Facebook Ad Sizes & Specs Guide

• Facebook Video ads
• Facebook Image ad specs
• Facebook Carousel ad specs
• Facebook Story ad specs
• Facebook Reels ad specs
• Facebook Collection ad specs
• Bottom line

Advertising usually consists of visuals and text. The purpose of advertising is to attract the user’s attention so that he or she clicks on the ad.

Ad sizes and ad formats on Facebook are changing, so it’s crucial to have up-to-date banner sizes when setting up your ad campaigns so that they don’t get cut off during the display or rejected by the system altogether.
We have already provided a guide to video specs and sizes, including those for Instagram ads. Today it’s the turn of Facebook.

Facebook video ad specs

Facebook is now very much focused on video. And the statistics prove it: the vast majority of Facebook users (98.5%) browse the site from their mobile devices, and 81.8% access the app only on mobile devices. This means that advertising needs to be adapted to these devices.

The network itself provides the following infographic on image proportions:

Fig. 1 — Proportions of Facebook ad images

The network also recommends uploading “highest resolution source video available without letter or pillar boxing”.

For mobile, videos should be vertical (4:5, 9:16, or 16:9) or square (1:1) if the video is to be shown on both devices.

As for the length of the video: Facebook recommends keeping videos short, at 15 seconds or less, so that users watch them to the end. Also, make your videos understandable without sound or add subtitles so that users who view the feed with the sound off can understand what the ad is about.

In general, Facebook suggests using motion and sound to attract attention, tell a brand story, or showcase product benefits.

Below are the specifications and ad sizes required for all types of video ads on Facebook.

Feed video ads

Feed video ads are classic Facebook video ads that appear among content from friends, groups, pages, and advertisers in a user’s news feed.

Information about text components:

• the recommended length of the headline is 25 characters (more will be cut out);
• the recommended length of the main text is 125 characters (the text will be in a collapsed form longer and can be read after it is expanded);
• max link description – 30 characters (longer will be cut off).

Fig. 2 — Advertising in the Facebook feed

Specification of ads in the feed:

• video file type: MP4, MOV, or GIF;
• video ratio: 4:5 for mobile devices only or 1:1 (for computers or mobile devices);
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• file size: max 4 GB;
• video duration: from 1 second to 241 minutes;
• video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and 128 kbps+ AAC stereo audio compression;
• video captions: optional, but recommended;
• video audio: optional, but recommended.

Facebook Instant Articles

Facebook Instant Articles is a mobile-optimized ad format that allows content creators to share interactive, fast-loading articles on Facebook.

To develop a beautiful formatting or design similar to the brand design of the site, the network recommends using the Style Editor. It should be remembered that although sound is optional for this type of advertising, subtitles are not supported for such content.

Data about the text:

• recommended title length — 25 characters (more will be cut off);
• max link description — 30 characters (more will be cut off).

Fig. 3 — Advertising on Facebook Instant Articles (source)

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• video ratio: 16:9;
• aspect ratio: 1:1 (for computer or mobile) or 4:5 (mobile only);
• max file size: 4 GB;
• min duration: 1 sec;
• max duration: 241 minutes;
• video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and 128 kbps+ AAC stereo audio compression;
• video captions: optional, but recommended;
• video audio: optional but recommended;
• main text: 125 characters;
• title: 27 characters;
• description: 27 characters.

You can also use 360-degree video for some advertising purposes. When users see an ad of this type, they can rotate their device to view the ad in full view.

In-stream video ads

Facebook In-Stream Video Ads allow advertisers to show 5-15-second video ads in the middle of a video that are unskippable to people who are already watching Facebook videos on desktop or mobile devices.

When setting up In-Stream ads, advertisers can selectively choose the target audience for video ads in this format. Since these ads are targeted to a specific audience, viewers of the same video can see different ads depending on their interests.

In-Stream ads on Facebook are played during the video (in the middle of the video) by content creators who specifically tailor their content to the Facebook audience. Here, ads appear only on mobile devices and only after 60 seconds of the main video content.

Video ads on Audience Network can appear before or during video content (at the beginning or in the middle) on hundreds of publisher websites and apps, and can last 10-30 seconds. With the help of Audience Network, In-Stream video ads are available on both mobile devices and desktops.

Fig. 4 — Facebook In-Stream Ads (source)

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: minimum 1080 x 1080 pixels;
• video ratio: 16:9 or 1:1;
• file size: max 4 GB;
• min duration: 5 seconds (Facebook ads), 10 seconds (Audience Network);
• max duration: 15 seconds (Facebook ads), 30 seconds if you choose streaming only, 120 seconds (Audience Network).

