Nearly everyone on the planet, is on Facebook, your 5th-grade teacher, the pet next door, why even the ideal target audience for your business are on Facebook. This is precisely why most brands and businesses that even remotely think of advertising in the digital space got for Facebook.
With all of your audience on the biggest social media platform – Facebook– it is crucial to ensure your content looks perfect. It is important not only to target the right audience and create a good copy but also to know the proper ad format for your ads.
Related: 10 Best Practices for Facebook Ads in 2023
Using the correct ad format – size and specifications will ensure that your message reaches the viewers as you want it to. Our article details the correct sizes and formats for every type of ad placement available on Facebook.
Facebook Ads Format: Sizes And Specifications For 2023
Facebook Feed ad sizes
Facebook Feed is where the social media platform users are exposed to content such as status updates, photos, videos, and more. The content updates users see are generally from friends, other users, pages, groups and advertisers who want to make the most out of the platform.
As an advertiser, you can use images and videos for advertising on Facebook Feed. Additionally, you can use the carousel and collections ad formats to show off your products, services or brand.
You can use images in the JPG or PNG format, with a ratio of 1.91:1 to 1:1, having a resolution of at least 1080 x 1080 pixels. The maximum file size for the image is 30 MB, and it should have a minimum width and height of 600 pixels.
If you chose to use a video for advertising, then make sure that you use MP4, MOV or GIF format having a ratio of 1:1 (for desktop or mobile) or 4:5 (for mobile only). The resolution of the video should be at least 1080 x 1080 pixels.
Facebook recommends using the following video settings:
- H.264 compression
- Square pixels
- Fixed frame rate
- Progressive scan
- Stereo AAC audio compression at 128kbps+
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Image ratio: 1.91:1 to 1:1 Video ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) Resolution: At least 1080 x 1080 pixels | Primary text: 125 char* Headline: 27 char*# Description: 27 char*# *Over which text will be truncated.#Different for Carousel and Collection ad format | Image max. file size: 30 MB Image min. width & height: 600px Video max. file size: 4 GB Video duration: 1 second to 240 minutes Video min. width & height: 120px Aspect ratio tolerance: 3% |
Facebook Stories ad sizes
If you want to bring your business to life in an immersive format with options to add stickers, emojis and other creative elements – then Facebook Stories is the one for you. Your Facebook Stories ads will appear intermittently to users when they are scrolling through the Stories of their friends and other following.
You can use both images and videos in Facebook Stories. Image ads will be shown for five seconds, or until the user swipes out of the Story, while video ads are played for 15 seconds or less, if the full duration of the videos is less than 15 seconds. If the video is more than 15 seconds, it will be split into separate Story cards.
The Image and Video formats are the same as those used in the Facebook Feed ad format. Still, Facebook does recommend leaving roughly 250 pixels at the top and bottom, free from text and logos, to avoid covering these key elements with the call to action.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 9:16 Resolution: At least 1080 x 1080 pixels. *1.91:1 to 1:1 are also supported with coloured gradient bars above and below the media | Primary text: 125 char* Headline: 40 char* *Over which text will be truncated. | Image max. file size: 30 MB Video max. file size: 4 GBV ideo duration: 1 second to 2 minutes#Minimum width: 500 pixels Aspect ratio tolerance: 1% #Video over 15 seconds will be split accordingly |
Facebook Reels ad sizes
Facebook Reels is a feature that allows anyone – creators, businesses and individuals to create entertaining short-form video content that can be shared with the Facebook community. Reels ad are built for the mobile platform to reach high-intent audiences and engage them through their interests.
Facebook Reels ads can be up to sixty seconds in length, and your audience can engage with you through comments, likes, saves and shares. Reels are exclusively for media in video format. The recommended file type for Reels are the MP4 and MOV video formats with a ratio of 9:16. However, ratios 4:5 and 1.91:1 are also supported.
Facebook also recommend the following video setting for the best possible results.
- H.264 compression.
- Square pixels.
- Fixed frame rate.
- Progressive scan.
- Stereo AAC audio compression at 128kbps+.
