Looking for Meta Ad Specs for 2025? Here is your complete guide the ad specs for Facebook and ad specs for Instagram Ads, including our expert tips.
Facebook & Instagram are like two peas in a pod with their newsfeed and stories ads being some of the most popular formats among digital marketers worldwide.
If you’re not already using both Facebook and Instagram in your paid social strategy, you’re probably thinking about it with the following impressive statistics:
Facebook has over 3 billion monthly users as of 2024 with Instagram exceeding 3 billion monthly users in 2024 according to Statista.
Some of us choose to advertise only on Facebook or only on Instagram depending on our target audience and the product or service we’re advertising. For others, it may be that we feel more comfortable with one platform over the other.
User data shows that people flock to Facebook to connect with and see updates from family and friends while Instagram is heralded as a platform for inspiration, self-expression and getting the inside scoop on brands and celebrities.
If you already advertise on Facebook like most marketers and you’re still tossing up about whether to advertise on Instagram, get this: 450 million Instagram users are NOT on Facebook.
This means if you’re not on Instagram yet, you’re missing out on a significant and highly active social media community (with 70% of Instagram users being 35 and under).
Facebook and Instagram have slightly different image and video ad specifications, so we’ll go through everything you need to know to ensure your content meets the requirements for both platforms!
facebook Ad Specs
Before we get onto ad specs let’s talk about some Facebook stats that might convince you to get started with Facebook ads if you’re part of the minority that haven’t already:
- 80% of internet users worldwide use Facebook
- Over 3 billion total reach potential
- Almost 90% of marketers use Facebook
- Average CPC is $0.77 (as of 2024) and CPM is $8.77
- Users are checking Facebook all times of day, including when they’re in bed
- 95% of Facebook Ads are delivered to mobile devices (people are checking it on the go throughout the day)
When setting up an ad campaign on Facebook, we highly recommend using your personal Facebook account when logging into the Facebook Ads Manager (Facebook is known to delete duplicate accounts!).
Next, you’ll be asked to select an objective for your ad campaign. Facebook has recently employed an Outcome-Driven Ad Experiences (ODAX) approach, where you can set up your campaigns based on your business goals. This combines the 11 previous Facebook ad objectives into 6 new ones : Awareness, Traffic, Engagement, Leads, App Promotion and Sales. As of January 2024, you were no longer able to duplicate or import campaigns, ad sets and ads using the original objectives. You also aren’t able to create new ad sets or ads within existing campaigns that use the original objectives, and the original objectives are no longer available for new or existing campaigns.
Now you’re onto creating your ad!
Facebook Ad Formats
Facebook ads come in the following 9 formats:
- Image
- Video
- Stories
- Messenger
- Carousel
- Slideshow
- Collection
- Playable
- Instant Experience
Within each of these formats, there are a variety of different placements your ad can appear which is on Facebook, Messenger, Instagram and the Audience Network.
These are the placements on these platforms:
Feeds
Facebook Feed: appear in Facebook desktop and mobile newsfeed
Instagram feed: appear between organic posts on Instagram newsfeed
Instagram Explore feed: appear when someone clicks on a photo or video in the explore feed
Instagram Explore home: appear as tile in the explore grid
Facebook Marketplace: appear when browsing Facebook Marketplace on mobile or desktop
Facebook video feeds: appear between organic videos in video-only environments in the Facebook Feed and Facebook Watch
Facebook right column: appear in the right column on Facebook (only on desktop)
Facebook Business Explore: appear in Facebook Business Explore when someone taps on a business post header
Stories and Reels
Facebook Stories
Instagram Stories
Messenger Stories
Instagram Reels
Facebook Reels
In-stream ads for videos and reels
Facebook in-stream videos: appear in video on demand and in a selected group of approved partner live streams
Ads on Facebook Reels: Reach people with banner or video ads as they watch reels
Search
Facebook search results: appear next to relevant Facebook and Marketplace search results.
Instagram search results: appear in the search results when people enter a keyword search term into the search bar in the Instagram app.
Messages
Messenger sponsored messages: appear as messages in your Messenger Inbox like a regular chat
Apps and sites
Audience Network native, banner and interstitial: appear on apps on Audience Network.
Audience Network rewarded videos: appear as videos that people can watch in exchange for a reward in an app
We recommend selecting ‘Automatic Placement’ in the ad manager. This allows Facebook to optimize where your ad appears – and they do a pretty good job of it!
