# Facebook & Instagram Ad Specs and Sizes

> The complete reference for Facebook and Instagram ad sizes, aspect ratios, character limits, and placements — for image, video, and carousel ads. Updated July 2026.

## Ad sizes & aspect ratios by placement

| 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 |

## Image ads

- File type: JPG or PNG · Max file size: 30 MB
- Recommended resolution: 1080 × 1080 px or higher (min width 600 px)
- Aspect ratios: 1:1, 4:5 (feed); 9:16 (Stories/Reels)

## Video ads

- File type: MP4 or MOV · Max file size: 4 GB
- Aspect ratios: 4:5, 1:1 (feed); 9:16 (Stories/Reels)
- Length: Feed up to 241 min · Stories up to 60s · Reels up to 90s

## Carousel ads

- 2 to 10 cards · Card image 1080 × 1080 px (1:1) · Max 30 MB image / 4 GB video per card

## Character limits

- Primary text: ~125 characters (truncates with "See more" beyond this)
- Headline: 27–40 characters
- Link description: ~30 characters

_Meta updates placements and limits over time; these reflect current recommendations as of July 2026. Confirm in Ads Manager for edge cases._

## FAQ

### 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.

## Related

- Free ad mockup generator: https://www.useharry.com/tools/facebook-ad-mockup-generator
- Start a free trial: https://www.useharry.com/auth/register

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