Boasting over 2 billion daily active users, Facebook attracts all kinds of audiences on a regular basis. Its paid advertising is a great way for your business to reach the right people, giving brand content the opportunity to pop between organic posts.

Ready to run a campaign? When it comes to Facebook Ads, it’s all about the visuals. While powerful copy can definitely drive clicks, it’s eye-catching media that will capture attention in this highly competitive space!

Need to highlight product features and drive clicks?

Want to showcase a beautiful brand identity to boost awareness?

Whatever your goal and the creatives used to get there, designing ads to the right Facebook Ad specs is essential. That way, you won’t have to deal with distorted, cut-off or even rejected visuals – and no users will be discouraged from taking action.

But with requirements often changing, keeping up can be tough.

We’re here to help. Below, we break down the latest Facebook Ad sizes for 2025, covering all placements and formats in one easy guide.

Skip to the information you need using the quick links below!

Facebook Ad formats

Before we dive into Facebook Ad specs for various placements, let’s take a look at the types of formats available. Importantly, these can have different dimensions depending on where they’re shown.

Image ads

To get the attention and taps you’re after, your Facebook Ad needs at least one eye-catching image. Otherwise, users will just keep on scrolling.

Facebook image ads enable you to promote your offering with a single photo or graphic and an optional footer.

But with so much resting on this one visual, nailing it is easier said than done. As well as crafting an interesting and engaging creative, you’ll have to choose the right ad placement for your campaign objectives.

After all, image ads can run in almost any placement across Facebook, with a range of aspect ratios to consider. Keep reading to learn the specifications for each one.

Video ads

The majority of Facebook users’ time is spent watching videos, so including this medium in your campaign tends to be a no-brainer. And whether it’s on their Feed, Stories or Reels, over 80% of these viewers are on mobile devices. That’s why it’s so important to design for the small screen.

In general, videos should take a vertical (4:5, 9:16, or 16:9 aspect ratio) format for mobile only or a square (1:1) format if being shown on both desktop and mobile.

Facebook video ads can run in multiple places, from the News Feed and Stories to Search Results and the Audience Network. While dimensions differ based on the placement, Facebook always advises using the “highest resolution source video available without letter or pillar boxing.”

When it comes to length, typically the shorter and sharper the better. So, while you can technically upload up to hours of video content, try sticking to under 15 seconds.

Lastly, always design your video to make sense with and without sound. You can add captions on every placement except for Instant Article video ads, where they aren’t supported.

Collection ads

Boost sales by promoting items from your product catalogue. Available in Feeds and Reels, Facebook Collection ads offer a convenient way for mobile users to explore multiple products in a single ad space.

This format is similar to Carousel ads but displays all the items at once. Each ad includes a prominent main video or image, plus three smaller images in a grid, all of which have the same dimensions.

When a user taps on a Collection ad, they are brought to an Instant Experience. This full-screen landing page leads straight to product pages without leaving Facebook. Customise the interface with features like buttons, carousels, photos, text and video. Or choose from handy templates, such as Lookbook, Storefront, Customer Acquisition and Storytelling.

Carousel ads

Facebook Carousel ads let businesses showcase between 2 and 10 images or videos, each with its own link, all within a single ad. This way, users can easily swipe through different slides, learning more without having to leave the ad.

Carousel ads are ideal for displaying a selection of products together, highlighting different features of a single product or service, telling your brand’s story, and sharing customer reviews. They are also perfect for retailers who want to share a range of available colours, sizes, and other product variations to drive sales.

You’ll find Carousel ads in several spots on Facebook, with similar sizes and specifications across the board. More on that below.

Facebook Ads specs by placement

Facebook Feed

The Facebook Feed is the core section of this platform’s homepage. It features a continuously refreshing stream of status updates, photos and videos from friends, groups and brands that a user follows.

And it’s also the most common place to advertise.

Facebook Feed ads can include images, animated GIFs, or video content. These diverse formats empower businesses to display products, services and brand stories in several ways.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1.91:1 to 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

If the image is over 20% text, your ad will have “reduced delivery”. Exceptions to this rule include event posters, book covers and product features.

