2022 Facebook Ad Size & Specs – Because Size Matters

Category
Ad Creatives
Date
Oct 20, 2021
Apr 13, 2021
Time
23 mins
On this page
When it Comes to Facebook Ads, Size Matters

Want to know the Facebook ad size and design specs for every Facebook ad format and placement? Look no further since we have it all here.

Facebook offers online marketers a large selection of ad formats and placements featuring images, videos, and text to achieve all their different objectives. However, different ad formats and placements have different specs for image and video formats and sizes.

Using the best Facebook ad sizes and Facebook ads specs is crucial for achieving your goals and maximizing your results.

Therefore, we decided to organize all the necessary information for you in one place. This article contains all the up-to-date specs for every kind of ad Facebook and Instagram offer.

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News Feed Single Image - Facebook ad size & specs

Facebook Single Image ad is the oldest form of Facebook advertising. It supports a brief write-up, headlines, and a single picture with a link. You can use this ad for all ad objectives apart from those associated with videos.

Facebook Feed Single Image ad size - Taboola

Source: Taboola

Image specs

  • Recommended Facebook ad image size: The best size for a Facebook ad is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1.91:1 to 1:1. In general, ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch an Offer ad, or use stock images, you'll be limited to a ratio of 1.91:1.
  • Minimum Facebook ad dimensions: 600 x 600 pixels.
  • Recommended file types: JPG or PNG.
  • Maximum file size: 30 MB.
  • Aspect ratio tolerance: 3%.

Panorama and 360 photos

For panorama or 360 photos, the aspect ratio should be 2:1. Regardless of the dimension, the photo should be less than 30,000 pixels and the total Facebook image size should be less than 135,000,000 pixels.

Specifically, 360 PNG files can be up to a maximum of 60 MB and JPEG up to a maximum of 45 MB. In addition, the recommended size for 360 photos should be less than 20-30 MB and the recommended format is JPEG. These are the maximum values for both direct Graph API and web uploads.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. However, you are allowed to write longer ad copies. The viewer will see the rest when they click "See More."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Pro Tip: Emojis in ads

An emoji takes up 2 characters, so take that into consideration when adding them to your ad copy 😉

If you want to easily find emojis to include in your ad copies, check out our FREE emoji keyboard.

Facebook emoji keyboard

Instagram Feed Single Image  - Instagram ad specs

Images are exactly what Instagram was made for, so you'd definitely want to use this platform to your benefit by placing image ads in its feed.

Instagram Feed ad size - Ad World Conference

Source: Ad World Conference

Image specs

  • Recommended resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended image ratio: 1:1. Image ratios from 16:9 to 9:16 are supported, but your image may be masked to 1:1.
  • Aspect ratio tolerance: 1%
  • Minimum width: 500 pixels.
  • Maximum file size: 30MB
  • Aspect ratio: From 400 x 500 to 191 x 100.
  • Recommended file types: JPG or PNG.

Text limits

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Maximum Number of Hashtags: 30

News Feed Single Video - Facebook video size & specs

Source: monday.com

Video ads have become very common in most online advertising platforms, and they are constantly gaining more and more traffic. They are similar to Facebook Single Image ads, only that they use videos instead of static images. Some campaign objectives allow you to use 360 videos in your Facebook ads.

Facebook audiences also like videos because they are much more engaging. In addition, you can read some more of our articles to learn more about video ads and how to leverage them to create engaging poll ads.

Here's how you get the right Facebook ads video size.

Facebook video specs

  • Recommended Facebook ad aspect ratio: 1:1 for desktop or mobile, 4:5 for mobile-only ads. Ratios from 16:9 to 9:16 are supported, but they may be masked to 4:5 on mobile. On the desktop, the video will be shown with a 1:1 aspect ratio. It's best to check the ad preview on Ads Manager to know what your ad will look like before you launch it.
  • Minimum Facebook ad dimensions: 120 x 120 pixels.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Maximum file size: 4GB
  • Facebook video ad size (resolution): The best size for a Facebook ad is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video duration: Between 1 second and 241 minutes.
  • Captions and sound: Captions are optional but recommended because many people watch videos without sound. However, adding sound to your video is still recommended.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Instagram Feed Single Video - Instagram ad specs

Source: Webflow

As a platform, Instagram is even more visual-focused than Facebook, which makes Instagram video ads super effective. However, Instagram video ads slightly differ from Facebook video ads in their technical specifications.

