If you're placing your first campaign on Meta's text-based app, you need the video ad specs for Threads ads before you export anything: vertical 9:16 at 1080×1920, MP4 or MOV, roughly 15–30 seconds as a starting point, captions on, and a design that works with the sound off. Threads ads run through Meta's ad tools, so the safe path is to build to the same technical baseline Meta already uses for Instagram and Facebook video, then adjust for how Threads actually looks and scrolls.
What Threads ads are and how video fits in
Threads is Meta's conversation-first app, built around short text posts, replies and quote posts, with photos and video mixed in. Ads on Threads are bought and managed the same way as other Meta placements: through the standard ads system, using the same creative assets you already prepare for Instagram and Facebook. That matters for specs, because it means Threads doesn't need a brand-new video format. It needs a video that was built for a vertical, sound-optional, fast-scrolling mobile feed — which is exactly what performs well across the rest of Meta's placements.
The practical difference is context, not container. On Threads, your ad sits between text replies, screenshots and casual video, often without the heavier visual polish of a curated Reels feed. A video ad that looks like a native, slightly rough clip can blend in and earn attention before someone registers it's an ad. A video ad that looks like a glossy TV commercial can feel out of place. Keep the technical specs standard; adjust the tone of the creative to match a conversational feed.
Video ad specs for Threads ads: the core numbers
These are the specs to design around before you render a final file. Treat the length and file size figures as safe starting points to test, not hard platform limits, since Meta's exact ceilings can shift and vary by placement.
| Spec | Recommended setting | Why it matters |
|---|---|---|
| Aspect ratio | 9:16 vertical (4:5 and 1:1 also accepted) | Vertical fills the mobile screen edge to edge; square or landscape leaves empty space on phones |
| Resolution | 1080×1920 for vertical | Matches most phone displays and avoids blur from upscaling a smaller source file |
| File format | MP4 or MOV | H.264 compression is the most broadly compatible, lowest-risk default |
| Frame rate | 30fps (24–30 range) | Keeps motion smooth; mismatched frame rates can cause judder on some devices |
| File size | Keep it modest even if the system allows larger files | Smaller files preview and load faster during review and delivery |
| Length | 15–30 seconds as a starting point to test | Short enough to hold attention in a fast scroll, long enough to fit a hook, benefit and call to action |
| Captions | Burned-in, word-by-word or platform auto-captions | Threads is a reading-first app; many people scroll with sound off |
| Audio | Stereo or mono AAC, with a mute-friendly design | Sound should add to the ad, not carry the entire message |
If you've already built specs-compliant video for Instagram Reels ads or Facebook Feed ads, you can usually reuse the same master file for Threads without re-exporting. The underlying container and resolution requirements line up closely enough that one well-built vertical video can serve all three placements.
Aspect ratio and safe zones for the Threads feed
Why vertical 9:16 is the default
Threads is viewed almost entirely on phones held upright. A 9:16 video fills that screen without black bars and lets your product, text and call to action sit large and legible. Square (1:1) and portrait (4:5) formats are generally accepted too, but they leave visible space above and below the video on a vertical phone screen, which gives the eye somewhere to drift. Unless you have a specific reason to go square, default to full vertical.
Keep key elements out of the edges
Threads surrounds video with a username, caption text, action icons and sometimes a reply preview, depending on where the ad appears in the scroll. Build a safe zone into your layout:
- Keep your main headline and product shot in the center 80% of the frame, away from the top and bottom edges where interface elements can sit
- Avoid placing your call-to-action text in the very bottom few percent of the frame
- Leave a small margin around any logo so it doesn't get cropped by different preview sizes
- Test your export on an actual phone screen before launch, not just in a desktop preview window
Length, captions and sound design for Threads ads
A 15–30 second range is a reasonable starting point for Threads because it matches how people already consume video there: short native clips, quick reaction videos, quick product shots. Longer ads aren't against policy, but every extra second needs to earn its place. If your ad runs past 30 seconds, make sure the first few seconds alone could stand as a complete, scannable mini-ad — hook, product, and a hint of the benefit — in case attention drops off before the end.
Captions matter more on Threads than on almost any other Meta placement, because the app is built around text. People are already in a reading mindset when they land on it. That makes burned-in or word-by-word captions less of a nice-to-have and more of a core design element:
- Write your voiceover script so it also reads cleanly as on-screen text, without filler words
- Sync captions to appear roughly where they're spoken, not as one static block
- Use a caption font large enough to read at a quick glance, not just on a paused frame
- Repeat your core offer or call to action as text near the end, even if it was also said out loud
Sound should support the ad, not be required for it to make sense. A short music bed, light sound effects on key beats, and a voiceover that's mirrored in captions will work whether someone has sound on or off. This is the same discipline that applies to Facebook Stories ads and most other short-form placements: design for mute first, then let sound add polish.
