Facebook ad specifications are crucial guidelines that advertisers must follow to ensure their campaigns run effectively across the platform. These specs cover various elements such as dimensions, file formats, and character limits for different types of Facebook ads like Feed ads, Carousel ads, and Marketplace ads, among others.
Adhering to the recommended specs not only optimises your ad for visibility and engagement but also ensures compatibility across multiple devices, maximising your advertising ROI.
Different Types Of Facebook Ads & Their Specs
Understanding the various types of Facebook ads and their specs is crucial for any business looking to capitalise on the platform’s immense reach and robust targeting capabilities.
From image and video ads to carousel and feed formats, each ad type has its own unique set of specs that marketers need to adhere to for optimal performance.
Here are the different Facebook ad formats, and their specs to help you make informed decisions for your advertising campaigns.
1. Facebook Feed ad specs
Facebook Feed ads hold significant value for businesses aiming to capture the attention of their target audience right where they spend a good amount of their time—scrolling through their Facebook Feed.
This ad type is incredibly versatile, allowing businesses to utilise both image and video formats with different specs, and it is displayed on both desktop and mobile interfaces.
Image specs
For image ads appearing in the Facebook Feed, various specs are recommended for optimal results:
- Resolution (without link): 1200 x 628 pixels
- Resolution (with link): 1080 x 1080 pixels
- Minimum width and height: 400 x 500 pixels
- Image formats: JPG, PNG
Video specs
Video ads in the Facebook feed come with their own set of specs designed to maximise compatibility and impact. Here’s what you need to know:
- Recommended aspect ratio: Between 9:16 to 16:9
- Recommended video formats: .MP4, .MOV
- Maximum file size: 4 GB (26 GB for 360 videos)
- Video length: 1–240 seconds
Character limits
To ensure that your message is conveyed effectively, Facebook sets character limits for the textual components of the Feed ads:
- Text: 125 characters
- Headline: 25 characters
- Description: 30 characters
2. Facebook Carousel ads
Facebook Carousel ads stand as a versatile and compelling advertising format with specific specs that allow brands to showcase a range of products or services within a single ad placement. These ads are particularly useful for showcasing a variety of products or services, each with its own link to a unique landing page.
Image specs
For those who wish to incorporate images into their Facebook Carousel ads, the specs are as follows:
- Image resolution (recommended): 1080 x 1080 pixel
- Aspect ratio (recommended): 1:1
- Aspect ratio tolerance (Facebook only): 3%
- Recommended image formats: JPG, PNG
- Maximum file size for an image: 30 MB
Video specs
For those who wish to incorporate videos into their Facebook Carousel ads, the specs are as follows:
- Video resolution (recommended): 1080 x 1080 pixels
- Video format: .MP4, .MOV
- Maximum file size: 4 GB
- Video length: 1–240 seconds
- Number of cards: Minimum 2, Maximum 10
Character limits
To optimise your message in Facebook Carousel Ads, it’s essential to be aware of the specific character limits set for each textual component:
- Text: 125 characters
- Headline: 25 characters
- Description: 20 characters
3. Facebook Marketplace ads
Facebook Marketplace ads come with their own unique specs and are perfect for driving traffic to your website and reaching targeted consumers in your community.
Image specs
Here are the key specs for Facebook Marketplace image ads to optimise your visual content for this bustling commerce hub:
- Image resolution (recommended): 1200 x 1200 pixels
- Aspect ratio (recommended): Between 9:16 to 16:9 (crops to 1.91:1 with link)
- Image format: JPG, PNG
- Maximum file size: 4 GB
Video specs
Here are the video ad specs to make your advertising on Facebook Marketplace as effective as possible:
- Video resolution (recommended): 1080 x 1080 pixels
- Aspect ratio: Between 9:16 to 16:9
- Recommended video format: .MP4, .MOV
- Maximum file size: 4 GB
- Video length: 1–240 seconds
Character limits
Besides image and video specs, to optimise user engagement and message clarity, Marketplace ads on Facebook come with specific character limitations for their textual components, as follows:
- Text: 125 characters
- Headline: 25 characters
- Description: 30 characters
4. Facebook Audience Network
Expanding your brand’s reach beyond Facebook is now easier than ever with Facebook Audience Network ads. These ads offer the unique advantage of appearing natively on other apps and websites, including interstitial ads and banners.
They are specifically designed to be showcased on top-rated and trusted publishers, enhancing your brand’s credibility and reach.
Image specs
For image ads appearing in the Facebook audience network, the recommended specs are as follows:
- Aspect ratio (Recommended): Between 16:9 to 9:16 (recommended)
- Minimum width and height: 398 x 208 pixels
- Image formats: JPG, PNG
Video specs
Video ads in the Facebook Audience Network have their own set of recommended specs for best performance:
- Aspect ratio (recommended): Between 16:9 to 9:16 (recommended)
- Video formats: .MP4, .MOV
- Video length: 1–120 seconds
Character limits
Just like other types of Facebook ads, Audience Network ads come with specific character limits to ensure your message is succinct and effective:
- Text: 125 characters
- Headline: 25 characters
- Description: 30 characters
5. Facebook Right Column
Facebook Right Column ads are specifically designed for desktop users and offer a potent CPC advantage compared to other Facebook ad formats. These ads, with their unique specs, are unmissable as they appear in the sidebar on the Facebook website and are particularly effective for brands looking to engage users who prefer desktop browsing to mobile.
Image specs
For Facebook right column image ads, the recommended specs are as follows:
- Resolution: At least 1080 x 1080 pixels
- Ratio: 1:1
- Minimum Width: 254 pixels
- Minimum Height: 133 pixels
- Recommended image format: JPG, PNG
Character limits
For Facebook right column image ads, the character limits are as follows:
- Headline: 40 characters
6. Facebook In-Stream
Facebook In-Stream ads are short, engaging videos that are played during breaks in other videos. They are excellent for brands aiming to make quick, yet impactful, interactions with their audience.
