[{"data":1,"prerenderedAt":366},["ShallowReactive",2],{"guide-facebook-video-ad-length":3},{"id":4,"title":5,"answer":6,"authorId":7,"body":8,"category":264,"ctaVariant":265,"dataset":264,"description":266,"examples":267,"extension":268,"faqs":269,"heroImage":294,"intro":295,"meta":296,"navigation":297,"path":298,"publishedAt":299,"seo":300,"sources":301,"stats":333,"stem":364,"updatedAt":299,"__hash__":365},"blog\u002Fblog\u002Ffacebook-video-ad-length.md","How Long Should a Facebook Video Ad Be?","For direct response, the working default is 15 to 30 seconds: room for a hook, one proof point, and a call to action, short enough to survive a feed-trained attention span. Cold and awareness audiences usually do better at 6 to 15 seconds. Meta's per-placement ceilings are far higher (feed up to 241 minutes, Facebook Reels 90 seconds, Stories 2 minutes, In-Stream 5 to 15 seconds), but watch time collapses long before any of them, and Wistia's 2026 data shows videos under one minute hold the highest engagement, around 52% watched. The first three seconds carry the pitch at every length, because Meta counts a view at three seconds and most people never reach the end.","likit-sae-lee",{"type":9,"value":10,"toc":249},"minimark",[11,16,20,23,26,35,40,43,128,131,139,142,149,153,156,159,162,165,169,172,175,178,182,185,188,191,197,201,204,207,210,214,217,220,226,230,233,246],[12,13,15],"h2",{"id":14},"the-length-most-ads-should-be-and-the-length-meta-actually-allows","The length most ads should be, and the length Meta actually allows",[17,18,19],"p",{},"The two questions that look like one are not. \"What length will Meta let me upload?\" and \"what length should I ship?\" have completely different answers, and confusing them is why so many video ads run too long. Meta's ceilings are generous to the point of being useless as guidance: a feed video can run 241 minutes, a Facebook Story two minutes, a Facebook Reel ninety seconds, an Instagram Reel a full fifteen. None of those numbers is advice. They are the outer wall of what the upload accepts, and watch time collapses long before you reach any of them.",[17,21,22],{},"The recommendation is far tighter and far more stable. For direct response, the kind of ad that asks for a click, a sale, or a lead, the working default is 15 to 30 seconds. For cold and awareness audiences, where you have no goodwill to spend, 6 to 15 seconds usually does better. You go past 30 seconds only when the content genuinely earns the runtime, and even then you build it so the opening still works as a complete ad on its own. That is the whole post in two sentences. Everything below is the evidence behind it and the per-surface detail that turns it into a decision you can make on each upload.",[17,24,25],{},"It helps to know why this is a real performance lever and not a style preference. Length changes three things at once: how many people finish your message, what your completion-based metrics look like, and how the auction reads your creative. Facebook ads could reach about 2.28 billion people as of January 2025 (DataReportal, 2025), and you are competing for a sliver of attention from any of them. A shorter cut does not just feel snappier. It mechanically raises the share of viewers who reach your call to action, which is the number that decides whether the ad pays for itself. Treat seconds the way you treat the offer or the hook: a variable you choose on purpose, then test.",[17,27,28,29,34],{},"This page is the length companion to the production guide. If you are still deciding how to shoot the thing, ",[30,31,33],"a",{"href":32},"\u002Fblog\u002Ffacebook-video-ad","how to make a Facebook video ad"," walks the hook menu, the captions, the framing, and the export specs end to end. This one assumes you can make the video and answers only the question of how long to make it.",[36,37,39],"h3",{"id":38},"the-placement-by-length-table-ceiling-versus-recommended","The placement by length table: ceiling versus recommended",[17,41,42],{},"Here is the table the whole guide promised, drawn from the Meta Ads Guide as it reads in 2026. The left number is the hard ceiling, what the upload technically accepts. The right number is what to actually ship for a direct-response ad on that surface. Treat the per-placement ceilings as a moving target and verify them against the live Ads Guide at build time, because Meta revises these regularly. The recommended column is the part that barely moves year to