# What is an end card in a video ad?

> An end card is the last few seconds of a video ad that show the brand, offer and call to action. See safe-zone maths, Meta and Google timing and how to build one.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Video editing
- **URL**: https://marxx.ai/library-glossary/end-card

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An end card is the final frames of a video ad that show your brand, offer and call to action. Keep it clear of the buttons and captions the app draws on top of your video.

## What goes on it

- Your logo.
- One offer line.
- One call to action.

Keep it short, so viewers read it at a glance. The opening of the ad is a different job. See [ad hooks](/glossary/ad-hook).

## A worked example

Say you make a 30-second Reels ad with a 3-second end card.

30 − 3 = the end card starts at **27 seconds**.

Your video is 1,080 x 1,920 pixels. Meta's Reels ad guide suggests keeping the edges free of text and logos. It gives about 14% at the top, 35% at the bottom and 6% on each side.

- Top: 1,920 x 0.14 = about **269 pixels**.
- Bottom: 1,920 x 0.35 = **672 pixels**, so text must sit above 1,248 pixels from the top.
- Each side: 1,080 x 0.06 = about **65 pixels**.

These pixel figures are our arithmetic on Meta's percentages. Meta gives the reason on its Stories page: the profile icon and the call to action cover the edges.

## Timing rules to know

| Placement | What Meta or Google says |
|---|---|
| Instagram Stories | Ads under 16 seconds play in full. Longer ones may be split into one to three cards |
| Facebook Stories | 15 seconds or less play in full. Longer ones are split into cards |
| YouTube Shorts ads | The call-to-action button appears at 3 or 10 seconds, by campaign type. Only the first 60 seconds play in the Shorts feed |

Checked 3 Nov 2026. See [Meta's Stories ad specs](https://en-gb.facebook.com/business/ads-guide/update/video/instagram-story). So a Stories ad longer than 16 seconds may show its end card in a later card.

Marxx's [AI video editor](/features/ai-video-editor) has safe-zone overlays for Reels, Stories and Shorts, so you can place your end card while you edit. We make Marxx.

For the full ad, see [how to make Reels ads](/guides/how-to-make-reels-ads).

## FAQ

### How long should an end card be?

There is no fixed rule. Make it long enough to read the offer and the call to action, then test other lengths.

### Do I need an end card on every ad?

No. Some ads end on the product shot with the call to action in the ad's button. Test both.

### Is an end card the same as an end screen?

People use both names for the last screen of a video. Some platforms also have a tool with that name, so check what yours offers. This page covers the card inside the ad.

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