Search results video ad

Facebook search results video ads appear when people search for content on Facebook or in the Marketplace. These ads support both images and video.

Fig. 5 — Video ads in the feed (source)

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• video ratio: 1:1;
• file size: max. 4 GB;
• min duration: 1 sec;
• max duration: 241 min.

Video feed ads

Besides 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 contains suggested videos that appear as users scroll down the page.

A video channel opens when a user clicks on a video in their home news feed, offering additional videos they might like. Video ads appear in between these regular videos.

Fig. 6 – Ad on the Watch tab

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• video ratio: 4:5;
• file size: max 4 GB;
• min duration: 1 sec;
• max duration: 241 min.

Right column video ads

Right column video ads are a desktop-only format. This type of ad is most often displayed on the right side of the screen next to Facebook pages, but it can also appear elsewhere.

Facebook right column ads are similar to News Feed ads, except that they contain only landscape images (no video) and are smaller. These used to be standard Facebook ads, but now they are mainly targeted to mobile channels.

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• video ratio: 1:1 for computer or mobile device or 4:5 for mobile only;
• file size: max 4 GB;
• min duration: 1 sec;
• max duration: 241 minutes.

Facebook Business Explore

Facebook Business Explore helps users discover new businesses that may be of interest to them in certain niches (restaurants, clothing, or beauty). When a user stops scrolling through the feed to read or view a post from a particular business page, Facebook will show them a new Explore Businesses section below the post, featuring other businesses similar to the one they are viewing. Business Explore content includes both paid ads and regular posts.

• file type: MP4, MOV or GIF;
• min width: 120 pixels;
• min height: 120 pixels;
• size: min 1080 x 1080 pixels;
• video ratio: 1:1 (for computer or mobile) or 4:5 (for mobile only);
• file size: max 4 GB;
• min video duration: 1 sec;
• max video duration: 241 minutes.

Facebook image ad specs

Social networks are focused on visuals. It’s hard to imagine Instagram or Facebook without an attractive image. Users won’t even notice the ad, let alone click through. Therefore, each ad that an advertiser uploads to Facebook must have at least 1 image, or several.

Different locations and formats require different sizes, so advertisers need to be sure that all ad requirements and specifications are met to ensure successful moderation.

Depending on the purpose of the ad (e.g., awareness or engagement), you can use a panorama or 360° photo in Facebook ads. Facebook will recognize them automatically.

The network offers to use:

• the recommended length of the header is 25 characters (a longer header will be cut off);
• body text length – 125 characters (longer text will be collapsed and can be read after expansion);
• max link description – 30 characters (more will be cut off).

Feed image ads

These are the classic Facebook image ads that appear between the content of friends, family, groups, and pages in your News Feed.

Fig. 7 — Graphic advertising in the feed

• file type: JPG or PNG;
• ratio: from 1.91:1 to 1:1;
• size: minimum 1080 x 1080 pixels;
• file size: max. 30 MB;
• min width: 600 pixels;
• min height: 600 pixels.

Right column image ads

This desktop-only format is most often displayed on the right side of the screen next to Facebook pages, but it can also appear elsewhere.

Since the images in the right column are very small, Facebook recommends not adding text to them.

• the recommended length of the title is 25 characters (longer lengths will be cut off);
• body text length – 125 characters (a longer description will be collapsed and can be read after the page is expanded);
• max link description: 30 characters (longer links will be cut off).

Fig. 8 — Advertising in the right column

• file type: JPG or PNG;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• file size: max 30 Mb;
• min width: 254 pixels;
• min height: 133 pixels.

Instant article image ads

In this format, articles open immediately in the app in an optimized reading experience. Ads will be displayed in Instant Article, just like ads in a print magazine.

• file type: JPG or PNG;
• ratio: from 1.91:1 to 1:1;
• size: min 1080 x 1080 pixels;
• file size: max 30 MB.

Marketplace image ads

Marketplace Image Ads are a great way to reach a highly engaged audience that is already in the mood to shop and buy.

• the length of the title is 25 characters (longer titles will be cut off);
• body text length – 125 characters (everything else beyond 125 characters will be collapsed);
• max link description – 30 characters (longer links will be cut off).

Fig. 9 – Marketplace graphic ads

• file type: JPG or PNG;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• max file size: 30 MB.

Search results image ads

Searching on Facebook is a bit like shopping ads on Google: they are placed on a separate tab where you can easily find the content you need both on the Marketplace and on Facebook in general.