year.",[44,45,46,62],"table",{},[47,48,49],"thead",{},[50,51,52,56,59],"tr",{},[53,54,55],"th",{},"Placement",[53,57,58],{},"Meta maximum length",[53,60,61],{},"Recommended for direct response",[63,64,65,77,88,98,108,119],"tbody",{},[50,66,67,71,74],{},[68,69,70],"td",{},"Facebook and Instagram feed",[68,72,73],{},"1 sec to 241 min",[68,75,76],{},"15-30 sec",[50,78,79,82,85],{},[68,80,81],{},"Facebook Stories",[68,83,84],{},"1 sec to 2 min",[68,86,87],{},"6-15 sec",[50,89,90,93,96],{},[68,91,92],{},"Facebook Reels",[68,94,95],{},"up to 90 sec",[68,97,76],{},[50,99,100,103,106],{},[68,101,102],{},"Instagram Reels",[68,104,105],{},"up to 15 min",[68,107,76],{},[50,109,110,113,116],{},[68,111,112],{},"In-Stream (mid-roll)",[68,114,115],{},"5-15 sec",[68,117,118],{},"6-15 sec, sound-on",[50,120,121,124,126],{},[68,122,123],{},"Marketplace",[68,125,73],{},[68,127,76],{},[17,129,130],{},"Read the two columns side by side and the gap is the point. The feed will accept a four-hour video and a six-second one with equal indifference, but a feed ad that asks for a sale lives or dies in its first 15 to 30 seconds. Instagram Reels technically runs to fifteen minutes, a ceiling built for organic creators posting long-form content, not for a paid ad a stranger is one flick away from skipping. The only row where the ceiling and the recommendation nearly touch is In-Stream, capped at fifteen seconds because it is a mid-roll interruption inside someone else's video, and the format itself enforces the discipline.",[17,132,133,134,138],{},"This table is the length counterpart to the sizes reference. The companion guide on ",[30,135,137],{"href":136},"\u002Fblog\u002Ffacebook-instagram-ad-sizes","Facebook and Instagram ad sizes"," carries the other axis, the pixels: aspect ratio, resolution, and the safe zones that keep your headline out from behind the interface. One covers how big, this one covers how long. Build to both and the ad renders clean and plays at a length the surface rewards. Notice this table deliberately carries no resolutions. Length and size are separate decisions, and bolting them together is how guides end up with a wall of numbers nobody can act on.",[17,140,141],{},"A practical note on the maximums: the fact that they exist at all tempts people to use them. They should not. The ceiling is there so a tutorial or a long product walkthrough can run as an organic post, not because a 90-second cold ad performs. Read the right column as the brief and the left column as trivia you will almost never need.",[17,143,144],{},[145,146],"img",{"alt":147,"src":148},"A marketer at a laptop comparing video clips of different lengths laid out on a timeline, choosing the right duration for a Facebook ad","\u002Fimages\u002Fblog\u002Ffacebook-video-ad-length-placement-table.webp",[12,150,152],{"id":151},"why-15-to-30-seconds-is-the-direct-response-default","Why 15 to 30 seconds is the direct-response default",[17,154,155],{},"The case for short is not taste, it is the completion curve. Wistia's State of Video Report 2026, published in April 2026 after analyzing more than 13 million videos and 79 million hours of viewing data, states the relationship plainly: the shorter the video, the higher the engagement rate, where engagement rate means the share of the video an average viewer actually watches. Videos under one minute average roughly a 52% engagement rate (Wistia, 2026), the highest of any length band, and that figure falls as videos get longer. People watch about half of a sub-minute video and progressively less of everything beyond it.",[17,157,158],{},"That decay is the mechanism behind every \"go shorter\" recommendation. A video that someone abandons at the 40% mark never delivers the proof point or the call to action you parked at the end. The direction here is rock solid across studies, even though the exact completion figures wobble depending on who measured them and how. The pattern reported again and again is that sub-15-second clips finish at a far higher rate than 30 to 60 second cuts, with completion sliding steadily as length climbs. Treat any specific completion percentage you read as directional and verify it independently, but trust the shape: completion is a downward slope against length, and your call to action sits at the bottom of it.",[17,160,161],{},"So why 15 to 30 and not 6 to 10 for everything? Because a direct-response ad has three jobs to do, not one. It has to stop the scroll (the hook), make a believable case (the proof), and ask for the action (the