Key Takeaways

The 9:16 Snapchat ad specs imperative: While the 1080 x 1920 canvas is universal across most ad types, rigorously adhering to the specifications and safe zones is the most important factor in preventing the app’s UI from overlapping your core message.
Format constraints dictate strategy: Every format serves a different direct-response objective. Your creative assets must be purpose-built for the placement, whether you are navigating the 3-second loop minimums of Single Video Ads or mapping out the specific multi-URL requirements of Snapchat collection ads.
Beyond simple aspect ratios: Snapchat enforces strict backend requirements. Use this complete list of Snapchat ad specs as your final quality assurance checklist before pushing anything live in Ads Manager.

Jump to Section

Snapchat Ad Types & Formats

The Complete List of Snapchat Ad Specs, Formats, and Best Practices

Having the exact Snapchat ad specs at your fingertips is the difference between a high-converting creative and a rejected asset. Snapchat advertising is highly visual and exclusively mobile. Therefore, even excellent creative, like a well-produced commercial or a perfectly timed graphic, will fail if it doesn’t align with the platform’s native environment.

Accurately hitting the Snapchat ad dimensions from the start leads to faster approvals, lower costs, and higher engagement. This complete guide provides all the necessary Snapchat ad specs, formats, and best practices for launching your campaigns, whether you’re running e-commerce promotions, driving awareness with a Snapchat commercial ad, or trying out interactive formats.

Snapchat Ad Types & Formats

To orient your strategy, let’s start with a high-level list of Snapchat ads. The platform has evolved far beyond the basic 10-second video. Today, the Snapchat ad formats available to advertisers include:

Single Image or Video Ads: The versatile, full-screen bread and butter of paid Snapchat ads.
Story Ads: A branded tile in the Discover feed that opens to a curated series of snaps.
Collection Ads: Shoppable, made-for-commerce formats featuring a primary video and multiple product thumbnails.
Commercials: Non-skippable premium video placements injected into curated content.
Spotlight Ads: Placements within Snapchat’s highly viral, TikTok-style short-form video feed.
AR Lenses and Filters: Interactive, augmented reality experiences that turn users into brand advocates.

Understanding the unique requirements of these ad types is the first step to effectively marketing on Snapchat.

Single Image or Video Ads Specs

When people think of a standard Snapchat ad, they usually picture a Single Image or Video Ad. These appear between user Stories, publisher content, and Creator shows.

Snapchat Image and Video Ad Specs and Dimensions

Full Screen Canvas: 1080 x 1920 pixels.
Aspect Ratio: 9:16 (Storage, Display, and Pixel aspect ratios must all align).
Length: 3 seconds to 30 minutes. (If a video is under 3 seconds, it will automatically loop to meet the minimum).
File Format: .mp4 or .mov (H.264 encoded) for video; .jpg or .png for images.
File Size: Maximum 1 GB for video; maximum 5 MB for static images.
Audio: Required. Must utilize 2 channels (left and right) in a balanced way, targeting -16 LUFS.
Brand and Headline: Brand name can be up to 32 characters; headline up to 34 characters.
Safe Zone Best Practice: Keep all logos, text, and disclaimers out of the top 150 pixels and the bottom 150 pixels.

Snapchat Story Ad Specs (Promoted Stories)

If you want to build a narrative, you need to run ads in Snapchat Stories. Story Ads sit natively in the Discover feed alongside premium publisher content. They entice users with a “Tile”: a thumbnail that, when tapped, opens into a collection of 1 to 10 single images or videos.

Tile Specs:

Logo: 993 x 284 pixels, provided as a PNG with a transparent background.
Image: 360 x 600 pixels, up to 2 MB (.png format).
Headline: Up to 55 characters (including spaces and emojis).
Safe Zone Best Practice: Consider a 175-pixel buffer at the top of the tile image to prevent your logo from clashing with the background imagery.

Sub-Creative Specs:

Each of the 1-10 snaps inside the Story must adhere to the standard Single Image or Video Snapchat ad dimensions (1080 x 1920).
Each ad can be up to 180 seconds long.

