Complete Guide: Facebook & Instagram Ad Sizes & Specs (2024)

Facebook & Instagram Ads

Your target customers want visually stunning images and not just a bunch of text. Using great visual pieces in your ads is a key way to improve engagement and create better brand recognition , contributing to brand building through social media marketing.

Facebook gives you the privilege of engaging with your prospects using various ad formats, placements, and objectives to meet your marketing goals. You can use various Social Media Marketing tools to create compelling visuals, adding images and videos into your ads to boost sales, leads, and traffic for your business.

Why not reach more prospects by customizing ads for different placements? In this article, you will get the sizes and specs according to the compatibility of placements you are looking to advertise upon. 

Let’s discover Facebook & Instagram ad sizes and specs in detail!


Before we begin!

If you’re looking for a standard size compatible with all the major placements on Facebook & Instagram, here it is!

  • For Feed: 1080 x 1080 pixels
  • For Stories: 1080 x 1920 pixels
  • And If you’re sharing a URL, the image size will be 1200 x 628 pixels. 

The image below is for your reference of how your banner will look!

facebook banner sizes demo


What’s next? 

Let’s go into more detail. Get the dimensions, file sizes, and more according to the ad types on Facebook & Instagram: 


Image Ads

Engage with the prospects through high-quality and engaging visuals to drive them to destination websites or apps.

Design Recommendations

  • File type: JPG or PNG
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Aspect ratio tolerance: 3%

Technical Requirements

  • Maximum file size: 30 MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels

Placements: 

  • Facebook Feed
  • Facebook Instant Articles
  • Facebook in-stream video
  • Facebook Marketplace (Recommended Ratio: 1:1)
  • Facebook search results
  • Facebook Business Explore
  • Facebook Reels overlay (Recommended Ratio: 1:1)
  • Sponsored message (Recommended Ratio: 1.91:1)
  • Audience Network native, banner, and interstitial (Recommended Ratio: 9:16)
  • Messenger inbox (Recommended Ratio: 1:1)

For Instagram Feed: 

Design Recommendations

  • File type: JPG or PNG
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Aspect ratio tolerance: 3%

Technical Requirements

  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Minimum aspect ratio: 400 x 500
  • Maximum aspect ratio: 191 x 100
  • Aspect ratio tolerance: 1%
Image Ad on Feed

For Stories & Instagram Explore:

  • Ratio: 9:16
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%
  • Primary text: 125 characters 
  • File type: JPG or PNG 
  • Maximum file size: 30 MB
Image Ad on Stories

For  Facebook right column:

  • Ratio: 1:1 
  • Minimum width: 254 pixels
  • Minimum height: 133 pixels
  • Primary text: 40 characters 
  • File type: JPG or PNG 


Video Ads

A video format is a great way to show your product, service, or brand in new ways. It’s one of the most popular forms of social media content. Use video to highlight unique features and tell your brand story effectively.

Design Recommendations

  • File type: MP4, MOV or GIF 
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 

Technical Requirements

  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

Videos should not contain edit lists or special boxes in file containers.

Placements: 

  • Facebook Feed
  • Facebook right column 
  • Facebook Instant Articles (Recommended Ratio: 16:9) 
  • Facebook in-stream video (Video duration: 5 seconds to 10 minutes)
  • Facebook Marketplace
  • Facebook search results 
  • Facebook Video Feed
  • Facebook Business Explore
  • Instagram Explore (Ratio: 4:5 & Video duration: 1 second to 60 minutes)
  • Audience Network native, banner, and interstitial (Ratio: 9:16 & Video duration: 1 second to 2 minutes)
  • Audience Network rewarded video (Ratio: 9:16 & Video duration: 3 seconds to 61 seconds)
Video Ad on Facebook Feed

For Instagram Feed: 

Design Recommendations

  • File type: MP4, MOV or GIF 
  • Ratio: 4:5 
  • Resolution: At least 1080 x 1080 pixels 

Technical Requirements

  • Video duration: 1 second to 60 minutes
  • Maximum file size: 250 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%
Video Ad on Instagram Feed

For Stories:

Design Recommendations

  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels

Technical Requirements

  • Video duration: 1 second to 2 minutes or 60 minutes for Instagram 
  • Maximum file size: 4 GB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Placements: 

  • Facebook Story
  • Facebook Messenger
  • Instagram Story

Video Ad on Stories

For Facebook & Instagram Reels

Design Recommendations

  • File type: MP4, MOV
  • Recommended ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 500 x 888 pixels

Technical Requirements