2024 Facebook Ad Size & Specs – Because Size Matters

Want to know the Facebook ad size and design specs for every Facebook ad format and placement? Look no further since we have it all here.

Facebook offers online marketers a large selection of ad formats and placements featuring images, videos, and text to achieve all their different objectives. However, different ad formats and placements have different specs for image and video formats and sizes.

Using the best Facebook ad sizes and Facebook ads specs is crucial for achieving your goals and maximizing your results.

Therefore, we decided to organize all the necessary information for you in one place. This article contains all the up-to-date specs for every kind of ad Facebook and Instagram offer.

Meta News Feed - ad size & specs

The News Feed is the primary real estate for ads on Facebook and Instagram. You can show there any kind of ad: single image, single video, carousel, etc. Facebook ad sizes are different from Instagram's. Below you can find all the design specifications needed for Facebook and Instagram feed ads.

Facebook News Feed Single Image

Facebook Single Image ad is the oldest form of Facebook advertising. It supports a brief write-up, headlines, and a single picture with a link. You can use this ad for all ad objectives apart from those associated with videos.

Facebook Feed image specifications

Recommended Facebook ad image size: The best size for a Facebook ad is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1.91:1 to 1:1. In general, ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch an Offer ad, or use stock images, you'll be limited to a ratio of 1.91:1.
Minimum Facebook ad dimensions: 600 x 600 pixels.
Recommended file types: JPG or PNG.
Maximum file size: 30 MB.
Aspect ratio tolerance: 3%.

Panorama and 360° photos: you can also use panorama or 360° photos as image ads to create an interactive experience. Facebook automatically recognizes such photos through camera-specific metadata. You can check their article to learn which devices and apps you can use to create panoramic photos for Facebook ads.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. However, you are allowed to write longer pieces of ad copy. The viewer will see the rest when they click "See More."
Headline: Up to 27 characters. You can go beyond this limit but the text may be truncated.
Link description: Up to 27 characters. You can go beyond this limit but the text may be truncated.

Instagram Feed Single Image -Instagram ad specs

Images are exactly what Instagram was made for, so you'd definitely want to use this platform to your benefit by placing image ads in its feed.

Instagram image specs

Recommended resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended image ratio: 1:1. Image ratios from 16:9 to 9:16 are supported, but your image may be masked to 1:1.
Aspect ratio tolerance: 1%
Minimum width: 500 pixels.
Maximum file size: 30MB
Aspect ratio: From 400 x 500 to 191 x 100.
Recommended file types: JPG or PNG.

Instagram text limits

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go beyond this limit but the text may be truncated.
Maximum Number of Hashtags: 30

Facebook News Feed Single Video

Video ads have become very common in most online advertising platforms, and they are constantly gaining more and more traffic. They are similar to Facebook Single Image ads, only that they use videos instead of static images. Some campaign objectives allow you to use 360° videos in your Facebook ads.

Facebook audiences also like videos because they are much more engaging. Here's how you get the right Facebook ads video size.

Facebook video specs

Recommended Facebook ad aspect ratio: 1:1 for desktop or mobile, 4:5 for mobile-only ads. Ratios from 16:9 to 9:16 are supported, but they may be masked to 4:5 on mobile. On the desktop, the video will be shown with a 1:1 aspect ratio. It's best to check the ad preview on Ads Manager to know what your ad will look like before you launch it.
Minimum Facebook ad dimensions: 120 x 120 pixels.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4GB
Facebook video ad size (resolution): The best size for a Facebook ad is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Video duration: Between 1 second and 241 minutes.
Captions and sound: Captions are optional but recommended because many people watch videos without sound. However, adding sound to your video is still recommended.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 27 characters. You can go beyond this limit, but the text may be truncated.
Link description: Up to 27 characters. You can go beyond this limit, but the text may be truncated.

Check out these inspiring Facebook video ad examples!

Instagram Feed Single Video - Instagram ad specs

As a platform, Instagram is even more visual-focused than Facebook, which makes Instagram video ads super effective. However, Instagram video ads slightly differ from Facebook video ads in their technical specifications.

