Facebook Ad Sizes and Features: A Cheat Sheet for 2023
Facebook ads are all about visuals. Awesome ad text is great (and can certainly help you convert). But these are beautiful images and videos that will grab your customers’ attention, stop them in the middle of scrolling, and hopefully make them click.
This is why fine-tuning your visual content is such an important part of getting the most out of your Facebook ad dollars.
The recommended Facebook ad sizes are constantly changing. After spending the time, money, and energy to make your images and videos look great and fit the brand, the last thing you want is for them to look cropped, distorted, or worse, completely rejected by Facebook.
Don’t worry. Here’s your complete Facebook ad specs and sizing cheat sheet, fully updated for 2023, plus essential tips and tricks for creating effective ads.
Features of Facebook video ads
Like the rest of the internet, Facebook is more video-focused than ever.
This means that video should be part of your Facebook advertising strategy, but remember that almost all Facebook users view from mobile devices, and over 80% view from mobile only!
This is why Facebook encourages its advertisers to design with mobile in mind first.
For all video ad types, Facebook recommends uploading “the highest resolution original video available without letters or columns.”Facebook provides a comprehensive list of aspect ratios and features available for each ad type.
In general, videos should be formatted vertically (4:5, 9:16, or 16:9 aspect ratio) if they are meant to be viewed on mobile devices only, or square format (1:1) for display on both devices. desktop and mobile.
Although video ads can be up to two hours long, in practice there is no reason to do so. Facebook recommends keeping videos short, under 15 seconds or less.
You also have to create videos that work with and without audio (by including subtitles). The only exception is instant article video ads, which do not support subtitles.
Facebook video ads can appear in a variety of settings, from the main news feed to search results and the marketplace. Here are the specifications and ad sizes you need for all kinds of Facebook video ads.
Wherever your video ad appears, Facebook suggests “using motion and sound to grab attention quickly, show off unique product features, or tell your brand story.”
Video ad feed
These are classic Facebook video ads that appear between friends, family, groups, and pages in your news feed.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 4:5 for mobile devices only or 1:1 (for computers or mobile devices).
- File Size: Max 4 GB
- Minimum duration: 1 second
- Maximum duration: 241 minutes
Instant video ads in articles
In this format, articles open immediately in the app, making them easier to read. Your ad will appear in the Instant Article environment just like a print ad in a magazine.
Please note that while audio is optional, subtitles are not supported for such content.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 16:9
- File Size: Max 4 GB
- Minimum duration: 1 second
- Maximum duration: 241 minutes
In-stream video ads
Facebook in-stream video ads serve users before, between, or after videos from their favorite publishers and creators. These ads may also appear on Facebook Live Streams from select, pre-approved gaming, entertainment, and sports partners.
In-stream video ads appear on both desktop and mobile devices. They can sometimes be skipped after watching the first 5 seconds and never autoplay for more than 15 seconds of content.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 16:9 or 1:1
- File Size: Max 4 GB
- Minimum duration: 5 seconds for desktop or mobile.
- Maximum duration: 15 seconds for desktop, 10 minutes for mobile (may depend on the purpose of the ad).
Video ads in search results
Facebook search is an important way for users to find the content they need, both on the Marketplace and on Facebook in general.
Ads in search results help you connect with users who are looking for content related to your product and niche.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 1:1
- File Size: Max 4 GB
- Minimum duration: 1 second
- Maximum duration: 241 minutes
Video ads in feed
The video feed opens when users click on a video in their home news feed, suggesting additional videos they might like. Ads in the video stream appear between these regular videos.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 4:5
- File Size: Max 4 GB
- Minimum duration: 1 second
- Maximum duration: 241 minutes
Video ads in the right column
This desktop-only format most often appears on the right side of the screen. It is most often displayed next to Facebook pages, but it can appear in other places as well.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 1:1 for PC or mobile, or 4:5 for mobile only.
