Updated , 6 min read, by the Probably team
Key takeaways
- Make a 9:16 master at 1080×1920.
- Export MP4, H.264 and AAC at the frame rate you filmed in.
- Keep text, logos and the product out of the top and bottom.
- Burn in captions; the ad text is a separate field.
- Check each platform's spec page before you launch.
Quick reference: UGC ad specs by placement
Values are from each platform's official page when this guide was written; check the linked sources before you launch.
| Placement | Aspect ratio | Resolution listed | Length allowed | File types |
|---|---|---|---|---|
| TikTok In-Feed | 9:16 recommended; 1:1 and 16:9 accepted | At least 540×960 for 9:16 | Up to 10 minutes | MP4, MOV, MPEG, 3GP, AVI; up to 500 MB |
| Instagram Reels | 9:16 | 1440×2560 | Up to 15 minutes | MP4, MOV; up to 4 GB |
| Instagram Feed | 9:16 | 1080×1920 | 1 second to 60 minutes | MP4, MOV, GIF; up to 4 GB |
| Facebook Feed | 4:5 | 1440×1800 | 1 second to 241 minutes | MP4, MOV, GIF; up to 4 GB |
| YouTube Shorts | Vertical | Check the current spec | Shorts up to 3 minutes; Shorts ads under 60 seconds recommended | MP4 with H.264 recommended for uploads |
The safe default is a 9:16 MP4 at 1080×1920, H.264 with AAC audio, 15 to 30 seconds long, with captions burned in inside the safe zone.
What aspect ratio should a UGC ad be?
Vertical 9:16 is the right aspect ratio for nearly every UGC ad. It fills the screen on TikTok, Reels, Stories and Shorts, where UGC-style ads usually run.
| Aspect ratio | Shape | Best for |
|---|---|---|
| 9:16 | Full-screen vertical | TikTok, Instagram and Facebook Reels, Stories, YouTube Shorts |
| 4:5 | Tall rectangle | Facebook Feed, per Meta's guide |
| 1:1 | Square | Feeds, marketplaces, anywhere vertical would be cropped |
| 16:9 | Wide | In-stream YouTube, websites, desktop placements |
Frame for 9:16 with the actor and product centered, so a 4:5 or 1:1 crop keeps what matters.
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What resolution should a vertical video ad be?
Use 1080×1920 for 9:16, the standard full-HD vertical size; Meta's guide lists it for Instagram Feed video.
- TikTok accepts vertical In-Feed ads from 540×960 up.
- Meta's guide lists 1440×2560 for Instagram Reels and 1440×1800 for Facebook Feed; higher resolutions are scaled down for display.
- Don't upscale a low-resolution clip to hit a number; it adds file size, not detail.
TikTok ad specs
TikTok's Ads Manager help lists these specs for In-Feed ads that aren't Spark Ads:
- Aspect ratio: 9:16 recommended, at least 540×960; 16:9 at least 960×540; 1:1 at least 640×640.
- File types: .mp4, .mov, .mpeg, .3gp or .avi.
- Length: up to 10 minutes.
- File size: up to 500 MB; bitrate at least 516 kbps.
- Ad text: shown in a fixed white font, with no clickable links, @ symbols or hashtags.
Spark Ads boost an existing organic post, so they use that post's video and caption.
Instagram Reels and Facebook Feed specs
Meta's Ads Guide lists specs per placement and campaign objective. For video in the Awareness objective, it listed:
- Instagram Reels: 9:16, 1440×2560, MP4 or MOV, up to 15 minutes, up to 4 GB.
- Instagram Feed: 9:16, 1080×1920, MP4, MOV or GIF, 1 second to 60 minutes, up to 4 GB.
- Facebook Feed: 4:5, 1440×1800, MP4, MOV or GIF, up to 4 GB, with H.264 video, a fixed frame rate and stereo AAC audio at 128 kbps or more.
The page differs by objective, so check the one you run. One Meta ad can carry a different video per placement, so a 9:16 and a 4:5 version can run together.
YouTube Shorts specs
YouTube Shorts are vertical videos up to 3 minutes long. Shorts ads, bought through Google Ads, play between Shorts in the feed; Google's video ad formats page recommends keeping them under 60 seconds.
For the file, YouTube recommends an MP4 with H.264 video and AAC-LC audio, encoded at the frame rate it was recorded in. Check Google Ads help for current Shorts ad requirements.
What ad formats do TikTok and Meta offer?
