More than two decades after its founding in a college dorm, Facebook has more than three billion users—around 40% of the global population. With its enormous userbase, a Facebook page can be an essential sales channel for your ecommerce business. The platform lets brands meet shoppers where they’re already spending their time online.
But using the social media platform to its full potential requires more than selling on Facebook through a Facebook shop. You can also use Facebook as an advertising channel to direct users to your ecommerce site, where you have more control over the customer experience.
Ahead, get the complete specs for image and video aspect ratios, character limits, and more to successfully market on Facebook, complete with Facebook ad examples to help you craft winning campaigns in 2025.
Table of contents
- Facebook ad sizes at a glance
- Facebook feed ad sizes
- Meta ad specifications for cross-platform campaigns
- Facebook image carousel ad sizes
- Facebook Reels ad sizes
- Facebook video ad specifications
- Facebook right column ad sizes
- Facebook Marketplace ad sizes
- Facebook Stories ad sizes
- Advanced Facebook ad formats
- Facebook Collection ad sizes
- Facebook ad sizes FAQ
Facebook ad sizes at a glance
Use this visual reference as a quick guide to correct Facebook ad sizes. The following sections break down the specifications for each Facebook ad type.
Facebook feed ad sizes
Facebook feed ads are the platform’s main ad type. Users see these advertisements in their Facebook news feeds, mixed in with posts from friends, groups, and pages they follow. Facebook feed ads can be single images, panoramic shots, 360-degree photos, animated GIFs, and videos.
These campaigns let you exceed the average engagement rate of 0.15% by paying to reach your target audience in their news feed.
Facebook feed image ad sizes
- Maximum file size: 30 MB
- Minimum image size: 600 x 600 pixels (1:1 ratio), or 600 x 750 pixels (4:5 ratio)
- Resolution: 1440 x 1440 pixels (1:1 ratio), or 1440 x 1800 pixels (4:5 ratio)
- Image ratio: 1.91:1 to 4.5; offer ads and ads with stock photos must be 1.91:1; 4:5 is not available for desktop placement
- File type: PNG or JPG
- Safe zone: Leave 250 pixels top and 340 pixels bottom for UI elements
Facebook feed video ad sizes
- Maximum file size: 4 GB
- Minimum video size: 120 x 120 pixels
- Resolution: 1440 x 1440 pixels (1:1 ratio), or 1440 x 1800 pixels (4:5 ratio)
- Video ratio: 1:1 (desktop or mobile) or 4:5 (mobile only)
- File type: MP4, MOV, or GIF
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and 128 kbps+ stereo AAC audio compression
- Maximum video length: 241 minutes
- Video sound: 128kbps+ stereo AAC compression
Facebook feed ad copy character limit
- Headline: 27 characters
- Primary text: 50–150 characters
Meta ad specifications for cross-platform campaigns
Universal specs for Facebook and Instagram placements
- Meta Ads Manager allows you to run a single campaign across both Facebook and Instagram. This lets you expand your reach, maintain brand consistency across multiple channels, and split your budget within one ad management platform.
If you’re opting for this cross-channel advertising strategy, use these ad specs to ensure your creatives look great wherever they’re shown:
| Meta ad placement | Image specs | Video specs | Notes |
|---|---|---|---|
| Feed |
|
Same as image specs, plus:
|
Media may be cropped to square (1:1) depending on the audience’s device. |
| Stories |
|
|
Subtitles must be burned into the video file, if you want them. |
| Carousels and collections |
|
|
All cards in the carousel should use the same aspect ratio. |
Platform-specific requirements and differences
Although you can run ads across Instagram and Facebook from the same campaign, certain placements have different specifications.
Key differences between the two include:
- Video ads. Facebook has a maximum video length of 240 minutes compared to up to two minutes for Instagram feed ads and 15 seconds for Instagram Stories.
- Ad copy. Ads across Facebook—including Messenger and Audience Network—require a headline (40 characters) and link description (25 characters), while Instagram doesn’t require either. Instagram allows up to 30 hashtags instead.