Instagram video specs

Recommended video sizes: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended aspect ratio: 4:5. Ratios from 1.91:1 to 4:5 are supported.
Aspect ratio tolerance: 1%
Minimum width: 500 pixels.
Recommended video ad format: MP4, MOV, or GIF.
Maximum file size: 250 MB.
Video length: 1 second to 60 minutes.
Video captions and sound: Captions are optional but recommended because many people watch videos without sound. However, adding sound to your video is still recommended.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Text limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Maximum Number of Hashtags: 30

Facebook Video Feeds - ad specs

Apart from 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 includes suggested videos that appear when people scroll down.

Video ad specs

Recommended Facebook ad aspect ratio: 4:5. Ratios from 16:9 to 9:16 are supported, but they may be masked to 4:5.
Minimum Facebook ad dimensions: 120 x 120 pixels.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4GB
Facebook video ad size (resolution): at least 1080 x 1080 pixels. It's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Video duration: Between 1 second and 241 minutes.
Captions and sound: Optional, but recommended.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.‍
Link description: Up to 30 characters. You can go over this limit but the text may be truncated.

Meta Story ads - Facebook ads size & specs

Story ads are available on Facebook, Instagram, and Facebook Messenger. They may contain images, videos, or a combination of both formats.

Video Story ads may last up to 2 minutes per video. Image story ads will present every image for 5 seconds.

Pro Tip: Leave about 14% (250 pixels) at the top and bottom of the image/video free from text and logos to avoid covering your profile image and call to action.

Facebook image sizes & specs

Facebook story size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 9:16. Image ratios from 1.91:1 to 9:16 are supported on Facebook and Messenger. Nevertheless, images under 9:16 will include colored gradient bars above and below the image, and content from the primary text field will be placed below the image. On Instagram, ratios from 16:9 to 4:5 and 9:16 are supported. Dynamic Story ads can only use a ratio of 1.91:1.
Minimum width: 500 pixels.
Recommended file types: JPG or PNG.
Aspect ratio tolerance: 1%
Maximum file size: 30 MB

Facebook video specs

Facebook story size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Recommended Facebook ad aspect ratio: 9:16. Ratios from 1.91:1 to 9:16 are supported. Nevertheless, videos under 9:16 will include colored gradient bars above and below the video, and content from the primary text field will be placed below the image. On Instagram, ratios from 16:9 to 4:5 and 9:16 are supported. Dynamic Story ads can only use a ratio of 1.91:1.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4 GB
Minimum width: 500 pixels.
Video duration: 1 second to 2 minutes on Facebook (up to 1 minute on Instagram). Note that playable video ads, which are available only in Facebook Stories, are limited to 16 seconds.
Captions and sound: Optional, but recommended.
Aspect Ratio Tolerance: 1%

Facebook ads character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline (for Facebook and Messenger Stories): Up to 40 characters.

Facebook and Instagram Reels - ad design specs

Introduced by Instagram in August 2020 (followed by Meta in 2021), Facebook and Instagram Reels are a new content format advertisers have started using for their ads. These are short videos that only appear on mobile and provide the viewer with a quick and intense experience. You can also use an image for this format on Facebook.

How long can Facebook Reels ads be?

90 seconds - just like organic Facebook Reels. That's the maximum length for Facebook Reels ads. The minimum length, by the way, is 4 seconds.

Video specs

File type: MP4, MOV
Ratio: 9:16. Facebook also supports ratios between 4:5 and 191:100.
Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+.
Resolution: At least 500 x 888 pixels
Video captions and sound: Optional, but recommended
Videos should not contain edit lists or special boxes in file containers.
Maximum video duration: 90 seconds on Facebook and 15 minutes on Instagram.
Maximum file size: 4 GB.

Image specs

Recommended resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended image ratio: 1:1 Considering the image size is small, Meta doesn’t recommend adding text on the image.
Aspect ratio tolerance: 3%
Minimum image dimensions: 600 x 600 pixels.
Maximum file size: 30MB
Recommended file types: JPG or PNG.

Text

Primary text: Up to 72 characters. You can go over this limit but the text may be truncated.‍

Headline text: Up to 10 characters. There is no support for auto-captioning.

Messenger - Facebook ads size & specs

Except for Facebook Messenger Story ads, which we will discuss later, Facebook Messenger features two kinds of ads: Messenger Inbox ads and Sponsored Messages. Both of them only support images.

Messenger Inbox ads

Ads in Messenger Inbox appear between conversations. When the viewer clicks on an ad, it will open up in a detailed view within the Messenger app with a call-to-action button.