- File Size: Max 4 GB
- Minimum duration: 1 second
- Maximum duration: 241 minutes
Video advertising for business
Similar to a “research page”, this experience helps users find new businesses in niches that interest them, such as restaurants, clothing, or beauty.
Business Explore content includes both paid advertising and regular publications.
- File type: MP4, MOV or GIF
- Minimum width: 120px.
- Minimum height: 120 pixels.
- Resolution: at least 1080 x 1080 pixels
- Video ratio: 1:1 (for PC or mobile devices) or 4:5 (for mobile devices only).
- File Size: Max 4 GB
- Minimum video length: 1 second
- Maximum video length: 241 minutes
Characteristics of Facebook Image Ads
Imagine a Facebook ad without an image—seriously, give it a try.
Sounds… boring, right? Social media is a visual medium, and without any bright colors, users won’t even notice your ad, let alone click. That’s why every ad you upload on Facebook should have an image, if not more than one (more on that later).
But getting to grips with image ads for Facebook can be tricky. Different placements and formats require different sizes, and you need to make sure you get it right to showcase your product at its best.
No matter what, Facebook suggests choosing an interesting product photo that will get people to click and learn more. Or use a beautiful creative photo to showcase your brand’s personality.
Depending on the purpose of your ad (such as awareness or engagement), you can choose to use a panorama or 360-degree photo in your Facebook ad. Facebook recognizes them automatically.
Here are the specifications and ad sizes you need for all kinds of Facebook image ads.
Image ads in feed
These are classic single-image Facebook ads that appear between Friends, Family, Groups, and Pages content in your News Feed.
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 pixels
- File size: no more than 30 MB
- Minimum Width: 600px
- Minimum Height: 600px
Image ads in the right column
This desktop-only format most often appears on the right side of the screen. It is most often displayed next to Facebook pages, but it can appear in other places as well.
Because the right column images are very small, Facebook recommends not adding a text overlay.
Source: Facebook
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- File size: no more than 30 MB
- Minimum Width: 254px
- Minimum Height: 133px
Instant image ads in articles
In this format, articles open immediately in the app, making them easier to read. Your ad will appear in the Instant Article environment just like a print ad in a magazine.
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 pixels
- File size: no more than 30 MB
Marketplace image ads
Favored by bargain hunters the world over, the marketplace is a great place to buy anything under the sun from resellers, artisans, and businesses of all sizes in your local community.
Marketplace image ads are a great way to reach a highly engaged audience that is already in the mood to shop.
Source: Facebook
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Maximum file size: 30 MB
Image ads for search results
Facebook search is an important way for users to find the content they need, both on the Marketplace and on Facebook in general.
Ads in search results help you connect with users who are looking for content related to your product and niche.
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 pixels
- Maximum file size: 30 MB
- Minimum Width: 600px
- Minimum Height: 600px
Business Image Ads
Similar to a “research page”, this experience helps users find new businesses in niches that interest them, such as restaurants, clothing, or beauty.
Business Explore content includes both paid advertising and regular publications.
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 pixels
- Maximum file size: no more than 30 MB
- Minimum Width: 600px
- Minimum Height: 600px
Facebook Carousel Ad Specifications
What if you could combine multiple images or even images and videos in one ad?! This is not a dream – this is reality!
Carousels allow you to showcase 2 to 10 images and videos in a single ad, each with its own link. The user can freely scroll through them without going to a new page.
Try using carousels to showcase multiple different products, share multiple features of a single product, tell a brand story, or publish an editorial.
Although carousels appear in several places on Facebook, their sizes and characteristics are very similar. Here’s what you need to know.
Stern carousel advertising
Carousels displayed between Friends, Family, Groups, and Pages content are a great addition to the classic Facebook feed.
Grab customers’ attention with a great cover, then let them view and scroll through 2 to 10 images or videos.
