Facebook Ad Size & Specs – Because Size Still Matters

Facebook offers online marketers a large selection of ad placements and formats 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 ad 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 that Facebook and Instagram offer.

Meta News Feed - ad size & specs

The News Feed is the primary real estate for ads on Facebook and Instagram. You can show any kind of ad there: single image, single video, carousel, etc. Facebook ad sizes are different from Instagram's. Below, you can find all the design specifications needed for Facebook and Instagram feed ads.

Facebook News Feed Single Image - Facebook ad 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 Image specs

• Recommended ad image size: For the best quality, use 1440px × 1440px (1:1) or 1440px × 1800px (4:5). Higher resolutions are fine as long as they match the supported ratios. 
• Minimum ad: 600 x 600 pixels.
• Recommended Facebook ad aspect ratio: 1.91:1 to 4:5. Offer ads and ads using stock photos only support the 1.91:1 ratio. The 4:5 ratio is not available for desktop placements.
• Recommended file types: JPG or PNG.
• Maximum file size: 30 MB.
• Aspect ratio tolerance: 3%.

Panorama and 360 photos: Panoramas and 360 photos may be used on Facebook as an interactive experience with some objectives. Facebook recognises and processes these photos by looking for camera-specific metadata found in photos taken using 360-ready devices. You can check their article to learn which devices and apps you can use to create panoramic photos for Facebook ads.

Facebook ad character limit

• Headline: Up to 27 characters. You can exceed this, but longer headlines may be truncated depending on placement and device.
• Primary text: 50–150 characters are recommended for best performance. You can write longer pieces of ad copy, but additional text will appear only when the viewer clicks “See More.”

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 image specs

• Recommended resolution: 1440px × 1440px (1:1). You can use higher resolutions as long as they match the supported ratio.
• Recommended Instagram ad aspect ratio: 1:1. Ratios from 16:9 to 9:16 are also supported, but may be masked to 1:1. 
• Minimum aspect ratio: 400 × 500. 
• Maximum aspect ratio: 191 × 100.
• Aspect ratio tolerance: 1%
• Minimum width: 500 px
• Maximum file size: 30 MB
• File types: JPG or PNG

Instagram 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. You can go beyond this limit, but the text may be truncated.
• Maximum Number of Hashtags: 30

Facebook News Feed Single Video 

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, except 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 increase Facebook engagement.

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) or 4:5 (for mobile-only ads). Ratios from 16:9 to 9:16 are also supported, but may be cropped or masked to 4:5 on mobile. On desktops, videos display in a 1:1 format, which can result in black bars on either side. Always preview your ad in Ads Manager to see precisely how it will appear.
• Resolution: 1:1 ratio: 1440px × 1440px, 4:5 ratio: 1440px 1800px
• Minimum dimensions: 120px × 120px
• File formats: MP4, MOV, or GIF
• Maximum file size: 4 GB
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at over 128 kbps
• Video duration: 1 second to 241 minutes
• Captions: Optional but recommended (many users watch without sound)
• Sound: Optional but recommended
• Restrictions: Letterboxing and pillarboxing are not allowed. Videos should not contain edit lists or special boxes in file containers.

360° videos: Supported for some objectives. Users can turn their device or drag their finger to explore every angle.

Facebook ad character limit

• Primary text: 50–150 characters (longer copy is allowed but may be truncated; the rest appears when clicking “See More”)
• Headline: Up to 27 characters (can exceed, but may be truncated depending on placement)

Instagram Feed Single Video - Instagram ad specs

As a platform, Instagram is even more visuals-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 resolution: 1440px × 1800px.
• Recommended aspect ratio: 4:5, but ratios from 1.91:1 to 9:16 are also supported.
• Aspect ratio tolerance: 1%
• Minimum width: 250 pixels
• File formats: MP4, MOV, or GIF
• Maximum file size: 4 GB
• Video duration: 1 second to 60 minutes
• Captions: Optional, but recommended (many viewers watch without sound)
• Sound: Optional, but recommended

Text limit

• Primary text: Up to 125 characters. Anything more will be truncated.
• Maximum Number of Hashtags: 30

Facebook Video Feeds - ad specs

Apart from the news feed, this is another placement where Facebook shows video ads. When a Facebook user clicks on a video from their news feed, it opens in the Video Feed (or Facebook Watch), which includes suggested videos that appear when people scroll down.