Facebook Ad Specs
Facebook Ad Specs for Image Ads
Facebook Image Ads let you catch users’ attention anywhere throughout the newsfeed with eye-catching visuals and text.
The newsfeed is Facebook’s stream of constantly updating posts that you scroll through when you open Facebook on your mobile or computer.
You can use Facebook Image Ads to tell your brand’s story, create awareness around your product / service or deliver a simple message with a Call To Action.
Image ad specs vary depending on their placement which includes: the Facebook feed, the right-hand column, the Facebook Marketplace, Facebook Messenger, and the Audience Network.
Here we’ll go over the ad specs for Facebook Feed Images:
Text:
- Headline: 27 characters
- Primary text: 125 characters
- Description: 27 characters
Images:
- File type and size: JPG or PNG, 30MB max
- Ratio: 1.91:1 to 1:1
- Resolution: at least 1080 x 1080 px
- Min width: 600 px
- Min height: 600 px
- Aspect ratio tolerance: 3%
Note: Panorama and 360 photos may be used
Tip: Avoid using too much text in Image Ads. The focus is on the image so we recommend restricting text to the primary text section (which appears above the image) and avoid putting text on the image itself.
Facebook Image Ads – right-hand column placement
Facebook Image Ads in the right-hand column placement support Image and Carousel formats and are available for desktop only.
You can choose between 4 different campaign objectives for right-hand column image ads: Traffic, Engagement, Leads and Sales.
Here are the specs:
Images:
- File type: JPG or PNG
- Ratio: 1:1
- Resolution: at least 1080 x 1080 px
- Min width: 254 px
- Min height: 133 px
- Headline: 40 characters
Facebook Image Ads – Marketplace
The Facebook Marketplace is where users go to buy and sell products and services within their area to other Facebook users.
A user can enter keywords into the Facebook search bar in the Marketplace and Facebook will return results that best suit that search.
Text:
- Primary text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Images:
- File type and size: JPG or PNG and 30MB
- Ratio: 1:1
- Resolution: at least 1080 x 1080 px
Facebook Image Ads – Audience Network
Audience Network brings the Facebook audience targeting to additional websites and mobile apps, giving marketers even more scale for their Facebook campaigns. Using Audience Network allows you to extend your ad campaigns beyond Facebook to reach people with native, banner and interstitial ads.
Text:
- Primary text: 125 characters
- Headline: 40 characters
- Description: 30 characters
Images:
- File type and size: JPG or PNG and 30MB
- Ratio: 9:16
- Resolution: at least 398 x 208 px
Facebook Ad Specs for video Ads
Text:
- Primary: 125 characters max
- Headline: 40 characters
- Description: 30 characters
Videos:
- General: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128 kbps +
- Aspect ratio: 1:1 (for desktop or mobile) and 4:5 (for mobile only)
- Resolution: At least 1080 x 1080 px
- Minimum width and height: 120 x 120 px
- File type and size: MP4, MOV or GIF and 4GB
- Video duration: up to 241 minutes
- Captions: optional (recommended)
- Sound: optional (recommended)
Note on 360 videos: Some campaign objectives allow the use of 360 video. This allows a user who sees your ad to turn their device or drag their finger to move around within the video and explore all angles.
Facebook video Ads – reels
Text:
- Primary: 72 characters max
- Headline: 10 characters max
Videos:
- Aspect ratio: 9:16 (tolerance 1%)
- Resolution: At least 1080 x 1080 px
- Minimum width: 500 px
- File type and size: MP4, MOV or GIF and 4GB
- Video duration: no max limit
- Captions: optional (recommended)
- Sound: optional (recommended)
Facebook Ad Specs for stories Ads
Text:
- Primary text: 125 characters
- Headline: 40 characters
Video:
- General: H.264 compression, fixed frame rate, square pixels, progressive scan and stereo AAC audio compression at 128 kbps +
- File type and size: MP4, MOV or GIF and 4GB max
- Duration: up to 2 minutes
- Ratio: 9:16 (tolerance 1%)
- Minimum width: 500 px
- Resolution: at least 1080 x 1080 px
- Captions: optional (recommended)
- Sound: optional (recommended)
Facebook Ad Specs for messenger Ads
Messenger ads work just like ads across all other Facebook platforms. You can use the same creative for messenger that you’re using for Facebook and Instagram.
Facebook Ad Specs for carousel Ads
Carousel ads let you display two or more images and/or videos in a slideshow type format with each frame permitting a unique headline, description and Call To Action (CTA).
