As the most widely used social media platform in the world, Facebook is a must-have for your marketing tool chest.
Here, I’ll cover all the different Facebook ad sizes and types available so you can make your ads grab just the right amount of attention.
What We’ll Cover:
- Facebook Feed Ads
- Facebook Carousel Ads
- Facebook Right Column Ads
- Facebook In-Stream Video Ads
- Facebook Instant Articles Ads
- Facebook Marketplace Ads
- Facebook Audience Network Native, Banner, and Interstitial Ads
- Facebook Sponsored Messages Ads
- Facebook Messenger Ads
- Facebook Collection Ads
Facebook Ad Sizes and Specs
Facebook is notably one of the most effective advertising tools available for the simple fact that just about everyone is on it.
It is, in fact, the most widely used social media platform for both personal and business use.
To put it bluntly, Facebook is a big deal and not one that should be ignored by any business owner or marketing department.
The platform offers a wide variety of ads to be found in several different places on any given page, from your typical feed ad to Instant Articles and more. And while it is easy to get your brand out there using these ads, there are some things to keep in mind.
So, we have put together an updated list of dimensions, guidelines, and ad specifics for each type of ad. This way, when you create new Facebook ads, you know that each one is going to work for you as well as possible.
Facebook Feed Ads
This type of ad is by far the most popular and sought after.
After all, the newsfeed is where people spend the most amount of time on the platform. These ads appear both on mobile and desktops, and are available for both video and image formatting and can include text for either.
Feed Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 600 pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: between 1.91:1 to 1:1 but with a link it crops to 1.9:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Feed Ad Character Limits:
- Text: 125 characters
- Headline: 40 characters
- Link description: 30 characters
Feed Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: MP4, MOV, or GIF
- Recommended minimum video resolution: at least 1080 x 1080 pixels
- Length of Video: between 1 second to 241 minutes
- Minimum Dimensions: 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
- Recommended video aspect ratio: 1:1 for desktop or mobile and 4:5 for mobile-only
Feed Video Ad Character Limits:
Facebook Carousel Ads
Carousel ads are merely any ad that contains multiple images, videos, or a combination of either.
These are great for retailers, as they can show off several products at one time. They can also include a limited amount of text.
One of the best things about carousel ads is the variety of places they can be found. They are available in no less than six different ad types:
- Facebook Feed (Image and Video)
- Facebook Right Column
- Facebook Instant Articles
- Facebook Marketplace
- Facebook Audience Network Native, Banner, and Interstitial
- Messenger Inbox
Most of the different types are very similar when it comes to the dimensions and limitations of videos, images, and incorporated text.
Carousel Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 600 pixels (minimum of 254 x 133 pixels for Messenger Home Carousel Ads)
- Recommended image size: 1080 x 1080 pixels
- Maximum image size: 30MG
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: 1:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Number of cards: between 2 and 10 cards per Carousel ad
Carousel Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: .MP4 and .MOV
- Recommended minimum video resolution: 1080 x 1080
- Length of Video: up to 240 minutes
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Number of cards: between 2 and 10 cards per Carousel ad
Carousel Ad Character Limits:
- Text: 125 characters
- Headline: 40 characters
- Link description: 20 characters (optional on Instant Articles)
- Landing page URL required
Facebook Ad Sizes: Facebook Right Column Ads
Above all other Facebook ad types this one by far has the highest cost per click or CPC, according to adespresso.com. However, they only appear on a desktop. And while these ads can incorporate images and text, videos are not compatible with this ad type.
Right Column Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 600 pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: 1:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Right Column Ad Character limits:
Facebook Ad Sizes: Facebook In-Stream Video Ads
While these Facebook ads may look like just another video ad, if you watch closely, you will notice they only last from 5 to 15 seconds – which is exactly why they are so popular. Often the shorter the video, the more it gets watched and clicked on.
The proof of that is in the stats; in-stream video ads have a 70% completion view rate. They quickly attract attention and pull in their viewers with an on-target rate of nearly 90%, according to CPC Strategy.
In-Stream Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: MP4, MOV, or GIF
- Recommended minimum video resolution: at least 1080 x 1080 pixels
- Length of Video: between 5 seconds and 10 minutes, video duration limit may vary by objective
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Recommended video aspect ratio: between 16:9 or 1:1
Right Video Ad Character Limits
We recommend these videos include sound and captions, although both are optional.
- Text: 125 characters
- Headline: 40 characters
Facebook Ad Sizes: Facebook Instant Articles Ads
The problem with advertising anywhere is that viewers don’t want to have to wait to be transferred to another site just to learn more about your product or the information you have to offer.
Enter Instant Article ads, which are designed to eliminate the transfer time from ad click to product page.
These look like any other image or video feed ad at first glance, but the difference comes in once you click. Instead of transferring you to a page with the words “loading” or something similar, the article is automatically loaded inside the Facebook platform, so that it quickly pulls up.