Facebook image carousel ad sizes
Facebook carousel ads show up in users’ news feeds, explore pages, and in Facebook Messenger. These Facebook ad types include two to 10 images or videos, presented in a gallery or slideshow. Facebook carousel ads specs are similar to Facebook feed ad specs.
Facebook news feed carousel ad sizes
- Maximum file size: 30 MB
- Minimum resolution: 1080 x 1080 pixels
- Image ratio: 1:1 or 4:5
- File type: JPG or PNG
- Carousel cards: Minimum 2, maximum 10
Tip: Frontload the most attractive offer, promotion, or bestseller in the first card. This “hook” is the first thing people see in their feed—an engaging image can stop their scroll and encourage them to swipe through the rest of your carousel ad.
Facebook news feed carousel ad character limit
- Headline: 45 characters
- Primary text: 80 characters
- Description: 18 characters
Facebook Reels ad sizes
Facebook Reels are shortform videos that users can watch on mobile devices. They’re a powerful ad format—Meta alone will account for over 40% of adults’ social media video time this year.
For brands, Reels present an opportunity to showcase behind-the-scenes footage, interviews, or deep dives into product features. Users will see them mixed in with Reels from content creators.
Facebook Reels ad sizes
- Maximum file size: 4 GB
- Resolution: 1440 x 2560 pixels
- Video ratio: 9:16
- File type: MP4, MOV, or GIF
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and 128 kbps+ stereo AAC audio compression
- Maximum video length: No maximum
Facebook Reels ad character limit
- Primary text: 40 characters
- Headline: 55 characters
Facebook video ad specifications
Like many social media platforms, Facebook has been heavily pushing video as a way to keep users engaged. This ad format is visible on both desktop and mobile devices across a range of placements, including in-stream ads (that appear between other Reels) and feed ads (shown in a user’s news feed).
Essential Facebook video specs you need to know include:
In-stream video ad sizes
- Ratio: 16:9 or 1:1
- Video length: 5 to 120 seconds
- Captions: Optional, but recommended
- Headline: 40 characters
- Primary text: 125 characters
- Length: 5 to 15 seconds on desktop, or five seconds to 10 minutes on mobile
- File size: Up to 4 GB
Video feed ad requirements
- File type: MP4, MOV, or GIF
- Ratio: 4:5
- Resolution: 1080 x 1080 pixels
- Captions: Optional, but recommended
- Headline: 25 characters
- Primary text: 80 characters
- Description: 25 characters
- Length: Up to 241 minutes
- File size: Up to 4 GB
Audience Network rewarded video ad specs
- File type: MP4, MOV, or GIF
- Ratio: 9:16
- Headline: 40 characters
- Primary text: 125 characters
- Description: 30 characters
- Length: Three to 61 seconds
- File size: Up to 4 GB
Facebook right column ad sizes
Facebook’s right column ads can appear across the site, but they mostly appear on the right side of Facebook pages. This is a desktop-only ad format, so mobile users won’t be able to see these ads. Make sure you know whether your target audience is most active on mobile or desktop before choosing this format.
Facebook right column ad sizes
- Minimum image size: 254 x 133 pixels
- Resolution: 1080 x 1080 pixels
- Image ratio: 1:1
- File type: JPG or PNG
Facebook right column ad character limit
- Headline: 40 characters
Facebook Marketplace ad sizes
You can also run ads on Facebook Marketplace, where users advertise and browse items for sale. This lets you put your products in front of users who are actively shopping, similar to Facebook Shops. Note that Facebook Marketplace listings are free for individuals to create, but brands must pay to place ads here.
Facebook Marketplace ad sizes
- Maximum file size: 30 MB
- Minimum image size: 1080 x 1080 pixels
- Image ratio: 1:1
- File type: JPG or PNG
Tip: Marketplace ads are visible on both mobile and desktop, though the latter has a shorter visible character count. Front-load your most attractive offer or value proposition within the first 30 characters to be on the safe side.