call to action). Six seconds is enough to land a hook and a single claim, which is exactly why it wins for cold awareness, where the only goal is to register. But fitting a hook, one genuine proof point, and a clean call to action usually needs 15 to 30 seconds of room. Go shorter and you drop the proof. Go longer and you start shedding viewers before they reach the ask. The 15 to 30 band is the sweet spot because it is the smallest space that holds the full argument.",[17,163,164],{},"Longer earns its runtime only when the content genuinely holds. A founder explaining why the product exists, a detailed demo where the watching is the selling, a testimonial that builds: these can justify 45 or 60 seconds because the story itself is the retention mechanism. The test is honest and simple. If you cannot point to a specific reason every second after the fifteenth keeps people watching, the video is too long, and the fix is to cut, not to hope. The rule that survives is not \"stay under 15 seconds.\" It is earn every second after the first.",[36,166,168],{"id":167},"length-by-funnel-stage-and-objective","Length by funnel stage and objective",[17,170,171],{},"The single biggest reason one length cannot be right for every ad is that your audiences are not all in the same place. A cold prospecting audience has never heard of you. There is no goodwill to spend, no reason to grant you 30 seconds, so the shorter you are, the better you tend to do. Six to fifteen seconds is the prospecting range: hook, one claim, and a logo that lands early, because a stranger who scrolls past at second four should still have absorbed who you are.",[17,173,174],{},"A warm or retargeting audience is the opposite. They have visited the site, watched a previous ad, or bought before, so they already trust the brand enough to give it more time. This is where a 30 to 60 second demo or testimonial earns its length, because the viewer has a reason to keep watching and you have a reason to say more. Length tracks the relationship: the colder the audience, the shorter the cut.",[17,176,177],{},"Objective pulls in the same direction. An awareness or reach campaign can run a six-second bumper-style cut whose only job is to register a brand in passing, which the attention evidence below says is far from wasted. A conversion campaign usually wants the full 15 to 30 seconds to fit the hook, the proof, and the call to action that an actual purchase decision needs. Match the length to the job: registration is short, persuasion is a little longer, and neither is 90 seconds for a stranger.",[12,179,181],{"id":180},"the-first-three-seconds-carry-the-pitch-at-any-length","The first three seconds carry the pitch at any length",[17,183,184],{},"Every length decision is also a hook decision, because the opening seconds do the same work whether the ad runs eight seconds or sixty. The mechanical reason is Meta's own counting rule. A 3-second video play is how Meta decides a video was viewed at all: the platform counts a play once the video runs for three seconds, or for 97% of its length if the clip is shorter than three seconds (Meta, 2026). That threshold is the bar your ad has to clear before anything else can happen. Clear it and you have a viewer. Miss it and the rest of the ad, however long, never gets watched. The first three seconds are not an introduction to the pitch. For the majority of impressions, they are the entire pitch.",[17,186,187],{},"What makes that bearable is that a brief view is genuinely not wasted. A Facebook-commissioned Nielsen analysis of 173 Brand Effect studies found measurable lift even among viewers who saw an ad for three seconds or fewer: ad recall rose 47%, brand awareness 32%, and purchase intent 44% (Facebook-Nielsen via MarTech, 2015). Newer attention research points the same way with a different mechanism. A 2025 study by VCCP Media with Dr Karen Nelson-Field and the attention firm Amplified, tracking more than 20,000 views of 72 digital video ads, found that as little as 1.5 seconds of genuine attention is enough to encode a brand in memory, provided the ad carries distinctive brand assets such as a consistent color, character, or logo presence (Marketing Communication News, 2025). Read those two studies together and the design brief writes itself: branding has to land in the opening beat, because for most people the opening beat is all you get.",[17,189,190],{},"This is precisely why length and the hook are one decision, not two. A six-second ad and a sixty-second ad both spend their first three seconds the same way, on stopping the scroll and planting the brand. The difference is what happens after. The short ad has nothing left to lose, because it is nearly over. The long ad has 57 seconds of runway in which to lose people, and the completion curve guarantees it will lose most of them. So a longer cut does not buy you more attention. It buys you more chances to leak the attention you already won. That is the real cost of length, and it is why the answer to \"can I go longer?