Back 15 minute read

Guide To Facebook Ad Specs 2024 (Story, Images & More)

Guide To Facebook Ad Specs 2024 (Story, Images & More) 15
minute
read

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 Facebook ad pecs 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

different types of ads on Facebook

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 Facebook 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. Feed Ads
  2. Carousel Ads
  3. Marketplace Ads
  4. Audience Network Ads
  5. In-Stream Video Ads
  6. Instant Articles Ads
  7. Messenger Stories Ads
  8. Collection Ads
  9. Stories Ads
  10. Right-Column Ads
  11. Search Results Ads
  12. Reel Ads
  13. Business Explore Ads

1. Facebook Feed Ads

choosing the right ad format and facebook 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.

Facebook Feed Image Ad 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: 600 x 600 pixels
  • Image formats: JPG, PNG
  • Aspect ratio: 1.91:1 to 1:1 
  • Maximum file size: 30 MB

Facebook Feed Video Ad 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: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
  • Recommended video formats: .MP4, .MOV or GIF 
  • Maximum file size: 4 GB (26 GB for 360 videos)
  • Video length: 1 second to 241 minutes
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at over 128 kbps
  • Resolution: At least 1080 x 1080 pixels 
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

Character Limits

To ensure that your message is conveyed effectively, Facebook sets character limits for the textual components of the Feed ads:

For Image Ads

  • Text: 80 characters
  • Headline: 27 characters

For Video Ads

  • Text: 125 characters 
  • Headline: 27 characters 
  • Description: 27 characters 

Tips for Facebook Feed Ads

  • Adding captions to your video ads is highly recommended as captions make your ads accessible to the Deaf and hard-of-hearing community. They are also beneficial for users who prefer watching videos without sound on social media platforms.
  • Also, try to keep your video ads concise. A duration of 15 seconds or less is typically sufficient to capture and retain the viewer’s attention without overwhelming them.
  • If you are not including sound in your video ads, ensure your visuals are engaging and convey your message clearly to compensate for the lack of sound.

2. Facebook Carousel Ads

understanding facebook carousel ad specs to showcase products and services

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 link to a unique landing page.

Facebook Carousel Image Ad 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 or 4:5
  • Aspect ratio tolerance (Facebook only): 3%
  • Recommended image formats: JPG, PNG
  • Maximum file size for an image: 30 MB

Facebook Carousel Video Ad 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 or GIF 
  • Maximum file size: 4 GB
  • Video length: 1–240 seconds
  • Number of cards: Minimum 2, Maximum 10
  • Aspect ratio (recommended): 1:1 or 4:5
  • Video duration: 1 second to 240 minutes

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: 80 characters
  • Headline: 45 characters
  • Description: 18 characters

Tips for Facebook Carousel Ads

  • Ensure that each image or video in your carousel ad is linked to a URL.
  • Your carousel ad must include at least two images or videos, but you can include up to ten.
  • To enhance engagement, consider a combination of images and videos within the same carousel ad.

3. Facebook Marketplace Ads

using the right specs for facebook marketplace ads to drive traffic

Facebook Marketplace ads come with their unique specs and are perfect for driving traffic to your website and reaching targeted consumers in your community.

Facebook Marketplace Image Ad Specs

Here are the key specs for Facebook Marketplace image ads to optimise your visual content for this bustling commerce hub:

  • Image resolution (recommended): 1080 x 1080 pixels or larger
  • Aspect ratio (recommended): 1:1
  • Image format: JPG, PNG
  • Maximum file size: 30 MB

Character Limits

Besides image 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: 40 characters
  • Description: 20 characters

Tips for Facebook Marketplace Ads

  • In your ad images, make sure the product is the main focus. Keep text to a minimum and ensure that the product stands out clearly.
  • To draw more attention to your ads, incorporate your brand colours or apply unique styling to your product photos.

4. Facebook Audience Network Ads

leveraging facebook audience network ads to expand brand’s reach

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.

With their unique specifications, these Facebook ads are specifically designed to be showcased on top-rated and trusted publishers, enhancing your brand’s credibility and reach.