Text (Facebook/Audience Network/Messenger):
- Primary text: 125 characters
- Headline: 40 characters
- Link description: 25 characters
Images:
- Cards: 2 – 10 cards
- File type and size: JPG and PNG, 30MB max per image card
- Resolution: 1080 x 1080 px recommended
- Aspect Ratio: 1:1 (tolerance 3% for Facebook only)
Video:
- Duration: 15 seconds recommended (240 mins max)
- File type: full list of supported video formats here
- File size: 4GB max
Facebook Ad Specs for slideshow Ads
Slideshow Ads allow you to create a looping video with up to 15 images.
Text:
- Primary text: up to 30 characters
Images:
- Number of images : 2 -15
- Resolution: 1080 x 1080 px
- Aspect Ratio: 1:1 or 16:9
Video
- Format: MOV or MP4
Facebook Ad Specs for collection Ads
Collection Ads create a seamless experience for people to discover, browse and buy products and services from their mobile phones through an immersion experience with the advertisement.
Collection Ads feature a cover image or video and display your products underneath.
When a Facebook user taps the ad, they enter a full-screen Instant Experience which is like an interactive video where users can engage directly with your product or service.
Text:
- Primary text: 125 characters
- Headline: 40 characters
Images:
- File type and size: JPG or PNG, 1080 x 1080 px
- Aspect Ratio: 1:91:1 to 1:1
- Catalogue product set specs: 4 products minimum (12 minimum for products in Instant Storefront)
Video and Slideshow specs:
- General: H.264 video compression, square pixels, fixed frame rate, progressive scan
- Aspect ratio: 1.91:1 to 4:5 for Facebook feed and 1:91:1 to 1:1 for Instagram Stories
- Duration: up to 60 seconds (feed), up to 15 seconds (stories)
- File type: MP4, MOV or GIF
- Audio: Stereo AAC audio compression, 128 kbps
Tip: If you decide to run your ad across Instagram as well as Facebook, use both the primary text and headline when you create your Collection ad. This is because only the primary text shows in the Instagram Feed but in Instagram Stories, only the headline shows.
Note on featured products: The number of products displayed varies depending on which platform your Collection ad is placed.
If you choose to run your Collection campaign on both Facebook and Instagram, we recommend featuring four products.
On the Facebook Newsfeed, only four products will be shown while only three are shown on the Instagram feed. On Instagram Stories, only two products show so having four allows a variety of products to display in each placement.
Facebook Ad Specs for playable Ads
Playable Ads are interactive videos for mobile app advertisers, providing users with a try-before-you-buy experience.
Playable HTML5 asset specs:
- Size: 2MB
- Aspect ratio: portrait mode
For a full list of specs click here
Facebook Ad Specs for instant experience Ads
Formally Facebook Canvas Ads, Instant Experience Ads are made for mobile with their full-screen format which leverages the heavy mobile app use of social media platforms.
Research shows that mobile device users spend as much as 90% of their time on their phone within apps, and you bet social media apps like Facebook and Instagram are some of the most frequently accessed!
What makes Instant Experience Ads attractive is not only that they’re mobile-friendly, but they support rich media and load super fast.
Instant Experience Ads also have analytics tools that let you measure the success of your ad using A/B testing methods.
Text:
- Length: multiple blocks of text of up to 500 words each are permitted for each Instant Experience
- Font type: San Serif, Serif
- Font size: 6 – 72pt
- Font style: Bold, italic, underline – applied to the whole block of text and not individual words
- Alignment: Left, centre, right
Images:
- Number of images: up to 20
- File type: JPG or PNG
- Sizing options:
Fit-to-width automatically adjusts the image to full width with variable height.
Fit-to-height ensures the image fills the screen from top to bottom
- Width: Full width is 1080px @3x
- Height: Full height is 1920 px @3x
- Tilt to pan feature: If an image has horizontal overflow, the ‘tilt-to-pan’ feature will automatically tilt the screen from portrait to landscape to enable the image to show.
Note: When using the Instant Experience format in Collection Ads, the collection hero image will be shown by default if you don’t choose a cover image.
Facebook recommends avoiding captions for Instant Experience Ads.