\" is almost always \"only if the first three seconds already did the job.\"",[17,192,193],{},[145,194],{"alt":195,"src":196},"A thumb hovering over a phone screen mid-scroll, frozen in the opening seconds of a vertical video ad, the moment that decides whether the ad gets watched","\u002Fimages\u002Fblog\u002Ffacebook-video-ad-length-first-three-seconds.webp",[12,198,200],{"id":199},"when-to-go-longer-and-how-to-front-load-it","When to go longer, and how to front-load it",[17,202,203],{},"There is a real case for 30 to 60 seconds and occasionally beyond, and the deciding factor is never your preference. It is whether the content holds. Three kinds of ad reliably earn the extra time. A founder or origin story, where a person explaining why the product exists holds attention that a 15-second cut cannot. A detailed demo, where watching the product work through several steps is itself the persuasion, common for tools, gadgets, and anything with a satisfying physical result. And warm retargeting, where the audience already trusts the brand and will grant the runtime a stranger never would. A folding-treadmill demo that needs to show the fold, the unfold, and the run is a fair candidate for 45 seconds, because each second teaches something. A one-line skincare testimonial almost never is, because the message lands in eight.",[17,205,206],{},"The craft move that makes long ads safe is front-loading, and it follows directly from the completion curve. Most viewers will never reach the end of a 45-second ad regardless of how good it is, so you cannot put the offer at the end and hope. Structure any longer ad so its first five seconds work as a complete ad on their own: the hook, the core benefit, and a hint of the call to action all land up front, and the remaining runtime becomes elaboration for the minority who stay, not the place where the pitch finally arrives. Done right, the viewer who drops at second six still saw an ad that made sense and registered the brand, while the viewer who stays gets the full story. Done wrong, the dropper saw a preamble and the ad wasted its most valuable seconds clearing its throat.",[17,208,209],{},"A simple test before you publish a long cut: scrub to the five-second mark and pause. If someone who saw only those first five seconds could not tell what you sell and why they should care, the open is too slow, and no amount of strong material at second 40 will rescue it. Front-loading is not a trick for long ads. It is the reason a long ad can work at all. There is a deeper structural point worth keeping. Because the muted feed defaults to no sound, a long ad has to carry its meaning visually for far longer than a short one. Up to 85% of Facebook video has historically been watched with the sound off (Digiday, 2016), so a 50-second cut that relies on a voiceover to make its case is asking a silent viewer to sit through nearly a minute of muted footage. The longer the ad, the higher the bar on the visuals and the captions, which is one more reason length is never free.",[12,211,213],{"id":212},"how-to-measure-length-fairly-the-thruplay-trap","How to measure length fairly: the ThruPlay trap",[17,215,216],{},"The most common way teams mislead themselves about length is by comparing completion metrics across cuts of different lengths, and the culprit is ThruPlay. A ThruPlay, by Meta's own definition, is a complete view for a video shorter than 15 seconds, or at least 15 seconds watched on a longer video (Meta, 2026). That definition is length-dependent on purpose, and it quietly breaks any cross-length comparison you try to make with it.",[17,218,219],{},"Walk through what that means. A 12-second clip earns a ThruPlay the moment someone plays it through, because it is under 15 seconds, so the completion bar and the ThruPlay bar are the same event. A 30-second clip only earns a ThruPlay once a viewer watches a full 15 seconds, which is halfway through. Show both ads to the identical