Search results image ads help advertisers connect with users who are looking for content relevant to your product and niche.

• file type: JPG or PNG;
• ratio: from 1.91:1 to 1:1;
• size: min 1080 x 1080 pixels;
• max file size: 30 MB;
• min width: 600 pixels;
• min height: 600 pixels.

Business explore image ads

Business explore ads help users discover new companies in niches they are interested in.

Fig. 10 – Business explore graphic ads (source)

Business Explore content includes both paid advertising and regular publications.

• file type: JPG or PNG;
• ratio: from 1.91:1 to 1:1;
• size: minimum 1080 x 1080 pixels;
• max file size: max 30 MB;
• min width: 600 pixels;
• min height: 600 pixels.

Facebook carousel ad specs

Facebook carousels are a very convenient type of ads: they are images or videos combined in one ad.

Carousels allow you to display from 2 to 10 images and videos in one ad, each with a separate link. The user can scroll through them freely without having to go to a new page.

Carousels appear in several places on Facebook, and their sizes and characteristics are very similar for all of them.

• the recommended length of the title is 25 characters (longer ones will be cut off);
• body text length – 125 characters (longer descriptions will be collapsed);
• max link description – 20 characters (longer links will be cut off).

Feed carousel ads

The carousels that appear between content from friends, family, groups, and pages are a great addition to the classic Facebook feed.

Fig. 11 – Carousel ads in the feed

Characteristics of Feed Carousel images and videos:

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 2;
• max number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max. 4 GB;
• video duration: from 1 second to 240 minutes.

Right column carousel ads

This desktop-only format is most often displayed on the right side of the screen next to Facebook pages, but it can also appear elsewhere.

Keep in mind that only the first card of the carousel is visible in the right column. Facebook recommends not adding text or design elements on top of these images.

Image and video specifications in the carousel in the right column:

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max 4 GB;
• video duration: from 1 second to 240 minutes.

Marketplace carousel ads

Marketplace carousel ads are a great way to reach a highly engaged audience that is already in the mood to shop and buy, and carousels offer an even more interactive viewing experience here.

Fig. 12 – Carousel ads on Facebook Marketplace (source)

Characteristics of images and videos in the Marketplace carousel:

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 2;
• max number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max 4 GB;
• video duration: from 1 second to 240 minutes.

Business Explore carousel ads

Business Explore carousel ads are similar to the Recommendations page. The section helps users learn about new companies and brands in niches they are interested in.

Business Explore content includes both paid advertising and regular publications. Carousels are a great way to create an interactive experience and help customers with their purchases.

Fig. 13 – Business Explore carousel ads (source)

Specifications for images and videos in carousels:

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 2;
• max number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max 4 GB;
• video duration: from 1 second to 240 minutes.

Facebook story ad specs

More than 1 billion stories are posted on the Facebook app every day. And the number is growing every day. Facebook Stories ads appear to users in between the regular content of friends, brands, and family accounts they follow.

Stories ads use videos, images, and carousels (in Messenger). For any type of content, Facebook suggests leaving a 250-pixel border without text or logos at the top and bottom of the image. In this way, advertisers can avoid hiding their design behind a heart button or a reply box.

By the way, ads in Facebook and Instagram stories have the same size and characteristics, so you can use the same ads for both places. At the same time, you can check where your ads are more effective.

Image story ads

Stories are displayed in full screen and allow you to add emojis, stickers, and interactive features (question boxes or polls) to your ads. Stories will be displayed for 5 seconds or until the user swipes forward.

Fig. 14 – Announcement in a story (source)

• file type: JPG or PNG;
• ratio: 9:16;
• size: min 1080 x 1080 pixels;
• file size: max 30 MB;
• min width: 500 pixels.

Video story ads

Facebook Stories are a great way and place to showcase vertical video.

Video story ads will play for up to 15 seconds or less if the video is shorter. You can also split the video into 2 or 3 separate story cards.

Fig. 15 – Video ads in stories (source)

• file type: MP4, MOV or GIF;
• ratio: 9:16;
• size: min 1080 x 1080 pixels;
• video duration: from 1 second to 2 minutes;
• file size: max 4 GB;
• min width: 500 pixels;
• sound and subtitles: optional, but recommended.

Carousel ads (Messenger Stories)

Carousel ads (Messenger Stories) are displayed in Messenger right above the user’s main inbox. This means that users can view ads without even leaving the app.

These carousels have the same characteristics and dimensions as conventional carousels.

