Creative Specifications
Facebook + Instagram
PLATFORMS
Best Practices
Including all three dimensions (rectangle, square, and portrait) per creative concept is reccommended in order to achieve placement scale.
Motion, slideshow, or GIF ads typically see higher engagement.
If only one asset is available, the square is the preferred dimension.
Running on individual placements with only one dimension is not within the best practice due to the machine learning nature of ad placements.
CTAs are from the Facebook pick list as opposed to customizable CTAs. The CTA will be selected off of the best-fit for the objective.
Image Ads
| Device | Platform | Image Size | Image Ratio | Headline | Text | Link Description |
|---|---|---|---|---|---|---|
| Desktop, Mobile | 1200x628 | 1.91:1 | 27 Characters | 125 Characters | 27 Characters | |
| Desktop, Mobile | 1080x1080 | 1:1 | 27 Characters | 125 Characters | 27 Characters | |
| Desktop, Mobile | 628x1200 | 1.91:1 | 27 Characters | 125 Characters | 27 Characters |
Carousel Ads
| Platform | Image or Video Size | Ratio | Headline | Text | Link Description | Number of Cards |
|---|---|---|---|---|---|---|
| Desktop, Mobile | 1080x1080 | 1:1 | 40 Characters | 125 Characters | 20 Characters | 2-10 |
Collection Ads
| Platform | Image or Video Size | Ratio | File Type | Headline | Text |
|---|---|---|---|---|---|
| Desktop, Mobile | 1200x628 | 1.9:1 | Video or Photo | 25 Characters | 90 characters |
Desktop and Mobile App Ads
| Platform | Image Size | Image Ratio | Text |
|---|---|---|---|
| Desktop, Mobile | 1200x628 | 1.91:1 | 90 characters |
Video Ads
| Platform | Video | Format | Audio | Aspect Ratio | Length | Resolution | File Size | Headline | Text | Link Description |
|---|---|---|---|---|---|---|---|---|---|---|
| Desktop, Mobile | H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan | .MP4 container | Stereo AAC audio compression, 128kbps + preferred | 9:16 to 16:9 | 240 minutes maximum | Minimum width 600px | 4 GB | 25 Characters | 125 characters | 30 Characters |
Slideshow Ads
| Platform | Image Size | Aspect Ratio | Headline | Text | Link Description | Number of Videos |
|---|---|---|---|---|---|---|
| Desktop, Mobile | 1280x720 | 16:9, 1:1, or2:3 | 25 Characters | 90 characters | 30 Characters | 3-7 |
Feed Single Image Ads
| Format | Dimensions | File Type | Aspect Ratio | File Size | Caption |
|---|---|---|---|---|---|
| Landscape | 1200x628 | JPG or PNG | 1.91:1 | 30 MB | 125 characters |
| Square | 1080x1080 | JPG or PNG | 1.91:1 | 30 MB | 125 characters |
Carousel Ads
| Format | Dimensions | Media | File Type | Aspect Ratio | File Size | Caption | Length |
|---|---|---|---|---|---|---|---|
| Image | 1080x1080 | 2-10 images or videos | JPG or PNG | 1:1 | 30MB per image | 125 characters | - |
| Video | 600x315 600x600 | 2-10 images or videos | MP4 | 1:1 | 4GB per video | 125 characters | 60 seconds max |
Stories
| Format | Dimensions | File Type | Aspect Ratio | File Size |
|---|---|---|---|---|
| Image | 1080x1920 | JPG or PNG | 9:16 | 30 MB max |
| Video | 1080x1920 | .MOV or MP4 | 9:16 | 4GB max |
