
  • Frame rate: 30 fps
  • Video captions are optional. We recommend including captions for videos that have voiceover or dialogue.
  • Max file size: 30MB
Supporting Copy
  • Only two rows of copy will appear below an Instagram Feed video ad.

 

Instagram Explore

The Explore page (reached by tapping the magnifying glass in the app menu) allows a user to discover content from creators that they do not yet follow. Instagram Explore video ad placements appear amongst the content Instagram specifically curates for a user based on their interests.

Video Specs
  • Videos with aspect ratios of 1.91:1 to 4:5 are supported. We recommend a 1:1 or 4:5 aspect ratio.
  • 1-120 seconds long
  • Most file types are supported, though .mp4 and .mov are preferred
  • Frame rate: 30 fps
  • Captions and sound are both optional. We recommend including captions for videos that have voiceover or dialogue.
  • Max file size: 30MB

 

IGTV

IGTV (Instagram TV) is an option for organic long-form content distribution. As of now, Instagram does not allow brands to monetize IGTV content. Still, publishing on IGTV may be something to consider integrating into your influencer or brand awareness strategy.

IGTV is a standalone app, but videos from IGTV can be reposted to Instagram Feed or appear on Instagram Explore. All users can upload videos up to 10 minutes long and verified users can publish videos up to an hour long.

Video Specs
  • 9:16 is the preferred aspect ratio for IGTV videos given that the platform is built for mobile consumption. IGTV supports other video sizes, including 16:9 (the user can turn their phone horizontally and the video will take over the entire screen).
  • Note: IGTV Videos that appear in an Instagram Feed are cropped to 4:5. IGTV Videos in the Instagram Grid (e.g., on a brand profile page) will have an aspect ratio of 1:1 before they’re opened.
  • Videos must be at least 60 seconds long
  • Frame rate: 30fps
  • Max file size is 650MB for videos under 10 minutes long and 3.6 GB for videos up to 60 minutes long.

 

Snapchat Video Specs & Ad Placements

Snapchat has almost 238 million daily active users worldwide who spend an average of over 30 minutes on the app every day. And Snap is growing. It’s seen a 20.5% YoY increase in 2020. 

Snapchat users skew younger, so if you are targeting a millennial or Gen Z audience, you may see a great ROI on the platform. Among teens, Snapchat is the most popular social media network

Several video formats perform well on Snapchat including live action, stop motion, cinemagraphs, gif-like videos, or motion stills. UGC-style ads, like the QuickFrame-created example from Self below, are popular because they feel native to the app and tend to drive performance. 

Single Video – Snapchat

Snapchat is hospitable to many video styles, including gif-like content. This Cap’n Crunch ad was created by QuickFrame.

Snapchat Single Video placements are fullscreen video ads that appear in between or after various content, including User Stories, Publishers, Creators, and Our Stories.

Video Specs
  • Videos must be in 9:16 aspect ratio
  • 3 to 180 seconds. Snapchat recommends video lengths of 3-5 seconds for this placement. If you’re including an offer, it’s recommended that you mention it within 2 or 3 seconds to drive action.
  • File type: .mp4 or .mov and H.264 encoded
  • Max file size: 32 MB
  • Avoid placing logos, text, or graphic elements in the top and bottom 150px as they will interfere with app elements

 

Snapchat Story Ads

Snapchat users can find new content via the Discover tab in the app. Snapchat Story Ads allow advertisers to place a branded tile in the Snapchat Discover section that opens into a “chapterized” collection of 3-20 images or videos, creating a branded content experience. 

Note: You can repurpose Single Video ads and include them as part of a Snapchat Story Ad.

Video Specs
  • Videos must be in 9:16 aspect ratio
  • Video length: 3-10 seconds per single video for a maximum total of 180 seconds
  • File type: .mp4 or .mov
  • File size: 32 MB per single video

 

Snapchat Commercials

Snap Originals is Snapchat’s in-house creative studio that publishes long-form original fiction and non-fiction programming designed for mobile consumption. According to Snapchat, Snap Originals reaches 75% of the U.S. Gen Z population

Commercials on Snap Originals programming are the only non-skippable video placement available on the platform. 

Video Specs
  • 9:16 aspect ratio
  • A Standard Commercial placement is 3 to 6 seconds long and non-skippable. An Extended Play Commercial is 3 to 180 seconds long—only the first 6 seconds are non-skippable.  
  • File type: .mp4 or .mov and H.264 encoded
  • File size: 32 MB or less
  • Creative must be live action, motion graphic, or stop-motion animation
  • Videos must have sound

 

Snapchat Lenses

Snapchat lenses are an augmented reality ad placement that allows users to play and interact with brand creative. Lenses are required to have a visible logo or brand name. Users can play with a lens and send it to friends.

There are two main types of lenses: Face Lenses and World Lenses

Face lenses recognize the user’s eyes, mouth, and head and transform their faces into creative characters. World lenses use the same technology to transform the environment in a Snapchatters lens. The user can use their rear-facing camera to superimpose AR on the image.