Instagram video specs

  • Recommended video sizes: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended aspect ratio: 4:5. Ratios from 1.91:1 to 4:5 are supported.
  • Aspect ratio tolerance: 1%
  • Minimum width: 500 pixels.
  • Recommended video ad format: MP4, MOV, or GIF.
  • Maximum file size: 250 MB.
  • Video length: 1 second to 60 minutes.
  • Video captions and sound: Captions are optional but recommended because many people watch videos without sound. However, adding sound to your video is still recommended.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.

Text limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Maximum Number of Hashtags: 30

Carousel - Facebook ad size & specs

Source: Air France

Facebook Carousel ads are suitable when showcasing your products and services using multiple videos and images. Hence, it is a superb option to attract buyers.

You can use these ads in the following placements: Facebook Feed (Image and Video), Facebook Right Column, Facebook Instant Article, Facebook Marketplace, Facebook Stories, Facebook Search Results, Instagram Stories, Instagram Feed, Messenger Inbox, and Facebook Audience Network Native, Banner, and Interstitial ads.

In addition, you can create a minimum of 2 cards up to a maximum of 10 cards per Carousel ad. Here are the Facebook Carousel ad specs:

Image specs

  • Recommended Facebook ad image size: The best image size for Facebook ads is at least 1080 x 1080 pixels, but it's best to use the highest Facebook Carousel image size that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported (1.91:1 to 4:5 on Instagram), but they may be masked to 1:1.
  • Recommended file types: JPG or PNG.
  • Maximum image file size: 30 MB

Facebook video specs

  • Recommended aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported (1.91:1 to 4:5 on Instagram), but they may be masked to 1:1.
  • Facebook video ad size: Video sizes should be at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Maximum video file size: 4GB
  • Aspect ratio tolerance: 3%
  • Video length: 1 second to 240 minutes. Note that Instagram only allows a video length of up to 2 minutes.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 20 characters.
  • A landing page URL is required.
  • Maximum number of hashtags (for Instagram): 30

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Right Column - Facebook ad size & specs

Facebook Right Column ad size

Source: JetBrains

Facebook Right Column ads are like News Feed ads, except that they feature only landscape images (no videos), and they are smaller.

Formerly, they were the standard Facebook ads, but now they are mainly targeted on mobile feeds.

Image specs

  • Facebook ad image size: The best image size for Facebook ads is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be masked to 1:1.
  • Minimum Facebook ad dimensions: 254 x 133 pixels.
  • Recommended file types: JPG or PNG.

Facebook ad character limit

  • Headline: Up to 40 characters.

Pro Tip: Since right-column ad images appear relatively small, it's best not to include text in those images.

In-Stream Video - Facebook video size & specs

Source: Waterford Lux Resorts

Think about Facebook In-Stream videos as interludes within another “main” video. Thus, they are the perfect choice to attract and hold the attention of a target audience.

These videos last for 5-15 seconds and are non-skippable. Additionally, they usually appear more than 60 seconds into the “main” video, hence their high effectiveness. Furthermore, these ads can also be used in Facebook's Audience Network.

Facebook video specs

  • Recommended Facebook ad aspect ratio: 16:9 or 1:1. However, rations from 16:9 to 9:16 are supported.
  • Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Maximum file size: 4GB
  • Minimum and maximum video length: 5 seconds to 10 minutes. Nonetheless, only the first 15 seconds of your ad will be shown in the preview. The viewer will need to click "Continue Watching" to view the rest of your ad.
  • Video captions and sound: They are optional but recommended, especially sound.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 20 characters.

Collection - Facebook ad size & specs

Source: Adidas

Facebook Collection ads help potential customers browse your product or service catalogs when using mobile devices.

Nevertheless, these ads only feature in the Facebook and Instagram Feeds, Facebook In-Stream videos, and Instagram Stories. These ads allow you to add a video or a cover photo to display several services or products.

Moreover, they provide people with an instant experience upon clicking on the full-screen versions. This allows potential customers to learn a lot about your business without leaving Facebook’s interface.

Image specs

  • Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
  • Instagram ad aspect ratio: 1.91:1 to 1:1.
  • Recommended file types: JPG or PNG.
  • Maximum file size: 30 MB

Facebook video specs

  • Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Recommended Facebook Feed aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
  • In-Strem Video aspect ratio: 1.91:1 to 1:1.
  • Maximum file size: 4 GB

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • A landing page URL is required.

Instant Experience (formerly Canvas) - Facebook ad size & specs

Facebook Instant Experience ads

Source: socialmediatoday.com

Facebook Instant Experience ads were formerly called Canvas ads. They are optimized for mobile to provide full-screen user interaction with your ads. You can create an Instant Experience to visually highlight your brand or products and services.