audience and the 12-second clip will post a structurally higher ThruPlay rate, not because it is the better ad, but because its bar is lower. So never put a 30-second ad's ThruPlay rate next to a 12-second ad's and conclude the short one won. The metric was never measuring the same thing on each.",[17,221,222,223,225],{},"The honest way to read length is to compare like with like and to lean on metrics that do not move with duration. Two work well. Hook rate, the share of impressions that reach a 3-second play, reads only the opening and is roughly length-neutral, so it tells you whether the first frames are landing regardless of how long the ad runs. Cost per result, the actual cost of a purchase or a lead, is the number that decides whether the ad is worth running and does not care about your video's length at all. Grade each cut on those, and benchmark every video against your own past videos at the same length, never against a different-length cut and never against a universal target. Your 30-second ads form one ladder, your 15-second ads form another, and a new video's job is to beat the rung above it on its own ladder. For the full mechanics of hook rate and hold rate, including the worked arithmetic, the parent guide on ",[30,224,33],{"href":32}," sets out the formulas; here the only point that matters is that ThruPlay rate is not a length-fair yardstick, so do not use it as one.",[12,227,229],{"id":228},"choosing-the-length-for-your-next-ad","Choosing the length for your next ad",[17,231,232],{},"Pull it together into a decision you can make in under a minute on each upload. Start from the audience. Cold or awareness goes 6 to 15 seconds, warm or retargeting can sustain 30 to 60. Then check the surface against the table: feed and Reels reward 15 to 30, Stories wants 6 to 15, In-Stream is locked tight at 5 to 15 and plays sound-on, so the hook has to be audible, not just printed, because you cannot rely on burned-in text carrying it the way you can in a muted feed. Then ask the holding question: does every second after the fifteenth genuinely earn its place? If yes, go long and front-load it. If you are not sure, you have your answer, and it is to cut.",[17,234,235,236,240,241,245],{},"The platform-specific length facts live in the surface guides if you need them. The ",[30,237,239],{"href":238},"\u002Fblog\u002Finstagram-reels-ads","Instagram Reels ads"," guide covers why a discovery surface full of strangers still rewards a fast payoff even though the ceiling runs to fifteen minutes, and the ",[30,242,244],{"href":243},"\u002Fblog\u002Finstagram-stories-ads","Instagram Stories ads"," guide covers why a tight 6 to 15 second card beats a stretched two-minute one and how to split a longer message across cards. This page gives you the cross-surface rule; those give you the per-surface craft.",[17,247,248],{},"One production reality is worth naming, because it shapes how often you can act on any of this. Testing length properly means cutting the same master into a 15-second, a 30-second, and maybe a 6-second version and running them against each other, then reading cost per result on each. That is editing work, and doing it by hand for every concept is what stops most teams from ever testing length at all. A tool that keeps the editor and the launch in one place, the way AdPlay.ai does, collapses re-cutting one master into several lengths into an afternoon rather than a project, which is what turns \"we should test length\" into something you actually do. Whatever your workflow, the discipline is the same: pick the length on purpose, ship it at a duration the surface rewards, front-load it so the opening stands alone, and measure it against the right yardstick. Do that and length stops being a guess and becomes one more lever you control.",{"title":250,"searchDepth":251,"depth":251,"links":252},"",2,[253,257,260,261,262,263],{"id":14,"depth":251,"text":15,"children":254},[255],{"id":38,"depth":256,"text":39},3,{"id":151,"depth":251,"text":152,"children":258},[259],{"id":167,"depth":256,"text":168},{"id":180,"depth":251,"text":181},{"id":199,"depth":251,"text":200},{"id":212,"depth":251,"text":213},{"id":228,"depth":251,"text":229},null,"neutral","How long should a Facebook video ad be in 2026? Per-placement length ceilings, the 15-30s direct-response sweet spot, and why the first 3 seconds decide it.",[],"md",[270,273,276,279,282,285,288,291],{"question":271,"answer":272},"How long should a Facebook video ad be?","For most