Video ad specs
Here are the recommended specs for Facebook In-Stream video ads:
- Recommended aspect ratio: 16:9 (Range: 9:16 to 16:9)
- Recommended video format: .MP4, .MOV
- Maximum file size: 4 GB
- Video length: 5–15 seconds
7. Facebook Instant Article
Instant Article ads are designed for the Facebook app, offering quick-loading interactive content. Following the right specs, these ads load up to 10 times faster compared to standard mobile web ads and allow brands to engage deeply with their audience.
Image ad specs
For Facebook Instant Article image ads, here are the recommended specs:
- Recommended resolution: 1200 x 1200 pixels
- Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
- Recommended image format: JPG, PNG
Video ad specs
For Facebook Instant Article video ads, use the given recommended specs:
- Recommended aspect ratio: Between 9:16 to 16:9
- Recommended video format: .MP4, .MOV
- Maximum file size: 4 GB
- Video length: 1–240 seconds
Character limits
- Headline: 25 characters
- Description: 30 characters
8. Facebook Sponsored Message
Sponsored message ads allow businesses to re-engage with users they have previously interacted with on Facebook Messenger. These ads can boost lead generation and conversion rates significantly. They appear directly in the user’s Messenger inbox.
Ad specs
Apply the given ad specs, for Facebook Sponsored Message ads:
- Recommended resolution: 1200 x 628 pixels (with link)
- Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
- Recommended image format: JPG, PNG
Character limits
- Text: 125 characters
- Headline: 25 characters
- Description: 30 characters
9. Facebook Messenger
Messenger ads offer brands an exclusive platform to showcase their products or services with specific ad specs tailored for the medium. These ads only appear within the Facebook Messenger app and serve as a robust tool for companies to reach potential customers while they are engaged in other conversations.
Ad specs
Here are the recommended ad specs for Facebook Messenger ads:
- Recommended aspect ratio: 1:1 to 16:9
- Minimum width and height: 254 x 133 pixels
- Recommended image format: JPG, PNG
Character Limits
- Text: 125 characters
- Headline: 25 characters
10. Facebook Collection
Facebook collection ads provide a rich, engaging user experience by allowing you to feature a primary video or image within the specified specs along with additional images below it. When users click on the ad, they’re directed to an Instant Experience—a full-screen environment that drives engagement and nurtures an interest in your product.
Ad specs
Here are the recommended specs for Facebook Collection ads:
- Cover image or video: The first video or image from your Instant Experience will be used.
- Recommended aspect ratio: 1:1 for square images
Character limits
- Text: 90 characters
- Headline: 25 characters
11. Facebook Story
Crafting impactful ads for Facebook stories demands more than just eye-catching visuals. It involves a deep understanding of the ad specs designed to maximise user engagement. You have the flexibility to select from the following ad formats:
- Single Image
- Single Video
- Canvas
- Carousel
Image ad specs
For Facebook story image ads, the specs are as follows:
- Aspect ratios: 9:16 to 1.91:1
- Maximum duration: 6 seconds
- Maximum file size: 30 MB
- Supported image types: .jpg, .png
Video ad specs
The video specs for Facebook story ads are:
- Aspect ratios: 9:16 to 1.91:1
- Maximum duration: 15 seconds
- Maximum file size: 4 GB
- Minimum video width: 500 px
- Supported video types: .mp4, .mov
- Video quality: H.264 compression, square pixels, fixed frame rate, progressive scan
- Audio quality: Stereo AAC audio compression at 128 kbps+
- Sound: Optional
- Captions: Not available; must be part of the video file
The Importance Of Facebook Marketing
The importance of Facebook marketing in today’s digital landscape cannot be overstated, given its expansive user base, with approx 3 billion monthly active users as of the second quarter of 2023. Facebook is the most used online social network worldwide, with approximately 3 billion monthly active users as of the second quarter of 2023. This user base represents an unparalleled opportunity for businesses to reach a diverse and global audience, breaking down traditional barriers to customer acquisition.
One of the primary advantages of Facebook marketing is its versatile toolkit for advertisers. The platform offers a comprehensive suite of features that enable brands to engage with their audience at different stages, from awareness to consideration and conversion. Adhering to Facebook’s specific ad specs ensures your campaign is visually appealing and technically sound. Whether you want to generate leads, drive website traffic, or boost sales, Facebook has a targeted advertising solution that aligns with your business goals.
In Singapore, the importance of Facebook marketing is evident with some of the best Facebook marketing campaigns, leveraging this wide-reaching platform to its full potential. By 2025, Facebook usage in Singapore is projected to hit 5.2 million. This massive penetration rate offers an invaluable channel for businesses to tap into, making Facebook marketing not just an optional strategy but a necessary one for business growth and sustainability.
Maximise Your Facebook Ads Success With First Page
Facebook advertising is not merely about crafting eye-catching visuals or clever headlines—it’s an intricate process that demands strategic planning, in-depth knowledge of your target demographic, and alignment with your overall business objectives. The ad specs, ranging from image sizes to character limits, are tailored to maximise user engagement and should be part of your strategy from the start. That’s where First Page comes in.
As a leading social media marketing agency in Singapore, we offer expert solutions to make your Facebook Ads resonate with your audience, just like Singapore’s best Facebook business pages. From conducting detailed research to implementing highly targeted campaigns, we handle all aspects of your Facebook advertising endeavours.
So if you’re seeking to elevate your Facebook Ads campaign, consider partnering with First Page to take your advertising strategy to the next level and achieve your business objectives.
