Let’s be real for a second–if you’re spending even a penny on advertising, you should be considering Facebook. Why? Nearly everyone is there.

New data from eMarketer forecasts marketers to spend $21 billion on US Facebook ads in 2018. This would account for 19.6% of the market (Google claiming 37.2% of the share). And to compare Facebook’s dominance against other social media networks, total shares equal 83% of ad spend in the US.

So we can all admit Facebook ads are a pretty big deal. And that’s why we’re here to make sure your content looks pristine by using the correct Facebook ad sizes. Click the jump links below to skip ahead!

For more information on other social media image sizes, check out our always up to date guide below!

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Facebook Feed Ads

Every advertiser is fighting for space on a user’s Facebook Feed. This is the prime real estate for Facebook ads to stand out to users. Available both in image or video format, these ads will appear on both mobile and desktop. Let’s get started:

Image Guidelines

  • Recommended image dimensions is 1200 x 628 pixels.
  • Minimum width and height of 600 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with a link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 215 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

For more information on social media character limits, check out our guide below!

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Facebook Feed Video Ads

In the US, Facebook video posts have increased by 94% year over year with a video audience of 8 billion daily views. The ridiculous growth in video has many businesses shifting all of their focus on video. Below is the information for Facebook feed video ads–which is not to be confused with in-stream videos (we’ll cover this next).

Video Guidelines

  • Recommended to upload the highest resolution video possible.
  • Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square).
  • Recommended aspect ratio is between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16).
  • Recommended video formats are .MP4 and .MOV (see full list here).
  • Max video file size is 4GB.
  • Video length max is 240 minutes.

Character Limits
Text: 125 characters.
Headline: 25 characters.
Link description: 30 characters.

Facebook Carousel Ads are a perfect way to showcase your brand with multiple images or videos. For retailers, it’s great to show various colors, sizes and other key details to convince users to buy. This format is available for both video and image for all Carousel ad placements. Additionally, Facebook Carousel Ads are available on six different ad types:

carousel image ad
  • Facebook Feed (Image and Video)
  • Facebook Right Column
  • Facebook Instant Articles
  • Facebook Marketplace
  • Facebook Audience Network Native, Banner and Interstitial
  • Messenger Home

Luckily, there’s only a few differences between each ad type within Carousel for image and video ads. See the specs here:

Image Guidelines

  • Minimum width and height of 600 pixels (minimum 254 x 133 pixels for Messenger Home Carousel Ads).
  • Minimum 2 cards and max of 10 cards per Carousel Ad.
  • Recommended ratio is 1:1.
  • Max image size of 30MB.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.
target facebook carousel ad

Video Guidelines

  • Recommended resolution is minimum of 1080 x 1080.
  • Minimum 2 cards and max of 10 cards per Carousel Ad.
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video length is 240 minutes.
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 40 characters.
  • Link description: 20 characters (optional on Instant Articles).

Ah–the sneaky right column photo ad. Everyone knows it and for businesses, this ad type can work extremely well. However, while they only appear on desktop, data shows they have the highest CPC (cost per click) among other Facebook ad types.

facebook right column ad

Image Guidelines

  • Recommended image dimensions is 1200 x 628 pixels.
  • Minimum width and height of 600 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 215 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

Facebook In-Stream Video Ads

Facebook in-stream video ads are different from regular feed ads as they only last 5 to 15 seconds. According to CPC Strategy, the average on-target rate is nearly 90% and have a completion view rate of 70%. The quick, digestible videos are perfect for brands trying to catch the attention of users with small interactions.

facebook in stream ad

Video Guidelines

  • Recommended to upload the highest resolution video possible.
  • Recommended aspect ratio is 16:9 (ratios fall between 9:16 to 16:9).
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video length is 5 to 15 seconds.
  • Highly recommended to include video sound.
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

For more info on the various video specs, check out our complete guide on all the social media video specs and ad sizes!