Image specs

  • The number of images: Up to 20 are supported.
  • Full width: 1080 px @3x.
  • Full height: 1920px @3x
  • Sizing: Use Fit-to-Width for full width and Fit-to-Height for full height. Fit-to-Width is the default.
  • File type: PNG and JPG are supported.

Facebook video specs

Videos will auto-play on loop without sound.

  • Resolution: At least 720p.
  • Recommended Facebook video ad format: MP4 or MOV.
  • Recommended length: Maximum 2 minutes for all videos in total in a single ad.
  • Maximum file size: 4GB maximum video file size.
  • Ratio: It's recommended to use portrait ratio, but videos will resize for landscape view with pillar box if necessary.
  • Multiple videos: Avoid placing two auto-play videos on the screen at once to prevent competing playback.
  • Captions are not recommended.

Tilt-to-Pan

This feature allows the viewer to tilt their phone to the left or right to reveal more of the image or video. To enable this functionality, select the 'fit-to-height' option in the image component of the Create tool.

  • Recommended width: 3240px, but an image or video can have up to five times the width of the screen (5400px).
  • Position: The creative starts centered and is always 100% of the screen height (1920px).
  • CTA: A "Tilt to see more" CTA is NOT automatically added. To make the viewer aware of this option, include the text in your image or video.

Pro Tip: Images used in tilt-to-pan are compressed for performance and usability, which might make text appear blurry.

Text

  • Length: up to 500 words.
  • Font: Serif, Sans Serif, 6-72pt, colour #rrggbb.
  • Font style: Bold, italic, underline must apply to the whole block, not individual words

Buttons

A button is mandatory in Instant Experience ads. Facebook recommends using a filled button for your primary CTA and outlined buttons for your secondary ones.

  • Height: 48px
  • Text: up to 30 characters. The text must fit on one line and maybe truncated on low-resolution screens.
  • Padding: 48px top and bottom padding
  • Font: Serif, Sans Serif

Instant Articles - Facebook ad size & specs

Facebook Instant Articles ads

Source: Facebook

With Facebook Instant Articles, publishers can share fast-loading interactive articles to the Facebook mobile app. Approved publishers may choose to place ads within their Instant Articles, just like placing Google ads on your website.

As a Facebook advertiser, you can target this placement, which means that your ads will appear when your target audience reads any of these Instant Articles on their mobile devices.

Image specs

  • Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended image file types: JPG or PNG.
  • Recommended Facebook ad aspect ratio: 1:91:1 to 1:1. However, ratios from 16:9 to 9:16 are supported. Specifically, if you add a CTA with a link, you should use a 1:1 image ratio.
  • Maximum file size: 30 MB

Facebook video specs

  • Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 16:9. Nonetheless, ratios between 16:9 and 9:16 are supported.
  • Recommended file types: MP4, MOV, or GIF.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video duration: 1 second to 241 minutes.
  • Maximum file size: 4 GB
  • Minimum Facebook ad dimensions: 120 x 120 pixels.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.
  • Captions: Not supported.
  • Sound: Optional.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description (for image ads): Up to 30 characters.

Marketplace - Facebook ad size & specs

Facebook Marketplace ad size

Source: Fiverr

You can post your product or service for sale on Facebook Marketplace but you can also use ads to promote it on this platform.

The main advantage of advertising on Facebook Marketplace is the possibility to reach an audience intending to make purchases.

Specifically, Facebook Marketplace is extremely efficient for selling products or services locally.

Image specs

  • Facebook Marketplace image size: At least 1080 x 1080 pixels, but it's best to use the highest Facebook Marketplace photo size that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:1. However, ratios from 16:9 to 9:16 are supported.
  • Recommended image file types: JPG or PNG.
  • Maximum file size: 30 MB

Facebook video specs

  • Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest Facebook photo size that meets the ratio requirements since there is no maximum resolution.
  • Recommended aspect ratio: 4:5. Ratios from 16:9 to 9:16 are supported, but they may be truncated to 4:5.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Recommended file types: MP4, MOV, or GIF.
  • Maximum file size: 4GB
  • Video length: 1 second to 241 minutes.
  • Aspect ratio tolerance: 3%
  • Captions: Not supported. However, you can embed captions in your video if you want to add subtitles.
  • Sound: Optional, but recommended.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Audience Network Native, Banner, and Interstitial - Facebook ads size & specs

Facebook Audience Network Native, Banner, and Interstitial ad sizes

Facebook Audience Network allows you to leverage Facebook's audience targeting capabilities even outside of Facebook's platform.

Selecting Audience Network as a placement lets you reach your audience in trusted websites and mobile apps. This works a bit like Google GDN ads. In Facebook's Audience Network, you can use native, banner, and interstitial ads.