Image and video carousel specifications:

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 2;
• max number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max 4 GB;
• video duration: from 1 second to 240 minutes.

Facebook Reels ad specs

Reels is a format to be reckoned with. Facebook suggests using Reels to explore trends, tell customers about a product, or highlight a brand’s history.

Reels are displayed in the main feed or on the Reels tab, which opens a vertically scrolling viewer (for mobile).

Fig. 16 – Reels Facebook page

Reels are stories that don’t disappear. They will appear in the feed between the regular content of the accounts that users follow. Users can comment, like, view, save, share, and skip reels ads.

Video Reels ads

Video Reels can last up to 60 seconds. And during this time, the brand will have time to tell a story, build relationships, and allow users to see the product in action.

• file type: MP4, MOV;
• recommended ratio: 9:16;
• size: at least 500 x 888 pixels;
• video duration: from 0 seconds to 60 seconds;
• maximum file size: 4 GB;
• sound and subtitles: optional, but highly recommended.

Image Reels ads

You can also make a video from images. That is, you can edit several images into 1 video, add music, design elements, text, etc.

Fig. 17 – Reels with an image (source)

• file type: JPG or PNG;
• ratio: from 1.91:1 to 1:1;
• size: min 1080 x 1080 pixels;
• max file size: 30 MB;
• min width: 600 pixels;
• min height: 600 pixels.

Overlay Reels image ads

Overlay Reels image ads allow you to display a product or service on the Reels view screen.

Static images can appear at the beginning of a video or remain on the screen as a banner. Since these images are very small, Facebook recommends that you don’t add any text or design elements.

• file type: JPG or PNG;
• ratio: 1:1;
• size: minimum 1080 x 1080 pixels;
• max file size: 30 MB;
• min width: 600 pixels;
• min height: 600 pixels.

Carousel Reels ads

Reels can also contain carousels. And such ads have the same specifications as carousels.

• type of image file: JPG or PNG;
• image file size: 30 MB max;
• ratio: 1:1;
• size: min 1080 x 1080 pixels;
• min number of cards: 2;
• max number of cards: 10;
• video file type: MP4, MOV or GIF;
• video file size: max 4 GB;
• video duration: from 1 second to 240 minutes.

Facebook collection ad specs

Collections usually include a cover image or video of several products. When a user clicks on an ad, a full-screen instant experience opens.

Fig. 18 – Advertising in collections (source)

The concept of advertising in collections is similar to a carousel, but in collections, all content is displayed simultaneously. If necessary, you can set up automatic playback of the cover video when the user scrolls through the collection.

Clicking on the collection cover opens the Instant Experience. This is a full-screen landing page that directs traffic directly to the pages of the advertised products. You can add buttons, carousels, photos, text, and videos to it.

Places to place ads from the collections:

• Facebook feed;
• Instagram feed;
• Instagram Stories.

The number of products shown below the cover image or video may vary depending on the location you select.

Facebook feed collection ads

Feed feed collection ads are displayed between content from friends, family, groups, and pages in a user’s home feed.

Fig. 19 – Collection ads in the feed (source)

Specs of Facebook feed collection ads:

• size: min 1080 x 1080 pixels;
• ratio: 1:1;
• image file type: JPG or PNG;
• max image file size: 30 MB;
• video file type: MP4, MOV or GIF;
• max video file size: 4 GB.

Video feed collection ads

People watching a video feed can also view ads from the collection. And the content for these Instant Experiences has similar characteristics.

Characteristics of collectible images and videos:

• size: minimum 1080 x 1080 pixels;
• ratio: 1:1;
• image file type: JPG or PNG;
• max image file size: 30 MB;
• video file type: MP4, MOV or GIF;
• max video file size: 4 GB.

Information about text components:

• the recommended length of the title is 25 characters (longer than that will not be displayed in Instagram Collection Ads);
• the recommended length of the body text is 90 characters (text beyond 90 characters will be available after deployment).

So, we have analyzed 4 large groups of Facebook ads, so select the option that best fits your needs and aligns with the goals of your online presence.

Bottom line

To summarize, the following recommendations can be made that will be relevant for all advertising formats:

• define the purpose of the ad (awareness, sales, traffic, leads, engagement, or app promotion);
• define ad formats and placements;
• upload the suggested image and video sizes for all the locations you intend to use;
• if this is not possible, select the image resolution of 1080 x 1080 pixels with an aspect ratio of 1:1 (except for the story format);
• choose the length of titles and descriptions that are shorter than the maximum allowed;
• use as many Facebook ad locations as possible to maximize your audience reach.

Test it now!