Video ad specs

• Recommended aspect ratio: 4:5. Ratios from 16:9 to 9:16 are also supported, but may be masked to 4:5
• Resolution: At least 1080px × 1080px (use the highest resolution possible within supported ratios).
• Minimum dimensions: 120px × 120px
• File formats: MP4, MOV, or GIF
• Maximum file size: 4 GB
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at over 128 kbps
• Video duration: 1 second to 241 minutes
• Captions: Optional but recommended (many users watch without sound)
• Sound: Optional but recommended

Facebook ad character limit

• Primary text: 80 characters (longer copy may be truncated; the rest appears when clicking “See More”)
• Headline: Up to 25 characters
• Description: Up to 25 characters

Meta Story ads - Facebook ads size & specs

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

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

Pro Tip: Leave ~14% (≈250 px) at the top and ~20% (≈340 px) at the bottom free of text/logos to avoid overlap with UI elements like the CTA.

Facebook Story image specs

• Recommended aspect ratio: 9:16 (full-screen vertical). Image ratios from 1.91:1 to 9:16 are supported on Facebook and Messenger. On Instagram, ratios from 16:9 to 4:5 and 9:16 are supported, though 9:16 is recommended for Stories. For Advantage+ catalog ads in Stories, only a 1.91:1 ratio is supported. 
• Resolution: 1440px × 2560px
• Minimum width: 500 pixels
• File types: JPG or PNG
• Maximum file size: 30 MB
• Aspect ratio tolerance: 1%
• Safe zones recommended: Leave roughly 14% (≈250 px) at the top and 20% (≈340 px) at the bottom free of text, logos, or key creative elements to avoid interference from UI elements like the call to action.
• Display time: Image ads appear for five seconds or until the user swipes away.

Facebook Story video specs

• ​​Recommended aspect ratio: 9:16 (full-screen vertical). 
• Resolution: 1440 × 2560 px
• Minimum width: 250 px
• File formats: MP4, MOV, or GIF
• Maximum file size: 4 GB
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at over 128 kbps
• Video duration: 1 second to 2 minutes. Videos ≤ 10 seconds play in full. Videos > 10 seconds are split into separate Stories cards; Facebook shows 1–3 cards before prompting viewers to “Play full.”
• Captions: Optional but recommended (many users watch without sound)
• Sound: Optional but recommended
• Restrictions: Letterboxing and pillarboxing are not allowed. Videos should not contain edit lists or special boxes in file containers.

Meta Story 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.

Facebook and Instagram Reels - ad design specs

Introduced by Instagram in August 2020 (followed by Meta in 2021), Facebook and Instagram Reels are a new content format advertisers have started using for their ads. These are short videos that only appear on mobile and provide the viewer with a quick and intense experience. You can also use an image for this format on Facebook.

How long can Facebook Reels ads be?

There is no maximum limit for Facebook Reels ads. Instagram Reels ads, however, are limited to 15 minutes max. 

Video specs

• ​​Recommended aspect ratio: 9:16 (full-screen vertical). 
• Resolution: 1440px × 2560px 
• File formats: MP4, MOV, or GIF 
• Maximum file size: 4 GB 
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at over 128 kbps 
• Video duration: No official maximum on Facebook Reels, but Meta recommends keeping ads short and engaging, similar to organic Reels (commonly up to 90 seconds). Instagram Reels ads are capped at 15 minutes.
• Captions: Optional, but recommended (auto-captioning not supported for Reels ads) 
• Sound: Optional, but strongly recommended 
• Restrictions: No letterboxing, no special boxes or edit lists in file containers

Don’t forget about safe zones: Leave ~14% at the top, ~35% at the bottom, and ~6% on each side free from text/logos to prevent cropping or obstruction by the profile icon or call to action. 

Image specs

• Recommended aspect ratio: 9:16
• Safe zones: Leave ~14% at the top, ~35% at the bottom, and ~6% on each side free from text/logos to prevent cropping or obstruction by UI elements
• Resolution: 1440px × 2560px
• File formats: JPG or PNG
• Maximum file size: 30 MB
• Minimum dimensions: 600px × 600px
• Aspect ratio tolerance: 3%
• Design note: Due to the small image size in the Reels feed, Meta recommends not adding text to images

Text

Primary text: Up to 72 characters. You can go over this limit, but the text may be truncated.