- Resolution at least 500 x 888 pixels.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| File type: MP4, MOV Recommended ratio: 9:16 Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+ Resolution: At least 500 x 888 pixels | Primary text: 72 char* *Over which text will be truncated. | Video duration: Zero to sixty seconds Maximum file size: 4 GB |
Facebook Right Column ad sizes
Facebook right-column ads are available only on desktops, these ads can be commonly seen in the right-hand column of Facebook Pages, although they can be seen in other places too.
You can use the image format or the carousel to showcase your business’s product or service in the Facebook right column. The recommended file type for images is JPG and PNG, whereas for videos are MP4, MOV or GIF.
The ratio of the ad media should be 1:1. Any other ratio will be masked to 1:1 automatically. It should be noted that due to the small image size, adding text to images is not recommended.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| File type: JPG or PNG Video file type: MP4, MOV or GIF Recommended ratio: 1:1 Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+ Resolution: At least 1080 x 1080 pixels | Headline: 40 char* *Over which text will be truncated. | Image min. width: 254 px Image min. height: 133 px Image max. file size: 30 MB No. of carousel cards: 2 to 10 Video max. file size: 4 GB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
Facebook Marketplace ad sizes
You can use the Facebook Marketplace placement to reach an active community of people who are looking for products or services similar to yours.
You can use a single image or carousels to showcase your offerings. If you have multiple products in the same category, then you can make use of the carousel format to creat maximum impact.
Facebook recommends using images in the 1:1 aspect ratio and the maximum image size is 30MB
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| File type: JPG or PNG Ratio: 1:1 Resolution: At least 1080 x 1080 pixels | Primary text: 125 char*Headline: 40 char* Description: 20 char* *Over which text will be truncated. | No. of carousel cards: 2 to 10 Image max.file size: 30 MB Aspect ratio tolerance: 3% |
Facebook Instant Articles ad sizes
Facebook Instant Articles as the name suggests is for advertisers to distribute fast-loading articles that are interactive on the social media platform. This ad placement is specially optimized for the mobile platform.
You can use image and video format to advertise your products, services or brand in Facebook Instant Articles ad. If you choose to use a video media ad then the recommended video setting are:
- H.264 compression
- Square pixels
- Fixed frame rate
- Progressive scan
- Stereo AAC audio compression at 128kbps+
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| Image file type: JPG or PNGVideo file type: MP4, MOV or GIF Image ratio: 1.91:1 to 1:1Video ratio: 16:9 Resolution: At least 1080 x 1080 pixels | Primary text: 125 char*Headline: 40 char*Description: 30 char* *Over which text will be truncated. | Image max.file size: 30 MBVideo duration: 1 second to 241 minutesVideo max. file size: 4 GBVideo min. width & height: 120 pxAspect ratio tolerance: 3% |
Facebook In-Stream Video ad sizes
Facebook in-stream video allows you to deliver video or image ads to people watching videos on Facebook from familiar publishers and digital-first creators. Your ads can also appear in Facebook live streams from a selected group of approved gaming, entertainment and sports partners.
You can use the image format and video format in the in-stream video placement to show off your product, service or brand in new ways. The in-stream video placement will play video ads that are 15 seconds or less for the full duration of the video.
You can use images in the JPG or PNG format, though other formats are supported. The maximum image size is 30MB and that of video is 4GB. The maximum duration of video ads differ between the platform used. For desktop it is 5 to 15 seconds, while for mobile it is 5 seconds to 10 minutes.
Facebook recommends a video aspect ratio of 16:9, but 9:16 is also supported. In the case of images, it is also recommended not to use texts, due to the small size of the image ad.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Image ratio: 1.91:1 to 1:1 Video ratio: 16:9 or 1:1 Resolution: At least 1080 x 1080 pixels | Primary text: 125 char*Headline: 40 char*Description: 30 char* *Over which text will be truncated. | Image max. file size: 30 MB Image min. width & height: 600 px Video max. file size: 4 GB Video duration: 5 to 15 sec. (desktop).5 sec. to 10 min. (mobile). Aspect ratio tolerance: 3% |
Facebook Search Results ad sizes
Each day, millions of people make search queries On Facebook and Facebook Marketplace. These places are great opportunities for advertisers such as yourself to reach and connect with your potential customers.