Pre-launch checklist for Threads video ads
Before you upload, run through this list:
- Export at 1080×1920, 9:16, MP4 or MOV, 30fps
- Confirm the file size is reasonable for fast preview and delivery, not just under the technical ceiling
- Add burned-in or synced captions for the full ad, not just the opening line
- Check that your headline, logo and call to action sit clear of the top and bottom edges
- Watch the ad once with sound fully off on an actual phone
- Make sure the first 2–3 seconds show your product or hook clearly, since that's what appears in a quick scroll
- Have a 4:5 or 1:1 version ready in case your other Meta placements in the same campaign call for it
Threads ads vs other Meta video placements
Threads shares most of its technical DNA with Instagram and Facebook, but the context on screen is different enough to warrant a quick comparison.
| Placement | Typical feel | Best-fit video style |
|---|---|---|
| Threads | Conversational, text-first, mixed media | Native-feeling, fast hook, heavy captions |
| Instagram Reels | Full-screen, entertainment-first | Polished, trend-aware, visually dense |
| Facebook Feed | Mixed media, slower scroll on some devices | Clear product shots, works well even with a slightly longer run time |
| Facebook/Instagram Stories | Full-screen, tap-through | Short, punchy, single clear message per frame |
If you're running the same campaign across all of these, build one strong vertical master file that follows the Threads specs above, then export it in whatever secondary aspect ratios your other placements need. That's faster than briefing a separate video for each feed, and it keeps your messaging consistent.
Producing specs-compliant Threads video ads without a video team
Most teams don't have time to brief an editor every time a new placement needs a slightly different cut. This is where a tool like FrameNotion fits: paste in a product or website link and FrameNotion AI writes and renders a custom 30-second vertical video ad from scratch — no templates, just a structure built around your product's hook, problem, benefit, proof and call to action. The output is already 9:16 at 1080×1920, 30fps, which matches the core Threads video ad specs, and every ad also comes out in 4:5, 1:1 and 16:9, so you can cover other Meta placements from the same job.
Every FrameNotion ad includes word-by-word captions by default, which lines up directly with how Threads audiences tend to browse with sound off. You can also choose an AI voiceover, a music track cut to the beat, sound effects, or go music-only or silent, depending on how much you want sound to carry. If you'd rather start from a flyer or event poster instead of a product link, FrameNotion can turn that into a motion poster that animates the title, artwork and badges to music and ends on the original design.
A finished ad takes about 10–20 minutes, and the first one is free after you sign up and confirm your email, no card required. After that, plans start at a flat monthly rate with a set number of ads, and one-off packs are available if you only need a handful. You can see the workflow in more detail on the features page, browse finished examples on the examples page, or check current pricing before you commit.
Final checks before you ship
Treat the Threads video ad specs as your floor, not your ceiling. Hit the technical targets — 9:16, 1080×1920, MP4, 30fps, captions on, mute-friendly design — and then spend your remaining effort on the first few seconds of the video, since that's what decides whether anyone keeps watching in a feed built for quick scrolling. If you're already producing vertical ads for other Meta placements, there's no need to start from zero for Threads; the same disciplined, caption-forward, sound-optional approach carries over directly.
For a closer look at how these requirements compare across other short-form placements, see the guides on TikTok in-feed ad specs and Instagram Reels ad specs, both of which share much of the same vertical, mute-friendly logic.
Frequently asked questions
Do Threads ads require a different video file than Instagram or Facebook ads?+
No. Threads ads run through the same Meta ad tools, so a vertical 9:16 video at 1080×1920 in MP4 or MOV built for Instagram or Facebook will generally work for Threads without a separate export. Just double-check the first frame and caption placement look right in a Threads-style feed before launch.
What's the ideal length for a Threads video ad?+
There's no fixed rule, but 15–30 seconds is a sensible starting point to test, since it fits how people already browse short native video on Threads. If you run longer, make sure the opening few seconds alone could work as a standalone mini-ad.
Can I use a square or 4:5 video for Threads ads instead of vertical?+
Square and 4:5 are typically accepted, but they leave empty space above and below the video on a vertical phone screen. Full 9:16 vertical generally makes better use of the screen and is the safer default unless you have a specific creative reason to go square.
Do I need captions on a Threads video ad if it already has a voiceover?+
Yes. Threads is a text-first app, and many people browse it with sound off or in public settings. Burned-in or word-by-word captions make sure your message still lands even without audio, and they reinforce the message for people who do have sound on.
Can FrameNotion publish my video ad directly to Threads?+
No. FrameNotion creates and renders the video ad file — including captions, voiceover and music — but it doesn't publish to ad platforms or report on ad performance. You download the finished MP4 and upload it yourself through your ad account.