Meta awareness video ads hide the footer: burn the offer in

If your Meta campaign uses the awareness objective, or a reach, 2-second video views, impressions or engagement goal, Meta's ads guide says the footer (headline, description and call to action) is hidden on Facebook Feed mobile. The offer then has to be in the video itself. With Sume you can burn it in as caption text on the last seconds, then pull frames to confirm it is visible. One caption job costs $0.20.

What Meta says is hidden

Meta's Facebook Feed video page lists the footer rule next to the file specs. The text limits still matter on placements where the footer does show, so keep your headline and primary text within them anyway.

The table below is taken from Meta's page, read on 2026-10-08.

Burn the offer in with Sume captions

The video captions model burns text onto a public HTTPS video URL. You do not need speech in the clip: pass cues, each with text, start and end, and the text is drawn without running speech-to-text. A job on a video of up to 60 seconds costs $0.20.

For a 20 second ad, one cue carrying the offer line from second 16 to second 20 puts the message where the viewer ends the clip. Use design.placement.anchor_ratio, the centre of the caption line as a fraction of frame height, to move the line clear of the feed's own interface.

Captions need a public HTTPS URL that Sume can fetch, not a signed or private one. The body below is a sketch built from the documented fields.

• Cue text: the offer in one short line.
• start 16, end 20 for a 20 second ad.
• Cost: $0.20 for one job on a clip of 60 seconds or less.
• Two variants, a price line and a code line: 2 x $0.20 = $0.40.

curl -X POST https://api.sume.com/v1/video-captions \
  -H "Authorization: Bearer $SUME_API_KEY" \
  -H "Content-Type: application/json" \
  -H "Idempotency-Key: offer-cue-001" \
  -d '{"video_url":"https://example-cdn.test/ad-20s.mp4","style":"punch","cues":[{"text":"Free shipping this week","start":16,"end":20}],"design":{"placement":{"anchor_ratio":0.7}}}'

Check the result

Run video frames on the output with at[] set to the times you care about, such as 17 and 19.5. Frames are jpeg or png, you can ask for up to 24 per call, and they keep the source size unless you set max_edge. Billing is Modal compute, so there is no fixed number to quote.

Open the frames and check that the cue is readable at phone size. If the offer sits too low, change anchor_ratio and burn again.

What Sume does not do here

Sume does not read Meta's delivery rules and cannot tell you which campaign goals hide the footer. It renders the file. The footer behaviour is Meta's, as of 2026-10-08, and Meta can change it, so recheck the ads guide before you plan creative around it.

Before you submit: Keep the offer line short. A cue that fits on one line at phone size reads faster than a two-line cue, and it leaves less of the picture covered. Test one variant with the line at 4 seconds from the end and one at 2 seconds, then compare the frames before choosing.

If the ad has speech, you can let Sume transcribe it instead of writing cues, but for a pure offer line authored cues are easier to reason about: you know exactly what text will appear and when. Both paths cost the same $0.20 for a clip up to 60 seconds.