If you’re using Facebook ads as part of your marketing strategy it can be a confusing mess when it comes to the various Facebook & Instagram ad sizes for images, videos and character limits.
You might be wondering if size really matters for images and if so what sizes should you use right now?
Let’s take the headache out of preparing your Facebook ads and ensure they will look their best across all devices.
I’ve compiled all the data that you need about Facebook ad image sizes so that you can get started right away.
(We also keep this up to date for you as the sizes change).
Let’s begin!
Table of Contents
Stupid Simple Guide To Facebook & Instagram Ad Sizes
You can reach 90% or more of your potential audience by uploading static image ads in three sizes:
- 1080 x 1080 pixels for Facebook and Instagram news feeds & right-hand column ads
- 1200 x 628 pixels horizontal images & audience network
- 1080 x 1920 pixels for Facebook and Instagram Stories
Check out this image below for a quick cheat sheet.
Keep in mind, it used to be 1200 x 628 pixels as the go-to Facebook ad size.
Now you can publish Facebook posts that are 1080 x 1080 pixels wide which means you’re taking up more space. Exactly what you want.
Check out the comparison between these two ads:
Okay now let’s dive into the Facebook ad specs for all the available ad types.
Facebook Newsfeed Ads Sizes
News Feed ads are the most common ones you see when scrolling both on desktop and mobile.
Facebook News Feed ad specs:
- Recommended image size: 1080 x 1080 pixels or 1200 x 628
- Minimum width and height: 600 pixels.
- Recommended aspect ratio is between 9:16 to 16:9, crops to 1.91:1 with a link
- Recommended image formats: JPG, PNG (PNG has higher quality)
- Text length: max 125 characters
- Headline length: max 25 characters
- Link description length: max 30 characters
Facebook News Feed video ad specs:
- Resolution: Upload the highest resolution video available that meets file size and ratio limits
- Video file size: 4GB Max
- Recommended video length: 15 – 30 seconds
- Video length minimum: 1 second
- Video length maximum: 240 Minutes
- Video ratio: 9:16 to 16:9
- Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
- Recommended video formats: .MP4 and .MOV
Instagram Newsfeed Ads Sizes
The only difference between Facebook and Instagram is Instagram videos can only be a max of 2 minutes.
Everything else stays the same as the Facebook specs above.
Facebook Carousel Ads
Facebook carousel ads let you present more images and benefits inside a single ad.
You will need between two and ten images uploaded that you’re sure all look good.
All of the carousel ad images should be in 1:1 format and 1080 x 1080 pixels wide. They can also include videos.
Facebook Carousel ad and video specs:
- Recommended image resolution: 1,080 x 1,080 px
- Maximum headline: 25 characters
- Maximum text: 125 characters (excluding Right Column)
- Maximum link description: 20 characters (excluding Right Column, Messenger Inbox)
- Maximum image file size: 30MB
- Maximum video length: 240 minutes per card in a carousel (excluding Messenger Inbox)
- Maximum video file size: 4GB (excluding Messenger Inbox)
Facebook & Instagram Story Ads Sizes
Story ads keep increasing in popularity as they’re fast and easy for viewers to digest.
Image ads posted as Stories last a total of five seconds or until the viewer swipes away from the Story.
It’s easy with both Facebook and Instagram Story ads having the same dimensions and specs, so you can use the same creatives for both placements.
One of the major differences with a story is that you should upload the highest resolution possible. This will vary for every device.
Facebook Story image ad specs:
- Text: no extra text, all text must be part of the image file
- Format: Full-screen vertical ad (9:16)
- Recommended size: 1080 x 1920 pixels
- Minimum resolution: 600 x 1067
- File types: .JPG, PNG
- Max. image size: 30MB
- Photo content: visible for 5 seconds
Facebook Story video ad specs:
- Recommended video duration: 15 seconds
- Minimum length: 3 seconds
- Maximum length: 60 seconds
- Aspect Ratio: 1.9:1 (landscape)
- For videos under 9:16: Colored gradient bars are rendered above and below
- Video file size: 4GB max
- Video Captions: Not available
- Video Sound: Optional
- Frame rate: 30fps max
- File type: .mp4 container
- Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
- Audio: Stereo AAC audio compression, 128kbps + preferred
Facebook Right-Hand Column Ads Sizes
Facebook Right Column ads can only be seen on desktop, most commonly appearing in the right-hand column of Facebook pages.
These are super simple to add and can bring you some extra clicks.
Right column ad size and specs:
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
- Due to the small image size, we recommend not adding text on images.
- Headline: 40 characters
- Technical Requirements
- Minimum Width: 254 pixels
- Minimum Height: 133 pixels
Facebook Messenger Ads Sizes
Messenger ads show up on the Chats tab inside the Facebook Messenger app.
Keep in mind that the ad shows up as a collapsed version to the viewer and if they are interested they can click to see the entire ad expanded like the example below.