Facebook Marketplace ad character limit
- Headline: 40 characters
- Primary text: 125 characters
- Description: 30 characters
Facebook Stories ad sizes
Facebook Stories are similar to Instagram Stories—they’re posts that expire after 24 hours, so users can only see them for a limited time. As users scroll through Facebook Stories from the people and pages they follow, they see Facebook Stories ads intermittently. You can also post Facebook Stories ads to Facebook Messenger.
You can create Facebook Story ads that are either video or static imagery to reach more than 500 million daily active users. Note that Facebook recommends leaving at least 250 pixels at the top and 340 pixels at the bottom of your image as space for calls to action (CTAs) and other in-app text.
Facebook Stories image ad sizes
- Maximum file size: 30 MB
- Minimum image size: 500 pixels (width)
- Resolution: 1440 x 2560 pixels; At least 1080 x 1080 for Messenger Stories ads
- Image ratio: 9:16
- File type: JPG or PNG
Facebook Stories video ad sizes
- Maximum file size: 4 GB
- Minimum image size: 250 pixels
- Resolution: 1440 x 2560 pixels
- Video ratio: 9:16
- File type: MP4, MOV or GIF
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and 128 kbps+ stereo AAC audio compression
- Maximum video length: 2 minutes
Facebook Stories ad character limit
- Primary text: 125 characters
- Headline: 40 characters
Messenger Stories ad specifications
- File format: MP4, GIF, or MOV
- Video ratio: 9:16
- Resolution: 1080 x 1080 pixels minimum
- Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and
- Audio: Stereo AAC audio compression at 128 kbps+
Advanced Facebook ad formats
Audience Network ad sizes
Meta Audience Network is a collective of third-party apps and websites that allow brands to advertise on their platform through Meta. They’re great for retargeting customers with dynamic ads—you can show the products or categories a website visitor was interested in, without relying on them to sign back into Facebook for a typical retargeting ad.
To use the Audience Network format, follow these Facebook ad specs:
- File type: MP4, MOV, or GIF
- Ratio: 9:16
- Resolution: 1080 x 1080 pixels minimum
- Sound: Optional, but recommended
- Headline: 40 characters
- Primary text: 125 characters
- Description: 30 characters
- Length: Up to 2 minutes
- File size: Up to 4 GB
Business Explore ad specifications
The Business Explore placement appears when someone clicks an organic post from another business in their Facebook news feed. An “Explore more in [category]” section appears to display brands they’d likely be interested in.
The specs for this are as follows:
- File type: MP4, MOV, or GIF
- Ratio: 1:1 for desktop or mobile, or 4:5 for mobile only
- Resolution: 1080 x 1080 pixels minimum
- Captions: Optional, but recommended
- Sound: Optional, but recommended
- Headline: 27 characters
- Primary text: 125 characters
- Description: 27 characters
- Length: Up to 241 minutes
- File size: Up to 4GB
Instant Experience ad dimensions
Instant Experience ads take up the full screen when someone clicks your ad on a mobile device. Here are the specifications for this format in image form:
- Recommended image width: 1080 pixels
- Recommended image height: 1920 pixels
If you opt for a video, which are set to autoplay with sound off, the specs are as follows:
- Format: MP4 or MOV
- Length: Less than 2 minutes is recommended
- Captions: Optional but recommended
- Recommended width: 720 pixels
Playable ad requirements
A Facebook playable ad gives users a preview of your mobile app before they download it. They’re best suited to games: you can hook people with a preview, then use a CTA to download the app once they’ve enjoyed the sneak peek.