Facebook image sizes & specs

  • Facebook ad image size: At least 398 x 208 pixels, but it's best to use the highest Facebook photo size that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
  • Recommended image file types: JPG or PNG.
  • Maximum file size: 30 MB

Facebook video specs

  • Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Recommended file types: MP4, MOV, or GIF.
  • Maximum file size: 4 GB
  • Video length: 1 second to 2 minutes.
  • Captions: Not supported. However, you can embed captions in your video if you want to add subtitles.
  • Sound: Optional, but recommended.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Audience Network Rewarded Video - Facebook video size & specs

According to Facebook, “Rewarded video ads are a full-screen experience where users opt-in to view a video ad in exchange for something of value, such as virtual currency, in-app items, exclusive content, and more.”

However, these ads support only two objectives: App Installs and Conversions. So, let's see what your Facebook ads video size should be in this kind of ad.

Facebook video specs

  • Facebook ad video size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Recommended Facebook ad aspect ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Maximum file size: 4 GB
  • Video duration: 3 to 61 seconds.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.
  • Captions: Not supported. However, you can embed captions in your video if you want to add subtitles.
  • Sound: Optional, but recommended.

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Messenger - Facebook ads size & specs

Except for Facebook Messenger Story ads, which we will discuss later, Facebook Messenger features two kinds of ads: Messenger Inbox ads and Sponsored Messages. Both of them only support images.

Sponsored Messages

Facebook Messenger Sponsored Message ads are targeted in-context ads. You can only use them to re-engage Facebook users that have already connected with your business via Facebook Messenger.

Note that selecting Sponsored Messages as your placement will turn off all the other placements for your ad.

Facebook image sizes & specs

  • Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:91:1. However, ratios from 9:16 to 16:9 are supported.
  • Recommended image file types: JPG or PNG.
  • Maximum file size: 30 MB

Facebook ad character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Messenger Inbox ads

Facebook Messenger Inbox image ad size

Ads in Messenger Inbox appear between conversations. When the viewer clicks on an ad, it will open up in a detailed view within the Messenger app.

Note that image ads are not available for the Messenger Inbox placement in the United States, Canada, France, or Australia.

Facebook image sizes & specs

  • Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 1:1. Image ratios from 16:9 to 9:16 are supported, but your image may be masked to 1:1.
  • Recommended image file types: JPG or PNG.
  • Minimum Facebook ad dimensions: 254 x 133 pixels.
  • Maximum file size: 30 MB

Facebook ads character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.

Slideshow - Facebook ad size & specs

Facebook Slideshow ad example

Source: Ignite Visibility

Do you want to leverage the power of video ads but lack the production budget? Facebook Slideshow ads are your answer!

These ads convey your marketing message using motion, sound, and text. Furthermore, they also load quickly, so they play well at any connection speed. You can create them in the Ads Manager using the instructions you will find here.

Image specs

  • Recommended Facebook ads image size: At least 1,080 x 1,080 pixels.
  • Facebook ad aspect ratio: 16:9 or 1:1. Note that the ratio should be consistent. If one of the images in a Slideshow ad has a different size, all of them will be cropped to 1:1.
  • The number of images: 2-15.
  • Recommended file types: PNG, JPG.

Text overlay

Up to 30 characters are allowed.

Facebook, Instagram, and Messenger Stories - Facebook ads size & specs

Story ads are available on Facebook, Instagram, and Facebook Messenger. They may contain images, videos, or a combination of both formats.

Video Story ads may last up to 2 minutes per video. Image story ads will present every image for 5 seconds.

Pro Tip: Leave about 14% (250 pixels) at the top and bottom of the image/video free from text and logos to avoid coviering your profile image and call to action.

Facebook Story ad size example

Source: Kettle Brand

Facebook image sizes & specs

  • Facebook story size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended Facebook ad aspect ratio: 9:16. Image ratios from 1.91:1 to 9:16 are supported on Facebook and Messenger. Nevertheless, images under 9:16 will include colored gradient bars above and below the image, and content from the primary text field will be placed below the image. On Instagram, ratios from 16:9 to 4:5 and 9:16 are supported. Dynamic Story ads can only use a ratio of 1.91:1.
  • Minimum width: 500 pixels.
  • Recommended file types: JPG or PNG.
  • Aspect ratio tolerance: 1%
  • Maximum file size: 30 MB

Source: Louis Vuitton

Facebook video specs

  • Facebook story size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Recommended Facebook ad aspect ratio: 9:16. Ratios from 1.91:1 to 9:16 are supported. Nevertheless, videos under 9:16 will include colored gradient bars above and below the video, and content from the primary text field will be placed below the image. On Instagram, ratios from 16:9 to 4:5 and 9:16 are supported. Dynamic Story ads can only use a ratio of 1.91:1.
  • Recommended Facebook video ad format: MP4, MOV, or GIF.
  • Maximum file size: 4 GB
  • Minimum width: 500 pixels.
  • Video duration: 1 second to 2 minutes. Note that playable video ads, which are available only in Facebook Stories, are limited to 16 seconds.
  • Captions and sound: Optional, but recommended.
  • Aspect Ratio Tolerance: 1%

Facebook ads character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline (for Facebook and Messenger Stories): Up to 40 characters.

