85% of Meta video is watched without sound. Any video ad without burnt-in captions loses the majority of its audience. Use CapCut or Submagic — add styled captions in under 5 minutes.
| Element | Recommended | Hard Limit | Notes | Priority |
|---|---|---|---|---|
| Primary Text | 125 chars | No hard limit | Truncates after 125 chars on mobile. Lead with strongest line. | Must |
| Headline | 27 chars | 40 chars | Below creative. Short and punchy. Not shown on all placements. | Must |
| Description | 27 chars | 30 chars | Below headline on some placements. Supporting detail only. | Rec. |
| Display URL | Clean domain | — | Remove UTM parameters — they look spammy in the display URL. | Rec. |
| Reel Caption | 2,200 chars | 2,200 chars | Shown below video. First 125 chars visible without tapping. | Optional |