Headline text: Up to 10 characters. No headline text for Instagram Reels.

Note: There is no auto-captioning support for Facebook Reels or Instagram Reels

Special Meta ad formats size and specs

💡 Before we get into special formats like Carousel and Collection, here’s a quick heads-up: Messenger inbox ads and sponsored messages are still supported by Meta, but they’re now automatically included under broader placement categories like Advantage+ placements or messages objective. These formats use standard feed image formats and are delivered based on audience behavior, not manual placement selection. 

Carousel - Facebook ad size & specs

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 any placements except in the following: Messenger Inbox, Facebook Stories, Facebook In-Stream Videos, Messenger Sponsored Messages, and Facebook Instant Articles.

Image specs

• Recommended Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest-quality Facebook Carousel image size that meets the ratio requirements, since there is no maximum resolution.
• Recommended Facebook ad aspect ratio: 1:1 or 4:5. The 4:5 aspect ratio is currently only available for Advantage+ catalogue ads using carousel format with product images from your catalogue. This feature is being rolled out gradually and may not yet be available to all advertisers.
• Recommended file types: JPG or PNG.
• Maximum image file size: 30 MB.
• Number of carousel cards: Minimum of 2, maximum of 10.

Facebook video specs

• Recommended aspect ratio: 1:1 or 4:5 (4:5 is currently only available for Advantage+ catalogue ads).
• Recommended video size: At least 1080 × 1080 pixels. No maximum resolution—use the highest quality that meets the ratio requirements.
• Supported file formats: MP4, MOV, or GIF.
• Maximum video file size: 4 GB
• Aspect ratio tolerance: 3%
• Video length: Facebook videos can be 1 second to 240 minutes, but shorter clips (15–60 seconds) tend to perform better. Instagram videos are capped at 120 seconds (2 minutes).

Facebook ad character limit

• Primary text: Up to 80 characters will appear on the ad's preview. 
• Headline: Up to 45 characters. You can go beyond this limit, but the text may be truncated.
• Carousel card descriptions: Up to 18 characters per card.
• Link description: Up to 30 characters. You can go beyond this limit, but the text may be truncated.
• A landing page URL is required.

Collection - Facebook ad size & specs

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 and Instagram Stories. These ads allow you to add a video or a cover photo to display several services or products. 

Note: Instant Experience is required for both Facebook and Instagram collection ads.

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. Instagram ad aspect ratio is 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 video ad format: MP4, MOV, or GIF.
• Recommended aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked 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. You can go over this limit, but the text may be truncated.
• A landing page URL is required.

Slideshow - Facebook ad size & specs

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.
• Duration: The maximum length for a slideshow is 15 seconds, so the length of your ad will adjust based on the number of images you include.

Text overlay

• Headline: 40 characters. Only 25–30 are visible on mobile
• Description: 30 characters
• Primary text: 125 characters

Playables - Facebook ad size & specs

Give people a taster of your app with an interactive preview. With playable ads, you can target high-intent users across Facebook and the Audience Network, where the user can try out the app before buying it. This ad type offers an experience.

These ads are a combination of 3 parts:

1. A lead-in video to introduce your demo with “Try Now” to indicate the ad is interactive.
2. A full-screen game demo that the user can interact with without installing anything
3. A call to action to install the app from the App Store or Google Play Store.

Playable HTML5 asset specs

• File format: The Playable game should be in HTML5, and the file extensions must be “html” or “htm.” A single HTML file should contain all compressed assets (JavaScript, CSS, images, and sounds). 
• Maximum file size: 2MB
• Playables must not: require mraid.js, make an HTTP request, or contain any JavaScript redirect. 
• Playable ads must have a responsive design to show across all devices and screen resolutions.
• Format: Playables should be in portrait orientation
• Playables must include: the JavaScript function “FbPlayableAd.onCTAClick()” for when a person interacts with the call-to-action button, so they end up at the correct app store page.
• No dynamic asset loading through an external network is permitted.

Pro tip: To combine into one file, encode the image into a Base64 string, and integrate JS into index.html.

