To maximize Facebook ad results, following these FB ad specs and recommendations is essential. These Facebook ad specs are categorized into four formats: Image, Video, Carousel, and Collection. Know the recommended dimensions, character limits, file sizes, file types, ratios, resolutions, and more on various Facebook placements. Let’s dive in!
9 Top Facebook Ad Placements
In Facebook advertising, you can choose from the most common Facebook ad placements marketers use:
1. Facebook Feed
This is where you see status updates, videos, photos, and more. It includes all posts and updates from advertisers, pages, groups, and friends.
2. Facebook Instant Articles
Advertisers can publish fast-loading interactive articles on Facebook. This mobile-optimized format will show ads when people view these articles.
3. Facebook In-Stream Video
In-stream videos let you deliver image or video ads to users who watch videos from publishers and digital-first creators. Your ads appear on Live streams and will show after 15 seconds of the primary video content.
4. Facebook Video Feeds
This placement opens once people click a video from their News Feed. These ads show between various organic videos.
5. Facebook Marketplace
Advertisers can reach people actively searching for products and services. This placement makes it easy to discover, sell and buy goods.
6. Facebook Stories
This placement allows advertisers to show immersive ads with fun creative elements like emojis and stickers. These ads appear between organic Facebook Stories.
7. Facebook Search Results
Advertisers can show ads to millions of people searching on Facebook every day.
8. Facebook Reels
Reels are entertaining short-form video content that is built for mobile. Advertisers use these ads to share their brand stories with Facebook’s vibrant community.
9. Facebook Business Explore
This placement connects people with businesses that offer relevant topics they are interested in and frequently engage in.
Image Facebook Ad Specs
Advertisers can use image ads to show off their wares using a photo and an optional footer. It delivers a clear message through an eye-catching product image.
Facebook Feed, Facebook Video Feeds, Facebook Business Explore
Design Recommendations:
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 27 characters
- Description: 27 characters
Technical Requirements:
- Maximum File Size: 30MB
- Minimum Width: 600 pixels
- Minimum Height: 600 pixels
- Aspect Ratio Tolerance: 3%
Facebook In-Stream Videos, Facebook Search Results
For Facebook In-Stream Videos, it’s recommended not to add text on images due to small image size.
Design Recommendations:
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Technical Requirements:
- Maximum File Size: 30MB
- Minimum Width: 600 pixels
- Minimum Height: 600 pixels
- Aspect Ratio Tolerance: 3%
Facebook Marketplace
Design Recommendations:
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Technical Requirements:
- Maximum File Size: 30MB
Facebook Stories
It’s recommended to leave roughly 14% (250 pixels) of the image’s top and bottom free from logos and text. This way, the call-to-action (CTA) doesn’t cover these elements.
Design Recommendations:
- File Type: JPG or PNG
- Ratio: 9:16
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
Technical Requirements:
- Maximum File Size: 30 MB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Facebook Reels
For Facebook Reels ads, it’s recommended not to add text on images due to small image size.
Design Recommendations:
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 50 characters
- Headline: 10 characters
Technical Requirements:
- Maximum File Size: 30MB
- Minimum Width: 600 pixels
- Minimum Height: 600 pixels
- Aspect Ratio Tolerance: 3%
Facebook Right Column
Design Recommendations
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations
- Headline: 40 characters
Technical Requirements
- Minimum Width: 254 pixels
- Minimum Height: 133 pixels
Messenger Stories
Design Recommendations
- File Type: JPG or PNG
- Ratio: 9:16
- Resolution: At least 1080 x 1080
Text Recommendations
- Primary Text: 125 characters
- Headline: 40 characters
Technical Requirements
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Video Facebook Ad Specs
Show off your products through captivating videos. We recommend creating videos that aren’t more than 15 seconds to keep viewers engaged. Ensure videos don’t contain special boxes or edit lists in file containers.
Facebook Feed, Facebook Business Explore
Design Recommendations:
- File Type: MP4, MOV or GIF
- Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations:
- Primary Text: 125 characters
- Headline: 27 characters
- Description: 27 characters
Technical Requirements:
- Video Duration: 1 second to 241 minutes
- Maximum File Size: 4GB
- Minimum Width: 120 pixels
- Minimum Height: 120 pixels
Facebook In-Stream Video
Design Recommendations:
- File Type: MP4, MOV or GIF
- Ratio: 16:9 or 1:1
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but strongly recommended
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
Technical Requirements:
- Video Duration (Desktop): 5 seconds – 15 seconds. The limit may vary by objective.
- Video Duration (Mobile): 5 seconds to 10 minutes. The limit may vary by objective.
