When you run ads, it’s important that you understand how they will display depending on the placement. You should understand image and video specs and character limits, among other things.
When you select placements in your ad set, Facebook displays some basic requirements.
Facebook also provides a resource that lists out all of the minimums, maximums, and other requirements associated with each format and placement.
The first is too simplistic and the second is too complicated. I wanted to create a more helpful guide with recommendations for each format and placement. That’s below.
[NOTE: If you’re looking for page, group, or event cover photo requirements, read this post.]
Facebook Feed
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: 125 characters (truncated after that)
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that; won’t always appear)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 4:5
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters (truncated after that)
- Headline (with link): 25 characters (truncated after that)
- Description (with link): 30 characters (truncated after that; won’t always appear)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10 (up to 200 for Dynamic Ads on mobile)
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters (truncated after that)
- Headline: 25 characters (truncated after that)
- Description: 20 characters (truncated after that)
Right Column
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1.91:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: 125 characters (truncated after that)
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes
- Headline: 40 characters (truncated after that)
Facebook Instant Articles
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that; won’t always appear)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 4:5
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 240 minutes
- Headline (with link): 25 characters (truncated after that)
- Description (with link): 30 characters (truncated after that)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters (truncated after that)
- Headline: 40 characters (truncated after that)
- Description: 20 characters (truncated after that)
Facebook In-Stream Videos
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 16:9
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 120 seconds
Facebook Video Feed
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 16:9
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 240 minutes
Marketplace
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 4:5
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 240 minutes
- Headline (with link): 25 characters (truncated after that)
- Description (with link): 30 characters (truncated after that)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters (truncated after that)
- Headline: 40 characters (truncated after that)
- Description: 20 characters (truncated after that)
Facebook Stories
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 9:16
- Recommended Resolution: At least 1080px x 1920px
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 9:16
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 15 seconds
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)
CAROUSEL
- Minimum/Maximum Number of Cards: 3
- Image File Type: .png or .jpg
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Image Size Limit: 30MB
- Primary Text: 125 characters (truncated after that)
Facebook Search Results
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1.91:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: 125 characters
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that; won’t always appear)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 1:1
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters (truncated after that)
- Headline (with link): 25 characters (truncated after that)
- Description (with link): 30 characters (truncated after that; won’t always appear)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes
- Primary Text: 125 characters
- Headline: 25 characters
- Description: 20 characters
Instagram Feed
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: Up to 2 lines will display
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 4:5
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 120 seconds
- Primary Text: Up to 2 lines will display
CAROUSEL
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 120 seconds per card
- Primary Text: Up to 2 lines will display
- Headline: 1 row will display
Instagram Stories
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 9:16
- Recommended Resolution: At least 1080px x 1920px
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 9:16
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 120 seconds
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Maximum Video Length: 15 seconds per card for fixed number of cards; 120 seconds per card for default experience
Instagram Explore
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: Only 1 line will display
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 4:5
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 120 seconds
- Primary Text: Only 1 line will display
Audience Network Native, Banner, and Interstitial
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 9:16
- Recommended Resolution: Highest possible
- Primary Text: 125 characters (truncated after that)
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that; won’t always appear)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 9:16
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 120 seconds
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Video File Type: Most supported
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Video Size Limit: 4GB
- Image Size Limit: 30MB
- Video Length: Up to 240 minutes (15 seconds recommended)
- Primary Text: 125 characters (truncated after that)
- Headline: 40 characters (truncated after that)
- Description: 20 characters (truncated after that)
Audience Network Rewarded Video
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 9:16
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 60 seconds
Sponsored Message
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1.91:1
- Recommended Resolution: At least 1200 x 628px
- Primary Text: 125 characters (truncated after that)
- Headline: 25 characters (truncated after that)
- Description: 30 characters (truncated after that; won’t always appear)
Messenger Inbox
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Primary Text: 125 characters (truncated after that)
CAROUSEL
- Minimum Number of Cards: 2
- Maximum Number of Cards: 10
- Image File Type: .png or .jpg
- Recommended Ratio: 1:1
- Recommended Resolution: At least 1200 x 1200px
- Image Size Limit: 30MB
- Primary Text: 125 characters (truncated after that)
- Headline: 40 characters (truncated after that)
Messenger Stories
IMAGES
- File Type: .png or .jpg
- Recommended Image Ratio: 9:16
- Recommended Resolution: At least 1080px x 1920px
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)
VIDEOS
- File Type: Most supported
- Recommended Video Ratio: 9:16
- Recommended Resolution: Highest possible
- File Size: Up to 4GB
- Video Length: Up to 15 seconds
- Sweet Spot: Key elements appear within middle 1080px x 1420px (leave top/bottom 14% text/logo free)