Facebook Ad Size and Specifications in 2025 – Easy-to-Follow Guide

In the ever-evolving digital landscape, mastering the intricacies of Facebook ad size and specifications is crucial for marketers striving for excellence in 2025. As Facebook continues to be a dominant force in the world of online advertising, understanding the nuances of its ad dimensions can be the difference between a successful campaign and a forgettable one. 

Navigating through the myriad of ad formats, sizes, and specifications can often feel like traversing through a labyrinth. This easy-to-follow guide aims to illuminate the path by demystifying the complexities of Facebook ad size and specifications. 

Whether you are a seasoned advertiser seeking to refine your skills or a novice embarking on your first campaign, this guide is designed to equip you with the knowledge and tools necessary to optimize your advertisements for maximum impact. Unlock the potential of your Facebook advertising by mastering the art and science of ad dimensions in 2025.

How to Choose the Perfect Facebook Size for Every Ad Type?

Choosing the right ad size can be challenging for advertisers new to Facebook advertising due to the plethora of options available. It’s easy to feel overwhelmed by the sheer number of choices.

In 2018, the standard Facebook ad size was 1200 x 628 pixels. However, you can now opt for 1080 x 1080 pixels, which gives you more space in the news feed. To help you visualize it, imagine comparing two advertisements side by side. One adheres to the new ad size, while the other does not. The new size will afford you more space in the news feed.

Starting in 2025, all Facebook feed ad spaces will be eligible for 1:1 format ads. This means there is no longer a requirement for landscape ad types, making it more convenient for advertisers. When creating a new Facebook ad campaign, using Automatic Placements is highly recommended to achieve maximum reach. It is an effective way to ensure that a wide audience sees your advertisements.

Social media marketing agencies utilize Facebook ad size guides to ensure their clients’ ad creatives are optimally formatted and visually engaging, thereby maximizing ad performance and return on investment across various placements on the platform.

To maximize their potential, create ads in at least two different formats. The first format, 1080 x 1080 pixels, is suitable for Facebook and Instagram news feeds. The second format, specifically designed for Facebook and Instagram Stories, is 1080 x 1920 pixels.

When customizing your Meta ads, choose “Select a placement to customize” to upload images of different sizes within a single ad. This option allows you to add variety and ensures your advertisements effectively capture viewers’ attention.

Next, we will discuss what happens if you do not upload custom image sizes for Instagram advertisements. Don’t worry, Facebook has you covered! If you use the 1:1 format advertising, they can automatically adjust your content to fit the Story placements. However, bear in mind that the advertisements might not look as polished as those using unique graphics. Although they will still work, the visual impact may be diminished.

In a nutshell, the following three recommended practices should be followed:

1. To reach a larger audience, utilize as many Facebook ad spots as possible.
2. For all the positions you want to use, upload custom pictures and video sizes.
3. Choose a 1080 x 1080 pixel advertisement size if you’re pressed for time. In most instances, it works well.

Additionally, feel free to utilize photographs 1080 x 1080 pixels wide when posting on Facebook. They’ll fit just right!

To help you build high-performing ad creatives, let’s look at the Facebook ad specs for each of the ad types.

Also Read: How To Start Using Facebook Creator Studio: The Complete Guide 

Facebook News Feed Ads

The News Feed ad is the most common kind of Facebook advertisement. These ads can be shown on desktop and mobile devices while people scroll through their Facebook news feeds.

The requirements for Facebook News Feed advertising are as follows:

Image Size:

• The optimal image size is 1080 by 1080 pixels.
• The minimum width and height of the image should be 600 pixels.
• The aspect ratio that is advised is between 9:16 and 16:9, cropped to 1.91:1 with a link.
• JPG and PNG are suggested image formats (PNG offers superior quality).

Note: Facebook may not allow images with 20% or more text.

Text Size Restrictions:

• Text size: 125 characters maximum
• Headline length: 25 characters or less
• Link description length: It can be no longer than 30 characters.

