Formats
Short answer: Facebook video ads may use vertical, square, or landscape formats. Pluto confirms the included ratios and delivery schedule in the selected package and signed Order.
The tension every founder faces is this: you have a message that matters, but Facebook’s algorithm—and its viewer’s thumb—will kill it in the first frame if the format is wrong. Most creators upload a landscape video or a square that wasn’t built for the feed. The video gets crushed by bad aspect ratio, sounds like nothing without captions, and dies before the 3-second hook lands. You spent the time and budget and got nothing.
Here’s what Facebook actually rewards:
Aspect ratio. Vertical (9:16) performs best in feed and Stories. Square (1:1) works in feed and Reels. Landscape (16:9) is the lowest performer but still viable. The first two fill the mobile screen. Most people scroll feed on their phone—vertical wins.
Resolution. 1,080 × 1,920 pixels minimum for vertical. 1,080 × 1,080 for square. 1,920 × 1,080 for landscape. Going bigger is fine; Facebook compresses on delivery anyway.
Length. 15 seconds ideal for feed ads. You can go up to 2 minutes 20 seconds for awareness, but attention dies after 6 seconds. Shorter wins.
File size. Max file size is 4 GB. Meta recommends staying under 1 GB so uploads process cleanly. Smaller loads faster; faster means fewer drops before play.
Sound. Most viewers have sound off. Your first 3 seconds must work silent. Captions, on-screen text, and visual storytelling do the work. Then—if they haven’t scrolled—sound kicks in and deepens the idea.
Format. MP4 or MOV. H.264 video codec, AAC audio codec.
This is where most in-house video or generic agencies fail. They deliver one format and hope. Or they shoot landscape, try to crop it square, and lose the frame.
For Facebook scopes, the selected package and signed Order identify included ratios, captions, sound work, and export specifications.
Timing: Each package has its own delivery window. Current launch-package windows are listed on Pricing; every project schedule is confirmed in writing after brief and asset review.
The cost of not getting this right is real: a video that collapses on mobile, sounds like nothing to 80% of viewers, or bores them in the first 2 seconds. You paid for production and got scroll-throughs that convert to nothing.
If you’re ready to move beyond guessing, Pluto can give you a fixed quote and get started. Reach out with your brief—the team will confirm the specs and timeline, and work begins once you approve the price.
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