Facebook Messenger ad size and specs:
- Format: single-image ad
- Recommended image size for collapsed ad: 1080 x 1080 pixels
- Recommended image size for expanded ad: 1200 x 628 pixels
- Image formats: JPG and PNG
- Text: 125 characters
- Headline: 25 characters
- Link description: 30 characters
Facebook Sponsored Message Ads Sizes
Sponsored Messages on Facebook, such as the ad above show in your audience’s private inboxes in Facebook Messenger.
Typically, it works by enticing the consumer to click your business ad.
Once they do, it directs them to start a conversation with your business or send them a promo.
What’s the basic criteria for a sponsored message?
For the most part, everything should stay exactly the same as the standard post.
However, you will not be able to upload videos, and your image resolution should be 1,200×628.
Sponsored message ad image specs:
- Recommended image size: 1200 x 628 pixels
- Image ratio: 9:16 to 16:9
- Minimum width and height of 600 pixels
- Recommended image formats: JPG and PNG
- Text: 30 characters
- Headline: 25 characters
Facebook Audience Network Ads
The Facebook Audience Network extends your Facebook and Instagram campaigns across the internet – popping up on thousands of high-quality websites and apps.
Facebook Audience Network ad size and specs:
- Recommended image size: 1200 x 628 pixels
- Minimum width and height of 600 pixels
- Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link
- Recommended image formats: JPG and PNG
- Text: 125 characters
- Headline: 25 characters
- Link description: 30 characters
Audience Network video ad specs:
- Resolution: Upload the highest resolution video available that meets file size and ratio limits
- Video file size: 4GB Max
- Recommended video length: 15 – 30 seconds
- Video length minimum: 1 second
- Video length maximum: 240 Minutes
- Video ratio: 9:16 to 16:9
- Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
- Recommended video formats: .MP4 and .MOV
Facebook Instant Article Ads
The Instant Article placement will allow your Facebook ads to appear when people read interactive articles on mobile.
Instant article ad image specs:
- Recommended image size: 1200 x 628 pixels
- Image ratio: 9:16 to 16:9
- Minimum width and height of 600 pixels
- Recommended image formats: JPG and PNG
- Text: 30 characters
- Headline: 25 characters
Instant article video ad specs:
- Recommended to publish the highest resolution video possible
- Recommended video length: 15-30 seconds
- Recommended aspect ratio: 9:16 to 16:9
- Recommended video formats: .MP4 and .MOV
- Max video file size: 4GB
Facebook Marketplace Ads
Facebook Marketplace is a place where people can buy and sell items. While browsing they can see ad placements you put there.
This placement isn’t great for reach if you’re using it alone but you can add them to the marketplace for a little additional reach.
Facebook Marketplace ad specs:
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 30 characters
- Maximum File Size: 30MB
Facebook Marketplace video ad specs:
- Resolution: Upload the highest resolution video available that meets file size and ratio limits
- Video file size: 4GB Max
- Recommended video length: 15-30 seconds
- Video length minimum: 1 second
- Video length maximum: 240 Minutes
- Video ratio: 9:16 to 16:9
- Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
- Recommended video formats: .MP4 and .MOV
Some Extra Tips
Facebook recently has been recommending having a resolution of 1,200 x 1,200 for news feed posts, sponsored messages, native ads, instant articles, and right column ads.
This will ensure that it pops up well on a computer and mobile device.
However, if you are running a Facebook story, you will notice that sizes may vary depending on how and where it is posted.
As a general rule, always pick something 1,200×1,200 for the best imaging.
If you choose to do a different dimension, you should check it on several devices to make sure the image doesn’t get distorted.
When Using Text in Pictures
Some of your images will have text but ensure it is not too much.
Its best to be less than 20% of your image but you’re technically allowed to use as much text as you’d like.
Most businesses use a 5 to 1 ratio meaning more pictures or blank space and fewer words.
It’s something that gets people excited but isn’t too wordy.
Text
Your Facebook ad copy should hook someone in and get them to take action – whether that’s getting them into your sales funnel or into your email list.
(Check out these articles for help with that: 11 Tips to Write Facebook Ad Copy That Converts and 6 Scientifically Proven Advertising Templates That Grab Attention.)
Most people consume content online by skimming quickly to see if it’s valuable for them.
So you want your copy to reflect that with short punchy sentences and white space in between.
The length of your text also matters depending on your industry and what you’re selling.
Oftentimes for experts, coaches, and consultants, we find 200-300 words is a good baseline starting point but you can always go longer as long as you can keep somebody’s attention.
Does Size Really Matter?
If visually appealing ads matter to you then image sizes do too.
The bigger a picture is (without being distorted), and the better resolution an image has will help the conversion rate.
When there are thousands of competitors all vying for a consumer’s attention, it is vital that they click on your website and connect with you.
A distorted ad will only do more harm than good so make sure to keep everything crisp, clear, and appealing when designing ads.
Final Thoughts
And there you have it: the specs you need to make sure your Facebook ad images are in tiptop shape.
Creating winning Facebook ads is more than just throwing a pretty picture up and hoping something good happens but certainly a distorted image will not help your efforts.
Using the correct Facebook ad image sizes will make sure your image stands out, a vital puzzle piece to a successful ad.
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