Playable Zip file specs

• Playable ads in zip file formats are supported on all placements on iOS and Android.
• Zip file structure: The zip file must have an index.html file at the root, e.g., ./index.html. Resources can be placed anywhere in the file structure as long as they’re referenced correctly according to the index.html. In addition, any HTML and JavaScript files should have the same constraints, although “FbPlayableAd.onCTAClick()” only needs to be called in one place.
• Maximum file size: Up to 5MB
• Bundle file limit: Up to 100 files are allowed in the folder.
• Index file limit: Up to 2MB

Playable lead-in video specs

• Aspect ratio: All aspect ratios are supported for Playable ads, including Landscape, Square, and Vertical. Facebook’s standard video requirements apply. 
• Lead-in videos are necessary to run Playable ads, yet the video will only deliver as part of the playable experience on News Feed. On other Audience Network placements, no lead-in video is shown.

Instant Experience - Facebook ad size & specs

Instant Experience is no longer a standalone ad format. It now serves as another landing page option (destination), where you can send people who click on your ads without forcing them to leave Facebook.

Considering this is a mobile-optimized experience inside Facebook, its main advantage over traditional landing pages is the loading speed.

The Ads Manager offers different templates for Instant Experience. But while it's customizable, Facebook still has some recommendations for the cover image or video: 

• Aspect ratios: All are supported — Square (1:1), Vertical (4:5 or 9:16), and Landscape (16:9). 
• Best practices: Meta recommends grabbing attention in the first 3 seconds of video and keeping key content centered to avoid cropping.
• ‍If you want to use a cover image: 1080 pixels wide or higher.
• If you want to use a cover video: MP4 or MOV format, under 2 minutes for best performance.

Additional Facebook ad placements

Facebook offers even more ad placements for you to reach different audiences, and each has its own Facebook ad size and specs.

Marketplace - Facebook ad size & specs

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 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,1 since there is no maximum resolution.
• Recommended 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 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. 

Right Column - Facebook ad size & specs

Facebook Right Column ads are a desktop-only format that appears on the right-hand side of Facebook pages. Unlike News Feed ads, they support only landscape images (no videos) and are smaller in size. While they were once the default ad format, they’re now primarily used for desktop retargeting and brand visibility.

Image specs

• Facebook ad image size: At least 1080 x 1080 pixels.
• Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported.
• Minimum Facebook ad dimensions: 254 x 133 pixels.
• Recommended file types: JPG or PNG.

Facebook ad character limit

• Headline: Up to 40 characters. You can go over this limit, but the text may be truncated.

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

In-Stream Ads - Facebook video and image size & specs

Facebook In-Stream ads appear during videos people are watching from publishers, creators, or select live streams (gaming, entertainment, sports). Video ads can also be replaced with static image ads in this placement. Image ads can appear on both mobile and desktop and may be shown after 15 seconds of the main video content.

Facebook video specs

• Recommended Facebook ad aspect ratio: 16:9 or 1:1. However, ratios 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 to 15 seconds on desktop and 5 seconds to 10 minutes on mobile. The duration limit may vary by objective. Also, 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 the sound.
• Letterboxing and pillar boxing are not allowed.
• Videos should not contain edit lists or special boxes in file containers.

Facebook image specs

• ​​File type: JPG or PNG
• Recommended aspect ratio: 1.91:1 to 1:1
• Resolution: At least 1080px × 1080px
• Design note: Due to the small image size, Meta recommends not adding text to images.
• Maximum file size: 30 MB
• Minimum dimensions: 600px × 600px
• Aspect ratio tolerance: 3%

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. 
• Description: Up to 30 characters.

Search Results - Facebook ad size & specs

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 ad dimensions: 600 x 600 pixels.
• Recommended file types: JPG or PNG.
• Recommended Facebook ad aspect ratio: 1:1. Aspect ratios outside 1:1 are supported but often masked or cropped.
• 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.

💡 FYI: Meta quietly reduced carousel ads back down to 10 slides. Why? Most users weren’t swiping through all 20, so trimming it helps boost engagement and keeps things snappy.

Facebook video specs

• Recommended Facebook ad aspect ratio: 1:1. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1.
• 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 ad 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. You can go over this limit, but the text may be truncated.
• Link description: Up to 30 characters. You can go over this limit, but the text may be truncated.