direct-response ads, default to 15 to 30 seconds. That is enough room for a hook, one proof point, and a call to action, and short enough to survive a feed-trained attention span. For cold or awareness audiences, where you have no goodwill to spend, 6 to 15 seconds usually does better. Go past 30 seconds only when the content genuinely holds, such as a founder story, a detailed demo, or a testimonial shown to a warm retargeting audience, and even then front-load it so the first five seconds work as a complete ad on their own.",{"question":274,"answer":275},"What is the maximum length Meta allows for a video ad on each placement?","The ceilings are generous and very different from the recommendation. Per the Meta Ads Guide in 2026, the Facebook and Instagram feed accepts 1 second to 241 minutes, Facebook Stories up to 2 minutes, Facebook Reels up to 90 seconds, Instagram Reels up to 15 minutes, and In-Stream 5 to 15 seconds. Those are the outer wall of what the upload accepts, not advice. Verify them against the live Ads Guide because Meta revises them, but treat them as trivia. The number that matters is the recommended 15 to 30 seconds for direct response, not the maximum.",{"question":277,"answer":278},"Are shorter video ads actually better, or is that a myth?","Shorter genuinely wins more than it loses, and the reason is the completion curve. Wistia's 2026 analysis of more than 13 million videos found that the shorter the video, the higher the engagement rate, with videos under one minute averaging roughly 52% watched, the highest of any band, and that figure falling as length rises. A viewer who abandons at 40% never reaches the call to action you parked at the end. The nuance: longer earns its runtime when the content holds. The rule that survives is not stay under 15 seconds, it is earn every second after the first.",{"question":280,"answer":281},"How long should a Facebook Reels ad be specifically?","Technically a Facebook Reel can run up to 90 seconds and an Instagram Reel up to 15 minutes, but the sweet spot for an ad is 15 to 30 seconds. Reels is a discovery surface full of strangers, so even though the ceiling is high, a viewer is one flick away from skipping and rewards a fast payoff. Lead with the hook, land the brand in the opening beat, and only stretch toward the ceiling for warm audiences or content that genuinely holds. For the full Reels production craft beyond length, see the Instagram Reels ads guide.",{"question":283,"answer":284},"Why do all the guides say the first 3 seconds matter so much?","Because three seconds is Meta's own bar for counting your video as viewed at all: it registers a play once the video runs three seconds, or 97% of its length if the clip is shorter. Clear that bar and you have a viewer; miss it and the rest of the ad never gets watched, however long it is. Attention research backs it up. A Facebook-Nielsen analysis found a 47% ad-recall lift even among people who watched three seconds or fewer, and a 2025 VCCP Media and Amplified study found 1.5 seconds of attention can encode a brand when distinctive assets land early. The opening does real work even for the majority who never finish.",{"question":286,"answer":287},"Does video ad length affect cost per result or delivery?","Yes, indirectly. Shorter cuts tend to earn higher completion, which feeds the completion-based events Meta optimizes against, so length is a creative lever on cost, not just a style choice. It also changes how a metric like ThruPlay reads, since ThruPlay counts a complete view under 15 seconds or 15 watched seconds on a longer video. The practical takeaway is to pick the length the surface and audience reward, then judge it on cost per result, the number that actually decides whether the ad is worth running, rather than assuming a longer or shorter cut is cheaper by default.",{"question":289,"answer":290},"When should I make a longer video ad (30-60s or more)?","When the content genuinely holds attention that a 15-second cut cannot. The reliable cases are a founder or origin story, a detailed demo where watching the product work is the persuasion, and warm retargeting audiences who already trust the brand and will grant the time. A folding-treadmill demo that shows the fold, the unfold, and the run can earn 45 seconds; a one-line testimonial almost never does. Whenever you go long, front-load it so the first five seconds work as a complete ad on their own, because most viewers will never reach the end regardless of how