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 1:1 (desktop and mobile) or 4:5 (for mobile only)
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Duration: 1 second to 241 minutes
• Sound: Recommended
  Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Carousel

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Video duration: 1 second to 240 minutes

Copy character limits

• Primary text: 125 characters
• Headline: 32 characters
• Description: 18 characters

Collection

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Minimum resolution: 1080 x 1080 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Landing page URL: Required

Facebook Video Feed ads

When users click or tap a video in their Facebook News Feed, it opens within a dedicated feed of other video content to watch. A video feed placement means you can weave your ad into this series of organic videos.

To grab the viewer’s attention before they move on to the next, use compelling visuals and sound that highlight your offering’s special features or convey your brand’s story.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1.91:1 to 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: At least 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 4:5
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Compression: H.264
• Duration: 1 second to 241 minutes
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Collection

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Minimum resolution: At least 1080 x 1080 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Landing page URL: Required

Facebook In-Stream Video ads

Facebook In-Stream Video ads pop up before, during, or after viewers watch videos from creators and publishers. These short advertisements are great for brands looking to grab the attention of viewers quickly and effectively.

Think of them as brief ad breaks within the main content. They tend to work well because they only appear when viewers are already engaging with a video and therefore less likely to stop watching.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1.91:1 to 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080×1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 16:9 or 1:1
• Minimum resolution: At least 1080 x 1080 pixels
• Compression: H.264 compression
• Duration: 5 seconds to 10 minutes (mobile) or 5 seconds to 15 seconds (desktop). Ads may be skippable after the first 5 seconds.
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters

Facebook Search ads

Millions of people search for content and items on Facebook and Marketplace every day, creating opportunities for advertisers to connect with people who are actively looking for new things.

Make the most of this discovery mindset by showcasing your offering with an image, video or carousel ad. For maximum impact, add movement and sound to your creative to attract users quickly.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1.91:1 to 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 1:1
• Compression: H.264
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Duration: 1 second to 241 minutes
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters
• Technical requirements

Carousel

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Video duration: 1 second to 240 minutes

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 20 characters

Facebook Right Column ads

Facebook Right Column ads don’t appear in the main Feed but are instead found on the right-hand side of the screen for desktop users. Mobile users won’t come across these ads.

Although some Facebook Ad specs, like the maximum file size and optimal resolution, are the same for both Feed and Right Column ads, there are some notable differences. For example, the aspect ratio and character limits vary because Right Column ads are confined to a smaller, square shape.

Image

Design specs

• File type: JPG or PNG
• Ratio: 1:1
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 254 pixels
• Minimum height: 133 pixels

Copy character limits

Headline: 40 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Compression: H.264
• Minimum resolution: At least 1080 x 1080 pixels
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Duration: 1 second to 241 minutes
• Captions: Recommended
• Sound: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Carousel

Note that only the first card of your carousel ad will appear in the Facebook right column placement.

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Video duration: 1 second to 240 minutes

Copy character limits

Headline: 40 characters

Facebook Marketplace ads

Facebook Marketplace is a dedicated space for community members to buy and sell items. It’s important to note that simply listing a product on Marketplace doesn’t qualify as an ad. When you choose to advertise here, it’s similar to paid advertising anywhere else on Facebook.

The main advantage for advertisers on Marketplace is its audience. Users are typically browsing here to buy, making them potentially more attentive to ads than in other areas of the platform. This makes Marketplace a seriously attractive option for businesses aiming to connect with a target audience who are already in the mood to make a purchase!

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1:1
• Minimum resolution: 1080 x 1080 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Carousel

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Video duration: 1 second to 240 minutes

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 20 characters

Facebook Audience Network ads

Interested in running ads beyond Facebook?

We’ve got the solution. Audience Network ads are designed to integrate smoothly into various formats, including native ads, banners, and interstitials.

You’ll have the flexibility of placing your ads in pre-roll or mid-roll slots on reputable publishers’ platforms, like Facebook’s own version of Display Ads. Both image and video formats are available here.

Long story short, the Audience Network extends Facebook’s precision targeting to a broader range of websites and mobile apps, maximising your campaign’s scope!

