When it comes to online advertising, Facebook is king. One out of every five digital ad dollars is spent on Facebook—for good reason. The platform’s roughly 2 billion monthly users spend an average of 53 minutes a day on the site—more than Snapchat (33 minutes) and Instagram (32 minutes). If you want to reach eyeballs online, Facebook is the place to do it.

There’s just one problem: Facebook frequently introduces new ad formats and constantly updates the dimensions and specs of its existing image and video ad offerings. How are you supposed to design gorgeous, eye-catching ads when the specs keep changing all the time?

Well now you can, with this handy cheat sheet!

Table of contents

Facebook photo ads

Facebook video ads

Facebook carousel ads

Facebook Collections and Canvas ads

Facebook Lead ads

Facebook offer ads

Facebook event response ads

Facebook page likes ads

Facebook post engagement ads


Bonus: Download a free guide that shows you how to get the most out of your Facebook ad budget. Learn the tricks and tactics that will stretch your advertising dollars and improve ROI.

Facebook photo ads sizes

There’s a well-worn adage in advertising that your customers want to see what they’re buying before they buy it. If you want to get your audience’s attention on Facebook, you need to include images in your ads, preferably ones that showcase your product or brand in a unique, eye-catching way.

But designing image ads for Facebook can be tricky. Different ad destinations (newsfeed, Messenger, the right column) and display formats (mobile, desktop) sometimes call for different ad sizes. Facebook’s Ads Manager now even lets you upload different images for different display formats, and preview the way an ad looks before it goes live.

For best results, stick to the following specs for image ads:

Facebook timeline image ads

Recommended: at least 1,200 by 628 pixels, 9:16 to 16:9 aspect ratio

For all image ads, Facebook recommends that you upload “the highest resolution image available” in either .JPG or .PNG format, cropped to a supported aspect ratio. Also remember that images and video that “consist of more than 20% text may experience reduced delivery,” as per Facebook’s text in images rules.

Facebook right column image ads

Recommended: at least 1,200 pixels by 628 pixels, 9:16 to 16:9 aspect ratio

Remember that right column ads are a desktop-only format, but that they “may appear in other areas of the site” too.

Facebook instant articles image ads

Recommended: at least 1,200 by 628 pixels, 9:16 to 16:9 aspect ratio

Facebook Marketplace image ads

Recommended: at least 1,200 by 628 pixels, 9:16 to 16:9 aspect ratio

Facebook panorama or 360 photo ads

Recommended: at least 600 by 600 pixels

Facebook automatically recognizes and processes these images based on “camera-specific metadata found in photos taken using 360-ready devices.”

Facebook sponsored message image ads

Recommended: at least 1,200 by 628 pixels

Facebook Audience Network image ads

Recommended: at least 1,200 by 628 pixels

Instagram image ads

Recommended: width of 1,080 pixels, height between 566 and 1350 pixels, aspect ratio between 1.91:1 and 4:5

Instagram stories image ads

Recommended: at least 1,080 pixels wide, 1,920 pixels tall

Instagram recommends leaving roughly “14% (250 pixels) of the top and bottom of the image free from text and logos” to prevent them from being covered.

Facebook video ads

When it comes to video, Facebook has one key recommendation to its advertisers: design for mobile first.

Facebook recommends uploading video with square (1:1) or vertical (4:5, 2:3 and 9:16) aspect ratios, to maximize compatibility on both desktop and mobile screens. The platform also recommends keeping videos short (15 seconds or less) and designing videos that work with and without sound (by enabling captions).

For best results, stick to the following specs for video ads:

Facebook timeline video ads

Recommended: at least 1,280 by 720 pixels

For all video ad types, Facebook recommends uploading the “highest resolution source video available without letter or pillar boxing.” Facebook provides an exhaustive list of aspect ratios and features available for each ad type.

Landscape videos should be a minimum of 600 by 315 pixels (1.9:1 aspect ratio), while square ads should be a minimum 600 by 600 pixels (1:1 aspect ratio). Use .MP4 or .MOV format, with a maximum file size of 4GB, maximum length 240 min, and maximum frame rate of 30fps.

Facebook Messenger video ads

Recommended: at least 1,280 by 720 pixels (16:9 to 1.91:1 aspect ratio)

Videos can be up to 240 minutes long, up to 4GB large, and have a maximum frame rate of 30fps.

Facebook slideshow video ads

Recommended: at least 1,200 by 720 pixels

Slideshow ads are designed for audiences with slower internet access. They let you transform a series of 3-10 images and a sound file (supported formats: WAV, MP3, M4A, FLAC and OGG) into a video ad.

For best results, Facebook suggests using the highest quality images possible. They should all be the same dimensions (ideally 1,280 x 720 pixels or an image ratio of 16:9, 1:1 or 2:3). If you use different sizes, the slideshow will be cropped to be square.

Instagram in-feed video ads

Recommended: 600 by 600 pixels (1:1 aspect ratio)

Horizontal video should be minimum 600 by 315 pixels (1.9:1 aspect ratio), vertical video should be minimum 600 by 750 pixels (4:5 aspect ratio).