‍Note that as of this update, Messenger inbox ads are currently not available in the US, Australia, Canada, and France. Advertisers in these countries should continue choosing Meta Advantage+ placements or as many placements as possible.

Facebook image sizes & specs

Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1:1. Image ratios from 16:9 to 9:16 are supported, but your image may be masked to 1:1.
Recommended image file types: JPG or PNG.
Minimum Facebook ad dimensions: 254 x 133 pixels.
Maximum file size: 30 MB

Facebook ads character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 25 characters.

Special Meta ad formats-size and specs

Meta offers more formats than just single image and single video. These special ad formats have their own design specifications, and each of them can be used in different placements.

Carousel - Facebook ad size & specs

Facebook Carousel ads are suitable when showcasing your products and services using multiple videos and images. Hence, it is a superb option to attract buyers.

You can use these ads in any placements except in the following: Messenger Inbox, Facebook Stories, Facebook In-Stream Videos, Messenger Sponsored Messages, and Facebook Instant Articles.

In addition, you can create a minimum of 2 cards up to a maximum of 10 cards per Carousel ad. Here are the Facebook Carousel ad specs:

Image specs

Recommended Facebook ad image size: The best image size for Facebook ads is at least 1080 x 1080 pixels, but it's best to use the highest Facebook Carousel image size that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported (1.91:1 to 4:5 on Instagram), but they may be masked to 1:1.
Recommended file types: JPG or PNG.
Maximum image file size: 30 MB

Facebook video specs

Recommended aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported (1.91:1 to 4:5 on Instagram), but they may be masked to 1:1.
Facebook video ad size: Video sizes should be at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum video file size: 4GB
Aspect ratio tolerance: 3%
Video length: 1 second to 240 minutes. Note that Instagram only allows a video length of up to 2 minutes.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 32 characters. You can go beyond this limit but the text may be truncated.
Link description: Up to 18 characters. You can go beyond this limit but the text may be truncated.
A landing page URL is required.
Maximum number of hashtags (for Instagram): 30

Collection - Facebook ad size & specs

Facebook Collection ads help potential customers browse your product or service catalogs when using mobile devices. Nevertheless, these ads only feature in the Facebook and Instagram Feeds and Instagram Stories. These ads allow you to add a video or a cover photo to display several services or products.

Image specs

Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
Instagram ad aspect ratio: 1.91:1 to 1:1.
Recommended file types: JPG or PNG.
Maximum file size: 30 MB

Facebook video specs

Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Recommended Facebook Feed aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
Aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
Maximum file size: 4 GB

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
A landing page URL is required.

Slideshow - Facebook ad size & specs

Do you want to leverage the power of video ads but lack the production budget? Facebook Slideshow ads are your answer!

These ads convey your marketing message using motion, sound, and text. Furthermore, they also load quickly, so they play well at any connection speed. You can create them in the Ads Manager using the instructions you will find here.

Image specs

Recommended Facebook ads image size: At least 1,080 x 1,080 pixels.
Facebook ad aspect ratio: 16:9 or 1:1. Note that the ratio should be consistent. If one of the images in a Slideshow ad has a different size, all of them will be cropped to 1:1.
The number of images: 2-15.
Recommended file types: PNG, JPG.

Text overlay

Up to 30 characters are allowed.

Playables - Facebook ad size & specs

Give people a taster of your app with an interactive preview. With playable ads, you can target high-intent users across Facebook and the Audience Network, where the user can try out the app before buying it. This ad type offers an experience.

These ads are a combination of 3 parts:

A lead-in video to introduce your demo with “Try Now” to indicate the ad is interactive.
A full-screen game demo the user can interact with without installing anything
A call-to-action to install the app from the App Store or Google Pay Store.

Playable HTML5 asset specs

File format: The Playable game should be in HTML5, and the file extensions must be “html” or “htm.” A single HTML file should contain all compressed assets (JavaScript, CSS, images, and sounds.)
Maximum file size: 2MB
Playables must not: require mraid.js, make an HTTP request, or contain any JavaScript redirect.
Playable ads must have a responsive design to show across all devices and screen resolutions.
Format: Playables should be in portrait orientation
Playables must include: the JavaScript function “FbPlayableAd.onCTAClick()” for when a person interacts with the call-to-action button so they end up at the correct app store page.
No dynamic asset loading through an external network is permitted.

