Meta Tailored Campaigns: Creative Checklist for 4:5 and 9:16 Video

What are Tailored campaigns?

Meta's Tailored campaigns page describes campaigns that come with built-in optimal settings: bid strategy, delivery optimization, Advantage+ placements, Advantage+ creative and detailed targeting expansion. Objectives are Messages, Sales, Leads and Traffic. Meta reports an 18% lower cost per result for small businesses using tailored leads campaigns than for a manual setup. The page says it is desktop only and not available to all advertisers. I read it on 2026-10-03.

What does Meta ask of the creative?

For video, the page recommends 4:5 for Feed or 9:16 for Stories and Reels, the key message in the first 3 seconds, and human presence. For photos it recommends 1:1 or 4:5 and 2 to 3 lines of primary text. The audience guidance is 1 to 10 million people, with a 1 million minimum.

How do I prepare the two cuts with Sume?

Trim the first 3 seconds so the hook sits at the start: use start with end or duration and precision: "exact". Then conform one copy to 1080x1920 for 9:16 and one to 1080x1350 for 4:5 using output ($0.02 per trim). If the framing needs to move, run the video filter's crop op first.

Add captions at $0.20 per job so the key message reads without sound, which suits a feed that is often watched muted. A clip with no speech fails with caption_no_speech; in that case, supply cues yourself.

• Cut so a person is on screen in the first second.
• Put the message in the first 3 seconds, as text or speech.
• Export both 9:16 and 4:5.

Is this worth it if I am not eligible?

The guidance is general good practice and does not need the feature. If your account does not have Tailored campaigns, the creative checklist still applies to a manual campaign.