Feed Carousel images and video features
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Carousel image feed
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
Carousel video feed
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Carousel ads in the right column
This desktop-only format most often appears on the right side of the screen. It is most often displayed next to Facebook pages, but it can appear in other places as well.
Keep in mind that only the first card in your carousel will be visible in the right column. Facebook recommends that you do not add text or design elements on top of these images.
Image and video carousel specifications in the right column
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Carousel images in the right column
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
Video carousel in the right column
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Marketplace carousel ads
Favored by bargain hunters the world over, the marketplace is a great place to buy anything under the sun from resellers, artisans, and businesses of all sizes in your local community.
Marketplace image ads are a great way to reach a highly engaged audience that is already in the mood to shop, and carousels offer even more interactive browsing.
Marketplace Image and Video Carousel Characteristics
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Carousel Marketplace Images
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
Marketplace carousel video
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Business Explore carousel ads
Similar to a “research page”, this experience helps users find new businesses in niches that interest them, such as restaurants, clothing, or beauty.
Business Explore content includes both paid advertising and regular publications. Carousels are the perfect way to create an interactive shopping experience for your customers. Think of these ads as your virtual shelves!
Carousel for Business: Characteristics of Images and Videos
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Image carousel for business
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
Business Explore carousel video
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Search result carousel ads
Facebook search is an important way for users to find the content they need, both on the Marketplace and on Facebook in general.
Ads in search results help you connect with users who are looking for content related to your product and niche. Then showcase what makes your offer special with a selection of images to scroll through!
Search results Image and video carousel features
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Search Results Image Carousel
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
Search Results Video Carousel
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Facebook Story Ad Specifications
Did you know that over 1 billion stories are posted on Facebook apps every day?! This timely, ephemeral format is becoming increasingly popular, with 62% of users saying they will use Stories more and more in the future.
Stories ads will appear to users between organic content from the friends, brands, and family accounts they follow.
Don’t be left out – make Stories part of your advertising strategy right now. In this format, you can use videos, images, and even carousels (in Messenger).
Whatever content you choose, Facebook suggests leaving a 250px border with no text or logos at both the top and bottom of the image. This way, you won’t have to hide your design behind key features like the heart button and reply box.
Image ads in stories
Present your product – full screen! It’s a massive and engaging experience that Stories ads create. Plus, have fun and be creative by adding emojis, stickers, and interactive features like question boxes and polls.
They will be displayed for 5 seconds or until the user swipes forward.
- File Type: JPG or PNG
- Ratio: 9:16
- Resolution: at least 1080 x 1080 pixels
- File size: no more than 30 MB
- Minimum Width: 500px
Ads in video stories
Stories are the perfect way to showcase your vertical video, especially if it’s a timely, lo-fi or behind-the-scenes experience that you want to feel exclusive and limited.
Video ads in Stories will play up to 15 seconds or less if your video is shorter. You also have the option to split a longer video into 2 or 3 separate story cards. After that, viewers can click “Continue Watching”if they want to see the rest.
- Sound and credits: optional, but recommended
- File type: MP4, MOV or GIF
- Ratio: 9:16
- Resolution: at least 1080 x 1080 pixels
- Video length: 1 second to 2 minutes
- File Size: Max 4 GB
- Minimum Width: 500px
Carousel Ads (Messenger Stories)
Carousel Story ads appear in Messenger right above the user’s primary inbox. It’s the perfect way to provide a self-service experience and let interested buyers view your products without even leaving the app.
These carousels have the same specifications and dimensions as anywhere else on the site.
Characteristics of the image and video carousel
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Image carousel
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
video carousel
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Facebook Reels Ad Specifications
The short video takes over and Reels is a force to be reckoned with! Reels makes it easy to enjoy short videos, whether you’re focused on building a community, building brand awareness, or closing sales.
Facebook suggests using Reels to participate in fun trends, introduce customers to your product, or tell your brand story in an authentic, sincere way.
Think of Reels ads as stories that won’t disappear. As with Stories ads, they will appear between organic content from accounts your audience follows.
