What you can do with creative for Facebook and Instagram can change from year to year. For instance, it was just in 2018 that Facebook introduced the ability to use square images in the newsfeed! There are a lot more best practices when it comes to Facebook image and video size and specs in 2020.
To keep you up to date with Facebook and Instagram advertising specs, we’ve put together this simple guide of sizes for all placements.
This NEW standard ad size that you should be using for most placements is a 1,200 x 1,200 pixel square. Facebook now recommends this size over any other for placement in the newsfeeds.
There's also a new 4:5 ratio size that's great for mobile placements. It takes up more vertical space and demands more attention!
The 20% text rule is now more strict than ever, however, so make sure to check your images for compliance before uploading.
We do though still recommend the old wide size of 1,200 x 628 however for certain placements like the right-hand column and select audience network placements.
Recommended Facebook Ad Size: 1,200 x 1,200 Pixels
NEW 4:5 RATIO IMAGE SIZE: 1,080 x 1,350 Pixels
OLD WIDE SIZE: 1,200 x 628 Pixels
TEXT ON AD: <20% or None
With Facebook's new recommendation of square images, the same applies to videos. The data has shown that square video sizes highly outperform the old wide videos.
The new size we mentioned for images, however, is also showing promise for video on mobile newsfeed placements like Instagram. The 4:5 ratio takes up more vertical space allowing for more impact.
For length, it is highly recommended to now stick to video lengths less than 15 seconds for Facebook and Instagram. You can go up to 60 seconds on Instagram and several minutes on Facebook, but you'll get better results with shorter videos.
Also, we can’t stress enough the importance of captions. You have to do it. It’s vital.
Facebook Recommended Video Size: 1,200 x 1,200 Pixelsl (1:1) Ratio
NEW 4:5 RATIO VIDEO SIZE: 1,080 x 1,350 Pixels
LENGTH: 120 Minutes (FB), 1 Minute (Instagram)
With carousel ads, you can showcase multiple images and videos that link to multiple locations in one ad. These are really great for retargeting ads. One tip we like to share is that if you have a cool video, try it as the first card. Movement helps gain attention!
Facebook Carousel Image Size: 1,080 x 1,080 Pixels
TEXT ON AD: <20% or None
Facebook Carousel Video Size: 1,080 x 1,080 Pixels (1:1) Ratio
LENGTH: We Recommend <15 Seconds
If you’re going to run ads on the Stories placement, make sure you’re using the real estate as intended. We typically like to say to ditch static images here because if you run video it shows for a longer period of time. Even if you just want to turn your static image into a “static” video, it would be a good choice.
Facebook Stories Image Size: 1,920 x 1,080 Pixels
Facebook Stories Video Size: 1,920 x 1,080 Vertical
LENGTH: 15 Seconds
If you're a marketer on Facebook or Instagram, you know the platform is always constantly changing. Make sure you stay up to date to get the most out of your ad spend.
What is the best size for a Facebook ad?
We recommend a square ( 1,200 x 1,200 pixels ) as the best size for all Facebook ad placements.
What size should a Facebook ad image be?
The most universal Facebook ad image size is 1,200 x 1,200 pixels followed by the stories placement size of 1,920 x 1,920 pixels.
How much text is allowed on a Facebook ad?
Facebook's guidelines include a 20 percent text rule, meaning text can't take up more than 20 percent of your ad image.
What is the best format for Facebook video?
We recommend .h264 MP4 format for Facebook video in a 1,200 x 1,200 pixel square.
Need Help? Shop our Facebook Ad Services for Facebook and Instagram ad creative as you need it.