Collection Ad Specs

For direct-response retail brands, getting users from the app to checkout as seamlessly as possible is the ultimate goal. This is where Snapchat collection and carousel ads shine.

A Collection Ad features a primary full-screen hero video or image, anchored by a row of tappable product thumbnails at the bottom.

Hero Asset: Must follow standard Single Image or Video specifications (1080 x 1920, 9:16).
Thumbnail Images: You must provide 2, 3, or 4 square images.
Thumbnail Dimensions: Equal to or greater than 160 x 160 pixels.
Thumbnail File Size: 2 MB or less per image (.jpg or .png only).
Requirements: Each thumbnail must have a distinct URL that routes the user directly to that product page.

When creating Snapchat ads for business with the Collection format, we recommend keeping the bottom 450 pixels of your hero video free of text or complex visuals. This ensures the product thumbnails pop cleanly without visual clutter.

Spotlight Ads & Commercials

Sometimes, you don’t just want a direct response; you want guaranteed impressions and premium association. This is where Commercials and Snapchat spotlight ads come into play.

Commercial Specs

Commercials are premium, non-skippable video ads placed within Snapchat’s curated, high-quality content.

Standard Commercial: 3 to 6 seconds long (100% non-skippable).
Extended Play Commercial: 7 to 180 seconds long (only the first 6 seconds are non-skippable).
Resolution: 1080 x 1920.
Format Constraints: Video only (.mp4 or .mov). Static images are not allowed.

Spotlight Ad Specs

Spotlight is Snapchat’s answer to TikTok—a highly viral feed of user-generated short-form video. While they run on the same technical foundation as Single Video Ads, they require a specific approach:

Full Screen Canvas: 1080 x 1920 pixels (9:16 aspect ratio).
File Format: .mp4 or .mov (H.264 encoded).
Length: Recommended between 5 to 60 seconds (shorter, punchy content performs best).
Audio: Required. Must have sound on and utilize trending or native audio.
Creative Requirement: Polished, studio-grade commercials look out of place here. Ads must leverage lo-fi, creator-led, or User Generated Content (UGC) that mimics organic trends.

Interactive Formats (AR Lenses, Filters, & Game Ads)

If you are looking for examples of Snapchat ads that drive massive, viral engagement, look no further than Augmented Reality (AR) Lenses and Filters.

While the actual 3D development of an AR Lens requires Snap’s Lens Studio, and game ads require specific API integrations, media buyers and creative directors must still adhere to strict 2D delivery specs for Lenses and Filters.

AR Filter Specs (Static & Animated overlays)

Static Filter Dimensions: 945 x 2048 pixels.
Static File Size & Format: Under 300 KB, transparent .png.
Animated Filter Dimensions: 720 x 1560 pixels.
Animated File Size & Format: .gif format, looping seamlessly (1–3 seconds, ideally under 20 frames).
Buffer Zones: Crucial design elements must be kept away from the top and bottom edges to ensure visibility across varying device screen sizes.

AR Lens Specs (Face & World Lenses)

Brand Identifiers: A visible brand logo or brand name must be displayed on all Face and World Lenses.
Logo Placement: Highly recommended on the top left or top right, placed strictly under the top UI elements so it isn’t blocked.
Sponsored Slug: Snapchat automatically applies a “SPONSORED” slug to the creative. It appears for the first 2 seconds and then disappears.
Development: Can be built using Snapchat’s drag-and-drop Lens Web Builder or the advanced Lens Studio software.

Launching Your Snapchat Ad Campaign

Mastering the list of Snapchat ad specs is the foundation of any elite paid social strategy. By analyzing the dimensions, making heavy use of safe zones, and choosing the right formats, you ensure your brand’s message is delivered flawlessly.

Learn more about Snapchat advertising here.

Article by
Lee Baler, Strike Social’s VP of Sales & Strategy

Lee leads global strategy, helping clients and agencies maximize YouTube and paid social performance. Constantly tracking industry trends, he translates insights into strategies that help brands stay competitive and achieve sustained profitability.

by strikesocial