Facebook video ads
that fit every placement.

Most people in Malta already scroll social media every day. In 2025, 82.4% of people aged 16 to 74 in Malta used social networks, against 67.3% across the EU (Eurostat isoc_ci_ac_i (social networks, 2025), opened 7 Nov 2026). Reach is easy here. Attention is the hard part.

Example sceneA Valletta restaurant posts a 40-second landscape clip of its kitchen. People scroll past before the dish appears. Next week it posts a 12-second vertical cut. The plate lands in the first second, the terrace at sunset follows, and a “Book a table” button closes it. Same footage, a different edit. This is an example, not a client result.

Feeds are also busy with other local advertisers. In 2024, 60.4% of Malta firms with 10 or more staff paid to advertise online. The EU figure was 32.6% (Eurostat isoc_cismt (paid online ads, 2024), opened 7 Nov 2026). A short video that shows your place, your product or your team is one of the few things that stops the thumb.

This guide covers what Meta allows for video, how to plan one shoot that fits every placement, and how to judge the result. It is written for owners who pay for Meta ads in Malta and want video that brings enquiries, not just views.

Meta lists a different length limit for each placement. The table below copies the limits from Meta Business Help: Video length specifications across placements and the shapes from Meta Ads Guide: Facebook Feed video, Meta Ads Guide: Facebook Stories video and Meta Ads Guide: Instagram Feed video, all opened 7 Nov 2026.

Two rules matter most. First, Facebook Stories play videos of 15 seconds or less in full. Longer ones are split into cards, and people must tap to see the rest. Second, Meta asks you to keep roughly the top 14%, the bottom 35% and 6% of each side free of text and logos. On a 1440 x 2560 frame, that is about 202 pixels at the top and 896 at the bottom.

Every placement takes files up to 4 GB, in MP4 or MOV. Meta recommends captions and sound but does not require them.

Views are not the goal. Enquiries and sales are. Here is the kind of result line any campaign should be judged by. This lead campaign ran on a €6.00 daily ad set budget and brought 478 form leads at €9.68 each. It was not a video-only test. We show it because the same yardstick applies to every format.

Leads are enquiries, not sales. Your close rate decides whether a cost per lead is cheap or dear. When we test video against images, we compare cost per lead or cost per sale, never views alone.

Want your video judged on enquiries, not views? Apply now for Meta video ads ↗

A landscape TV advert. On a phone it shrinks to a strip. Re-cut it to 4:5 and 9:16.

A five-second logo intro. People scroll away before anything happens. Lead with the result.

Text in the bottom third of a Story. Meta’s buttons and the caption cover it. Keep it in the safe zone.

One edit for every placement. A 60-second video gets cut into cards in Stories. Make a short version.

Judging after two days. The account is still learning. Read the result after a full week.

If you want a second pair of eyes, our guide to Facebook ad creative and Instagram Reels ads guide go deeper on hooks and safe zones.