Video Specifications:

• Resolution: Post the highest resolution video that complies with the allowed file sizes and aspect ratios.
• Maximum 4GB for the video file and the recommended video length: 15 to 30 seconds.
• The minimum video length: One second
• The maximum video length: 240 minutes
• 9:16 to 16:9 in the video
• 600 x 315 (1.9:1 landscape) or 600 × 600 (square) are the minimum sizes.
• MP4 and MOV are suggested video formats.
• Optional: It is advised to use sound and video captions.

Keep in mind that these requirements guarantee that your Facebook News Feed ads look their best and adhere to the platform’s rules.

Facebook Carousel Ads

Compared to single-image advertisements, Facebook carousel ads provide a fantastic opportunity to highlight several images and advantages within a single ad. Higher engagement rates and maybe lower cost-per-click prices are two benefits of carousel ads.

Facebook Carousel Ad requirements include the following:

• One slideshow advertisement may have up to 10 images.
• All slideshow ad pictures must be in a 1:1 format and have a 1080 x 1080 pixel resolution.
• Videos can be used in place of static images in meta slideshow advertisements.

Facebook’s ad size guidelines for carousel ads:

• The suggested ratio is 1:1.
• Resolution: 1080 by 1080 pixels
• The requirement for both width and height is 600 pixels (254 x 133 pixels minimum for Messenger Home carousel advertisements).
• The minimum number of cards per advertisement is two photos.
• The maximum number of cards per advertisement is ten photos.
• 30-MB maximum image size
• JPG and PNG are recommended image formats.

Specifications for Facebook and Instagram Story Ads

Facebook ad placements for Instagram Stories are becoming more common. As more people respond to Story ads, advertising campaigns have an excellent opportunity.

It is advised to use Story placements in Facebook and Instagram advertising if you haven’t already. This is because it makes it possible to reach a larger audience and get better results for less money. This choice has a lot of promise.

Let’s go into the requirements for Facebook Story advertisements now. The good news is that since Instagram Story ads and Facebook Story ads have identical specifications, you may use the same creative for both locations. What you should know is this:

Specs for Facebook Story Image Ads:

• Text: The image file must contain all text. Extra text is not permitted.
• Format: It should be a vertical full-screen ad with a 9:16 aspect ratio.
• Your image should be 1080 x 1920 pixels in size.
• A resolution of at least 600 x 1067 pixels is required for the image.
• You can utilize the PNG or the.JPG file types.
• Maximum image size: A file shouldn’t be larger than 30MB.
• Content of the image: Your image will be shown for 5 seconds.

Facebook Story Video Ad Specifications:

• The ad should be in video format, according to the media type.
• Aim for a 15-second video as your recommended length.
• The video must be at least three seconds lengthy to qualify as a minimum.
• The maximum allowed duration is 60 seconds.
• 1.9:1 should be the aspect ratio for landscape videos.
• Colored gradient bars: If your movie is not in the 9:16 aspect ratio, colored gradient bars will be displayed above and below it.
• The most extensive possible file is 4GB for videos.
• Unfortunately, Story videos do not have any captions accessible.
• Video Sound: Adding audio is an optional step in your video creation.
• A maximum frame rate of 30 frames per second should be present in the video.
• The video must be in MP4 format, according to the file type.
• Use H.264 video compression for high-profile videos. Ensure it has a progressive scan, fixed frame rate, and square pixels.
• Use Stereo AAC compression for audio, with a suggested bitrate of 128 kbps or higher.

That was a significant amount of information given, giving the person the tools they needed to produce effective Facebook Story advertising. Their advertising strategies are wished for success, and users are reminded to take advantage of Instagram Stories placement’s potential.

Also Read: How to Find Your Competitor’s Ads With The Facebook Ad Library 

Facebook Right-hand Column Ads

Significantly, users can upload photographs of a specified size and display them in the right-hand column in addition to the primary Facebook ad placements like the news feed and articles. This offers a chance to expand their audience and produce more clicks with little more work.

The following specifications apply to Facebook right-column ads:

• 1200 x 628 pixels is the ideal size for images.
• The minimum for the ad’s width and height is 600 pixels.
• Though it will be chopped to 1.91:1 when a link is uploaded, it is advisable to aim for an aspect ratio between 9:16 and 16:9.
• For your photographs, you can utilize the JPG and PNG formats.