- Maximum File Size: 4GB
Facebook Video Feeds
Design Recommendations:
- File Type: MP4, MOV or GIF
- Ratio: 4:5
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Technical Requirements:
- Video Duration: 1 second to 241 minutes
- Maximum File Size: 4GB
- Minimum Width: 120 pixels
- Minimum Height: 120 pixels
Facebook Stories
Design Recommendations:
- File Type: MP4, MOV or GIF
- Ratio: 9:16
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
Technical Requirements:
- Video Duration: 1 second to 2 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Facebook Search Results
Design Recommendations:
- File Type: MP4, MOV or GIF
- Ratio: 1:1
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Technical Requirements:
- Video Duration: 1 second to 241 minutes
- Maximum File Size: 4GB
- Minimum Width: 120 pixels
- Minimum Height: 120 pixels
Facebook Reels
Design Recommendations:
- File Type: MP4, MOV
- Recommended Ratio: 9:16
- Video Settings: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 500 x 888 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but strongly recommended
Text Recommendations:
- Primary Text: 72 characters
Technical Requirements:
- Video Duration: 0 seconds to 60 seconds
- Maximum File Size: 4GB
Facebook Reels
Design Recommendations
- 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
- Video Captions: Optional, but recommended
- Video Sound: Optional, but strongly recommended
Text Recommendations
- Primary Text: 72 characters
Technical Requirements
- Video Duration: No maximum limit.
- Maximum File Size: 4GB
Facebook Right Column
Design Recommendations
- File Type: MP4, MOV or GIF
- Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
- 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
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations
- Primary Text: 125 characters
- Headline: 27 characters
- Description: 27 characters
Technical Requirements
- Video Duration: 1 second to 241 minutes
- Maximum File Size: 4GB
- Minimum Width: 120 pixels
- Minimum Height: 120 pixels
Facebook Groups Feed
Design Recommendations
- File Type: MP4, MOV or GIF
- Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
- 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
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Text Recommendations
- Primary Text: 125 characters
- Headline: 27 characters
- Description: 27 characters
Technical Requirements
- Video Duration: 1 second to 241 minutes
- Maximum File Size: 4GB
- Minimum Width: 120 pixels
- Minimum Height: 120 pixels
Carousel Facebook Ad Specs
Advertisers can show two or more images or videos in one ad, each with its designated description, headline, call to action, and link. Use this to feature multiple products that connect to various landing pages, as explainer ads, or highlight product features.
Facebook Feed, Facebook Video Feeds, Facebook Reels, Facebook Business Explore
Design Recommendations:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 32 characters
- Description: 18 characters
- Landing Page URL: Required
Technical Requirements:
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 240 minutes
- Aspect Ratio Tolerance: 3%
Facebook Marketplace, Facebook Search Results
Design Recommendations:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Description: 20 characters
- Landing Page URL: Required
Technical Requirements:
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 240 minutes
- Aspect Ratio Tolerance: 3%
Facebook Stories
Design recommendations
- Image File type: JPG or PNG
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1080 x 1920 pixels
Text recommendations
- Primary text: 125 characters
- Headline: 40 characters
- Landing page URL: Required
Technical requirements
- Number of carousel cards: 3 to 10
- Image minimum width: 500 pixels
- Image maximum file size: 30 MB
Note: Video isn’t supported for carousel ads in Facebook Stories.
Facebook Right Column
Design Recommendations
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations
- Headline: 40 characters
- Landing Page URL: Required
Technical Requirements
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 240 minutes
- Aspect Ratio Tolerance: 3%
Facebook Groups Feed
Design Recommendations
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations
- Primary Text: 125 characters
- Headline: 32 characters
- Description: 18 characters
- Landing Page URL: Required
Technical Requirements
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 240 minutes
- Aspect Ratio Tolerance: 3%
Collection Facebook Ad Specs
This format shows a full-screen Instant Experience once a user taps on the ad. Collection ads show cover images or videos with various products showcased underneath. Your collection ad’s cover image or video takes your Instant Experience’s first media asset. Use this to increase product discovery, deliver seamless mobile browsing, and show off your product catalog.
Facebook Feed, Facebook Instant Articles, Facebook Video Feeds
Design Recommendations:
- Image Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations:
- Primary Text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
Technical Requirements:
- Instant Experience: Required
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
Facebook Reels
Design Recommendations
- Image Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 9:16 to 1:1
- Resolution: At least 1080 x 1080 pixels
Text Recommendations
- Primary Text: 72 characters
- Headline: 10 characters
- Landing Page URL: Required
Technical Requirements
- Instant Experience: Required
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
Final Thoughts
Investing in Facebook ads is a surefire way of increasing brand discovery, improving reach, and boosting conversions. However, you need compelling images and videos to catch user attention and make them click on your ads.
If you’re constantly publishing Facebook ads, Penji can be your design partner. We offer unlimited graphic designs and revisions in exchange for affordable monthly rates. Here’s a 15 percent discount to get you started on social media ads.
