Ad copy character limits for video ads
Text limits for video ads vary widely. Meta recommends a 27-character headline and 50 to 150 characters of primary text for Facebook Feed, and 44 characters of primary text for Reels. LinkedIn recommends 150 characters of intro text (600 maximum) and a 70-character headline (200 maximum). Pinterest titles take 100 characters, with the first 40 shown.
Updated
Limits by platform
From each platform's ads guide, read on 13 October 2026. 'Recommended' limits are where text starts being truncated or crowded; longer text may still be accepted.
| Platform and placement | Field | Limit |
|---|---|---|
| Facebook Feed | Headline | 27 characters recommended |
| Facebook Feed | Primary text | 50 to 150 characters recommended |
| Facebook Stories | Headline | 40 characters recommended |
| Facebook Stories | Primary text | 125 characters recommended |
| Instagram Feed | Primary text | 125 characters; up to 30 hashtags |
| Instagram Stories | Primary text | 125 characters |
| Instagram Reels | Primary text | 44 characters |
| Introductory text | 150 recommended, 600 maximum | |
| Headline | 70 recommended, 200 maximum | |
| Title | 100 maximum; first 40 may show in feeds | |
| Description | 800 maximum; not shown in feeds | |
| TikTok | Display name | 20 characters (10 for CJK languages) |
Writing within the limits
- Write the shortest version first, then expand for placements that allow more.
- Put the claim before the truncation point; treat everything after it as optional.
- Do not repeat the video; text should add the offer, proof or detail the video does not.
- Keep a 44-character line ready for Reels, which allows far less than Feed.
Counting characters
Spaces and punctuation count. Emojis can count as more than one character in some systems. Check text in the platform's preview, since the rendered truncation depends on the device and placement as well as the count.
Sources
- Meta Ads Guide: Facebook Feed video
- Meta Ads Guide: Facebook Stories video
- Meta Ads Guide: Instagram Reels video
- LinkedIn Ads Guide: Video ads
- Pinterest Business Help: Pinterest product specs
- TikTok Ads Manager: Auction In-Feed Ads specs
- Meta Ads Guide: Instagram Feed 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.