Pro tip:

To combine into one file: encode the image into base64 string, and integrate js into index.html.

Playable Zip file specs

Playable ads in zip file formats are supported on all placements on iOS and Android.
Zip file structure: The zip file must have an index.html file at the root, e.g. ./index.html. Resources can be placed anywhere in the file structure as long as they’re referenced correctly according to the index.html. In addition, any HTML and JavaScript files should have the same constraints, although “FbPlayableAd.onCTAClick()” only needs to be called in one place.
Maximum file size: Up to 5MB
Bundle file limit: Up to 100 files are allowed in the folder.
Index file limit: Up to 2MB

Playable lead-in video specs

Aspect ratio: All aspect ratios are supported for Playable ads, including Landscape, Square, and Vertical. Facebook’s standard video requirements apply.
Lead-in videos are necessary to run Playable ads, yet the video will only deliver as part of the playable experience on News Feed. On other Audience Network placements, no lead-in video is shown.

Instant Experience (formerly Canvas) - Facebook ad size & specs

Instant Experience is no longer a standalone ad format. It now serves as another landing page option (destination), where you can send people who click on your ads without forcing them to leave Facebook.

Considering this is a mobile-optimized experience inside Facebook, its main advantage over traditional landing pages is the loading speed.

The Ads Manager offers different templates for Instant Experience. But while it's customizable, Facebook still has some recommendations for the cover image or video:

‍If you want to use a cover image: the recommended width is 1080 pixels.

If you want to use a cover video: the recommended file type is MOV and MP4, while the recommended length is less than 2 minutes.

Additional Facebook ad placements

Facebook offers even more ad placements for you to reach different audiences, and each has its own Facebook ad size and specs.

Marketplace - Facebook ad size & specs

You can post your product or service for sale on Facebook Marketplace but you can also use ads to promote it on this platform.

The main advantage of advertising on Facebook Marketplace is the possibility to reach an audience intending to make purchases.

Specifically, Facebook Marketplace is extremely efficient for selling products or services locally.

Image specs

Facebook Marketplace image size: At least 1080 x 1080 pixels, but it's best to use the highest Facebook Marketplace photo size that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1:1. However, ratios from 16:9 to 9:16 are supported.
Recommended image file types: JPG or PNG.
Maximum file size: 30 MB

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
Link description: Up to 30 characters. You can go over this limit but the text may be truncated.

Right Column - Facebook ad size & specs

Facebook Right Column ads are like News Feed ads, except that they feature only landscape images (no videos), and they are smaller.

Formerly, they were the standard Facebook ads, but now they are mainly targeted on mobile feeds.

Image specs

Facebook ad image size: The best image size for Facebook ads is at least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be masked to 1:1.
Minimum Facebook ad dimensions: 254 x 133 pixels.
Recommended file types: JPG or PNG.

Facebook ad character limit

Headline: Up to 40 characters. You can go over this limit but the text may be truncated.

Pro Tip: Since right-column ad images appear relatively small, it's best not to include text in those images.

In-Stream Ads - Facebook video and image size & specs

Think about Facebook In-Stream videos as interludes within another “main” video. Thus, they are the perfect choice to attract and hold the attention of a target audience.

These videos last for 5-15 seconds and are non-skippable. Additionally, they usually appear more than 60 seconds into the “main” video, hence their high effectiveness. Furthermore, these ads can also be used in Facebook's Audience Network.

Facebook video specs

Recommended Facebook ad aspect ratio: 16:9 or 1:1. However, rations from 16:9 to 9:16 are supported.
Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4GB
Minimum and maximum video length: 5 to 15 seconds on desktop and 5 seconds to 10 minutes on mobile. The duration limit may vary by objective. Also, only the first 15 seconds of your ad will be shown in the preview. The viewer will need to click "Continue Watching" to view the rest of your ad.
Video captions and sound: They are optional but recommended, especially the sound.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Facebook image specs

Recommended resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended image ratio: 1.91:1 to 1:1. In general, ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch an Offer ad, or use stock images, you'll be limited to a ratio of 1.91:1.
Aspect ratio tolerance: 3%
Minimum image dimensions: 600 x 600 pixels.
Maximum file size: 30MB‍
Recommended file types: JPG or PNG.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
Link description: Up to 30 characters.

