Facebook has probably the most sophisticated advertising system of all social networks. This makes sense as Facebook has, by far, the most users of any social platform with 2.96 billion active users. Moreover, Facebook's ad revenue projections for 2024 are around $170 billion. That makes Facebook one of the highest revenue-generating social media apps.
To make the most out of Facebook's advertising system, you need to get the ads right. What do we mean by this? Essentially, if you're going to advertise on Facebook, you will have to make your ads stand out from the competition. So, to do it properly, you must design your ads for the optimal sizes, meeting all of Facebook's specifications.
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Facebook may be losing its glamour, especially compared to Instagram and TikTok. Teenagers may be leaving it because they perceive it as being too establishment, and a place where their parents hang out. Yet that doesn’t mean that people are abandoning Facebook in droves. It still has some astounding stats:
- 2.04 billion daily active users
- 2.96 billion monthly active users
- 2.75 billion active mobile users
- Ad revenue of $170 billion
If you do choose to advertise on Facebook, you will find a surprisingly large number of ad options. We cover most of them below.
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Facebook Feed Ads Sizes
Undoubtedly the most popular advertising position is in the user’s feed. It is, therefore, the most heavily contested. You may find that your competitors are also after precisely the same slot. You can think of it as Main Street social media real estate.
You can opt for either an image ad or a video ad. Facebook has rules both relating to the image/video and the text of your ad.
Note that these are ads in line with the user’s main feed – not the less common right-column ads that are a separate type.
Facebook Feed Image Ads
Although video is rapidly increasing in popularity, the bulk of Facebook ads still feature a single image. This is unlikely to change as it is clearly much easier to use a photograph than it is to go through the process of creating a video.
Facebook has always made a big issue of text in images. If your image contains more than 20% text, you will receive “reduced delivery” (according to the official Facebook ad specifications).
Note: Facebook ignores the text in the body copy of your ad when it does its 20% calculation. Facebook offers a tool to ensure you don’t have too much text in your image.
Pro Tip
Use high-quality images with minimal text to ensure maximum reach. Stick to the recommended sizes and avoid overloading your image with text to prevent reduced delivery.
Note that there are some exceptions to Facebook’s text rule:
- Book and album covers
- Product images (showing the whole product – not zooms of logos or text on the packaging)
- Games
- Event posters
Be wary of a text-based logo. Any logo that is primarily text is counted as text regardless of its size or alignment. Similarly, watermarks and numbers all count as text for these calculations.
The formal sizes and specifications for Facebook Feed Image ads are:
- Recommended Image Size:
- 1080 x 1080 pixels for 1:1
- 1080 x 1350 pixels for 4:5
- 600 x 600 pixels is the minimum Facebook ad image size
- Image ratio: 1.91:1, 1:1, 4:5
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters will be previewed.
- 27 characters for Headline
- 27 characters for Link Description
- Image file types: JPG or PNG (Note: animated GIFS should be uploaded as a video ad)
- Maximum File Size: 30MB
Facebook Feed Video Ads
Video has grown in popularity over the last few years, so unsurprisingly there has been a large increase in Facebook feed video ads. Note that these are different from Facebook In-Stream Video Ads (which have a 10-second video limit).
Pro Tip
Ensure your videos are captivating within the first few seconds to grab attention. Use the highest resolution possible and keep your text concise for optimal performance.
Effectively, Facebook Feed Video Ads are the same as Facebook Feed Image Ads, but they use a video in place of a still image.
The formal sizes and specifications for Facebook Feed Video ads are:
- Recommended Facebook Video Size (Resolution):
- At least 1080 x 1080 pixels.
- Minimum resolution is 120 x 120 pixels.
- Upload video in the highest resolution possible as long as it meets the ratio requirements.
- Recommended Aspect Ratio:
- 1:1 for desktop or mobile ads
- 4:5 for mobile ads only
- Ratios from 16:9 to 9:16 are supported
- Always use the "Preview" option in Ads Manager to know how your ads will look.
- Recommended Ads Format: MP4, MOV, GIF
- Recommended Video Settings:
- H.265 compression
- AAC audio compression at 128kbps+
- Fixed frame rate
- Progressive scan
- Square pixels
- Max Facebook Video File Size: 4GB
- Max Facebook Video Length: 241 minutes
- Video Captions and Sound: Optional but recommended
- Video Thumbnail Image: No more than 20% text
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters will be previewed.