Facebook Business Explore - Facebook ad specs

Facebook Business Explore is an experience launched by Meta to help people discover new businesses that may interest them. When a user stops scrolling through their feed to read or view a post from a certain business page, Facebook will show them a new section under the post, featuring other businesses similar to the one being viewed.

By clicking on any of the featured businesses, the user will be directed to another feed called “Explore Businesses,” which features a mix of organic posts and ads. 

This experience offers a huge opportunity to get your business discovered, so if you plan to run ads in Facebook Business Explore, these are the specs to follow:

Image ad specs

• Recommended Facebook ad image size: at least 1080 x 1080 pixels. 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: 600px x 600px.
• Recommended file types: JPG or PNG.
• Maximum file size: 30 MB.
• Aspect ratio tolerance: 3%.

Video ad 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 version, the video will be shown with a 1:1 aspect ratio.
• 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): At least 1080 x 1080 pixels. 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: Optional but recommended.
• NB: 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 27 characters. You can go over this limit, but the text may be truncated.
• Description: Up to 27 characters. You can go over this limit, but the text may be truncated.

Additional Instagram ad placements

Instagram also offers additional ad placements besides those mentioned above, which are different than the ones on Facebook.

Instagram Explore home - ad specs

Instagram Explore Home appears on the same page as Instagram's search function. It’s more commonly known as the “Explore tab,” which shows posts from different accounts the user isn't following.

This is a great place to showcase eye-catching images of your product or brand and encourage people to follow you on Instagram and discover your business. Meta allows both photos and videos in ads on the Instagram Explore Home placement.

Image specs

• Recommended resolution: 1080 x 1080 pixels
• Recommended image ratio: 1:1
• Aspect ratio tolerance: 1%
• Aspect ratio: From 400 x 500 to 191 x 100
• Minimum width: 500 pixels
• Maximum file size: 30MB
• Recommended file types: JPG or PNG.

Video specs:

• Ratio: 4:5 
• File type: MP4, MOV or GIF 
• Resolution: At least 1080 x 1080 pixels 
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at over 128 kbps
• Video captions: Optional, but recommended
• Video sound: Optional, but recommended
• Videos should not contain edit lists or special boxes in file containers.

Text recommendations

• Primary text: Up to 125 characters

Instagram Explore - Instagram ad specs

When an Instagram user clicks on any piece of content on Instagram Explore home (Explore tab), they’ll be taken to Instagram’s Explore feed. Here, users can scroll through posts from accounts they aren’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 size: 600px × 600 px
• 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: 4GB
• 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 Profile Feed - ad specs

Yes, Instagram now shows ads as you browse through the feed of any users aged 18 or above. These ads specifically show in the feed that appears when you visit a user’s profile and click on one of their posts. 

Note that it only applies to public Instagram profiles.

Image specs

• File type: JPG or PNG
• Recommended aspect ratio: 1.91:1 to 4:5
• Recommended resolution: 1440 × 1440 px for 1:1 ratio, 1440 × 1800 px for 4:5 ratio
• Maximum file size: 30 MB
• Minimum dimensions: 600 px width, 600 px height for 1:1 ratio, 750 px height for 4:5 ratio
• Aspect ratio tolerance: 3%

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 recommended, supported 1.91:1 to 9:16.
• Aspect ratio tolerance: 1%
• Minimum dimensions: 500px x 500px
• Recommended video ad format: MP4, MOV, or GIF.
• Maximum file size: 4GB.
• Video length: 1 second to 60 minutes.
• Video captions and sound: Optional but recommended.
• Letterboxing and pillar boxing are not allowed.

Text limits

• Primary text: 125 characters 
• Headline: 40 characters 
• Maximum number of hashtags: 30

Audience Network ad sizes and specs

Facebook Audience Network allows you to leverage Facebook's ad 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.

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

In Facebook's Audience Network, you can use native, banner, and interstitial ads.

Facebook image sizes & specs

• Facebook ad image size: At least 398px x 208px, 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. You can go beyond this limit, but the text may be truncated.
• Link description: Up to 30 characters. You can go beyond this limit, but the text may be truncated.

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.
• 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 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. You can go beyond this limit, but the text may be truncated.
• Link description: Up to 30 characters. You can go beyond this limit, but the text may be truncated.

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