Facebook Audience Image Ad 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 resolution: 398 x 208 pixels
  • Image formats: JPG, PNG
  • Minimum width: 298 pixels
  • Minimum height: 208 pixels
  • Maximum file size: 30 MB

Facebook Audience Video Ad 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
  • Minimum resolution: 1080×1080 pixels
  • Maximum file size: 4 GB
  • Video captions: Not supported
  • Video sound: Recommended

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: 40 characters
  • Description: 30 characters

Tips for Facebook Audience Network Ads

  • When using the Facebook Audience Network, make sure to optimise where your ads will appear. This ensures that your ads are shown in contexts that are likely to drive engagement and conversions, based on historical data and user behaviour.
  • Use precise targeting options to reach specific demographics and interests within the Audience Network. Consider carrying out retargeting campaigns to re-engage users who have previously interacted with your ads or visited your website. This helps to maintain interest and increases the chances of converting previous visitors into customers.

5. Facebook RightColumn Image Ads

adjusting the specs for facebook right-column ads for better engagement

Facebook RightColumn 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.

Facebook Right-Column Image Ad Specs

For Facebook rightcolumn 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

Facebook Right-Column Video Ad Specs

  • Resolution: 1080 x 1080 pixels (desktop or mobile) or 1080 x 1350 pixels (mobile only)
  • Minimum width and height: 120 pixels
  • Ratio: 1:1 for desktop or mobile, or 4:5 for mobile only
  • Recommended video format: MP4, MOV, GIF
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps
  • Maximum file size: 4 GB

Character Limits

For Facebook rightcolumn image ads, the character limits are as follows:

  • Headline: 40 characters

Tips for Facebook Right-Column Ads

  • When using Facebook right-column ads, ensure your text is compelling and communicates the value of your offer.
  • Try different headlines through A/B testing to determine which ones resonate most with your audience.
  • Remember that right-column ads are displayed only on desktop versions of Facebook. So, do not link to mobile-specific destinations like the App Store.

6. Facebook In-Stream Ads

understanding facebook in-stream ads and its specs for better impact on audience

Facebook In-Stream ads are short, engaging videos that are played during breaks in other videos. When used with the correct specifications, they are excellent for brands aiming to make quick, yet impactful, interactions with their audience.

Facebook In-Stream Video Ad Specs

Here are the recommended specs for Facebook In-Stream video ads:

  • Recommended aspect ratio: 1:1
  • Recommended video format: .MP4, .MOV
  • Maximum file size: 4 GB
  • Maximum video length (desktop): 5–15 seconds
  • Maximum video length (mobile): Between 5 seconds and 10 minutes
  • Resolution: 1080 x 1080 pixels recommended, or larger
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps

Tips for Facebook In-Stream Ads

  • Start your Facebook in-stream ads with a compelling question, a bold promise, or an intriguing teaser to pique interest and encourage viewers to keep watching.
  • While you have up to 15 seconds for in-stream video ads, shorter may be better.

7. Facebook Instant Article Ads  

adjusting the specs for facebook instance article ads

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.

Facebook Instant Article Image Ad Specs

For Facebook Instant Article image ads, here are the recommended specs:

  • Recommended resolution: at least 1080 x 1080 pixels; no maximum resolution
  • Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
  • Recommended image format: JPG, PNG
  • Maximum file size: 30 MB
  • Maximum image size: 600 x 600 pixels

Facebook Instant Article 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
  • Maximum image size: 120 x 120 pixels
  • Resolution: at least 1080 x 1080 pixels; no maximum resolution

Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Tips for Facebook Instant Article Ads

  • Use high-quality images or videos that are relevant to the articles they accompany.
  • Since Instant Articles are primarily accessed on mobile devices, ensure your ads are optimised for mobile viewing.

8. Facebook Messenger Stories Ads

understanding facebook messenger stories ad specs to showcase products effectively

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.