- 40 characters for Headline
- 30 characters for Link Description
Facebook Carousel Ads
The Facebook Carousel ad option allows brands to feature images (or videos) of multiple products in one ad. Users can swipe through the various slides of a carousel ad to see different items offered. Carousel ads can comprise a mix of still images and videos.
Pro Tip
Showcase multiple products or features in a single ad to increase engagement. Ensure each card has a clear and compelling call to action.
Facebook Carousel ads are quite versatile, and brands can use them in numerous locations:
- Facebook Feed (Image and Video)
- Facebook Right Column
- Facebook Instant Articles
- Facebook Marketplace
- Facebook Audience Network Native, Banner, and Interstitial
The formal sizes and specifications for Facebook Carousel images are:
- Minimum Image Size: 600 x 600
- Recommended Facebook Carousel Image Size: At least 1080 x 1080. No maximum size restrictions
- Carousel Image Ad Card Limits: Minimum 2 cards and max of 10 cards per Carousel Ad
- Recommended Carousel Image Ad Aspect Ratio: From 1:1 to 1.91:1
- Image File Types: JPG or PNG
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 32 characters for Headline
- 18 characters for Link Description
The formal sizes and specifications for Facebook Carousel videos are:
- Recommended Facebook Carousel Video Resolution: 1080 x 1080 pixels
- Carousel Video Ad Card Limits: Minimum 2 cards and max of 10 cards per Carousel Ad
- Recommended Carousel Video Ad Aspect Ratio: 1:1 (1.91:1 to 1:1 are supported)
- Video File Types: MP4, MOV, or GIF
- Max Video Size: 4GB per video
- Max Video Length: 240 minutes
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 32 characters for Headline
- 18 characters for Link Description
Facebook Right Column Ads
Facebook right-column ads used to be the standard for Facebook ads. With the increase in mobile usage, there is now less demand for desktop-only Facebook Right Column ads.
Right Column ads contain similar information to News Feed ads, but they’re smaller and restrict themselves to a still (landscape) image.
Pro Tip
Right column ads perform best with striking visuals and concise headlines. Use high-resolution images to stand out in this smaller ad space.
The formal sizes and specifications for Facebook right-column ads are:
- Minimum Facebook Right Column Side Image Size: 254 x 133 pixels
- Recommended Image Size: 1080 x 1080 pixels. Use the highest possible image resolution that meets aspect ratio requirements.
- Recommended Aspect Ratio: 1:1 (1.91:1 to 1:1 are supported)
- Image File Yypes: JPG or PNG
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- 30 characters for Link Description
Facebook In-Stream Video Ads
You might wonder what’s the difference between a Facebook Feed Video Ad and a Facebook In-Stream Video Ad. The key differentiation is the phrase “in-stream.”
Facebook In-stream Video Ads allow advertisers to deliver 5-15 second, non-skippable, mid-roll video ads to people who are already watching Facebook videos on a mobile device. They are like the types of ads that YouTube has made available for some time.
They have a high success rate because they don’t appear until at least 60 seconds into the main video. By this point, people are settled into their video and are unlikely to stop watching simply because of an ad. They are effectively short commercial breaks in the main video.
The main difference between Facebook Feed Video Ads and Facebook In-stream Video Ads is that Facebook Feed Video Ads are standalone ads that appear in users’ news feeds, rather than within another video.
Pro Tip
Keep your in-stream video ads short and engaging to prevent viewer drop-off. Align your ad content with the main video to maintain viewer interest.
The formal sizes and specifications for Facebook In-Stream Video ads are:
- Recommended Facebook In-Stream Video Ad Size (Resolution): At least 1080 x 1080 pixels. Upload in the highest possible resolution that meets aspect ratio.
- Recommended Aspect Ratio: 16:9 to 1:1. Supported aspect ratios from 16:9 to 9:16
- Recommended Video Settings:
- H.265 compression
- AAC audio compression at 128kbps+
- Fixed frame rate
- Progressive scan
- Square pixels
- Recommended Video Formats: MP4, MOV, or GIF
- Maximum Video File Size: 4GB
- Maximum Video Length:
- 5 to 15 seconds on desktop
- 5 seconds to 10 minutes on mobile
- Video Captions and Sound: Optional but recommended (it makes sense to match these with the main video)
Facebook Marketplace Ads
Facebook Marketplace is where people can buy and sell things – just like eBay or Craigslist. It has the advantage of having access to Facebook’s huge user base.
