For your Facebook ads and images to be effective, it’s content and creative needs to be tailored exactly to the audience it’s reaching, the product it’s selling and, maybe most importantly, the medium it’s displayed on.

That’s particularly true in Facebook advertising, which offers marketers a whole slew of sizes, placements and ad styles across hundreds of platforms and sites across the web. If you want to get the most out of your ads, it’s important to pay attention to details such as Facebook ad specs and Facebook image sizes.

 

Facebook Ad Specs and Image Sizes 2020:

Though you could try a one-size-fits-all method, that’s likely going to result in some disappointments along the way – either for the end user or in your campaign’s ultimate ROI.

Want to make sure your ads are customized perfectly for the exact placement and ad type you’ve chosen?

Use this guide for Facebook ad specs to help:

 

1. Single Image Ads

 

These are the oldest type of ad in the book. A simple, single image with a link, small amount of copy and a headline, they’re easy to set up and work with every type of ad objective except for video views.

 

facebook image size

 

The Facebook ad specs for single image ads are:

  • Images:
    • Size – 1,200 x 628 pixel
    • Ratio – 1.91:1 to 4:5
    • Other Recommendations Keep text to 20% or less of the image since this can result in reduced delivery

 

  • Copy:
    • Text – 125 characters
    • Headline – 25 characters
    • Link Description – 30 characters

 

There are a few exceptions to these specs. On Promote Your Page objectives, you’ll want an image size of 1,200 x 444 pixels and a ratio of 8:3. On Increase App Engagement objectives, shoot for a 16:9 ratio.

 

2. Single Video Ads

 

Video ads are similar to image ads, except with a video in place of a static image. They can be used with any objective except for the Product Catalog Promotion one.

 

The Facebook ad specs of single videos ads are:

  • Videos:
    • Format – .MOV or .MP4 are recommended but these file types are also supported
    • Minimum Aspect Ratio — 100×400
    • Maximum Aspect Ratio — 400×100
    • Resolution – 720p at minimum, upload the highest resolution possible
    • File Size – 4 GB maximum
    • Length Minimum – 1 second
    • Length Maximum — 240 minutes
    • Thumbnail Image – Thumbnail images consisting of of more than 20% text might experience reduced delivery
    • Vertical videos with an aspect ratio higher than 4:5 can be masked to 4:5

 

  • Copy:
    • Text – 125 characters
    • Headline – 25 characters
    • Link Description – 30 characters

 

“Video is typically the cheapest of all the ad types on Facebook. The majority of the reason for that is because Facebook is geared heavily towards video and is trying to encourage advertisers to use it as much as possible.”

 


— Sarah Sanchez, Senior Manager of Social Strategy at Tinuiti

3. Slideshow Ads

 

Slideshow ads essentially allow you to create a looping video ad out of up to 10 different images. You can use them with any objective except for the Product Catalog Promotion.

 

facebook-ad-specs-video

Here are the Facebook ad specs for slideshow ads:

  • Images:
    • Size – 1,280 x 720 pixels
    • Ratio – 9:16 to 16:9
    • Video File Size: 4 GB maximum
    • Format — .MOV or .MP4
    • Other Recommendations – Choose images with a consistent ratio. Using different sizes will lead to cropping.

 

  • Copy:
    • Text – 125 characters
    • Headline – 25 characters
    • Link Description – 30 characters

 

4. Collection Ads

 

Collection ads compile several product images within a cover image or video to allow users to discover products in a visually immersive way.

facebook collection ad

Here are the Facebook ad specs for Collection Ads:

  • Vertical Images/Video Ratio — 1:1
  • Headline — 25 characters
  • Text — 90 characters

 

Collection Ads use the first image or video from your Instant Experience ad as the cover photo for your media set. Once a user clicks on it, they are then directed to a full-screen Instant Experience page.

 

5. Instant Experiences Ads (formerly known as Canvas)

 

Facebook has rebranded its Canvas ads into the new Instant Experiences Ad that lets you create a full-screen branded experience that users can interact with. See here for an example of what you can do with the Instant Experiences Ad.

 

facebook instant experience ad

Facebook ad specs for Instant Experiences Ads are as follows:

  • Text – 90 characters
  • Headline – 25 characters
  • Up to 20 images are supported
  • Image Maximum: 1,080 x 1,920
  • Video: .MOV or .MP4
  • Ratio: Build for portrait. If necessary, videos will resize for landscape
  • Resolution Minimum: 720p

 

Once an Instant Experience ad is clicked, it will open up into a more full-scale experience that can include things like videos, tilt-to-pan images, buttons, linked photos, captions and more.

There are separate specs for each individual element you’ll choose, so follow the prompts carefully and use examples of Facebook’s Instant Experience page for inspiration if you go this route.

 

6. Carousel Ads

 

Carousel ads let you use a combination of all other ad types, running up to 10 images, slideshows or videos in one single campaign. Each element can even be linked out to different landing pages.

facebook carousel ads

The Facebook ad specs for carousel ads are:

  • Images:
    • Size – 1,080 x 1,080 pixels
    • Ratio – 1:1 square
    • Image Maximum — 30MB
    • Image file type — jpg or png
    • Other Recommendations: Minimal or no text on the image

 

  • Videos:
    • Format – .MOV or .MP4
    • Aspect Ratio – 1:1 square
    • Resolution – 720p at minimum
    • File Size – 4 GB maximum
    • Length Maximum – 240 minutes
    • Resolution – at least 1,080 x 1,080 pixels, 1:1 ratio

 

  • Copy:
    • Text – 125 characters
    • Headline – 25 characters
    • Description – 20 characters

 

Facebook ad sizes and specs are constantly evolving and changing, so check back often for updated ad specs as they crop up.

 

Want to learn more?

10 Free Instagram Analytics Tools for 2020

7 Tips for Lowering Customer Acquisition Costs on Facebook

The Brand’s Guide To Creative Performance On Facebook & Instagram

 

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