Facebook Ad Sizes and Specs 2024-Marketer’s Complete Guide

9 minutes read

Facebook ads sizes and specifications change often, which can get confusing.

If your business thrives on Facebook ads, or you’re in the process of integrating this social network into your marketing mix, you need to know all the current Facebook ad sizes.

Use this guide to Facebook ad specs to create all of your ads for Facebook and make sure they display flawlessly on the platform so that users engage with your ads and take action.

1. Facebook Video Ad Size

Video is currently the #1 type of content social media users consume. 66% of people believe that short-form video is the most engaging type of content on social networks. To feed the users’ appetite for video, Facebook has introduced many short-form video formats, and also video ad types to help advertisers boost engagement.

If you want to build high-converting video ads, follow these tips and recommended Facebook creative specs.

Facebook video ad tips

Because 98.5% of all users access Facebook from a mobile device, the platform advises brands to design ads mobile-first.
Use a vertical or square video ad format to fully cover the scren. Facebook recommends using the 4:5 aspect ratio.
Concentrate on the first five seconds. That’s all the time you’ve got to convince Facebook users your ad is worth their time.
Place your product or brand identity center stage.
Create an emotional connection with your audience. You can achieve this by directing your ad’s character/s to look straight into the camera, or using an emotional soundtrack, or storyline.
Make your video content engaging. Use visuals to demonstrate your product or service in action.
Add captions or subtitles overlays for accessibility.
Create your video for sound-off viewing, as most people watch videos with the sound turned off by default.

Facebook feed video ad size

This video ad format appears in the users’ feeds, which is the first thing people see when log into Facebook, meaning status updates, photos, and videos from family and friends, celebrities, or groups.

In order to make your video ad noticed in this jam-packed environment, you need to create an outstanding, highly optimized video.

Follow these Facebook ad specs:

Recommended Facebook video ad sizes and specs:

Accepted file types: MP4, MOV, GIF
Aspect ratio: 1:1 (for desktop or mobile), and 4:5 (for mobile only)
Resolution: at least 1080 x 1080 pixels
Video captions: optional but recommended
Video sound: optional but recommended
Video duration: from 1 second up to 241 minutes
Facebook video upload size limit: 4GB
Minimum width: 120 pixels
Minimum height: 120 pixels

Text recommendations:

Primary text: 125 characters
Headline: 27 characters
Description: 27 characters

Facebook in-stream video ad size

Facebook will show your in-stream video ad before, during, and after the video. These ads appear on both desktop and mobile devices, and will start only 15 seconds after the main video has started.

The in-stream video ads can also be skipped after the first five seconds.

Recommended sizes, aspect ratio, and durations

Accepted file types: MP4, MOV, GIF
Aspect ratio: 16:9 or 1:1
Resolution: at least 1080 x 1080 pixels
Duration: 5 to 15 seconds (for desktop); 5 seconds to 10 minutes (for mobile)
Video captions: are recommended but optional
Sound: recommended but optional
Facebook video upload size limit: 4GB

Text recommendations:

Primary text: 125 characters
Headline: 40 characters

Facebook instant article video ad size

Instant article video ads open in-app, within the Instant-Article environment.

Recommended sizes, aspect ratio, and durations:

Accepted file types: MP4, MOV, GIF
Minimum width: 120 pixels
Minimum height: 120 pixels
Resolution: at least 1080 x 1080
Video ratio: 16:9
Facebook video upload size limit: 4GB
Duration: 1 second to 241 minutes

2. Facebook Ad Image Size

When creating your image ad for the Facebook feed, keep in mind that your ad will appear listed next to a user’s family and friends’ posts, favorite celebrities, influencer updates, or group discussions. So you’ve got some real competition.

Follow these guidelines to ensure you design Facebook image ads that look great.

Facebook image ad tips

Use high-quality and unique, eye-catching images to ensure your ad captures the users’ attention and entices them to click.
Include your product in the visual. Make sure your product is always center-stage.
Optimize your image file size to avoid getting your ad cropped, distorted, or worse, rejected by Facebook.
Test different image formats to evoke different emotions and capture people’s attention in unique ways. This ensures your brand creates memorable brand experiences, which, in time, can build brand awareness.