Because Facebook Marketplace is all about selling, it is essential to distinguish these ads here from other Marketplace listings. Listing your product to sell in the Facebook Marketplace is not considered to be an ad. If you advertise in the Marketplace, you are advertising in the same way as you would anywhere else on Facebook.
While a Facebook Marketplace ad is essentially the same as any other ad on Facebook, there is one significant difference for the advertiser. People go to Facebook Marketplace with the intention of buying, so they are more likely to take notice of your ad than probably anywhere else on Facebook.
However, you do need to think about intent. Most people go to Facebook Marketplace to buy something locally. While an ad is technically separate from the marketplace (and therefore can be for anything), it is most likely to be successful if it is selling some local good or service.
Pro Tip
Tailor your ads for local audiences to increase relevance and engagement. Highlight key selling points and use high-quality images or videos to attract buyers.
The formal sizes and specifications for Facebook Marketplace image ads are:
- Minimum Facebook Marketplace Image Size: 600 x 600 pixels
- Recommended Facebook Marketplace Image Size: 1080 x 1080 pixels (for images with a link). Use highest possible resolution that meets aspect ratio.
- Recommended Image Aspect Ratio: 1:1 - supports aspect rations from 16:9 to 9:16
- Image File Types: JPG or PNG
- Maximum File Size: 30MB
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- 30 characters for Link Description
The formal sizes and specifications for Facebook Marketplace video ads are:
- Recommended Facebook Marketplace Video Ads Size (Resolution): 1080 x 1080 pixels. Use highest possible resolution that meets aspect ration.
- Recommended Aspect Ratio: 1:1 - supports aspect ratios from 16:9 to 9:16
- Accepted Video File Types: MP4, MOV, or GIF
- Maximum Video File Size: 4GB
- Maximum Video Length: 240 minutes
- Recommended Video Settings:
- H.265 compression
- AAC audio compression at 128kbps+
- Fixed frame rate
- Progressive scan
- Square pixels
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- 20 characters for Link Description
Facebook Instant Articles Ads
A relatively new opportunity on Facebook, now open to all publishers, is to create Instant Articles. Instant Articles is a tool designed for media publishers to distribute fast, interactive articles to their readers within the Facebook mobile app and Messenger. Instant Articles can load up to ten times faster than standard mobile web articles.
Advertisers on Facebook can choose Instant Articles for new or existing campaigns, or publishers can include their own direct sale campaigns. Ads can consist of either still images or videos (which inherently load quicker than usual because of the format).
Pro Tip
Leverage the fast-loading nature of Instant Articles to keep readers engaged. Use visually appealing images or videos and concise, compelling text to maximize impact.
The formal sizes and specifications for Facebook Instant Article Ads images are:
- Minimum Facebook Instant Article Ad Image Size: 600 x 600 pixels
- Recommended Image Size: 1080 x 1080 pixels (for images with a link)
- Recommended Image Aspect Ratio: 1:1
- Image File Types: JPG or PNG
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- 20 characters for Link Description
The formal sizes and specifications for Facebook Instant Article Ads videos are:
- Recommended Facebook Instant Article Video Ad Size (Resolution): 1080 x 1080 pixels. Use highest possible resolution that meets aspect ratio.
- Recommended Aspect Ratio: 1:1 - supports aspect ratios from 16:9 to 9:16.
- Acceptable Video Formats: MP4 or MOV
- Maximum Video File size: 4GB
- Maximum Video Length: 240 minutes
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- 20 characters for Link Description
Facebook Stories Ads
Snapchat started the trend of people uploading and gradually adding to a collection of images or videos that disappear after 24 hours. Instagram has found great success with its version – Instagram Stories. Facebook Stories are also now highly popular.
You can create full-screen vertical ads that appear between Stories. Photo Story images are visible for 5 seconds unless the user swipes out of the Story, videos last for the length of the video (up to 15 seconds)
Facebook Stories can use a mixture of still images and short videos, and these ads can do the same.
