In one of our latest articles, we told you about the ad objectives that Facebook offers to advertisers. The importance of objective selection is hard to overestimate, but it’s the very first step towards running an effective Facebook advertising campaign. The success of the campaign also depends on targeting settings, budget settings, format, media and placement selection.
Today, we are going to talk about four main Facebook Ad formats and placements, where these formats can be applicable. We will also take a closer look at Facebook Ad specifications which are quite different for each format. Thus, this article will become an ultimate guide for advertisers who want to launch a Facebook Ad campaign and learn about the up-to-date media requirements.
How to use this guide:
1. Find the format you want to use in the menu below
2. Find all the required specs
3. Repeat when using different formats
Single Image Specifications
Single image ads can be labeled as the most popular and universal ad type. It can be used with all ad objectives, except for Video Views, of course ( Video Views are mostly about video views, nothing in common with images). A Single Image ad can be used across almost all placements.
Below we will consider the ad specifications for all possible placements.
Facebook Feed Image Ads Specs
Type of the file: jpg or png
Ratio: 16:9 to 9:16 (1.91:1 to 1:1 for ads with a link)
Resolution: the highest possible resolution will be the best choice (1080x1080 for ads with a link)
Text: 125 characters max. Important: make sure that your image isn’t covered by text for more than 20% – otherwise it won’t perform well.
Facebook Right Column Image Ads Specs
Type of the file: jpg or png
Ratio: 16:9 to 1:1
Resolution: 1200x1200 minimum
Text: 125 characters for text, 25 for the headline, 30 for the link description
Facebook Instant Articles Image Ads Specs
Type of the file: jpg or png
Ratio: 9:16 to 16:9 (1:1 for the ad with a link)
Resolution: the highest possible resolution will be the best choice (1200x1200 for ads with a link)
Text: 25 for the headline, 30 for the link description. Remember the 20% rule we mentioned above.
Facebook Marketplace Image Ads Specs
Type of the file: jpg or png
Ratio: 9:16 to 16:9 (1:1 for the ad with a link)
Resolution: the highest possible resolution will be the best choice (1200x1200 for ads with a link)
Text: 25 for the headline, 30 for the link description. Remember the 20% rule we mentioned above.
Facebook Stories Image Ads Specs
Ratio: 1.91 to 9:16
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Facebook Messenger Image Stories Ads Specs
Ratio: 1.91 to 9:16
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Instagram Stories Image Ads Specs
Ratio: 1.91 to 9:16
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Instagram Feed Image Ads Specs
Type of the file: jpg or png
Resolution: choose an image with the highest resolution
Text: two rolls of text will be displayed, keep them short and simple
Audience Network Image Ads Specs
Type of the file: jpg or png
Ratio: 9:16, full-screen vertical
Resolution: 1200x628 minimum
Text: 25 for the headline, 30 for the link description. Remember the 20% rule we previously talked about.
Sponsored Message Image Ads Specs
Type of the file: jpg or png
Ratio: 9:16 or 16:9 (1.91:1 for ads with a link)
Resolution: choose an image with the highest resolution (1200x628 minimum for ads with a link)
Text: 125 characters, 25 for the headline, 30 for the link description.
Messenger Inbox Image Ads Specs
Type of the file: jpg or png
Ratio: 9:16 to 1:1
Resolution: choose an image with the highest resolution
Text: 125 characters
Single Video Specifications
Video is one of the best ways to deliver information. Videos are much easier to consume (compared to text ads). They allow the advertiser to combine the ad with other activities (such as washing dishes, running on a treadmill, etc.) and it gives them the chance to be as specific as possible when creating the video.
The Single Video ad type can also be used with different ad objectives and across different placements. Let’s find out what requirements Facebook has for video ads.
Facebook Feed Video Ads Specs
Ratio: 9:16 or 16:9
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/240 minutes
Captions: up to you, but we recommend to include
Sound: up to you, but we recommend to include
Text: 125 characters, 25 for the headline, 30 for the link description.