Search Results - Facebook ad size & specs

‍

As their name suggests, Facebook Search Results ads appear when people are searching for content on Facebook or its Marketplace. These ads support both images and videos.

Image specs

Facebook ads image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Minimum Facebook ads dimensions: 600 x 600 pixels.
Recommended file types: JPG or PNG.
Recommended Facebook ad aspect ratio: 1:91:1 to 1:1. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1. If you include a link in your ad, you'll need to use a ratio of 1:1.
Maximum file size: 30 MB
Aspect ratio tolerance: 3%
The number of cards (in a Carousel ad): Minimum 2 cards, maximum 10 cards per Carousel Ad.

Facebook video specs

Recommended Facebook ad aspect ratio: 1:1. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Facebook ad video size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.
Video file size: 4GB
Video length: 1 second to 241 minutes.
Recommended Facebook video format: MP4, MOV, or GIF.
Minimum Facebook ads dimensions: 120 x 120 pixels.
Captions and sound: Optional, but recommended.

Facebook ads character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
Link description: Up to 30 characters. You can go over this limit but the text may be truncated.

Facebook Business Explore - Facebook ad specs

Facebook Business Explore is an experience launched by Meta to help people discover new businesses they may be interested in. When a user stops scrolling through their feed to read or view a post from a certain business page, Facebook will show them a new section under the post - featuring other businesses similar to the one being viewed.

By clicking on any of the featured businesses, the user will be directed to another feed called “Explore Businesses,” which features a mix of organic posts and ads.

This experience offers a huge opportunity to get your business discovered, so if you plan to run ads in Facebook Business Explore, these are the specs to follow:

Image ad specs

Recommended Facebook ad image size: at least 1080 x 1080 pixels. It's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 1.91:1 to 1:1. In general, ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch an Offer ad, or use stock images, you'll be limited to a ratio of 1.91:1.
Minimum Facebook ad dimensions: 600 x 600 pixels.
Recommended file types: JPG or PNG.
Maximum file size: 30 MB.
Aspect ratio tolerance: 3%.

Video ad specs

Recommended Facebook ad aspect ratio: 1:1 for desktop or mobile, 4:5 for mobile-only ads. Ratios from 16:9 to 9:16 are supported, but they may be masked to 4:5 on mobile. On the desktop version, the video will be shown with a 1:1 aspect ratio.
Minimum Facebook ad dimensions: 120 x 120 pixels.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4GB
Facebook video ad size (resolution): at least 1080 x 1080 pixels. It's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Video duration: Between 1 second and 241 minutes.
Captions and sound: Optional, but recommended.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 27 characters. You can go over this limit but the text may be truncated.
Link description: Up to 27 characters. You can go over this limit but the text may be truncated.

Additional Instagram ad placements

Instagram also offers additional ad placements besides those mentioned above, which are different than the ones on Facebook.

Instagram Explore home - ad specs

Instagram Explore Home appears on the same page as Instagram's search function. It’s more commonly known as the “Explore tab,” which shows posts from different accounts the user still isn't following.

This is a great place to showcase eye-catching images of your product or brand and lure people to your Instagram page and check out your business. As of January 2024, Instagram Explore home only allows single-image ads.

Image specs

Recommended resolution: 1080 x 1080 pixels
Recommended image ratio: 1:1
Aspect ratio tolerance: 1%
Aspect ratio: From 400 x 500 to 191 x 100
Minimum width: 500 pixels
Maximum file size: 30MB
Recommended file types: JPG or PNG.

Text recommendations

Primary text: Up to 125 characters
Headline: Up to 40 characters‍
Maximum Number of Hashtags: 30

Instagram Explore - Instagram ad specs

When an Instagram user clicks on any piece of content on Instagram Explore home (Explore tab), they’ll be taken to Instagram’s Explore feed. Here, users can scroll through posts from accounts they aren’t following.

Ads in Instagram Explore appear between organic content. They use the same format as your ads in Instagram Feed.

Image specs

Instagram ads image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended file types: JPG or PNG.
Minimum width: 500 pixels.
Recommended image ratio: 9:16. Ratios from 16:9 to 9:16 are supported, but they might be masked to 1:1.
Aspect ratio tolerance: 1%
Maximum file size: 30 MB

Instagram video specs

Video sizes: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.
Recommended aspect ratio: 4:5. 1.91:1 to 9:16 are supported.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Minimum width: 500 pixels.
Recommended Facebook video format: MP4, MOV, or GIF.
Maximum file size: 250 MB
Video length: 1 second to 60 minutes.
Captions and sound: Optional, but recommended.
Aspect ratio tolerance: 1%

Text limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."

