Facebook & Instagram Specifications

An ad with a single image displayed

Requirements:

• File Type: JPG or PNG
• Ratio: 4:5
• Resolution: 1440 x 1800 pixels

Text Recommendations:

• Primary Text: 50-150 characters
• Headline: 27 characters

Technical Requirements:

• Maximum File Size: 30MB
• Minimum Width: 600 pixels
• Minimum Height:
  • 4:5 ratio - 750 pixels
• Aspect Ratio Tolerance: 3%

Sizes for Placements:

• Square (1:1 ratio): Use 1080 x 1080 or high-resolution 1440 x 1440 pixels
• Stories & Reels (9:16 ratio): Use 1080 x 1920 pixels.
• Vertical Feed (4:5 ratio): Use 1080 x 1350 or high-resolution 1440 x 1800 pixels (preferred for mobile feeds).
• Horizontal Feed (16:9 ratio): Use 1920 x 1080 or high-resolution 2560 x 1440 pixels (preferred for mobile feeds).

Video Ad Specifications

An ad featuring a single video.

Video Requirements

• File Type: MP4, MOV, or GIF
• Aspect Ratio: 4:5
• Resolution: 1440 × 1800 pixels
• Video Settings:
  • H.264 compression
  • Square pixels
  • Fixed frame rate
  • Progressive scan
  • Stereo AAC audio compression at 128kbps+
• Video Captions: Optional, but recommended
• Video Sound: Optional, but recommended
• Videos should not contain edit lists or special boxes in file containers.

Text Recommendations

• Primary Text: 50–150 characters
• Headline: 27 characters

Technical Recommendations

• Video Duration: 1 second to 241 minutes
• Maximum File Size: 4GB
• Minimum Width: 120 pixels
• Minimum Height: 120 pixels

Recommended Sizes for Placements

• Square (1:1 Ratio): Use 1080 × 1080 or high-resolution 1440 × 1440 pixels.
• Stories & Reels (9:16 Ratio): Use 1080 × 1920 pixels.
• Vertical Feed (4:5 Ratio): Use 1080 × 1350 or high-resolution 1440 × 1800 pixels (preferred for mobile feeds).
• Horizontal Feed (16:9 Ratio): Use 1920 × 1080 or high-resolution 2560 × 1440 pixels (preferred for mobile feeds).

Carousel Ad Specifications

An ad featuring two to ten scrollable images or videos, each with its own link.

Carousel Requirements

• Image File Type: JPG or PNG
• Video File Type: MP4, MOV, or GIF
• Aspect Ratio: 1:1
• Resolution: At least 1080 × 1080 pixels

Text Recommendations

• Primary Text: 80 characters
• Headline: 20 characters
• Description: 18 characters
• Landing Page URL: Required

Technical Recommendations

• 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%

Recommended Sizes for Placements

• Square (1:1 Ratio): Use 1080 × 1080 or high-resolution 1440 × 1440 pixels.
• Vertical Feed (4:5 Ratio): Use 1080 × 1350 or high-resolution 1440 × 1800 pixels (preferred for mobile feeds).

Dynamic Ads

Dynamic ads allow Facebook to find the creative that works best for your campaign goal.

• Provide multiple ad components, and Facebook will optimize for the best-performing combination.
• We suggest providing two to four components (e.g., two images, two headlines, two descriptions, etc.).

Design Recommendations

See page 2 for single image/video ad formats.

Text Recommendations

• Body (Ad Text): This goes at the top of your ad; 125-character limit, including spaces.
• Headline: This goes under the image in bold (need one for each image). 40-character limit, including spaces.
• Description: This goes under the headline (need one for each image). 20-character limit, including spaces.
• Click-Through URL: Where your image will click through to (need one for each image).
• Captions (Optional): Text to overlay the image.

Note: If an ad set is using dynamic ads, no other ad format can be used within that ad set. We can use multiple ad sets per campaign.

Dynamic Retargeting Image

Dynamic retargeting ads look exactly like image, carousel, or collection ads. However, the ads are automatically built with images and details from your website catalog.

• Retarget users who have taken any action on your site or reach people who have not visited your site before.
• Show users relevant products from your catalog. Facebook will choose which products to display in the ads based on your campaign goal(s).
• For example, if you are optimizing towards conversions, Facebook will show products that it believes will drive the most conversions.

Requirements

• Product Catalog/Feed: A CSV file containing information such as pricing or item descriptions.
• Third-Party Partners: Facebook allows the following third-party partners for dynamic ads: BigCommerce, Magento, WooCommerce, or Shopify.
• Facebook Pixel: A Facebook pixel placed on your website.

Text Recommendations

See pages 2 & 3 for single image and carousel ad formats.

Collection / Instant Experience

Allows users to browse and purchase products and services directly from their phone within Facebook’s Instant Experience. This product is ideal for the retail or travel industries.

Choose Your Instant Experience Template

• Instant Storefront: Create a shopping experience using your catalog or photos and details about your products.
• Instant Lookbook: Create an experience for people to explore your products in action using imagery and product tagging.
• Instant Customer Acquisition: Create an experience that encourages user action, such as signing up.
• Instant Storytelling: Create an experience for users to learn more about your brand and products/services.

Requirements

• Product Catalog/Feed: A CSV file containing information such as pricing or item descriptions.
• Third-Party Partners: Facebook allows the following third-party partners for dynamic ads: BigCommerce, Magento, WooCommerce, or Shopify.
• Ad Creative: A series of ad images and/or videos you want to use in the ad.
• Facebook Pixel: A Facebook pixel placed on your website.

Design Recommendations

See page 2 for single image/video ad formats.

Text Recommendations

• Headline: This goes under the image in bold (need one for each image). 25-character limit, including spaces.
• Ad Text: This goes at the top of your ad. 90-character limit, including spaces.