A UGC video fits the video formats: TikTok's standard In-Feed ads and Spark Ads, and Meta's single video ads on Facebook and Instagram. Carousel and collection ads can hold a video too.
| Platform | Format | What it is |
|---|---|---|
| TikTok | In-Feed (standard feed) | A video ad in the feed, bought at auction. |
| TikTok | Spark Ads | Boosts an existing organic post, using its video and caption. |
| TikTok | TopView | A full-screen, sound-on video shown the moment the app opens. |
| TikTok | Carousel ads | Cards a viewer swipes through in the feed. |
| TikTok | Search and catalog ads | Ads in TikTok search, and ads built from a product catalog. |
| Meta | Single image or video | One image or one video. |
| Meta | Carousel | Two or more images and videos, each with its own headline, description, link and call to action. |
| Meta | Collection | A video or image with a row of product images below it. |
| Meta | Flexible | Up to 10 images and videos; Meta picks which to show each person. |
Start with TikTok In-Feed or Spark Ads and Meta video in Reels and Stories: all four take the 9:16 master above. TikTok Shop sellers can read TikTok Shop ads made with AI.
How long should a UGC video ad be?
Platforms accept long videos, but most UGC ads work best at 15 to 30 seconds, as a rule of thumb.
6 to 15 seconds
Stories, hook tests, a single sharp benefit
15 to 30 seconds
Most UGC ads: hook, problem, product, proof, call to action
30 to 60 seconds
Products that need a demo or an objection answered
The UGC script template gives timings and word counts for 15, 30 and 45 seconds.
What is a safe zone, and where is it?
A safe zone is the part of the frame the app's interface doesn't cover. On vertical placements the name, ad text and call-to-action button sit at the bottom, and the like, comment and share buttons on the right.
- Leave the top clear too; some apps place labels there.
- For Instagram Reels, Meta's guide says to keep text, logos and key elements out of the top 14%, the bottom 35% and 6% on each side.
- TikTok publishes safe zone overlays in its Ads Manager help, which vary with the video's size, the caption length and any extra formats on the ad; preview the ad with one.
Keep text, logos and the product in the middle of a vertical ad, away from the bottom third and the right edge, where apps place their buttons and captions.
Should captions be burned in?
Yes. Burned-in captions are drawn into the video, so they look the same on every platform and carry the hook with the sound off.
- Place captions in the middle band, inside the safe zone.
- Large, high-contrast text, a few words at a time.
- Captions aren't the ad text, which you type in Ads Manager and the platform shows in its own font below the video.
What file format should you export?
Export an MP4 with H.264 video and AAC audio. Every platform here accepts it, and YouTube recommends it for uploads.
- Keep the frame rate you filmed in, constant.
- Use stereo audio; Meta's Facebook Feed spec lists AAC at 128 kbps or more.
- Stay under TikTok's 500 MB limit; a 30-second ad at 1080×1920 is far smaller.
A checklist before you upload
9:16 master at 1080×1920, plus 4:5 or 1:1 for feeds if you run them.
MP4, H.264, AAC, constant frame rate.
Hook in the first two or three seconds; see the hook guide.
Captions burned in, inside the safe zone.
Nothing important in the bottom third or along the right edge.
Checked against the current spec page for your objective and placement.
Video sizes in Probably
Probably, an AI video studio for UGC-style ads, makes them in 9:16, 1:1 or 16:9, with captions burned in. It doesn't publish to ad platforms, so you upload the video to TikTok, Meta or Google Ads yourself.
Your first draft is free with a new account, at 480p and up to 30 seconds; finished videos are 720p or 1080p and paid for with credits. See pricing.
Frequently asked questions
What size is a TikTok video ad?
9:16 vertical, as TikTok recommends, at least 540×960; 1080×1920 is the usual choice. In-Feed ads can run up to 10 minutes and 500 MB, in MP4, MOV, MPEG, 3GP or AVI.
Can I use the same video on TikTok, Reels and Shorts?
Yes. All three are vertical 9:16, so one master works if text and product stay inside the safe zones. Make a 4:5 or 1:1 version for feeds.
Is TikTok 9:16 or 4:5?
9:16. TikTok recommends vertical 9:16 for In-Feed ads; 4:5 is Meta's recommendation for Facebook Feed.
Is 1920×1080 good for TikTok?
Only turned upright, as 1080×1920. At 1920×1080 the video is horizontal 16:9, which TikTok accepts but shows small, with bars around it.
What frame rate should a UGC ad be?
The frame rate you filmed in, typically 24, 25 or 30 frames per second, kept constant, as YouTube's upload guidance advises.