Facebook Messenger Stories Image Ad Specs

Here are the recommended ad specs for Facebook Messenger image ads:

  • Resolution: 1080 x 1920 pixels, or larger
  • Recommended aspect ratio: 9:16
  • Recommended image format: JPG, PNG
  • Minimum width: 500 pixels
  • Maximum file size: 30 MB

Facebook Messenger Stories Video Ad Specs

Here are the recommended ad specs for Facebook Messenger video ads:

  • Resolution: 1080 x 1920 pixels, or larger
  • Minimum video ad width: 500 pixels
  • Aspect ratio: 9:16
  • File type: MP4 or MOV
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps
  • Maximum file size: 4 GB
  • Maximum video length: Up to 2 minutes, though only the first 10 seconds will play unless a user clicks to watch the full Story ad

Character Limits

  • Initial greeting message: No limits
  • Question: 80 character
  • Automate question responses: No limit

Tips for Facebook Messenger Stories Ads

  • When designing your Messenger Stories ads, keep the top and bottom 15% of the video — roughly 250 pixels each — free from any text or logos. This area is reserved for call-to-action buttons, ensuring they are visible and unobstructed for viewers to easily interact with.

9. Facebook Collection Ads

using facebook collection ads with the right specs to ensure an engaging user experience

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.

Facebook Collection Image 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
  • Image type: JPG or PNG 
  • Resolution: At least 1080 x 1080 pixels
  • Image maximum file size: 30 MB

Facebook Collection Video Ad Specs

  • Video file type: MP4, MOV or GIF 
  • Video maximum file size: 4 GB
  • Recommended aspect ratio: 1:1
  • Resolution: At least 1080 x 1080 pixels

Character Limits

  • Text: 125 characters
  • Headline: 40 characters

Tips for Facebook Collection Ads

  • Test both manually selected and automatic collection ads to determine which method brings you the best results.
  • Before activating automatic collection ads, aim to include at least 50 products in your product catalogue.
  • Use UTM parameters in your ad links to accurately monitor conversion performance through your analytics tools.

10. Facebook Story Ads

understanding facebook stories ad specs to maximise user engagement

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

Facebook Story Video Ad Specs

The video specs for Facebook story ads are as follows:

  • Resolution: 1080 x 1080 pixels, or larger
  • Aspect ratios: 9:16 to 1.91:1
  • Maximum duration: 1 second to 2 minutes
  • Maximum file size: 4 GB
  • Minimum video width: 500 pixels
  • Supported video types: .mp4, .mov
  • Video quality: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps
  • Audio quality: Stereo AAC audio compression at 128 kbps+
  • Sound: Optional
  • Captions: Not available; must be part of the video file
  • Maximum video length: Up to 2 minutes

Character Limits

  • Text: 125 characters 
  • Headline: 40 characters 

Tips for Facebook Story Ad

  • The first 1–3 seconds of your Facebook Stories ad are critical. Thus, to keep your audience from swiping away, begin your ad with something captivating.
  • Personalise your Stories ads using Facebook’s array of interactive add-ons such as stickers, text overlays, links and custom add-ons.

11. Facebook Search Results Ads

understanding the specs for facebook search results ads

Facebook search results ads come with their distinct specifications and provide a strategic way to target users based on their specific search queries, making them highly effective for Facebook marketing campaigns for a variety of content — from events and books to products and services. When a user searches for something specific, they are likely looking for immediate solutions or opportunities, which makes them more receptive to relevant ads.

Facebook Search Results Image Ad Specs

Here are the recommended specifications for image ads in Facebook search results:

  • Resolution: 1080 x 1080 pixels or larger
  • Minimum width and height: 600 pixels
  • Aspect ratio: The preferred aspect ratio is 1:1, although 9:16 or 16:9 are also usable
  • File type: PNG or JPG
  • Maximum file size: 30 MB

Facebook Search Results Video Ad Specs

For Facebook video ads, the specifications are as follows:

  • Resolution: 1080 x 1080 pixels recommended, or larger.
  • Minimum width and height: 120 pixels.
  • Aspect ratio: 1:1.
  • File type: MP4, MOV, or GIF.
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps.
  • Maximum file size: 4 GB
  • Maximum video length: Up to 241 minutes

Character Limits

  • Text: 125 characters 
  • Headline: 40 characters 
  • Description: 30 characters 

Tips for Facebook Search Results Ads

  • Choose an image or video content that not only fits the search topic but also stands out from the organic results to grab attention effectively. 
  • Set up Meta Pixel on your website to accurately track conversions from these ads.