Facebook Instant Article Ads Specs
Ratio: 9:16 or 16:9
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/240 minutes
Captions: must be a part of the video
Sound: up to you
Text: 25 for the headline, 30 for the link description
Facebook In-Stream Video Ads Specs
Ratio: 9:16 (recommended) or 16:9
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 5 second/15 seconds
Captions: up to you
Sound: up to you (better include)
Facebook Marketplace Ads Specs
Ratio: 9:16 or 16:9
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/240 minutes
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Text: 25 for the headline, 30 for the link description
Facebook Stories Ads Specs
Ratio: 1.91 to 9:16
Resolution: choose the video with the highest resolution
File size: max 4GB
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Messenger Stories Ads Specs
Ratio: 9:16, 16:9, 4:5
Resolution: choose the video with the highest resolution
File size: max 4GB
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Facebook Suggested Video Ads Specs
Ratio: 16:9 to 9:16
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/240 minutes
Captions: up to you
Sound: up to you (strongly recommended)
Instagram Stories Ads Specs
Ratio: 1.91 to 9:16
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/60 seconds
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Instagram Feed Ads Specs
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 1 second/120 seconds
Captions: up to you
Sound: up to you (strongly recommended)
Text: two rows of text must be kept short and simple
Audience Network Ads Specs
Ratio: 9:16, full-screen vertical
Resolution: choose the video with the highest resolution
File size: max 4GB
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Audience Network In-Stream Ads Specs
Ratio: 16:9
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 5 second/30 seconds
Captions: must be a part of the video
Sound: required
Text: two rows of text must be kept short and simple
Audience Network Rewarded Video Ads Specs
Ratio: 9:16, full-screen vertical
Resolution: choose the video with the highest resolution
File size: max 4GB
Min/max length: 15 seconds/30 seconds
Captions: must be a part of the video
Sound: up to you (strongly recommended)
Text: two rows of text must be kept short and simple
Carousel Specifications
Carousel is one of the most interesting Facebook Ads formats. Carousel is based on cards, images or videos which can be scrolled through by the user. This format lets the advertiser reveal all features of the advertised product or service and make the advertising process interactive and exciting.
The carousel can also be used with other ad objectives across most placements, but there’s a bunch of limitations. Let’s take a closer look at this format’s specifications.
Facebook Feed Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 240 min
Image max size: 30 MB
Resolution: min 1080x1080
Ratio: 1:1
Text: 125 characters + headline 40 characters + link description 20 characters
Facebook Right Column Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 240 min
Image max size: 30 MB
Resolution: min 1080x1080
Ratio: 1:1
Text: 125 characters + headline 40 characters + link description 20 characters
Facebook Instant Articles Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 240 min
Image max size: 30 MB
Resolution: min 1080x1080
Ratio: 1:1
Text: 125 characters + headline 40 characters + link description 20 characters
Facebook Marketplace Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 240 min
Image max size: 30 MB
Resolution: min 1080x1080
Ratio: 1:1
Text: 125 characters + headline 40 characters + link description 20 characters
Instagram Stories Carousel Ads
Min number of cars: 2
Max number of cards: 3
Type of the file: jpg or png
Resolution: 1080x1920
Ratio: 9:16
Pay attention to the layout of the key elements of the future story ad. Leave approximately 14% at the top and bottom of the image without any valuable elements as the text or image will be covered by your profile logo and call-to-action respectively.
Instagram Feed Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 60 seconds
Resolution: min 1080x1080
Ratio: 1:1
Text: two rows of text + one row in the headline
Audience Network Carousel Ads
Min number of cars: 2
Max number of cards: 10
Type of the file: jpg or png
Video max size: 4 GB
Video length: not more than 240 min
Image max size: 30 MB
Resolution: min 1080x1080
Ratio: 1:1
Text: 125 characters + headline 40 characters + link description 20 characters
Collection Specifications
Collection is a great solution for advertisers who want to show the actual features and appearance of the product instead of pushing its abstract value.
This ad format allows the user to discover different products in a fast and comfortable way right from the screen of the mobile device. Thus, Collection is an awesome tool for eCommerce and other retailers.
Facebook Feed Collection Ads
Collection consists of 2 parts - cover image/video and a bunch of product images. Facebook doesn’t give any ratio, resolution and the max size of the image. We suggest using an image with the highest resolution you have. Text - 90 characters + 25 characters for the headline.
Instagram Feed Collection Ads
Requirements to Instagram Feed Collection Ads are close to Facebook Feed Collection Ads. What’s different:
-
Image ratio should be 16:9 to 1:1
-
A headline isn’t visible, so you have only 90 characters for the main text.
That’s all, folks!
In this article, we have told you about the specifics of each Facebook advertising format. We assume that this article isn’t for one-time reading. You can refer back to it at anytime when trying new interesting ad formats.
Moreover, we developed a special tool called Facebook Advisor. The Advisor can help you create value-generating Facebook ads and prevent you from wasting time and losing money. At the same time, the Advisor can find weak places in your ads and increase the effectiveness of the whole ad campaign. Sign up now and start using our tools for free!