 

LinkedIn Video Specs & Ad Placements

If you’re in the B2B space, LinkedIn video ads can be a good way to reach prospects at all stages of the funnel. You can attach lead gen forms directly to your video ad to acquire leads, or choose to convert on your website.

LinkedIn Sponsored Content

The only paid video placement available on LinkedIn is through its Sponsored Content offering, where you can deliver native ads to targeted LinkedIn users across all types of devices. 

Video Specs
  • 16:9, 1:1, and 9:16 aspect ratios are supported. Vertical aspect ratios are served only to users on mobile devices. If you are targeting users across desktop and mobile, we recommend creating videos in a 16:9 aspect ratio. 
  • Length: 3 seconds to 30 minutes. According to LinkedIn, the most successful video ads are less than 15 seconds long. 
  • Frame rate: 30fps
  • File format: .mp4
  • Max file size: 200MB
  • We recommend optimizing for a sound-off experience as LinkedIn videos autoplay without sound. If including sound, be sure to add captions in post-production for any dialogue or voiceover.
Supporting Copy
  • You can include an optional name for your ad, up to 255 characters
  • LinkedIn allows introductory text, which is optional—up to 600 characters
  • Optimize your video headline to be no more than 70 characters to avoid truncation (200 characters max. are allowed)

 

Pinterest Video Specs & Ad Placements

2020 has been a catalyzing year for Pinterest. The eye-catching platform has 416 million global monthly active users—a 39% increase year over year. Gen Z, Millennials, and men are driving the growth.

Pinterest has traditionally been a hub for static images, but video pins have recently risen in popularity.

Video Pins and Ads

QuickFrame handled post-production for this Drizly Pinterest ad. Cinemagraphs perform well on the platform, and are a cost-effective way to repurpose existing still photography for more dynamic creative.

You can create paid or organic video pins. Video pins are short, so make sure to pinpoint a single idea in concepting and start with a clear hook.

Video Specs
  • Optimal length: 6-15 seconds. For organic video, make sure your video is at least 4 seconds long.
  • File type: .mp4, .mov, or .m4v
  • Max file size: 2GB
  • Aspect ratio: 1:1 or vertical (2:3, 4:5, or 9:16) recommended
  • Many users watch videos with the sound off, so make sure your creative fully works without any audio.
Supporting Copy
  • Title can be up to 100 characters, but may be truncated to 40 characters depending on a user’s device. A strong title can help your video pin be discovered in search.
  • Descriptions can be up to 500 characters long.

 

Max. Width Video Ads

This CLIF Kid Pinterest video ad, created by QuickFrame, utilized still photos and motion graphics to create content that stands out in a user’s feed.

Max. width video ads are a paid placement. These expand across pinners’ entire feeds on mobile.

Video Specs
  • Videos must be at least 4 seconds long. The maximum length is 15 minutes.  
  • File type: .mp4, .mov, or .m4v
  • Max file size: 2GB
  • Aspect ratio: 1:1 or 16:9.
Supporting Copy
  • Title can be up to 100 characters, but may be truncated to 40 characters depending on a user’s device. 
  • Descriptions can be up to 500 characters long.

 

Twitter Video Specs & Ad Placements

Twitter has seen a growth of 34% YoY in Monetizeable Active Users—currently, there are 186 million monetizable daily active users on the platform worldwide. According to Twitter, it’s the #1 platform for discovery and users spend 26% more time viewing ads on Twitter than on other leading platforms.

There are a variety of video ad placements available on Twitter.

Promoted GIF

A version of the Promoted Tweet offering, which inserts a sponsored Tweet into a user’s feed, the Promoted GIF allows you to pair a moving image with your sponsored tweet.

Video Specs
  • Minimum width of 600 pixels recommended. 1200 pixels is optimal if you expect users to be clicking to expand your GIF.
  • Aspect ratio: between 2:1 and 1:1. 16:9 can also be utilized.
  • Max file size: 5MB
Supporting Copy
  • Your supporting copy is limited to 280 character tweet. Links are truncated and reduce max. character count by 23, leaving 256 characters for copy. 

 

Promoted Video

Instead of an image or GIF, you can include a longer-form video with your Promoted Tweet. Videos autoplay and loop if they are under 60 seconds.

Video Specs
  • Video length: 15 seconds or less is recommended 
  • Max video length: 2 minutes and 20 seconds
  • Aspect ratio: 1:1 is recommended
  • File types: .mp4 or .mov
  • Frame rate: 29.97fps or 30fps
  • Max file size: 1GB
  • Captions or text overlays are strongly recommended
Supporting Copy
  • Your supporting copy is limited to a 280 character tweet. Links are truncated and reduce max. character count by 23, leaving 256 characters for copy. 

 

Amplify Pre-Roll

This placement puts your brand’s video ad ahead of premium video content from a Twitter media partner such as highlights and top clips. Branding is highly recommended throughout the entire video—particularly, a logo in the upper left-hand corner.