Users can comment, like, view, save, share and skip these ads and they can be accessed from the feed or reel tab which opens a vertically scrolling viewer.
Video ads
Video is the name of the game with drums. These vertical videos can be up to 60 seconds long and are the best way to get real, build relationships, and let users see your product in action.
The short vertical video isn’t going anywhere – so jump in and start having fun!
- Sound and Titles: Optional, but highly recommended.
- File Type: MP4, MOV
- Recommended Ratio: 9:16
- Resolution: at least 500 x 888 pixels
- Video length: 0 seconds to 60 seconds
- Maximum file size: 4 GB
Promotional videos with images
No video? No problem! Post your best product or brand images on Reels. Try decorating it with fun design elements, text overlays, or even an audio track!
- File Type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 pixels
- Maximum file size: 30 MB
- Minimum Width: 600px
- Minimum Height: 600px
Overlay Reels Image Ads
These small advertisements allow you to display a product or service on the screen of your video while it is running.
These individual static images may appear at the beginning of the video or remain on screen as a banner. For example, you could create a Reel product guide with a link to purchase the product itself in an overlay image.
Since these images are very small, Facebook recommends that you do not add any text or design elements.
- File Type: JPG or PNG
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Maximum file size: 30 MB
- Minimum Width: 600px
- Minimum Height: 600px
Carousel ads for drums
That’s right, carousels can also find a place on the reels. These are the same carousel specs and sizes you would expect to find anywhere else on Facebook (but remember to keep them short and to the point)!
Characteristics of the image and video carousel
- Ratio: 1:1
- Resolution: at least 1080 x 1080 pixels
- Minimum number of cards: 2
- Maximum number of cards: 10
Image carousel
- Image File Type: JPG or PNG
- Image file size: no more than 30 MB
video carousel
- Video file type: MP4, MOV or GIF
- Video file size: max. 4 GB
- Video length: 1 second to 240 minutes
Facebook Collection Ad Specifications
Collections are a bit like social media, the equivalent of peeking through a shop window with all the goodies inside.
This type of ad usually includes a cover or video followed by multiple images of the product. It’s a similar concept to a carousel, but with all the content visible at the same time. If you want, you can set the cover art to automatically play when the user scrolls through your collection.
Clicking on the collection’s cover will open the Instant Experience. This is a full screen landing page that sends traffic directly to your product pages. You can add buttons, carousels, photos, text, and videos to your Instant Experience ads. Choose from templates such as Lookbook, Storefront, Customer Acquisition, and Storytelling, or create your own Instant Experience.
Facebook Feed Ads
These collections will appear between Friends, Family, Groups, and Pages content in users’ home feeds.
The first media you load into the Instant Experience will be a collection cover or video – so choose wisely!
Collection of promotional images and video specifications
- Resolution: at least 1080 x 1080 pixels
- Ratio: 1:1
Collection of promotional images
- Image File Type: JPG or PNG
- Maximum image file size: 30MB
Collection of promotional videos
- Video file type: MP4, MOV or GIF
- Maximum video file size: 4 GB
Instant Articles Collection Ads
Collection ads (and Instant Experiences) also show up in Instant Articles – what about the meta?
These collections use the same specifications as their main feed counterparts.
Collection of promotional images and video specifications
- Resolution: at least 1080 x 1080 pixels
- Ratio: 1:1
Collection of promotional images
- Image File Type: JPG or PNG
- Maximum image file size: 30MB
Collection of promotional videos
- Video file type: MP4, MOV or GIF
- Maximum video file size: 4 GB
Video Stream Collection Ads
People viewing the video stream can also view ads for the collection. As you saw above, the content for these Instant Experiences follows similar specifications.
Collection of promotional images and video specifications
- Resolution: at least 1080 x 1080 pixels
- Ratio: 1:1
Collection of promotional images
- Image File Type: JPG or PNG
- Maximum image file size: 30MB
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