Guide · Updated July 2026
Facebook & Instagram ad specs and sizes.
Every size, aspect ratio, character limit, and file requirement you need to build Meta ads that render sharp on every placement — for image, video, and carousel formats. Bookmark it; we keep it current.
Ad sizes & aspect ratios by placement
Design to these and your creative fills the frame everywhere. When in doubt, 1080 × 1080 (1:1) is the safest all-round size; 4:5 and 9:16 win more screen on mobile.
| Placement | Aspect ratio | Recommended size (px) |
|---|---|---|
| Facebook feed | 1:1 or 4:5 | 1080 × 1080 / 1080 × 1350 |
| Instagram feed | 1:1 or 4:5 | 1080 × 1080 / 1080 × 1350 |
| Facebook & Instagram Stories | 9:16 | 1080 × 1920 |
| Facebook & Instagram Reels | 9:16 | 1080 × 1920 |
| Instagram Explore | 1:1 or 4:5 | 1080 × 1080 |
| Facebook Marketplace | 1:1 | 1080 × 1080 |
| Facebook right column | 1:1 | 1080 × 1080 |
| Audience Network | 9:16 or 1:1 | 1080 × 1920 |
Image ad specs
Static image ads across Facebook and Instagram feeds.
| Spec | Recommendation |
|---|---|
| File type | JPG or PNG |
| Recommended resolution | 1080 × 1080 px or higher |
| Maximum file size | 30 MB |
| Aspect ratios | 1:1, 4:5 (feed) · 9:16 (Stories/Reels) |
| Minimum width | 600 px |
Video ad specs
Video for feed, Stories, and Reels. Shorter, sound-off-friendly cuts perform best.
| Spec | Recommendation |
|---|---|
| File type | MP4 or MOV (recommended) |
| Recommended resolution | 1080 × 1080 px or higher |
| Maximum file size | 4 GB |
| Aspect ratios | 4:5, 1:1 (feed) · 9:16 (Stories/Reels) |
| Video length | Feed up to 241 min · Stories up to 60s · Reels up to 90s |
| Frame rate | Up to 60 fps |
Carousel ad specs
Multi-card ads that let people swipe through products or a story.
| Spec | Recommendation |
|---|---|
| Number of cards | 2 to 10 |
| Card image size | 1080 × 1080 px (1:1) |
| Image file type | JPG or PNG |
| Max image size | 30 MB per card |
| Max video size | 4 GB per card |
Character limits
Meta will accept more, but these are the limits before text is truncated or hidden. Front-load the message that matters.
| Element | Recommended | Notes |
|---|---|---|
| Primary text | 125 characters | Truncates with a “See more” link beyond this |
| Headline | 27–40 characters | Up to 40 shown on most placements |
| Link description | 30 characters | Not displayed on every placement |
Meta updates placements and limits from time to time. These values reflect Meta's current recommendations as of July 2026; always confirm in Ads Manager for edge-case placements. Harry validates every ad against the current rules automatically before launch.
Try it now
See your creative at these specs — instantly.
Drop an image into the free ad mockup generator and preview it across Facebook and Instagram placements.
FAQ
Common questions about Meta ad specs.
- What size should a Facebook ad be?
- For feed placements, use 1080 × 1080 px (1:1 square) or 1080 × 1350 px (4:5 vertical) — 4:5 takes up more screen on mobile. For Stories and Reels, use 1080 × 1920 px (9:16 full screen). These resolutions look sharp across every device.
- What is the character limit for Facebook ad primary text?
- Facebook recommends keeping primary text to about 125 characters. Anything longer is truncated with a "See more" link on most placements, so lead with your key message.
- What aspect ratios does Instagram support for ads?
- Instagram feed ads support 1:1 (square) and 4:5 (vertical). Stories and Reels use 9:16 (full screen vertical). Instagram no longer supports the old 1.91:1 landscape format well on feed, so vertical performs best.
- What file types and sizes can I use for Meta ads?
- Images should be JPG or PNG up to 30 MB. Videos should be MP4 or MOV up to 4 GB. Use the highest-resolution source you have; Meta compresses on upload.
- How many cards can a Facebook carousel ad have?
- A carousel can have 2 to 10 cards. Each card uses a 1:1 (1080 × 1080 px) image or video, with its own headline and link.
Stop formatting ads by hand.
Harry auto-formats creative for every placement, maps carousels, and validates specs before launch — from ChatGPT, Claude, or in-app.