On this episode, I talk about how Shorter Video Ads on Facebook Get More Replays via Looping
Today, we’re diving into something pretty interesting about Facebook video ads and how their looping behavior can impact your brand’s exposure.
So here’s the scoop: Facebook video ads that are 30 seconds or shorter actually loop automatically for about 90 seconds. That means if you have a 30-second ad, it could play three times in a row—assuming viewers don’t skip it. And if your ad is 16 seconds, it could loop up to six times within that same 90-second window.
But it gets even more interesting. Meta sometimes adjusts this looping dynamically. So instead of just 90 seconds, your video might loop for anywhere between less than 90 seconds all the way up to 180 seconds. This helps improve the ad’s performance based on how people interact with it.
Now, while this repetition can really boost your impressions and reinforce your brand messaging, there’s a catch. Too much looping can get annoying for viewers if the content feels repetitive or spammy.
That’s why, in our work, we always maintain a minimum video length of 7 seconds. We avoid making ultra-short ads—like those 3 to 5 second clips—because they loop too aggressively and risk turning viewers off.
Also, a quick heads-up: this looping behavior applies only to Facebook video ads. Instagram is different. On Instagram, video ads loop continuously no matter the length, so you don’t have to worry about the same looping limits there.
So, to wrap it up, Facebook video ads that are 30 seconds or shorter loop automatically for up to 90 seconds, which can increase your brand exposure but also risks viewer fatigue. Keeping your videos at least 7 seconds helps strike a balance between maximizing reach and maintaining a good user experience.
