Video ads for Facebook: one product, every placement
Meta places one ad across Facebook Feed, Instagram Feed, Stories, Reels and more. You can upload one video and let Meta crop it, but the crop often cuts off your product or your text. The better approach is two versions: vertical for Stories and Reels, and a squarer one for the feeds.
Formats by placement
| Placement | Best ratio | AdVideoLab setting |
|---|---|---|
| Facebook and Instagram Feed | 4:5 or 1:1 | 1:1 or 3:4, or Adaptive with a 4:5 photo (the video matches the photo) |
| Stories | 9:16 | 9:16 |
| Reels | 9:16 | 9:16 |
| In-stream and wide placements | 16:9 | 16:9 |
Meta's exact specs change over time; the Meta Ads Guide in the Business Help Centre has the current list.
Feed ads get watched muted
A lot of people scroll Facebook with the sound off. That changes how you write the ad:
- Put the message on screen, not only in the voice-over.
- Make the first frame work as a still image. In the feed it often is one until the video starts.
- Use captions. Meta can auto-generate them, or burn in your own.
How many creatives to test
Meta's delivery system needs variety to find what works. A practical setup for a small budget:
| Budget per day | Creatives per ad set | Refresh |
|---|---|---|
| Under $50 | 3 | Every 2 to 3 weeks |
| $50 to $300 | 4 to 6 | Every 1 to 2 weeks |
| Over $300 | 6 or more | Weekly |
Creative fatigue is the most common reason a winning ad stops working. Frequency climbs, cost per result creeps up, and the fix is new creative, not a new audience. This is where making ads from a photo helps: a fresh variation is a new brief, not a new shoot.
Making Meta ads with AdVideoLab
Make the 9:16 version first (most placements now are vertical), then re-render from the same photo in 1:1 or 3:4 for the feed. Brand voice keeps the wording consistent across versions, and Write with AI can rewrite the hook for each one. If you'd rather hand the whole thing over, our Meta Ads service makes and runs the campaigns for you.