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Facebook Instant Articles Ads

Looking to promote a piece of content across Facebook? The release of Facebook Instant Article ads allows quick-loading and interactive content through Facebook’s app. Additionally, advertisers have the option to place ads within the articles as well. This ad format is available for image and video:

national geographic instant article ad

Image Guidelines

  • Recommended resolution is 1,200 x 628 pixels.
  • Minimum width and height of 600 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Video Guidelines

  • Recommended to upload the highest resolution video possible.
  • Recommended aspect ratio is between 9:16 to 16:9.
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video max length is 240 minutes.
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

Facebook Marketplace Ads

Facebook Marketplace works as a hub on the network to buy and sell items with others in your community. While scrolling through this feature, you’ll run across Facebook Marketplace ads. This is ideal if you’re wanting to attract users to your site searching for a specific product or even location. Both video and image are available formats.

facebook marketplace ads

Image Guidelines

  • Recommended resolution is 1,200 x 628 pixels.
  • Minimum width and height of 600 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Video Guidelines

  • Recommended to upload the highest resolution video possible.
  • Recommended aspect ratio is between 9:16 to 16:9.
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video max length is 240 minutes.
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

Audience Network Native, Banner and Interstitial Ads

If you’re looking to advertise to users on other valuable spaces, but through Facebook, this format is perfect for you. Facebook Audience Network ads work natively, on banners and interstitial ads. Whether it’s pre- or mid-roll placements, it’s nice knowing your content will appear on trusted publishers. Think of this as Facebook’s own Display Ads. Again, there are both image and video options here:

jack in the box audience network native ad

Image Guidelines

  • Recommended resolution is 1,200 x 628 pixels.
  • Minimum width 254 pixels and height of 133 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Video Guidelines

  • Recommended to upload the highest resolution video possible.
  • Recommended aspect ratio is between 9:16 to 16:9.
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video minimum length is 10 seconds and max of 121 seconds.
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description (optional): 30 characters.

Did you have a user interact with you on Facebook Messenger, but they didn’t convert? If you want to re-engage and target these users, you can use Sponsored Messages to reach back out. However, selecting this format turns off other placements and again, you can only target those with existing conversations.

facebook sponsored message ads

Image Guidelines

  • Recommended resolution is 1,200 x 628 pixels.
  • Minimum width is 254 pixels and height of 133 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.

Facebook Messenger Ads

When users scroll through their Facebook Messenger Home, sponsored ads are available to appear between conversations. This ad format is only available for image content and only appears on the Facebook Messenger app.

facebook nectar messenger ad

Image Guidelines

  • Recommended resolution is 1,200 x 628 pixels.
  • Minimum width is 254 pixels and height of 133 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description (optional): 30 characters.

Facebook Collection Ads (Including Canvas Ads)

Facebook Collection Ad is a great way to provide a highly visual browsing feature all within the ad placement. While it’s only available in Facebook Feeds, this ad type allows a cover photo or video (both available on Collection ads) to showcase several products. Additionally, when users click the full-screen version, users are sent to Facebook Canvas. Here, users are brought to a scrollable mobile engagement experience to learn more about a brand.

facebook collection ad

Image Guidelines

  • Minimum width and height of 600 pixels.
  • Recommended ratio is 1:1 for square and 16:9 for landscape images.
  • Max image size of 30MB.
  • Recommended image formats are JPG and PNG.
  • Images with 20% text or more could increase chances of failed delivery.

Video Guidelines

  • Recommended resolution is minimum of 1200 x 628 pixels.
  • Recommended video formats are .MP4 and .MOV.
  • Max video file size is 4GB.
  • Video length is 120 minutes (recommended less than 2 minutes).
  • Video thumbnails with 20% text or more could increase chances of failed delivery.

Character Limits

  • Text: 90 characters.
  • Headline: 25 characters.

For more information on the various ad sizes and specs, check out Facebook’s video requirement page and ads guide.