Specifications for playable ads are more complex than other formats and depend on the file format you’re using:
For playable HTML5 assets
- File size: Maximum 5 MB
- Aspect: Portrait
- Responsive design required
- No JavaScript redirects
- Playable code must include the “FbPlayableAd.onCTAClick()” JavaScript function when someone interacts with the ad’s CTA
For zip files
- Zip archive should include an index.html file (less than 2 MB)
- File size: Maximum 5 MB
- Max files inside the bundle: 100
Lead-in video
- Ratio: All supported
Facebook collection ad sizes
Facebook collection ads appear in mobile users’ news feeds and are ideal ad formats for ecommerce brands because they take users to a Facebook Instant Experience, a full-screen in-app landing page dedicated to a selection of products. Essentially, it’s a mini storefront.
Facebook collection ads include a cover image or video, then three smaller product images. When a user clicks on the ad, they’re taken to your Instant Experience.
Facebook collection image ad sizes
- Maximum file size: 30 MB
- Resolution: 1080 x 1080
- Image ratio: 1:1
- File type: JPG or PNG
Facebook collection video ad sizes
- Maximum file size: 4 GB
- Minimum image size: 1080 x 1080 pixels
- Video ratio: 1:1
- File type: MP4, MOV or GIF
Facebook collection ad character limit
- Headline: 40 characters
- Primary text: 125 characters
Moving forward with your Facebook advertising
Developing an effective Facebook ad strategy requires more than making sure your images and videos are the right sizes.
First, you’ll want to familiarize yourself with Facebook Ads Manager. This is where you’ll control your ads, and you can experiment with different settings to scale your Facebook Ads, like by creating lookalike audiences. You’ll also want to install the Meta pixel: This tool lets you show targeted ads to specific customers, allowing you to use Facebook ads to retarget customers who’ve previously visited your online shop.
To find creative inspiration, consider browsing other companies’ advertisements in the Meta Ad Library, a database of all ads running across Facebook and Instagram. You can also use AI video makers like Descript and photo editing tools like Canva to create quick first drafts of your ad creatives to fine tune later.
While Facebook ads can be part of an effective marketing strategy, ultimately, your ecommerce website should be your mission control—it’s easier to manage and integrate various aspects of your digital business there, with fewer external restrictions.
When you integrate Facebook with Shopify, advertising across Meta properties becomes simpler. You can automatically sync your product catalog, sell your products where people shop, and manage your Facebook business activities within your centralized Shopify dashboard.
Read more
- Top 10 Most Popular Social Media Platforms
- How To Use the Facebook Ad Library for Research (Guide)
- 10 Facebook Ad Examples To Inspire Your Own Marketing
- How to Find the Best Time to Post on TikTok in 2024
- How To Go Viral on TikTok: 15 Ideas for 2024
- Facebook Dynamic Ads: The Quick and Easy Way to Put Your Facebook Ads on Autopilot
- Facebook Video Ads Guide: How To Create Scroll Stopping Ads
- How To Set Up and Use Meta Pixel (Formerly Facebook Pixel)
Facebook ad sizes FAQ
What is the best size for a Facebook ad?
The best size for a Facebook ad is an image resolution of at least 1080 by 1080 pixels for a square image (1:1 aspect ratio) and 1080 by 1350 pixels for a vertical image (4:5 aspect ratio). Videos should be 1440 by 1440 pixels for a square video (1:1 ratio), or 1440 by 1800 pixels for a landscape video (4:5 ratio).
What are the ad formats for Facebook?
There are four ad formats for Facebook:
- Image ads
- Video ads
- Carousel ads
- Collection ads
What is the maximum Facebook ad image size?
The maximum image size for Facebook ads is 30 megabytes.
What are the Facebook ad sizes in pixels?
Facebook ads require images 600 by 600 pixels and videos 120 by 120 pixels. The image resolution should be at least 1080 by 1080 pixels—there’s no maximum image resolution for Facebook ads. You can use Shopify’s free image resizer tool to resize your images for Facebook.
What's the difference between Facebook and Meta ad sizes?
There is no difference between Facebook and Meta ad sizes, as the Meta is the parent company that owns Facebook. If you’re advertising on other Meta platforms (such as Instagram), aim for universal specs—such as 1:1 or 4:5—to ensure they fit all placements.