Pro Tip
Remember to leave about 250 pixels at the top and bottom of each slide as that is where the profile image and call to action go.
The formal sizes and specifications for Facebook Stories Ads images are:
- Recommended Facebook Stories Ads Image Size: 1080 x 1080 pixels. Use highest possible resolution that meets aspect ratio.
- Recommended Image Aspect Ratio: 9:16 - supports aspect ratios from 1.91:1 to 9:16.
- Image File Types: JPG or PNG
The formal sizes and specifications for Facebook Stories Ads videos are:
- Recommended Facebook Stories Ads Image Size: 1080 x 1080 pixels. Use highest possible resolution that meets aspect ratio.
- Recommended Image Aspect Ratio: 9:16 - supports aspect ratios from 1.91:1 to 9:16.
- Recommended Video Settings:
- H.265 compression
- AAC audio compression at 128kbps+
- Fixed frame rate
- Progressive scan
- Square pixels
- Maximum Video File Size: 4GB
- Maximum Video Length: 16 seconds
- Captions and Sound: Optional but recommended
- Acceptable Video Formats: MP4 or MOV
Facebook Collection Ads
Facebook Collection ads make it easy for people to browse a product catalog on mobile. Each Facebook Collection ad features one main video or image, along with four smaller accompanying images in a grid-like layout.
When somebody clicks on a Collection Ad, they are taken to a fast-loading visual post-click experience powered by Instant Experience, without leaving Facebook.
Facebook has a range of templates you can use, depending on the aims of your ad. These include:
- Instant Storefront
- Instant Lookbook
- Instant Customer Acquisition
- Instant Storytelling
The formal sizes and specifications for Facebook Collection Ads images are:
- Minimum Facebook Collection Image Size: 1080 x 1080 pixels. Use highest possible resolution that meets aspect ratio.
- Image Aspect Ratio: 1:1 - supports aspect ratios from 1.91:1 to 4:5
- Maximum Image File Size: 30MB
- Image File Types: JPG or PNG
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- Landing page URL is required
The formal sizes and specifications for Facebook Collections Ads videos are:
- Recommended Facebook Collection Ads Minimum Siz (Resolution): 1080 x 1080 pixels. Use highest possible resolution that meets aspect ratio.
- Recommended Aspect Ratio: 1:1 - supports aspect ratios from 1.91:1 to 4:5
- Acceptable Video Formats: MP4 or MOV
- Maximum Video File Size: 4GB
- Recommended Video Length: Less than 2 minutes
- Maximum Video Length: 120 minutes
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 40 characters for Headline
- Landing page URL is required
Facebook Messenger Inbox Ads
Facebook Messenger has evolved beyond a simple messaging app to a robust platform for advertising. Messenger Inbox Ads appear directly in the user's inbox, making them an effective way to reach your audience where they are already engaged.
You can create ads that blend seamlessly into the Messenger experience, appearing as messages in the user’s inbox. These ads are highly interactive, allowing users to click and engage with your brand directly within the Messenger app.
Pro Tip
Craft compelling ad copy and visuals that invite users to start a conversation or explore more about your brand directly from their inbox.
The formal sizes and specifications for Facebook Messenger Inbox Image Ads are:
- Recommended Facebook Messenger Inbox Image Ad Size: 1200 x 628 pixels. Ensure high resolution for clarity.
- Image Aspect Ratio: 1.91:1 - supports aspect ratios from 9:16 to 16:9
- Image File Types: JPG or PNG
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 25 characters for Headline
The formal sizes and specifications for Facebook Messenger Inbox Video Ads are:
- Recommended Facebook Messenger Inbox Video Ad Sizes: 1200 x 628 pixels. Ensure high resolution for clarity.
- Video Aspect Ratio: 9:16 to 16:9
- Maximum Video Length: 240 minutes
- Video File Size: Up to 4GB maximum
- Text Recommendations:
- 50 - 150 characters for Primary Text. Only 125 characters (If no link)
- 25 characters for Headline
Facebook Reels Ads
Facebook Reels are short, engaging videos that users can scroll through, similar to Instagram Reels or TikTok. Advertising on Facebook Reels allows you to capture attention in a dynamic, visual format.
You can create ads that appear between user-generated Reels, providing a seamless and non-disruptive user experience. These ads can include a mix of images and videos, making them versatile for various campaign goals.