What you need to know about right-column ad character restrictions is as follows:

• Text: You have 125 characters to work with while creating your message.
• Headline: Use only 25 characters to be succinct.
• Describe the link: Within 30 characters, write a brief description.

Remember that following these guidelines will enable you to design engaging and successful Facebook advertising. 

Facebook Audience Network Ads Specifications

Beyond Facebook and Instagram, the Facebook Audience Network is a powerful way to expand your reach and display ads on other websites and apps. This network enables you to present ads on a variety of high-quality platforms across the internet.

A study on Facebook ad campaigns revealed that individuals who saw ads on Facebook, Instagram, and the Audience Network significantly outperformed those who only saw them on Facebook in terms of conversion rates and outcomes. This substantial improvement underscores the importance of incorporating Audience Network placement into advertising campaigns.

Utilizing Audience Network placements is an effective way to reach a broader audience and enhance the campaigns’ overall impact. It’s important to note that the majority of ads in the Audience Network are video ads. Therefore, incorporating video creatives into campaigns can be a highly efficient way to attract viewers and achieve the desired results.

Let’s have a look at the Facebook Audience Network ad specifications:

Image Ads:

• Image size: 1200 x 628 pixels
• Minimum width and height: 600 pixels
• Recommended aspect ratio: 9:16 to 16:9, but cuts to 1.91:1 with a link
• Recommended image formats: JPG and PNG

Text Character Limits:

• Text: 125 characters maximum
• Up to 25 characters for the headline
• Up to 30 characters for the link description

Video Ads:

• Upload the greatest resolution video you can while staying within the allowed file size and aspect ratio constraints.
• The maximum video file size is 4GB; the suggested video duration is 15 to 30 seconds.
• The minimum time for the video is 1 second.
• The maximum video length is limited to 240 minutes.
• Video aspect ratio: 9:16 to 16:9
• 600 x 315 (1.9:1 landscape) or 600 × 600 (square) are the minimum sizes.
• MP4 and MOV are recommended as video formats.
• Captions for videos are optional but advised.
• Sound for videos is optional but advised.

Facebook Instant Article Ad Sizes

Facebook’s Instant content feature enables publishers to distribute quick and engaging content on the mobile app. It functions as a powerful method of attracting people’s attention.

 Instant Articles’ capacity to contain advertisements is a remarkable feature. Your Facebook advertising may display as readers interact with these interesting articles, enhancing their visibility. This offers a fantastic chance to broaden your audience focus and increase your reach.

Here are the main factors to remember when it comes to the specs for these Instant Article ads:

Instant Article Ad Image Specifications:

• 1080 x 1080 pixels is the recommended picture size.
• Minimum width and height: 600 pixels 
• Image ratio: 1:1
• JPG and PNG are the recommended image formats.

Character Limits for Instant Article Ads:

• Text: Keep it to 30 characters or less.
• Headline: Keep it to a maximum of 25 characters.

Instant Article Video Ad Specifications:

• Aim for the greatest possible definition video. 
• Recommended video length: 15-30 seconds. 
• Recommended aspect ratio: 9:16 to 16:9.
• MP4 and MOV video formats are recommended.
• The maximum video file size is 4GB.

So, keep in mind these requirements for your ads if you intend to use Instant Articles on Facebook. They’ll assist you in producing captivating films and visually appealing content that will capture your audience.

Creating Ads for Facebook Marketplace

Within the Facebook network, the Facebook Marketplace acts as a virtual marketplace where individuals can conduct business. Individuals can explore a wide variety of listings, and while browsing the marketplace, they may encounter ads.

Due to the Marketplace’s limited potential reach, it is not recommended to use it as the sole primary placement when planning an advertising campaign.

However, including the Marketplace as an additional placement is a viable option to extend the campaign’s reach, especially if there are already existing ad images in a square format (1:1) intended for other locations, such as the Audience Network.

To make things easier for you, below are the criteria and specifications for Facebook Marketplace ads:

Image Guidelines:

• Image size recommendation: 1080 x 1080 pixels
• Minimum width and height: 600 pixels
• JPG and PNG are the preferred picture formats.

