Want to start paid social advertising on Meta’s platforms, but not sure where to begin? This guide will help you understand the main differences between ad types, and the most important ad specs* for your ad copy and creative. Let’s get started!
*These ad specs are adapted from Meta’s official ad guide. Recommendations may differ for other ad placements not listed here.
Image Ads
Use engaging static images to drive people to your website. You can use image ads on both Facebook and Instagram.
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- Recommended Resolution
- 1:1 ratio: 1440 x 1440 pixels
- 4:5 ratio: 1440 x 1800 pixels
- Text
- Primary Text (up to 5): 50-150 characters recommended
- Headline (up to 5): 27 characters recommended
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- Recommended Resolution
- 9:16 ratio: 1440 x 2560 pixels
- Text
- Primary Text (up to 5): 40-125 characters recommended
- Headline (up to 5): 40-55 characters recommended
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- Recommended Resolution
- 1:1 ratio: 1440 x 1440 pixels
- Text
- Primary Text (up to 5): 125 characters recommended
- Headline (up to 5): 40 characters recommended
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- Recommended Resolution
- 9:16 ratio: 1440 x 2560 pixels
- Text
- Primary Text (up to 5): 72-125 characters recommended
Video Ads
Use eye-catching videos to engage your audience. You can use these ads on both Facebook and Instagram.
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- Recommended Resolution
- 1:1 ratio (desktop or mobile): 1440 x 1440 pixels
- 4:5 ratio (mobile only): 1440 x 1800 pixels
- Text
- Primary Text (up to 5): 50-150 characters recommended
- Headline (up to 5): 27 characters recommended
-
- Recommended Resolution
- 9:16 ratio: 1440 x 2560 pixels
- Text
- Primary Text (up to 5): 40-125 characters recommended
- Headline (up to 5): 40-55 characters recommended
-
- Recommended Resolution
- 4:5 ratio: 1440 x 1800 pixels
- Text
- Primary Text (up to 5): 125 characters recommended
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- Recommended Resolution
- 9:16 ratio: 1440 x 2560 pixels
- Text
- Primary Text (up to 5): 72-125 characters recommended
Carousel Ads
Upload multiple images or videos (up to 10) that users can cycle through with carousel ads. These ads are available on both Facebook and Instagram.
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- Recommended Resolution
- 1:1 or 4:5 ratio: at least 1080 x 1080 pixels
- Text
- Primary Text (up to 5): 80 characters recommended
- Headline (up to 5): 45 characters recommended
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- Recommended Resolution
- 9:16 ratio: at least 1080 x 1080 pixels on Reels
- 1:1 ratio: at least 1080 x 1920 pixels on Stories
- Text
- Primary Text (up to 5): 40-125 characters recommended
- Headline (up to 5, only on Stories): 40 characters recommended
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- Recommended Resolution
- 1:1 or 4:5 ratio: at least 1080 x 1080 pixels
- Text
- Primary Text (up to 5): 125 characters recommended
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- Recommended Resolution
- 9:16 ratio: at least 1080 x 1080 pixels on Reels
- 1:1 ratio: at least 1080 x 1920 pixels on Stories
- Text
- Primary Text (up to 5, only on Stories): 125 characters recommended
- Headline (up to 5, only on Stories): 40 characters recommended
Collection Ads
A collection ad shows a cover image or video that is then followed by multiple product images. These ads are available on both Facebook and Instagram.
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- Recommended Resolution
- 1:1: at least 1080 x 1080 pixels
- Text
- Primary Text (up to 5): 125 characters recommended
- Headline (up to 5): 40 characters recommended
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- Recommended Resolution
- 9:16 or 1:1 ratio: at least 1080 x 1080 pixels
- Text
- Primary Text (up to 5): 72 characters recommended
- Headline (up to 5, only on Stories): 10 characters recommended
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- Recommended Resolution
- 1.9:1 to 1:1 ratio: at least 1080 x 1080 pixels
- Text
- Primary Text (up to 5): 125 characters recommended
- Headline (up to 5): 40 characters recommended
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- Recommended Resolution
- 1.9:1 to 1:1 ratio (Stories): at least 1080 x 1080 pixels
- 9:16 ratio (Reels): at least 500 x 888 pixels
- Text
- Primary Text (up to 5, only on Stories): 125 characters recommended
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Need help placing ads on Facebook or Instagram? Contact Relevance Advisors for more info.