12. Facebook Reels Ads

using facebook reels ads with correct specifications for better engagement

Facebook reel ads provide an engaging way to reach audiences through short, dynamic video content inserted between organic reels. These ads are designed with specific specs for desktop and mobile viewing and can include a call to action button to direct users to external links. This format supports video and image ads, offering versatility in how brands can convey their message.

Facebook Reels Image Ad Specs

For image ads within Facebook Reels, the specifications are as follows:

  • Resolution: 1080 x 1920 pixels, or larger
  • Minimum width: 600 pixels
  • Aspect ratio: 9:16
  • File type: PNG or JPG
  • Maximum file size: 30 MB

Facebook Reels Video Ad Specs

The specifications for video ads in Facebook Reels are as follows:

  • Resolution: 1080 x 1920 pixels, or larger
  • Aspect ratio: 9:16
  • File type: MP4 or MOV
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps
  • Maximum file size: 4 GB
  • Maximum video length: No maximum limit

Character Limits

  • Text: 40 characters 
  • Headline: 55 characters 
  • Support for auto-captioning: No

Tips for Facebook Reels Ads

  • Engage viewers within the first few seconds to keep them from scrolling past.
  • Ensure there’s a clear payoff or call to action at the end of your reel to maximise conversion opportunities.

13. Facebook Business Explore Ads

marketer using facebook business explore ads to expand reach

Facebook Business Explore ads appear under a unique section that users encounter after tapping an organic post from a business on their mobile device. As they scroll down, they may see a heading titled “Explore more in [business category],” showcasing a mix of organic and paid content from similar businesses. This placement, with its specific specs, is an excellent opportunity for businesses to reach users who are already interested in related categories.

Facebook Business Explore Image Ad Specs

For image ads in the Facebook Business Explore section, the following specifications are recommended:

  • Display size: 1080 x 1080 pixels, or larger
  • Minimum width: 600 pixels
  • Aspect ratio: 1:1 is recommended
  • File type: PNG or JPG
  • Maximum file size: 30 MB

Facebook Business Explore Video Ad Specs

For Facebook Business Explore video ads, the specifications vary slightly between desktop and mobile:

  • Resolution: 1080 x 1080 pixels for desktop, 1080 x 1350 pixels for mobile
  • Minimum width and height: 120 pixels
  • Aspect ratio: 1:1 for desktop, 4:5 for mobile
  • File type: MP4, MOV, or GIF
  • Recommended video settings: H.264 codec, square pixels, fixed frame rate (30fps), stereo AAC audio compression at 128 kbps
  • Maximum file size: 4 GB
  • Maximum video length: Up to 241 minutes

Character Limits

  • Text: 125 characters 
  • Headline: 27 characters 
  • Description: 27 characters 

Tips for Facebook Business Explore Ads

  • Since users see these ads after expressing interest in a similar business category, make sure your content is highly relevant and engaging to capitalise on their already generated interest.

Tips to Maximise Engagement and Reach Through Facebook Ads

maximising facebook ads efficiency with the right facebook ad specs

Here are essential tips to elevate your Facebook Ads strategy.

1. Utilising video captions

Videos are a powerful tool in digital advertising, and adding captions can significantly enhance their effectiveness. While captions are optional, they are strongly recommended, especially for Facebook advertising. Mobile users often browse without sound, preferring the option to turn audio on or off at their discretion. Unexpected loud audio can lead to negative reactions from users, impacting their perception of both the ad and the platform hosting it.

2. Conducting thorough research

To leverage Facebook Ads effectively, conduct extensive research. Understanding how different combinations of ad placements, formats, specs and objectives can influence your campaign’s success is key. This research will help you gather insights on the most effective strategies that drive traffic to your website and enhance customer engagement.

Maximise Your Facebook Ads Success With First Page

learning facebook marketing to fine-tune facebook ad specs

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.

Suggested Articles