Take advantage of Facebook Search Results ads to showcase your brand to audiences who are in the discovery mindset. You image, video and carousels to entice and capture their attention.
Facebook recommends using a 1:1 ratio image or video with resolution of at least 1080 pixels. If you want to use a video then the maximum duration that you can have is 240 minutes, but as we all know people don’t have that much time so keep it short and catchy.
Videos can have a maximum file size of 4GB whereas images are limited to 30MB. If you use the carousel format then you can use upto 10 images each being 30MB.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
|---|---|---|
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 1:1 Resolution: At least 1080 x 1080 pixels | Primary text: 125 char*Headline: 40 char* Description: 30 char* *Over which text will be truncated. | Image max. file size: 30 MBImage min. width & height: 600 pxVideo max. file size: 4 GBVideo min. width & height: 120 pxVideo duration: 1 second to 240 minutesAspect ratio tolerance: 3% |
Facebook Business Explore
Facebook’s Business Explore is an ad feature that places your business in front of people who are actively looking for business content. This is especially useful for business and brands in the beauty, fitness or clothing niche.
You can you images, videos and carousel formats to showcase your products and services while also creating awareness of your brand personality among potential customers. In the carousel format you can use upto 10 images or videos each with its own link and description, all in a single ad.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Image ratio: 1.91:1 to 1:1 Video ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) Resolution: At least 1080 x 1080 pixels | Primary text: 125 char* Headline: 40 char*# Description: 30 char*# *Over which text will be truncated.#Different for Carousel ad format | Image max. file size: 30 MB Image min. width & height: 600 px Video min. width & height: 120 px Video max. file size: 4 GB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
BONUS Ad Sizes
Audience Network Native, Banner and Interstitial ad sizes
Audience Network is Facebook’s most valuable gift to a social media advertiser. It brings the power of Facebook’s targeting to additional website and mobile apps. Yes, you heard that right, now you can easily advertise your business outside of Facebook.
You can use image, video and carousels to promote your product or service through the audience network. The maximum video length that you can use is 240 minutes, but note that viewers can usually skip after a few seconds.
The minimum image resolution is 398 x 208 pixels, while that for videos are 1080 x 1080 pixels. The images should have an aspect ratio of 9:16 whereas for videos it is 1:1 for desktop and mobile ads. But if your specifically protoming mobile ads, then it is better to use an aspect ratio of 4:5.
The TLDR version
| Design Recommendations | Text Recommendations | Technical Requirements |
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Image ratio: 9:16 Video ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) Video resolution: At least 1080 x 1080 pixels | Primary text: 125 char* Headline: 40 char*# Description: 30 char*# *Over which text will be truncated.#Different for Carousel and Collection ad format | Image max. file size: 30 MB Image min. width & height: 398 x 208 px Video max. file size: 4 GB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
Messenger Stories
Messenger is an instant messaging app and platform developed by Meta. Messenger Stories are the same as Facebook Stories. If they are the same, then what’s the difference you ask? Well honestly, it is just another place for your viewers to consume content and where you can leverage your ads.
If your audience don’t view stories in their main homepage, then they ought to view it when they are replying to the messages in their inbox.
Messenger Stories ads use the same image and video format as Facebook Story ads.
The TLDR version
Same as Facebook Stories, but we will list them nonetheless ????.
| Design Recommendations | Text Recommendations | Technical Requirements |
| Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 9:16$ Resolution: At least 1080 x 1080 pixels. $1.91:1 to 1:1 are also supported. But any ratio below 9:16 will have coloured gradient bars above and below the media | Primary text: 125 char* Headline: 40 char* *Over which text will be truncated. | Image max. file size: 30 MB Video max. file size: 4 GB Video duration: 1 second to 2 minutes# Minimum width: 500 pixels Aspect ratio tolerance: 1% #Video over 15 seconds will be split accordingly |
Oh! Don’t forget to leave roughly 250 pixels at the top and bottom of the media, free from text and logos, to avoid covering these key elements with the call to action.
Conclusion
Businesses nowadays exist on more than just their own websites. They have taken a multichannel approach to build customer relationships and promoting and selling their products and services.
Optimizing your ads for each platform will ensure that your target audience gets the best experience possible. Moreover, you can showcase your brand personality the way you imagined.
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