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Facebook & Instagram feed · Primary text

Meta ad primary text length checker (125 characters)

Meta accepts long text but hides it behind “See more”. Around 125 characters is the planning number for the feed.

Last reviewed · How we measure

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Meta ad primary text

Facebook & Instagram feed
Tight fit
Y
Your brandSponsored ·
Get 30% off every order this weekend with code SPRING30. Free returns, fast shipping and a 60-day fit guarantee on all shoes.
YOURBRAND.COMYour headline
Shop now
125 / 125 charactersMeasured on devices

The Meta ad primary text limit at a glance

Limit
125 characters
How it’s counted
Every character counts 1, spaces and emoji included.
When it’s too long
Cut on screen with “…”
Where the number comes from
Measured on devices
Last reviewed

How to write for it

  • The hook must work in the first line.

Where you’ll see the Meta ad primary text

Primary text is the copy above the image or video in Facebook and Instagram feed ads. Meta shows the start and hides the rest behind “See more”.

Before and after

Before

At Brightside we believe everyone deserves comfortable shoes, which is why we spent three years designing our new trainer with recycled materials and a cushioned sole. Try them free for 30 days.

After

Comfortable trainers made from recycled materials. Try them free for 30 days.

Common mistakes

  • Telling the brand story before the hook, so the offer sits behind “See more”.
Ad character limits for Google Ads and Meta Google Ads headline Google Ads description Google Ads display path Meta ad headline Amazon product title Google Shopping title (what shoppers see) Google search title Google meta description (desktop)

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<iframe src="https://truncly.app/embed/facebook-ad-primary-text" title="Meta ad primary text length checker (125 characters) · Truncly" width="100%" height="560" style="border:0;border-radius:16px;max-width:760px" loading="lazy"></iframe>
<p style="font:13px/1.4 system-ui,sans-serif;margin:6px 0 0">Checker by <a href="https://truncly.app/limits/facebook-ad-primary-text">Truncly</a></p>
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FAQ

Meta ad primary text: questions

What is the Meta ad primary text limit?

125 characters. Meta accepts long text but hides it behind “See more”. Around 125 characters is the planning number for the feed.

Is 125 characters a hard limit for Meta ads?

No. Meta accepts much longer text but cuts it in the feed. About 125 characters is the usual planning number for what shows before “See more”.

What happens if my primary text is too long?

Facebook & Instagram feed still shows it, but cuts it with “…”, and anything past the cut is invisible to most people.

Do spaces and emoji count?

Yes. Spaces and punctuation count as one character each; an emoji counts as one character here.