Those that create these articles can also choose to place additional ads inside the article and include links to their website as well. These ad types are available in both video and image format.
Instant Article Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 600 pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: between 1.91:1 to 1:1 (with link)
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Instant Article Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: .MP4 and .MOV
- Recommended minimum video resolution: 1080 x 1080 pixels
- Length of Video: between 1 second and 241 minutes
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Recommended video aspect ratio: 16:9
Instant Article Ad Character Limits:
Facebook Marketplace Ads
As the name suggests, this type of ad is found on Facebook’s Marketplace, a network created to buy and sell things within your community.
Among the many items for sale in your area, you will find Marketplace ads. These are available in both video and image format and can be seen on your mobile device or desktop.
These ads are ideal for those selling items in a specific location, or that could be found by searching for particular products.
Marketplace Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 600 pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: between 9:16 and 16:9 but with a link it crops to 1.9:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Marketplace Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: .MP4 and .MOV
- Recommended minimum video resolution: 1080 x 1080 pixels
- Length of Video: between 1 second and 241 minutes
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Recommended video aspect ratio: 4:5
Marketplace Ad Character Limits:
Audience Network Native, Banner, and Interstitial Ads
Want to advertise through Facebook, but have your ad appear in other places? Then Facebook Audience Network ads are for you.
These work like native ads, on both interstitial and banner ads. Set them up to show up either pre-or mid-roll. When someone scrolls past it, your video or image will show.
Audience Network Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 398 x 208 pixels
- Recommended image size: 398 x 208 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: between 9:16 and 16:9; 9:16 is recommended with link
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Audience Network Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: .MP4 and .MOV
- Recommended minimum video resolution: highest as possible
- Length of Video: between 10 seconds and up to 120 seconds
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
- Recommended video aspect ratio: between 9:16 and 16:9
Audience Network Ad Character Limits:
Facebook Ad Sizes: Sponsored Message Ads
This ad type is for those with users or clients who have connected with you via Facebook Messenger but maybe didn’t engage in the way you would have liked.
Because you have interacted with them before, you now have the opportunity to target and re-engage these users.
Sponsored Message ads enable you to reach out to them by placing an advertisement in a personal message to them. However, this only works with those who you have already had contact with through Messenger.
They can incorporate images and text but not videos.
Sponsored Message Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 1080 x 1080pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: 1.9:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Sponsored Message Ad Character Limits:
Facebook Messenger Ads
Like the Sponsored Message ads, these appear in your list of conversations as you scroll through your Home. However, these appear slightly different from the last ad type.
These can use images and text (but not videos) and only appear on the Facebook Messenger app.
Unlike the sponsored message ads, these do not require you to have had a previous conversation with a user to target them.
Facebook Messenger Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 1080 x 1080 pixels
- Recommended image size: 1080 x 1080 pixels
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: 1:1
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Facebook Messenger Ad Character Limits:
Facebook Ad Sizes: Facebook Collection Ads (Instant Experience Ads)
While this ad type is only available in Facebook Feeds, it is one of the most interactive ones available.
These ads show up in the feed with a cover image or video and several scrollable products below. However, you can make the ad fullscreen where users can be sent to an Instant Experience.
This feature, formerly called Canvas, acts similar to the Instant Articles ad we talked about above. Instead of being directed to a particular website or landing page, the ad is expanded so that users they can see more products, scroll through them, and even make purchases all within the Facebook platform.
Facebook Collection Ad Image Dimensions and Guidelines:
- Minimum dimensions (width and height): 1080 x 1080 pixels
- Maximum image size: 30MB
- Recommended image formats: JPG and PNG
- Recommended image aspect ratio: 1:1 for square images, assets may be masked to this aspect ratio
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Facebook Collection Video Ad Specs:
- Max video file size: 4GB
- Recommended video formats: .MP4 and .MOV
- Recommended minimum video resolution: 1080 x 1080 pixels
- Length of Video: Up to 120 minutes but recommended to be less than two minutes
- Recommended that video thumbnails include less than 20% text to ensure successful delivery
Facebook Collection Ad Character Limits:
- Text: 125 characters
- Headline: 40 characters
Wrapping Up Facebook Ad Sizes
Now that you know a little bit more about the different Facebook ad sizes and types, it’s time to try your hand at creating the perfect ad with just the right Facebook ad size.
Try out just a few or use all of them strategically. Pretty soon, you will be drawing in all sorts of users and getting your brand the attention it craves.
FAQs About Facebook Ad Sizes
- Do all Facebook Ads have the same size requirements?
Nope! The size requirements vary depending on what type of ad you want to post. Be sure that your specs meet the requirements.
- Is a PDF an accepted file type for Facebook Ad Specs?
Nope. Graphics and photos must be either a JPG or PNG. Videos must be in .MP4 and .MOV format. Some types of ads will allow a video to be a GIF, but don’t count on it.
- Do Facebook Ad Spec change often?
Facebook is a very fluid platform. It’s always a good idea to check for occasional updates!
