Facebook and Instagram ads: image format, text size, video length …

Facebook and Instagram ads: image format, text size, video length …



A complete guide to learn all about the formats and sizes of Facebook and Instagram ads based on their location.

The formats and sizes of Facebook and Instagram ads. © Aleksei – stock.adobe.com

You will find in this guide the advertising formats of Facebook and Instagram: the image formats, the recommended resolutions, the character limits for the advertisements, the duration and the size of the videos authorized for the video advertisements but also the requirements of Facebook regarding carousel ads…

In this article, learn about the formats and requirements for:

Visuals of the different possible formats for Facebook and Instagram ads. © Facebook

1. Image ads on Facebook and Instagram

Facebook recommends images in JPG or PNG format for all ads. You can find all supported image formats on a dedicated page. The dimensions of Facebook ads vary by placement.

Facebook news feed

  • Image format: 1.91: 1 to 4: 5
  • Resolution: no maximum resolution is imposed. The minimum dimensions are 400 x 500.
  • Main text: 125 characters
  • Recommendation: if you want to create an advertisement with an image and a link, you will have to opt for a 1.91: 1 to 1: 1 aspect ratio in a resolution of at least 1080 x 1080 px. The minimum proportions with link are 100 x 100. The title must not exceed 25 characters and the description must be written in 30 characters.

Instagram news feed

  • Image dimensions: 500 pixels minimum
  • Proportions: 400 x 500 minimum and 191 x 100 maximum
  • Main text: only 2 lines of text are displayed

Note: Ads in Explore Instagram require the same requirements as ads in the Instagram feed, but the text will only display on one line.

Facebook right column (only available on desktop)

  • Image format: 1.91: 1 to 1: 1
  • Resolution: a resolution of at least 1200 x 1200 px is recommended. The minimum proportions are 100 x 100.
  • Title: 25 characters
  • Recommendation: Avoid adding text to your images as it may not be visible due to the small size of the ads in this right column.

Facebook Instant Articles (mobile optimized format)

  • Image format: 9:16 to 16: 9
  • Resolution: no maximum resolution is imposed.
  • Recommendation: if you want to create an advertisement with an image and a link, you will have to opt for a 1: 1 aspect ratio in a resolution of at least 1200 x 1200 px. The title should not exceed 25 characters and the description should be written in 30 characters.

Facebook market

  • Image format: 9:16 to 16: 9
  • Resolution: no maximum resolution is imposed. Note: Images composed of more than 20% text are likely to be less diffused than others.
  • Text: 125 characters
  • Recommendation: for an advertisement with an image and a link, the images may be cropped to 1: 1. The recommended resolution is at least 1200 x 1200 px. The title should not exceed 25 characters and the description should be written in 30 characters.

Facebook and Instagram stories

  • Image format: 1:91 to 9:16
  • Recommendation: You should not insert text or a logo at the top and bottom of the Facebook Story to avoid the CTA or profile icon obscuring your important elements. For a 1080 x 1920 Story, keep a secure area for the 1080 x 1420 title.

Facebook search results

  • Image format: 1.91: 1
  • Resolution: no maximum resolution is imposed. Note: Images composed of more than 20% text are likely to be less diffused than others.
  • Text: 125 characters
  • Recommendation: for an advertisement with an image and a link, the images must be in 1.91: 1 format. The recommended resolution is at least 1080 x 1080 px. The title should be written in 25 characters and the description should not exceed 30 characters.

Facebook in-stream video

For image ads in in-stream videos, these are the same technical requirements and recommendations as for the Facebook feed location.

2. Video ads on Facebook and Instagram

For all locations, the majority of video file types are supported but Facebook recommends “H.264 compression, square pixels, fixed frame rate, progressive scan, and AAC stereo audio compression at 128 kbps and above.” ” You should also avoid videos with horizontal or vertical stripes (black stripes).

Facebook news feed

  • Video Format: 9:16 to 16: 9
  • Video file size: 4 GB maximum
  • Video length: 1 second minimum up to 240 minutes maximum
  • Video caption: optional but strongly recommended by Facebook
  • Main text: 125 characters
  • Recommendation: for videos with a link, you will need a 25 character title and a 30 character description.

Instagram News Feed (and Explore Instagram)

  • Video Format: between 1.91: 1 and 4: 5
  • Video length: between 1 and 120 seconds
  • Video subtitles and sound : optional
  • Text: two lines of text appear for the news feed but only one line for the Explore Instagram location.