What are the recommended dimensions for Facebook image ads? Here they are:

Facebook ad sizes and aspect ratio:

Accepted file types: JPG or PNG
Aspect ratio: 1.91:1 to 1:1
Resolution: at least 1080 x 1080 pixels
File size: maximum 30MB
Minimum width: 600 pixels
Minimum height: 600 pixels

Text recommendations

Primary text: 125 characters
Headline: 27 characters
Description: 27 characters

3. Facebook Carousel Ad Specs

With carousel ads, you can show two or more pictures or videos in the same ad. This format allows advertisers to add individual texts, URL, and call to action for each image/video.

You can even tell a story using multiple images. No wonder carousel ads are 10x times more engaging than static ads.

Facebook carousel ad tips:

Use this format to tell your brand’s story through multiple images.
Showcase your products, services, or events. Each product/service can direct the users to a specific landing page.
Showcase more features of a product, using pictures taken from different angles.
The best aspect ratio for videos in carousel ads is 1:1.
Maintain a consistent visual style across all carousel cards.

Recommended sizes and aspect ratio:

Accepted file types: JPG, PNG for images; MP4, MOV, or GIF for videos
Aspect ratio: 1:1
Resolution: at least 1080 x 1080 pixels
Number of carousel cards: 2 to 10
Image maximum file size: 30MB
Video maximum file size: 4GB
Video duration: 1 second to 240 minutes

Text recommendations:

Primary text: 125 characters
Headline: 32 characters
Description: 18 characters
The landing page URL is required

4. Facebook Story Ad Dimensions

Stories ads are full-screen images, videos, or carousels that appear when users watch Stories on Facebook. They are a great way for brands to share unique brand content and engage followers. According to Facebook, Stories ads inspire action.

Facebook story tips:

Capture people’s attention from the first frame.
When you create a Stories ad, design your ad using a vertical, full-screen format.
Use multiple scenes, but keep it short and quick.
If you choose to use images, add motion to your static images.
Use strong visuals and text overlays.
Integrate your branding all around. Place your brand upfront, and the key message in the first scene.
Utilize interactive elements (such as polls, quizzes, or swipe-up links) to drive users to take the desired action.
Place the text in the center to draw attention to it.

Recommended sizes and aspect ratio:

Accepted file types: JPG and PNG for images; MP4, MOV or GIF for videos
Aspect ratio: 9:6 for images; 9:16 for videos
Resolution: at least 1080 x 1080 pixels
Consider leaving 14% (250 pixels) of the top and 20% of the bottom (340 pixels) free from text, logos, or other elements, to avoid covering them with the call to action
Maximum file size: 30MB for images; 4GB for videos
Minimum width: 500 pixels
Video duration: from 1 second to 2 minutes

Text recommendations:

Primary text: 125 characters
Headline: 40 characters

5. Facebook Collection Ad Sizes

Collection ads are an invitation to look at an online store’s catalog of products. It’s a mobile-only ad format with a cover image or video, followed by three other product images.

When a person clicks the ad, an Instant Experience shows up, which is actually a landing page created to further nurture the user and determine them to take action.

This ad format makes it easy for Facebook users to discover, browse, and purchase products or services from within the platform while browsing on their phones.

It’s also a great way for brands to showcase their products and services.

Facebook collection ad tips:

Choose a cover image or video that captures attention.
Feature the most important or popular products or highlight key features of your offerings.
Test different card arrangements.
Select the Dinamically selected feature to allow Meta to choose which products to show. The products will be listed according to their popularity or probability of being purchased.
Encourage users to take action, with call-to-action buttons such as Shop Now, Learn More, or Discover.