Video Specs
  • Video length: 15 seconds or less is recommended 
  • Max video length: 2 minutes and 20 seconds
  • Aspect ratio: 1:1 is recommended
  • File types: .mp4 or .mov
  • Frame rate: 29.97fps or 30fps
  • Max file size: 1GB
  • Captions or text overlays are strongly recommended

 

TikTok Video Specs & Ad Placements

TikTok surged in popularity in 2020, dominating the cultural zeitgeist during the COVID-19 pandemic. The music-forward platform is heavy on trends and is very popular with Millennials and Gen Z. TikTok has nearly 600 million daily active users worldwide.

TikTok is a creativity-driven platform. Out-of-the-box creative using styles like stop motion can really pop on this platform. The ad for Self below, created by QuickFrame, taps into the creative culture of TikTok with a BTS look at digital animation while promoting its app. 

 

In-Feed Video

TikTok In-Feed ads appear in the For You feed. Users can engage with or share the ad, and you can drive traffic to internal or external landing pages.

Video Specs
  • TikTok ads should be supported with sound and/or music as the app defaults to a sound-on experience.
  • Length: 5-60 seconds. 9-15 second videos perform best.
  • Aspect Ratio: 9:16
  • File Type: .mp4, .mov, .mpeg, .3gp, or .avi
  • Max File Size: 500 MB
Supporting Copy
  • 12-100 characters are supported for a description

 

TopView

The TopView placement shows your video ad to users immediately once they open the app.

Users can like, comment, share, or follow your brand. This placement also supports a CTA that links to external or internal landing pages.

Video Specs
  • TikTok ads should be supported with sound and/or music as the app defaults to a sound-on experience.
  • Length: 5-60 seconds, though 15 seconds is optimal for TopView ads
  • Aspect Ratio: 9:16
  • File Type: .mp4, .mov, .mpeg, .3gp, or .avi
  • Max File Size: 500 MB

 

Branded Takeover

This full-screen placement serves your ad as the first thing that users see when opening TikTok. Users are not able to engage with the ad, so this placement is optimal for awareness campaigns. Branded Takeovers do support external or internal landing page conversion.

Unlike other placements, Branded Takeovers do not play with sound and do not have accompanying description copy. 

Video Specs
  • Sound-off
  • Length: 3-5 seconds
  • Aspect Ratio: 9:16
  • File Type: .mp4, .mov, .mpeg, .3gp, or .avi
  • Max File Size: 500 MB

 

YouTube Video Specs & Ad Placements

YouTube has 2 billion logged-in monthly users, 15% of which are from the U.S. Interestingly, 73% of U.S. adults use YouTube—more than Facebook or Instagram—making it the most popular online platform in America, according to Pew Research.

Out of all of the social media platforms, YouTube is the most hospitable to broadcast-quality creative, like the QuickFrame-created Nurx commercial below. More and more people (100 million US viewers a month in 2020) are watching YouTube content on TVs, so be sure that your content will work well on large screens. Ads created for Linear TV or CTV/OTT can easily be repurposed for YouTube.

Skippable In-Stream Ads

Skippable ads play before, during, or after videos on YouTube. Viewers have the option to skip the ad after 5 seconds, so you must frontload an attention-grabbing hook in your creative.

Video Specs
  • Length: up to 6 minutes, or 60 seconds for YouTube Kids
  • Aspect Ratio: 16:9 or 4:3. We recommend 16:9 as more and more viewers are consuming YouTube on their CTVs
  • File Type: .mp4, .mov, .mpeg, .avi, or .asf
  • Frame Rate: 30fps
  • Max File Size: 1GB

 

Non-Skippable In-Stream Ads

Non-Skippable ads cannot be skipped and can play before, during, or after videos on YouTube. 

Video Specs
  • Videos must be at least 12 seconds long but are capped at 15 seconds.
  • Aspect Ratio: 16:9 or 4:3. We recommend 16:9 as more and more viewers are consuming YouTube on their CTVs
  • File Type: .mp4, .mov, .mpeg, .avi, or .asf
  • Frame Rate: 30fps
  • Max File Size: 1GB

 

Bumper Ads

Bumper ads deliver short messages via video. They are non-skippable and play before, during, or after YouTube videos.

Video Specs
  • Max length: 6 seconds
  • Aspect Ratio: 16:9 or 4:3. We recommend 16:9 as more and more viewers are consuming YouTube on their CTVs
  • File Type: .mp4, .mov, .mpeg, .avi, or .asf
  • Frame Rate: 30fps
  • Max File Size: 1GB

 

Reddit Video Specs & Ad Placements

Reddit just launched video advertising a year ago. As a discovery and search hub with a wide array of users, Reddit may be the right platform for your brand to drive conversions with high-intent users.

There is only one main ad placement available: the Promoted Post. There are additional Takeover ad units available (where your brand can own a community or page for a period of time), but the specs for those units are identical to that of the Promoted Post.

Reddit Promoted Video Post

Promoted Posts appear in-feed and support video ads. Video auto-play and can feature an optional CTA.

Video Specs
  • Length: 5-30 seconds recommended
  • Aspect Ratio: 1:1, 4:5, 4:3, or 16:9
  • File Type: .mp4 or .mov
  • Frame Rate: 30fps
  • Max File Size: 1GB
Supporting Copy
  • Your Headline/Post Title is limited to 300 characters

 

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