Facebook & Instagram Ad Types – Image Sizes, Text Limits, Everything You Need To Know

Our last Facebook Advertising post detailed the myriad of different Facebook Ads targeting options available to you when you set up your ads. After selecting your audience target, the next step is to build your ad creative. So what options do you have? Here’s the list:

Single Video Ads

Video ads are some of the best performing ads on Facebook due to their engaging nature and ability to stand out in a crowded Newsfeed.

Facebook Video Ad ExampleInstagram Video Ad Example

Facebook Video Ad DimensionsInstagram Video Ad Specs

  • Video Specs:
    • 9:16 to 16:9 ratio
    • 9:16 (vertical) to 1:1 (square) ratio recommended to maximize screen real estate. See here for full options and limitations by placement
    • Recommended Resolution – use the max resolution available that meets the file size limits (below)
    • Minimum 600 x 600px
    • Max file size: 4GB
    • Min length – 1 sec
    • Max length – 240 min
    • Video Captions – optional, but highly recommended. Use .srt files when you upload the video.
    • Video Sound – optional, but highly recommended.
  • Destination Link – Optional
  • Text Specs:
    • Text: 125 characters
    • Headline: 25 characters
    • Link Description: 30 characters
  • Instagram Feed Specific Specs
    • Max video length is 60 seconds
    • Max text length is 2200 characters
    • Max # of hashtags is 30
    • Headline text does not show up in the ads
  • Supported Objectives (Learn more about Facebook and Instagram Ad Objectives here)
    • Reach
    • Brand Awareness
    • Traffic
    • Engagement
    • Page Likes
    • Event Responses
    • App Installs
    • Lead Generation
    • Video Views
    • Conversions
    • Store Visits
    • Messages
  • Supported Placements
    • Facebook Feed
    • Facebook Instant Articles
    • Facebook In-Stream Video
    • Facebook Suggested Video
    • Facebook Marketplace
    • Instagram Stories
    • Instagram Feed
    • Audience Network
  • Pro Tips
    • The first 3 seconds of your video is critical to getting users to stop scrolling and engage with your content.
    • Video production can sound difficult but don’t let that stop you! There are websites and apps out there to make it easy for anyone. Here’s a helpful article from Facebook with tips and apps you can use to create engaging video ads.

Single Image Ads

Single image ads are the most common ad type you see on Facebook. They are easiest to create and often very effective. These ads can take the form of either page posts (no headline or link below the image) or link posts (with the headline, link, and call to action button below the image). When using the link format, the entire image links to your landing page when clicked. When using no link, the image just opens in full screen when clicked.

Facebook Image Ad ExampleInstagram Image Ad Example

Facebook Image Link Ad DimensionsInstagram Image Ad Dimensions

  • Specs Without Link:
    • Image Ratio: 9:16 to 16:9
    • Minimum 600 x 600px
    • Use jpg or png file type
    • Max file size: 30MB
    • Use images that consist of less than 20% text for best delivery. Use this tool to check your images before launching.
    • Text: 125 characters
  • Specs With Link:
    • 1200 x 628px recommended image size
    • Text: 125 characters
    • Headline: 25 characters
      • Note: this will get cropped differently on desktop vs mobile placements and will be different when using the CTA button vs not using it.
      • Note: the headline field does not show up on these ads in the Instagram Feed placement
    • Link Description: 30 characters
      • Note: this may or may not show up in mobile placements depending on the length of your headline text.
      • Note: the link description field does not show up on these ads in the Instagram Feed placement
  • Instagram Specific Specs
    • Text: two rows of text will appear, but max text is 2200 characters
    • Max number of hashtags is 30
    • Minimum image width is 500
  • Supported Objectives (Learn more about Facebook and Instagram Ad Objectives here)
    • Reach
    • Brand Awareness
    • Traffic
    • Engagement
    • Page Likes
    • Event Responses
    • App Installs
    • Lead Generation
    • Conversions
    • Catalog Sales
    • Store Visits
    • Messages
  • Supported Placements
    • Facebook Feed
    • Facebook Right Column
    • Facebook Instant Articles
    • Facebook Marketplace
    • Instagram Stories
    • Instagram Feed
    • Audience Network
    • Sponsored Message
    • Messenger Home
  • Pro Tips
    • Image ads without the link field often garner more engagement because they look more like organic content. Insert a bit.ly link in the text field to drive traffic to your website without actually using the link field.
    • If using Image Ads with the link field, try out Dynamic Creative to test hundreds of combinations at once.