Search Results - Facebook ad size & specs

Source: Overstock

As their name suggests, Facebook Search Results ads appear when people are searching for content on Facebook or its Marketplace. These ads support both images and videos.

Image specs

  • Facebook ads image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Minimum Facebook ads dimensions: 600 x 600 pixels.
  • Recommended file types: JPG or PNG.
  • Recommended Facebook ad aspect ratio: 1:91:1 to 1:1. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1. If you include a link in your ad, you'll need to use a ratio of 1:1.
  • Maximum file size: 30 MB
  • Aspect ratio tolerance: 3%
  • The number of cards (in a Carousel ad): Minimum 2 cards, maximum 10 cards per Carousel Ad.

Facebook video specs

  • Recommended Facebook ad aspect ratio: 4:5. Ratios from 16:9 to 9:16 are supported, but they might be masked to 4:5.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Facebook ad video size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.
  • Video file size: 4GB
  • Video length: 1 second to 241 minutes.
  • Recommended Facebook video format: MP4, MOV, or GIF.
  • Minimum Facebook ads dimensions: 120 x 120 pixels.
  • Captions and sound: Optional, but recommended.

Facebook ads character limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
  • Headline: Up to 40 characters.
  • Link description: Up to 30 characters.

Instagram Explore - Instagram ad specs

Instagram Explore ad example

According to Facebook, “Explore is a discovery surface where Instagram sources content from across the platform based on a given person’s interest."

Instagram Explore appears on the same page as Instagram's search function and shows posts from accounts the user still isn't following. Ads in Instagram Explore appear between organic content. They use the same format as your ads in Instagram Feed.

Image specs

  • Instagram ads image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Recommended file types: JPG or PNG.
  • Minimum width: 500 pixels.
  • Recommended image ratio: 9:16. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1.
  • Aspect ratio tolerance: 1%
  • Maximum file size: 30 MB

Instagram video specs

  • Video sizes: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
  • Letterboxing and pillar boxing are not allowed.
  • Videos should not contain edit lists or special boxes in file containers.
  • Recommended aspect ratio: 4:5. 1.91:1 to 9:16 are supported.
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Minimum width: 500 pixels.
  • Recommended Facebook video format: MP4, MOV, or GIF.
  • Maximum file size: 250 MB
  • Video length: 1 second to 60 minutes.
  • Captions and sound: Optional, but recommended.
  • Aspect ratio tolerance: 1%

Text limit

  • Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."

Instagram Reels - ad design specs

Instagram Reels are a new content format, which Meta has launched in September 2021. These are short videos that only appear on mobile and provide the viewer with a quick and intense experience. Now you can also use this format for ads on Instagram.

Video specs

  • File type: MP4, MOV
  • Ratio: 9:16. Instagram also supports ratios between 4:5 and 191:100.
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+.
  • Resolution: At least 500 x 888 pixels
  • Video captions and sound: Optional, but recommended
  • Videos should not contain edit lists or special boxes in file containers.
  • Maximum video duration: 30 seconds.
  • Maximum file size: 4 GB.

Text

Primary Text: Up to 72 characters. Instagram might truncate longer texts.

Wrapping up

In conclusion, when launching a new campaign, you first need to define your objective. For example, it could be Conversions, Catalog sales, Store visits, Traffic, Video views, Engagement, Reach, Brand awareness, Lead generation, Messages, or App installs.

Then, you can select suitable ad formats and placements accordingly. Afterward, in order for you to achieve optimal results, you should use the right Instagram and Facebook ad sizes and Facebook ads specs for your creatives and keep your ad copy below the maximum length.

In this article, we gave you all the up-to-date info, so now you’re good to go 👍

*Contributed to this article: Caleb M.

Category
Ad Creatives
Date
Oct 20, 2021
Apr 13, 2021
Yuval Yaary

Yuval is the head of Content Marketing at Madgicx. He is in charge of the Madgicx blog, the company's SEO strategy, and all its written marketing materials.

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