Recommended sizes and aspect ratio:

Accepted file types: JPG and PNG for images; MP4, MOV or GIF for videos
Aspect ratio: 1:1
Resolution: at least 1080 x 1080 pixels
Maximum file size: 30MB for images; 4GB for videos

Text recommendations:

Primary text: 125 characters
Headline: 40 characters
A landing page URL is required for the Instant Experience

6. Facebook Right Column Ads Size

The right-column ads will only show on desktop devices. Generally, they appear on the right-hand side of Facebook pages, but they can also be shown somewhere else on Facebook.

Facebook right-column ad tips:

Keep the ad copy concise and to the point. Right-column ads have limited space for text.
Use high-quality images and eye-catching graphics to pique people’s interest.
Highlight your product’s benefits or promotional offer.
Make your brand logo visible.
Test multiple variations of your right-column ads with different visuals, headlines, or ad copy.

Recommended sizes and aspect ratio:

Accepted file types: JPG and PNG for images; MP4, MOV, and GIF for videos
Aspect ratio: 1:1; 4:5 for videos (mobile only)
Resolution: at least 1080 x 1080 pixels
Minimum width: 254 pixels
Minimum height: 133 pixels
Video duration: 1 second to 241 minutes
Facebook video upload size limit (maximum file size): 4GB

Text recommendations:

Headline: 40 characters
Text on an image is not recommended due to the small size of the ad

7. Facebook Marketplace Ads Size

Facebook Marketplace is the go-to place for people looking to buy products from local sellers, or even from around the world.

With Marketplace ads, advertisers can reach users who are already interested in purchasing something online.

Your Marketplace ad will appear next to other relevant products or services, and people can click your ad and go directly to your website, or view details in Marketplace.

Facebook marketplace ads tips:

Use high-quality photos.
Show off your product.
Provide accurate and detailed descriptions of your items.
Competitive pricing.

Recommended sizes and aspect ratio:

Accepted file types: JPG and PNG
Aspect ratio: 1:1
Resolution: at least 1080 x 1080 pixels
Maximum file size: 30MB for images

Text recommendations:

Primary text: 125 characters
Headline: 40 characters
Description: 30 characters

8. Facebook Sponsored Message Ads Size

With Sponsored Messages, you can send offers and updates on Messenger to people who have previously interacted with your business.

This ad format is a great way to re-engage with customers and nurture relationships.

Sponsored message ads tips:

Greet people and connect with them.
Capture your the attention with a compelling opening line.
Provide exclusive discounts, helpful tips, or relevant information that incentivizes users to engage and continue the conversation.
Incorporate quick replies, buttons, or interactive elements to facilitate a seamless and engaging conversation flow.

Recommended sizes and aspect ratio:

Accepted file types: JPG or PNG
Aspect ratio: 9:16 to 16:9
Text: 125 characters

When you add a website URL, the aspect ratio changes to 1.91:1, with 25 characters for the headline, and 30 characters for the description.

9. Facebook Messenger Stories Ads

Messenger stories ads are full-screen, vertical ads that appear listed between organic Messenger stories. Images in Messenger stories will show for five seconds or until the user decides to swipe out of the ad.

Facebook Messenger stories ads tips:

Place your brand upfront, right in the first frame.
Choose visually appealing images or videos that capture attention and communicate your message effectively.
Add a powerful call to action to motivate people to take action.
Use multiple scenes, and a quick flow.
Add music to enhance your story.

Recommended sizes and aspect ratio:

Accepted file types: JPG or PNG
Aspect ratio: 9:16
Resolution: at least 1080 x 1080 pixels
Leave 14% (250 pixels) of the top and bottom free from text and logo to avoid covering these elements with the call to action
Maximum file size: 30MB
Minimum width: 500 pixels

Text recommendations:

Primary text: 125 characters
Headline: 40 characters

Always up-to-Date Ad Sizes for Facebook

Use these Facebook ad sizes to craft impeccable Facebook campaigns and avoid getting your ads rejected.

Follow our tips to design outstanding social media ads using appealing visuals and powerful copy. All of these instructions will help you maximize engagement, get more clicks, and convert potential customers into buyers.

And remember to come back here occasionally to check on new and updated Facebook dimensions. We are constantly updating this page to provide you with fresh information.