Video:
- Aspect ratio: make it portrait (9:16) because videos will adjust automatically for landscape viewing
- Resolution: minimum of 720p, higher resolutions recommended
- File type and size: MP4 or MOV
- Video duration: there is no limit to the number of videos but their combined duration is capped at two minutes
- Thumbnail: The first frame of each video becomes the thumbnail image
Buttons
Each Instant experience ad requires at least one or more buttons for your Calls to Action (CTAs):
- Height: 48 px
- Text: 30 characters max and must fit on one line (may truncate on low-resolution screens)
- Padding: 48 px top and bottom
- Font type: Serif, Sans Serif
- Back button: required to enable users to close the Instant Experience and go back to the newsfeed. It appears as a small white arrow in the top-left corner
- Swipe / Scroll arrow (required): This swipe arrow is included on the first screen and appears with a slightly dark outline to stand out against a white background.
Tip: Use a button that is filled with colour for your primary CTA and the outlined button with your background colour for secondary CTAs.
Facebook Ad Specs for Facebook Branded Content
Branded content ads appear as your Facebook Page in partnership with a brand or other person’s page (such as a celebrity, influencer or sportsperson) with a paid partnership label applied to the post in grey.
Ad formats that can be branded content are:
- Photos
- Videos
- Text
- Carousels
- Stories
- Live Broadcasts
- Links
Instagram Ad Specs
INSTAGRAM Ad Specs for Image Ads
Instagram feed is the constantly updating list of photos and videos that appear when you open the Instagram app. Ads are placed between pieces of content, and can be used to easily expand your reach.
Text:
- Primary text: 125 characters
- Headline: 40 characters
- Max no of hashtags: 30 characters
Images:
- File type and size: JPG or PNG and 30MB
- Ratio: 1:1 (from 1.91:1 to 4:5 are supported)
- Resolution: at least 1080 x 1080 px
- Aspect ratio tolerance: 1%
INSTAGRAM Ad Specs for explore Ads
Instagram Explore is a discovery page where Instagram sources content based on an individual’s interest. Ads in Instagram Explore appear between organic content.
Text:
- Primary text: 125 characters
Images:
- File type and size: JPG or PNG and 30MB
- Ratio: 9:16
- Resolution: at least 1080 x 1080 px
- Minimum width: 500 px
INSTAGRAM Ad Specs for reels
Text:
- Primary: 72 characters max
Videos:
- Aspect ratio: 9:16 (tolerance 1%)
- Resolution: At least 500 x 888 px
- Minimum width: 500 px
- File type and size: MP4 or MOV and 4GB
- Video duration: up to 15 minutes
- Captions: optional (recommended)
- Sound: optional (recommended)
INSTAGRAM Ad Specs for video
Text:
- Primary text: 125 characters
Video:
- Aspect ratio: 9:16 (tolerance 1%)
- Resolution: 1080 x 1080 px
- File type and size: MP4, MOV or GIF and 250MB max
- Video duration: up to 60 minutes
- Minimum width: 500 px
Tip: Leave roughly 14% (250 px) of the top and bottom of the video for your Facebook and Instagram Stories Ads free from elements such as text or logos to avoid covering the CTAs.
INSTAGRAM Ad Specs for carousel Ads
Text:
- Primary text: up to 125 characters
- Hashtags: up to 30
Images:
- Minimum cards: 2
- Maximum cards: 3 for IG stories, 10 for IG newsfeed
- File type and size: JPG and PNG, 30MB max per image card
- Resolution: 1080 x 1080 px (newsfeed), 1080 x 1920 px (stories)
- Aspect Ratio: 1:1 for newsfeed, 9:16 for stories (tolerance 1%)
Video:
- Duration: up to 60 seconds (feed), up to 15 seconds (stories)
- File type: full list of supported video formats here
- File size: 4GB max
Note: Videos automatically play when a user swipes through your carousel cards and the sound is turned off by default.
Videos over 30 seconds don’t loop but videos under 30 seconds will loop for about 90 seconds.
Meta Advantage Plus:
Automated ad products are now grouped together under Meta Advantage – maximising the performance benefits of AI in your ad campaigns and the value of each ad impression.
The benefits of Advantage plus app campaigns:
- Campaign creation: you can bulk create up to 50 ads at one time, removing the need to duplicate ads.
- Placement optimisation: Built-in Advantage+ placements shows your ad to as many people in as many places as possible across Meta platforms.
- Ad creative: There is now no limit to the number of creatives that you can upload!
- Audience targeting: Simplified audience targeting ensures that your campaigns don’t compete for the same audience.
- Bidding: You can use the lowest cost bid strategy, and even add a bid cap.
Basically, AI handles audience targeting, placement optimization, and ad delivery, saving you time and money.
Ready to fill your pipeline with leads that actually convert?
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