Facebook Instant Articles (mobile optimized format)

  • Video Format: 9:16 to 16: 9
  • Video file size: 4 GB maximum
  • Video length: 1 second minimum up to 240 minutes maximum
  • Video caption: not available. You need to embed the subtitles or captions directly into your video.
  • Video sound: optional
  • Technical requirements: minimum width (120 px) and minimum height (120 px). The minimum proportions are 100 x 400 or 400 x 100.
  • Recommendation: for videos with a link, you will need a 25 character title and a 30 character description.

Facebook in-stream video

  • Video Format: 16: 9 (recommended) or 9:16 aspect ratio
  • Video file size: 4 GB maximum
  • Video length: 5 to 120 seconds
  • Video sound and subtitles: optional but the sound of the video is highly recommended by Facebook.
  • Recommendation: no maximum resolution is imposed but it is preferable to respect the size and the proportions of files indicated.

Facebook market

For video ads on Facebook Marketplace, these are the same technical requirements and recommendations as for the newsfeed location. Only video captions are not supported.

  • Recommendation: Avoid putting too much text because the images of video thumbnails that have more than 20% text may be shown less by Facebook. For vertical videos, if they are larger than the 2: 3 aspect ratio, they are likely to be masked to respect this 2: 3 aspect ratio so it is recommended to respect this dimension.

Facebook stories

  • Video Format: from 1.91 to 9:16
  • Video file size: 4 GB maximum
  • Video length: 5 to 120 seconds
  • Video captions: not available. You need to embed the subtitles or captions directly into your video.
  • Video sound: optional
  • Recommendation: You should not insert any text or logo at the top and bottom of the video to prevent the CTA or profile icon from obscuring your important elements. For 1080 x 1920 video definition, keep a secure area for the title with 1080 x 1420 resolution.

Instagram stories

  • Video Format: from 9:16 and 16: 9 to 4: 5
  • Width : 500 pixels minimum
  • Video file size: 30 MB maximum
  • Video length: 1 to 120 seconds
  • Video sound and subtitles: optional
  • Recommendation: same recommendation as Facebook Stories regarding placement of text or logo in your video.

Facebook search results

For video ads from Facebook search results, these are the same technical requirements and recommendations as for the newsfeed location. Only video captions are not supported.

  • Recommendation: you should avoid putting too much text because the images of the video thumbnails that have more than 20% text may be shown less by Facebook.

Facebook video feed

  • Video Format: 16: 9 to 9:16
  • Video file size: 4 GB maximum
  • Video length: 1 second minimum up to 240 minutes maximum
  • Video subtitles and sound: optional
  • Recommendation: no maximum resolution is imposed but it is preferable to respect the size and the proportions of files recommended.

3. Carousel ads on Facebook and Instagram

Facebook recommends images in JPG or PNG format for all carousels with images. For carousels with videos, the majority of video file formats are supported by Facebook.

For all Facebook locations

All placements (News Feed, Right Column, Instant Articles, Facebook Marketplace, Facebook Stories) require the same criteria for carousels:

  • Recommended format: 1: 1
  • Tolerance of proportions: 3%
  • Recommended resolution: at least 1080 x 1080 px
  • Image file size: 30 MB maximum
  • Number of files: between 2 and 10 (only 3 cards for Facebook Stories)
  • Landing page URL: mandatory
  • Video carousel: 4 GB maximum and up to 240 minutes maximum

Only the characters of titles, descriptions and main text vary:

  • News feed, Facebook Marketplace: title (25 characters), description (20 characters), main text (125 characters)
  • Right column: title (40 characters)
  • Instant Articles: title (40 characters), optional description (20 characters), main text (125 characters)
  • Facebook Stories: main text (125 characters)

For all Instagram locations

    • Recommended format: 1: 1 for News Feed, 9:16 and 16: 9 to 4: 5 for Stories
    • Tolerance of proportions: 1%
  • Recommended resolution: 1080 x 1080 px minimum for the news feed and 1080 x 1920 for the Stories
  • Image file size: 30 MB maximum
  • Number of files: maximum 10 files
  • Landing page URL: mandatory
  • Video carousel: 30 MB maximum and up to 120 seconds per file

4. Collection ads on Facebook

This advertising format aims to facilitate the discovery and purchase of products on mobile in a more immersive way. The experience collection includes a cover image or video, additional images will also appear below the cover image to provide an overview of the advertiser’s other products.

News

  • Format: vertical images and videos “Can be hidden up to a maximum ratio of 1: 1 in the news feed” according to facebook
  • Title: 25 characters
  • Main text: 90 characters

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