Primary text
Primary text is the main copy shown with a Meta ad, above the image or video in Feed. Meta recommends 50 to 150 characters for Facebook Feed video, 125 for Instagram Feed and Stories, and 44 for Instagram Reels. Longer text is accepted but truncated behind 'See more', so the first line must carry the message.
Updated
Recommended lengths
| Placement | Recommended primary text |
|---|---|
| Facebook Feed video | 50 to 150 characters |
| Facebook Stories | 125 characters |
| Instagram Feed | 125 characters |
| Instagram Stories | 125 characters |
| Instagram Reels | 44 characters |
Writing primary text for video ads
- Do not repeat what the video says. Add the one thing it does not: the offer, the price, the proof.
- Lead with the claim; put supporting detail after the truncation point.
- Write a short version for Reels, where only 44 characters are recommended.
- Keep claims consistent with the video and the landing page.
Questions
- Does primary text affect ad performance?
- It can. It is often the first thing read in Feed placements, so a clear claim in the first line helps. In Reels, far less text is shown.
Sources
- Meta Ads Guide: Facebook Feed video
- Meta Ads Guide: Instagram Reels video
- Meta Ads Guide: Instagram Stories video
Read on 13 October 2026. Platforms change specs and policies without notice; check the source before you build to a number.