Collection Ads

Collection ads are a newer format that feature an image or video at the top with product catalog items below. They combine the best of both worlds between video ads and carousel ads and we’ve found them to be particularly effective for ecommerce.

Facebook Collection Ad ExampleFacebook Collection Ad Specs

  • Image Specs:
    • 1200 x 628px recommended
    • 600 x 600px minimum image size
    • Use jpg or png file type
    • Max file size: 30MB
    • Use images that consist of less than 20% text for best delivery. Use this tool to check your images before launching.
  • Video Specs:
    • 1200 x 628px recommended
    • 600 x 600px minimum image size
    • Max file size: 4GB
    • Max length – 240 min
  • Text Specs:
    • Text: 90 characters
    • Headline: 25 characters
  • Supported Objectives (Learn more about Facebook and Instagram Ad Objectives here)
    • Traffic
    • Conversions
    • Catalog Sales
    • Store Visits
  • Supported Placements
    • Facebook Feed (mobile only)
  • Pro Tips
    • Use this in a dynamic ads (retargeting or prospecting) campaign to stand out from the typical DPA ads and boost your results.
    • Don’t limit yourself to just ecommerce with these! While they’re intended for ecommerce, anyone can create a ‘product’ feed and use the product links below the video for a variety of tactics. Here’s a creative use of this ad format by LowerMyBills.com:

Facebook Collection Ad for Lead Generation Example

Carousel Ads

These ads feature multiple images or videos within a single ad, each with its own link.

Facebook Carousel Ad ExampleInstagram Carousel Ad Example

  • Image Specs:
    • 1:1 (square) ratio recommended
    • Recommended  1080 x 1080px
    • Minimum 600 x 600px
    • Use jpg or png file type
    • Max file size: 30MB
    • Use images that consist of less than 20% text for best delivery. Use this tool to check your images before launching.
  • Video Specs:
    • 1:1 (square) ratio recommended
    • Recommended  1080 x 1080px
    • Minimum 600 x 600px
    • Max file size: 4GB
    • Max length – 240 min
  • Text Specs:
    • Text: 125 characters
    • Headline: 40 characters
    • Link Description: 20 characters
  • Instagram Specific Specs
    • Text: 2200 characters, but only two rows will appear
    • Minimum 500px image width
    • Max 30 hashtags
    • Max 60 sec video length
  • Supported Objectives (Learn more about Facebook and Instagram Ad Objectives here)
    • Reach
    • Brand Awareness
    • Traffic
    • App Installs
    • Lead Generation
    • Conversions
    • Catalog Sales
    • Store Visits
    • Messages
  • Supported Placements
    • Facebook Feed
    • Facebook Right Column
    • Facebook Instant Articles
    • Facebook Marketplace
    • Instagram Stories
    • Instagram Feed
    • Audience Network
    • Messenger Home
  • Pro Tips
    • Combine multiple video testimonials for an effective retargeting ad
    • Use one wide-format landscape image that spans multiple slides in order to increase scrolling and tell a story through this ad format.

And there you have it!

Bookmark this page and check back when you need to quickly get ad specs or brainstorm new types of ads to test. There are infinite possibilities to try out within each of these ad types so get creative and test everything you can think of. Sometimes the craziest ad ideas end up being top performers – so don’t hold back.

Looking for a professional to take your ads to the next level? Contact Us about our Facebook Ads Management Services to see how we can help.

Chris Root is a co-owner of eBoost Consulting and works out of our Boulder, CO location. He writes primarily about social advertising and gets overly excited when Facebook releases new targeting capabilities.

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