TL;DR
Video consistently outperforms static images on Meta. Key specs: Feed video 1:1 or 4:5 aspect ratio, Stories/Reels 9:16, 15-60 seconds recommended (under 15 seconds for Stories). Capture attention in the first 3 seconds. Add captions (85% watch with sound off). Show your brand within the first 5 seconds. Use native-looking content over polished commercials. Test multiple video lengths and styles. For Reels, use trending audio and fast cuts. Monitor ThruPlay rate and video completion metrics to gauge engagement.
Overview
Video consistently outperforms static images on Meta. Key specs: Feed video 1:1 or 4:5 aspect ratio, Stories/Reels 9:16, 15-60 seconds recommended (under 15 seconds for Stories). Capture attention in the first 3 seconds. Add captions (85% watch with sound off). Show your brand within the first 5 seconds. Use native-looking content over polished commercials. Test multiple video lengths and styles. For Reels, use trending audio and fast cuts. Monitor ThruPlay rate and video completion metrics to gauge engagement.
Related Guides
See our complete guide library for detailed coverage of account setup, tracking implementation, campaign creation, audience building, creative best practices, and optimisation strategies across all platforms.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
Was this guide helpful?
Your feedback helps us improve our guides