Pro Tip
Utilize eye-catching visuals and a clear call to action to make the most of the brief time you have to capture viewers' attention.
The formal sizes and specifications for Facebook Reels Ads are:
- Recommended Facebook Reel Ad Video Size: 1080 x 1920 pixels. Ensure the highest possible resolution that meets the aspect ratio.
- Recommended Video Aspect Ratio: 9:16
- Recommended Video Settings:
- H.264 compression
- AAC audio compression at 128kbps+
- Fixed frame rate
- Progressive scan
- Square pixels
- Minimum Video File Size: 4GB
- Maximum Video Length: 30 seconds
- Captions and Sound: Optional but recommended
- Acceptable Video Formats: MP4 and MOV
Conclusion
While Facebook's popularity may be waning among younger demographics, it remains a powerhouse in the social media advertising space. With its vast user base and diverse ad options, Facebook offers unparalleled opportunities for businesses to reach their target audiences.
By understanding and leveraging the specific ad specifications and formats, you can create compelling and effective campaigns that stand out. Utilize the tools and tips provided to optimize your ads, ensuring they meet Facebook's guidelines and capture the attention of potential customers.
Remember, the key to successful Facebook advertising lies in creativity, precision, and strategic execution. Happy advertising!
We also have a complete guide for similar platforms:
Frequently Asked Questions
What are Facebook paid ads?
Facebook offers a variety of ways you can advertise on the platform. We have covered most of them, and listed their sizes and specifications, in this article. Effectively, Facebook paid ads are an official way you can “beat” their algorithm. Facebook gives your paid ads priority over regular organic Facebook posts in many places. Locations where you can use paid Facebook ads are:
- Facebook Feed
- Facebook Carousel
- Facebook Right Column
- Facebook In-stream Video
- Facebook Marketplace
- Facebook Instant Articles
- Facebook Stories
- Facebook Collection
Are Facebook ads worth it?
The main reason that brands advertise on Facebook is that the organic reach of “free” posts is now abysmally low. For most firms, Facebook is now an effective advertising platform. It allows you to connect with people who otherwise wouldn’t see your message. The secret to successful Facebook advertising is setting your target audience correctly. As with most marketing, when using Facebook ads, you have to work out to put the right marketing content in front of the right people at the right time.
How do you advertise on Facebook?
Facebook offers a range of advertising solutions for businesses. Although you can work with a Facebook advertising agency to design your ads, you can create your ads yourself using Facebook’s self-service advertising tools. Make sure you follow the sizes and specifications that we have listed in this article. Follow these steps to make your ad:
- Choose your objective
- Decide where to run your ad
- Set your budget
- Pick a format
- Place your order
- Measure and manage your ad
How do Facebook ads work?
Facebook ads work by setting up an advertising campaign online, targeted to the correct target audience. You begin by choosing an objective for your advertising campaign. This affects the options that Facebook presents you. You then select your target audience – a vital step! Then Facebook asks you where you want to run your ads. You set your budget before picking an advertising format. (from those covered in this article). Finally, place your order, and Facebook bids for your ad spots behind the scenes
Can I earn money from Facebook?
It is still possible to earn money from Facebook. You can use Facebook advertising to make an income. If you target your audience correctly, this can be quite profitable. You can also create a Facebook page to help market your products. Facebook influencers can help you market on Facebook, depending on your niche. You can sell products on Facebook Marketplace or in some Facebook groups. You can also use Facebook’s Make an Offer feature. You can earn money as a Facebook app developer.
How much does a Facebook ad cost?
Facebook ads involve you bidding against others for the right to position your ads in the Facebook feeds of your target audience. This means that Facebook ad costs vary tremendously, depending on factors such as:
- Timing
- Bidding strategy
- Placement you choose
- Relevance metrics
- The audience you’re targeting
Remember, you set your budget, so your bidding can reflect the maximum you are willing to pay.
What is the best size for Facebook ads?
The best size for Facebook ads depends on the type of ad you're placing. Generally speaking, Facebook recommends a resolution of 1080 x 1080 pixels for a number of its ad types. However, you should always upload in the highest possible resolution that meets the ad types' aspect ratio. You can use the "Preview" option to ensure your ad looks as intended.
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