good it is.",{"question":292,"answer":293},"How do I compare the performance of a 15-second ad against a 30-second one fairly?","Do not compare ThruPlay rates across lengths, because the metric is length-dependent. A sub-15-second clip earns a ThruPlay just by playing through, while a 30-second clip only earns one at 15 watched seconds, so the short cut posts a structurally higher rate on the same audience regardless of quality. Instead use hook rate, the share of impressions that reach a 3-second play, which reads only the opening and is roughly length-neutral, and cost per result, which does not care about duration at all. Benchmark each length against your own past videos at that same length, never against a different-length cut.","\u002Fimages\u002Fblog\u002Ffacebook-video-ad-length-hero.webp","You can upload a four-hour video to the Facebook feed, which tells you exactly nothing about how long your ad should be. The length that wins is a separate decision from the length Meta allows, and getting it right is one of the cheapest performance levers you have. This guide separates the hard ceiling from the practical sweet spot per placement, shows why 15 to 30 seconds is the direct-response default, and explains why the first three seconds decide the ad no matter how long it runs.",{},true,"\u002Fblog\u002Ffacebook-video-ad-length","2027-01-24",{"title":5,"description":266},[302,306,309,312,315,318,322,326,330],{"label":303,"url":304,"year":305},"Wistia, State of Video Report: Video Marketing Statistics","https:\u002F\u002Fwistia.com\u002Flearn\u002Fmarketing\u002Fvideo-marketing-statistics","2026",{"label":307,"url":308,"year":305},"Wistia, How to Choose the Right Marketing Video Length for Any Goal","https:\u002F\u002Fwistia.com\u002Flearn\u002Fmarketing\u002Foptimal-video-length",{"label":310,"url":311,"year":305},"Meta Business Help Center, About 3-Second Video Plays","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F743427195703387",{"label":313,"url":314,"year":305},"Meta Business Help Center, About ThruPlay","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F2051461368219124",{"label":316,"url":317,"year":305},"Meta Ads Guide, Instagram Reels Video Ad Specs (duration and format)","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads-guide\u002Fupdate\u002Fvideo\u002Finstagram-reels",{"label":319,"url":320,"year":321},"MarTech, Even Brief Video Views Drive Brand Lift, Facebook-Nielsen Study Finds","https:\u002F\u002Fmartech.org\u002Feven-brief-video-views-drive-brand-lift-facebook-nielsen-study-finds\u002F","2015",{"label":323,"url":324,"year":325},"Marketing Communication News, Hacking the Attention Economy (VCCP Media and Dr Karen Nelson-Field, 1.5 seconds)","https:\u002F\u002Fmarcommnews.com\u002Fhacking-the-attention-economy-groundbreaking-research-from-vccp-media-and-dr-karen-nelson-field-proves-brands-with-distinctive-assets-can-drive-results-in-just-1-5-seconds\u002F","2025",{"label":327,"url":328,"year":329},"Digiday, 85 Percent of Facebook Video Is Watched Without Sound","https:\u002F\u002Fdigiday.com\u002Fmedia\u002Fsilent-world-facebook-video\u002F","2016",{"label":331,"url":332,"year":325},"DataReportal, Essential Facebook Statistics and Trends","https:\u002F\u002Fdatareportal.com\u002Fessential-facebook-stats",[334,338,341,345,348,352,356,360],{"label":335,"value":336,"source":337},"Average engagement (share watched) for videos under one minute","about 52%","Wistia, 2026",{"label":339,"value":340,"source":337},"Videos analyzed for the State of Video Report","13 million+",{"label":342,"value":343,"source":344},"Watch threshold Meta uses to count a video as viewed","3 seconds","Meta, 2026",{"label":346,"value":347,"source":344},"Watched seconds that earn a ThruPlay on a video over 15 seconds","15 seconds",{"label":349,"value":350,"source":351},"Ad-recall lift even when viewers saw the ad for 3 seconds or fewer","+47%","Facebook-Nielsen via MarTech, 2015",{"label":353,"value":354,"source":355},"Active attention that can encode a brand when distinctive assets are present","1.5 seconds","VCCP Media and Amplified via Marketing Communication News, 2025",{"label":357,"value":358,"source":359},"Facebook video views historically watched with the sound off","Up to 85%","Digiday, 2016",{"label":361,"value":362,"source":363},"People Facebook ads could reach worldwide in January 2025","2.28 billion","DataReportal, 2025","blog\u002Ffacebook-video-ad-length","ROcqecV4fZAU-uf3X_zZB5jj5pmqcI_epoLNNT-nbug",1786093699306]