Character Restrictions for Marketplace Ads:

• Text: 125 characters 
• Up to 25 characters for the headline
• Up to 30 characters for the link description

Video Requirements for Marketplace Ads:

• Upload the highest resolution video possible within the file size and ratio constraints.
• The maximum video file size is 4GB, and the recommended video length is 15-30 seconds.
• The minimum video duration is 1 second.
• The maximum video duration is 240 minutes.
• Video aspect ratios range from 9:16 to 16:9.
• 600 x 315 (1.9:1 landscape) or 600 × 600 (square) are the minimum dimensions.
• MP4 and MOV are the recommended video formats.
• Captions for videos are optional but highly requested.
• Video sound is optional but desirable.

So, keep these parameters in mind when you create your Facebook Marketplace advertisements to guarantee they look amazing and effectively engage your audience.

Facebook Messenger Ad Specs

In the Facebook Messenger app, ads show in between messages. They may be found under the Chats tab. When visitors come across an ad that piques their attention, they may touch on it to expand and learn more about the offer. This allows you to discover interesting stuff without leaving the app.

Facebook has put out an extensive guide for anyone wanting to learn more about Facebook Messenger ads, as it provides much knowledge and specifics.

Let’s now discuss the requirements for these advertisements:

• You will only see one image per ad because it is a single-image advertisement.
• Recommended image size for the collapsed ad: 1080 x 1080 pixels. This is the size you’ll see when the ad is not expanded.
• Recommended image size for the expanded ad: 1080 x 1080 pixels. When you tap on the ad, it opens up to this size to provide more information. 
• The photos can be in either JPG or PNG format.

When it comes to character restrictions for different areas of the ad, bear the following in mind:

• The primary text of the advertisement is restricted to 125 characters. As a result, keep it brief and to the point.
• The headline can be at most 25 characters long. The focus is drawn to the title or header.
• Link description: You have up to 30 characters to describe the ad’s link or destination.

Facebook Sponsored Message Ad Specifications

Direct connections between marketers and their audience are facilitated through Messenger’s Sponsored Message advertising, enabling an ongoing dialogue. This feature is particularly useful given the Facebook Messenger rule that prohibits businesses from contacting individuals after 24 hours have passed since their last engagement. 

However, sponsored messages serve as an exception to this rule, allowing companies to engage with their audience even after the predetermined 24-hour period has elapsed.

A notable feature of Sponsored Messages is their ability to reignite interactions with individuals with whom you have previously had Messenger conversations. Businesses can effectively maintain communication and the flow of dialogue by using these paid advertisements.

Now, let’s discuss the requirements for Sponsored Message and image standards. It is crucial to have the correct Facebook ad size and format to ensure your advertisement looks impressive. Details are as follows:

• The optimal image size is 1080 by 1080 pixels.
• Minimum width and height: 600 pixels
• Image aspect ratio: 1:1
• JPG and PNG are recommended image formats.

When it comes to Sponsored Message character restrictions, it’s crucial to keep things concise and compelling. Here are the limits:

• Text: Up to 30 characters 
• Headline: Up to 25 characters 

That’s all there is to it! Sponsored Message advertising is an excellent method to engage in direct discussions with your target audience on Messenger, even after the 24-hour restriction has passed. Remember to select eye-catching photos with the appropriate specs and keep your text and headers inside the character restrictions.

Conclusion

You know, there are a ton of choices for Facebook ad sizes, specifications, and placements. Although it seems intimidating, the requirements for most ads are similar. So here’s the situation: Simply upload static image ads in three different sizes if you want to reach every single member of your Meta ad audience.

Choose 1080 x 1080 pixels for the news feeds on Facebook and Instagram. Select a resolution of 1080 x 1920 pixels for Facebook and Instagram Stories. 

And here’s another piece of advice: Pay attention to these character constraints to ensure that your Facebook ads fit perfectly in all placements. Limit the length of your text to 125 characters, the headline to 25, and the link description to 30 characters. You’ll have everything ready for maximum impact that way!

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