Meta（Reels / Feed） video specs
Updated 2026-08-15 · Risk-term list version 2026-08-15c
Meta（Reels / Feed）: 9:16 主投，另交付 1:1 备用, up to 30 seconds, safe area 上下各留 14% 给 UI.
5 of the 5 fields below come from the official page (opened and linked on 2026-08-15); the rest are marked 🟡 experience-based. We do not invent citations.
Specs are only the entry ticket. What gets an asset rejected is the claims, and each platform words those rules differently — the last section covers this one.
The specs, item by item
The third column is the provenance of that row. “From official page” means the number is copied from one of the pages under Sources; “🟡 experience-based” means the official page does not state it and this comes from campaign experience — do not cite it as platform policy. Checked 2026-08-15.
| Field | Value | Provenance |
|---|---|---|
| 画幅与分辨率 | Facebook Reels 推荐 9:16，1440×2560 | from official page |
| 时长 | 官方页写 "No maximum limit."（投放实践仍建议 ≤30 秒） | from official page |
| 文件大小与格式 | ≤4GB；MP4 / MOV / GIF；H.264、方形像素、固定帧率、逐行扫描、AAC ≥128kbps | from official page |
| 安全区 | 顶部约 14%、底部约 35%、左右各约 6% 不放文字 / logo / 关键元素 | from official page |
| 文案长度 | Primary Text 40 字符、Headline 55 字符 | from official page |
How this platform reads claims
Meta words this differently from TikTok, and both lines matter. (1) The health and wellness standard bars "statements of inferiority about physical appearance" and a "close up on specific body area by pinching fat", and requires 18+ targeting for weight-loss and cosmetic ads; general before-and-after transformation is allowed for 18+. (2) The personal-attributes standard says ads "must not contain content that asserts or implies personal attributes... physical or mental health (including medical conditions)" — which is why a second-person body question ("Struggling with belly fat?") is far riskier than a first-person account ("I sat in this all day").
For the actual phrasings — which ones are high risk in this category and what to say instead — see the flagged-term list, or paste your copy into the free checker.
One shoot, two aspect ratios
Cross-platform is the structural difference from the platforms’ own tools: TikTok’s does not leave TikTok, Meta’s does not leave Meta. But the same SKU goes to TikTok Shop, Meta, Shorts, Temu and Amazon. Four of those take 9:16; Amazon Sponsored Brands video is documented as "16:9 only" with no vertical option — so it is one shoot and two aspect ratios, not one cut everywhere.
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | 顶部 130px、底部 480px 留白（右侧交互栏 140px） | 前 3 秒必须出核心信息；字幕默认开；AI 生成内容需自觉标注，平台亦会自动打标 |
| Meta（Reels / Feed） | 9:16 主投，另交付 1:1 备用 | 30s | 上下各留 14% 给 UI | Advantage+ 会自动裁切，关键信息务必居中；同素材建议提供静音可懂版本 |
| Temu 站内 | 1:1 与 3:4 | 30s | 四周 8% 安全边 | 商品主体必须在前 2 秒出现且占画面 40% 以上；价格标签避免直接烧录，便于改价复用 |
| Amazon（Sponsored Brands 视频） | 16:9（官方页写的是 only，没有竖版选项） | 45s | 避开右下角放文字与关键信息；不要带黑边 / 色边 / 模糊边 | 6–45 秒，官方强烈建议 ≤20 秒；视频与投放市场的语言要一致（英文市场需英文字幕或英文口播） |
| YouTube Shorts | 9:16 | 60s | 底部 15% 避开标题条 | 完播权重高，结尾留 1 秒静帧做循环感 |
The practical version: frame with horizontal headroom, then export two — a 9:16 master (key elements inside the middle 50% of the height, plus a 1:1) and a 16:9 for Amazon. Do not fake the 16:9 with bars: Amazon’s spec page explicitly says to avoid black, colour or blurred bars.
Other platforms
FAQ
When do these numbers go stale?
The platforms’ own pages change. We stamp the date we checked (2026-08-15) and the “last updated” the page states, so you can judge when to re-verify. Go by the platform’s current rules before you spend, especially for safe areas, which move with UI redesigns.
Why are some fields marked experience-based?
Because the official page genuinely does not state them. Composition safe areas are the usual case: most platforms publish technical parameters and no framing guidance. Rather than invent a source, we mark the row so you know it carries less weight.
Does composing to the tightest safe area waste frame?
It costs you some edge, and it buys you one cut that runs everywhere. For a seller with many SKUs and weekly creative refresh, reshooting costs far more than the edge.
Do AI-generated assets need a label?
On TikTok, yes — tick the disclosure in Ads Manager or add a clear disclaimer, caption or watermark yourself; undisclosed AI content that is detected gets rejected or restricted. Other platforms: go by their current rules. Worth saying: we do not make videos. This note is for when you use someone else’s generator.
Sources
- Meta 广告指南 · Facebook Reels 视频广告规格 （checked 2026-08-15）
- Meta 各版位画幅最佳实践 （checked 2026-08-15）
- Meta 广告标准 · 健康与保健（减重 / 体型类） （checked 2026-08-15）
- Meta 广告标准 · 隐私侵犯与个人属性 （checked 2026-08-15）