Instagram Profile Feed - ad specs

Yes, Instagram now shows ads as you browse through the feed of any users aged 18 or above. These ads specifically show in the feed that appears when you visit a user’s profile and click on one of their posts.

Note that Instagram has just started implementing this experience in October 2022 with select U.S. creators. It also only applies to public Instagram profiles.

Image specs

Recommended resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended image ratio: 1:1. Image ratios from 16:9 to 9:16 are supported, but your image may be masked to 1:1.
Aspect ratio tolerance: 1%
Aspect ratio: From 400 x 500 to 191 x 100.
Minimum dimensions: 500 x 400 pixels
Maximum file size: 30MB
Recommended file types: JPG or PNG.

Instagram video specs

Recommended video sizes: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended aspect ratio: 4:5. But ratios from 1.91:1 to 4:5 are supported.
Aspect ratio tolerance: 1%
Minimum dimensions: 500 x 500 pixels.
Recommended video ad format: MP4, MOV, or GIF.
Maximum file size: 250 MB.
Video length: 1 second to 120 minutes.
Video captions and sound: Optional, but recommended.
Letterboxing and pillar boxing are not allowed.

Text limits

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go beyond this limit but the text may be truncated.
Maximum Number of Hashtags: 30

Audience Network ad sizes and specs

Facebook Audience Network allows you to leverage Facebook's audience targeting capabilities even outside of Facebook's platform. Selecting Audience Network as a placement lets you reach your audience in trusted websites and mobile apps. This works a bit like Google GDN ads.

Audience Network Native, Banner, and Interstitial - Facebook ads size & specs

In Facebook's Audience Network, you can use native, banner, and interstitial ads.

Facebook image sizes & specs

Facebook ad image size: At least 398 x 208 pixels, but it's best to use the highest Facebook photo size that meets the ratio requirements since there is no maximum resolution.
Recommended Facebook ad aspect ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
Recommended image file types: JPG or PNG.
Maximum file size: 30 MB

Facebook video specs

Facebook video ad size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Recommended ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Recommended file types: MP4, MOV, or GIF.
Maximum file size: 4 GB
Video length: 1 second to 2 minutes.
Captions: Not supported. However, you can embed captions in your video if you want to add subtitles.
Sound: Optional, but recommended.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
Link description: Up to 30 characters. You can go over this limit but the text may be truncated.

Audience Network Rewarded Video - Facebook video size & specs

According to Facebook, “Rewarded video ads are a full-screen experience where users opt-in to view a video ad in exchange for something of value, such as virtual currency, in-app items, exclusive content, and more.”

However, these ads support only two objectives: App Installs and Conversions. So, let's see what your Facebook ads video size should be in this kind of ad.

Facebook video specs

Facebook ad video size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
Recommended Facebook ad aspect ratio: 9:16. However, ratios from 16:9 to 9:16 are supported.
Recommended Facebook video ad format: MP4, MOV, or GIF.
Maximum file size: 4 GB
Video duration: 3 to 61 seconds.
Letterboxing and pillar boxing are not allowed.
Videos should not contain edit lists or special boxes in file containers.
Captions: Not supported. However, you can embed captions in your video if you want to add subtitles.
Sound: Optional, but recommended.

Facebook ad character limit

Primary text: Up to 125 characters will appear on the ad's preview. The viewer will be able to see the rest when clicking "more."
Headline: Up to 40 characters. You can go over this limit but the text may be truncated.
Link description: Up to 30 characters. You can go over this limit but the text may be truncated.

Wrapping up

In conclusion, when launching a new campaign, you first need to define your objective. For example, it could be awareness, sales, traffic, leads, engagement, or app promotion.

Then, you can select suitable ad formats and placements accordingly. Afterward, in order for you to achieve optimal results, you should use the right Instagram and Facebook ad sizes and Facebook ads specs for your creatives and keep your ad copy below the maximum length.

In this article, we gave you all the up-to-date info, so now you’re good to go 👍

You might also be interested in reading our following guides:
- Facebook post and image sizes
- Instagram post sizes
- Facebook ad design
- How to make a Facebook ad

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