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 9:16
• Minimum resolution: 398 x 208 pixels
• Minimum width: 398 pixels
• Minimum height: 208 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 9:16
• Compression: H.264
• Minimum resolution: 1080 x 1080 pixels
• Duration: 1 second to 2 minutes
• Sound: Recommended
• Captions: Not supported

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Carousel

Design specs

• Image type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1
• Minimum resolution: 1080 x 1080 pixels
• Video duration: 1 second to 240 seconds

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters
• Description: 20 characters

Facebook Stories ads

Facebook Stories disappear after 24 hours, just like those on Instagram or Snapchat. You’ll find these posts placed at the top of the Feed on both desktop and mobile – a prime spot for grabbing attention!

Facebook Stories ads appear between organic Stories and can be a mix of images and brief videos. They offer an authentic and engaging way to present your business in a full-screen, vertical format. Plus, zhuzh it up with stickers, emojis, and other creative elements.

Leave about 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of your ad free from any text or logos. That way, key elements aren’t blocked by features like the call-to-action button.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 9:16
• Aspect ratio tolerance: 1%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 500 pixels
• Maximum duration: 5 seconds

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 9:16
• Aspect ratio tolerance: 1%
• Compression: H.264
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 500 pixels
• Duration: 1 second to 2 minutes (split into separate Stories cards after 10 seconds)
• Sound: Recommended
• Captions: Recommended

Carousel

The carousel format in Facebook Stories allows you to include up to ten images in a single ad, each with its own unique link. This format provides extra creative space, enabling you to highlight various products, focus on specific details of a product, service, or promotion, or craft a brand story that unfolds across the carousel cards.

By default, Facebook Stories will automatically show between one and five carousel cards, with viewers having the option to explore the remaining cards. The number of cards displayed initially is personalised based on the viewer’s preferences.

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1:1
• Minimum resolution: 1080 x 1920 pixels
• Minimum width: 500 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 40 characters

Facebook Business Explore ads

Facebook Business Explore connects your business with consumers who are actively seeking business-related content. This contextual discovery feature allows users to explore a variety of ads and organic posts from brands in industries like fitness and fashion.

Here, you can use images or videos to promote your offering and spark interest in super-engaged users.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 1.91:1 to 1:1
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Video

Design specs

• File type: MP4, MOV or GIF
• Maximum file size: 4 GB
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 120 pixels
• Minimum height: 120 pixels
• Compression: H.264
• Duration: 1 second to 241 minutes
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

H4: Carousel

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Aspect ratio tolerance: 3%
• Resolution: 1080 x 1080 pixels
• Compression: H.264
• Video duration: 1 second to 240 minutes
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 125 characters
• Headline: 27 characters (image or video) or 32 characters (carousel)
• Description: 27 characters (image or video) or 18 characters (carousel)

Facebook Reel ads

With Reel advertising, brands can highlight their products and services in a genuine, compelling and highly visual way. These vertical, full-screen ads are nestled between organic Reel posts. And just like the latter, viewers will have the option to like, comment, share, save and skip them.

As with some other Facebook Ad placements, try to keep 14% of the top, 35% of the bottom, and 6% on each side of your creative blank. That way, visuals won’t be hidden under the profile icon or a call to action.

Image

Design specs

• File type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 9:16
• Aspect ratio tolerance: 3%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 72 characters
• Headline: 10 characters

Video

Design specs

• File type: MP4, MOV, GIF
• Maximum file size: 4 GB
• Ratio: 9:16
• Minimum resolution: 1080 x 1080 pixels
• Compression: H.264
• Duration: No limit
• Sound: Recommended
• Captions: Recommended

Copy character limits

• Primary text: 72 characters
• Headline text: 10 characters

Carousel

Design specs

• Image file type: JPG or PNG
• Maximum file size: 30 MB
• Ratio: 9:16
• Aspect ratio tolerance: 1%
• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Copy character limits

• Primary text: 72 characters
• Headline: 10 characters

Collection

Design specs

• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Image maximum file size: 30MB
• Video maximum file size: 4GB
• Ratio: 9:16 to 1:1
• Resolution: 1080 x 1080 pixels

Copy character limits

• Primary text: 72 characters
• Headline: 10 characters