Instagram has the same recommendations for video as Facebook:

  • Upload the highest resolution video possible that fits file size and ratio limits
  • Use .MP4 or .MOV format
  • Maximum file size 4GB
  • Maximum length 60 seconds
  • Maximum frame rate 30fps
  • H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+

Instagram stories video ads

Recommended:

  • At least 1,080 by 1,920 pixels
  • .MP4 or .MOV format
  • Maximum length 15 seconds
  • Maximum file size 4GB
  • Supported aspect ratios: 16:9 to 4:5 and 9:16


These videos appear between Instagram user stories for up to 15 seconds (or until dismissed) and take up the whole screen. Upload the highest resolution video possible, and consider leaving the top and bottom 14 percent (roughly 250 pixels) empty, so that it isn’t obscured by the profile icon or call to action.

Bonus: Download a free guide that shows you how to get the most out of your Facebook ad budget. Learn the tricks and tactics that will stretch your advertising dollars and improve ROI.

Get the free guide right now!

Facebook carousel ads

Carousels let you showcase up to 10 images or videos in one ad, without having the user navigate to a new page. Carousels can appear in six different places on Facebook—the main Facebook feed, the right column, instant articles, Facebook Marketplace, the Facebook Audience Network, and Facebook Messenger. But all carousel formats use similar image and video specs.

Facebook carousel images

Recommended: at least 600 by 600 pixels

Facebook carousel videos

Recommended:

  • 1,080 by 1,080 pixels (1:1 aspect ratio)
  • .MP4 or .MOV format
  • Maximum file size of 4GB
  • Maximum length 120 min
  • Maximum frame rate of 30fps

Landscape videos should be a minimum of 600 by 315 pixels (1.9:1 aspect ratio). Square videos should be a minimum 600 by 600 pixels (1:1 aspect ratio).

Instagram carousel video ads

Recommended:

  • at least 1,080 by 1,080 pixels
  • .MP4 or .MOV format
  • Maximum length 60 seconds
  • Maximum frame rate 30fps

Like Facebook carousels, Instagram carousels let you showcase at least two and up to 10 images or videos in one side-scrolling ad.

Facebook Collections and Canvas ads

Collections are an ad type that makes it easier for users to browse and purchase products directly in the Facebook feed. A Collection usually includes a cover image or video followed by several product images.

You can choose to have your video autoplay when a user scrolls over your collection. Clicking the video will open Canvas, a full-screen experience designed to drive traffic directly to your product pages. You can add buttons, carousels, photos, text and video to Canvas. Video and audio will automatically play when you scroll past them in the app.

Facebook Collection and Canvas images

Recommended: at least 600 by 600 pixels

Facebook Collection cover video

Recommended: at least 1,200 by 628 pixels

Facebook Canvas video ads

Recommended:

  • At least 1,200 by 628 pixels
  • .MP4 or .MOV format
  • Maximum frame rate of 30fps
  • Keep total length of all videos in canvas under 2 minutes

Facebook Lead ads

Lead ads make it easy for users to fill in forms, in turn making it easier for advertisers to collect lead info. Lead ads are made up of an ad unit and a lead form, with similar guidelines to regular link ads.

Facebook Lead ads images

Recommended: at least 1,200 by 628 pixels

Facebook Lead ads videos

Recommended:

  • As large as you can
  • Image ratio of 9:16 to 16:9
  • .MP4 format
  • H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

Facebook offers ads

Offers let you share online and in-store discounts and promotions with customers on Facebook. They can appear as an image, video or carousel. Users who bookmark offers to view them later will be reminded of the offer up to 3 times, depending on their notification settings.

Facebook offers ads images

Recommended: at least 1,200 by 628 pixels

Facebook offers ads videos

Recommended: at least 1,280 by 720 pixels

Keep in mind that only Facebook pages with more than 400 likes can create offers ads.

Facebook event response ads

Event response ads let you advertise your Facebook page events to a highly targeted audience based on things like geography, age, interests and more. They can appear as an image or a video. The call to action on your event response ad can be set to ‘Interested’ or ‘Get Tickets,’ depending on your promotion goals.

Facebook event response ads images

Recommended: at least 1,200 by 628 pixels

Facebook event response ads videos

Recommended: at least 1,280 by 720 pixels

Facebook page likes ads

Page likes ads—also known as a ‘business page promotion‘—are designed to drive users to like your Facebook page. They can appear either as an image or video.

If you link your Instagram account to your Facebook Page, you can also run your Facebook page likes ad campaign on Instagram.

Facebook page like ads images

Recommended: at least 1,200 by 628 pixels

Facebook page like ads videos

Recommended: at least 1,280 by 720 pixels

Facebook post engagement ads

In addition to page likes ads, Facebook page admins can also drive users to specific page posts they make. Post engagement ads extend beyond your page, and can be a great way of learning more about the kind of content your audience would like to see more of.

Facebook post engagement ads images

Recommended: at least 1,200 by 628 pixels

Facebook post engagement ads videos

Recommended: at least 1,280 by 720 pixels

More Facebook advertising resources

The art of Facebook advertising is more than just sizes and specs. Here’s what you’ll need to know to create a truly successful campaign:

Get the most out of your Facebook ad budget with AdEspresso by Hootsuite or Hootsuite Ads. Both are powerful options that make it easy to create, manage, and optimize campaigns.

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