Meta Ads Archives - Strike Social

Meta Advantage Suite: How to Use AI-Driven Optimization for Smarter Ads

strikesocial — Mon, 31 Mar 2025 17:59:53 +0000

Strike Overview

32% increase in ROAS, 26% improvement in CPA — these are just few of Meta’s data on how the tools in the Meta Advantage Suite can improve your Facebook and Instagram campaigns.
Meta Advantage+ entails a full set of features you can utilize to automate your ad campaigns—but do you fully know how it works?
In this guide, learn how to set up Advantage+ campaigns with the right tools, understand their potential limitations, and uncover strategies to optimize results.

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What is the Meta Advantage Suite?
How to Use Meta Advantage Suite
Potential Drawbacks of Using Meta Advantage Suite
The Right Balance of Automation and Control over Meta Campaigns

How to Use Meta Advantage Suite: A Complete Guide for Advertisers

Meta is doubling down on AI-driven automation with the full rollout of the Meta Advantage Suite, a powerful set of tools designed to streamline ad creation and optimize performance. Businesses using Advantage+ campaigns have already seen up to a 12% reduction in CPA and a 15% increase in ROAS, proving that automation is driving better results.

As Meta continues evolving its ad system, advertisers who use these tools can save time, simplify campaign management, and scale effectively. But how do you balance automation with maintaining control over your campaign performance?

In this guide, we’ll break down the Meta Advantage Suite, explore its key features, and show you how to use these AI-powered tools to maximize your campaign results.

What is the Meta Advantage Suite?

The Meta Advantage Suite is a comprehensive set of tools designed to simplify and automate advertising across Facebook and Instagram. First introduced in 2022, it addresses key advertiser pain points—eliminating the need to manually upload and test hundreds of ad creatives or constantly monitor performance to determine what works best.

Meta Advantage+ helps advertisers reduce manual effort while improving campaign efficiency by automating time-consuming tasks like audience selection and budget allocation. While Advantage+ tools focus on streamlining entire workflows, other Advantage features enhance automation throughout the ad creation and management process.

Let’s take a closer look at how each Meta Advantage+ tool contributes to smarter, more efficient advertising:

Advantage+ Audience

Advantage+ Audience works with Meta’s AI to automatically identify and target users who are most likely to view, click, or purchase based on your business or product. When this feature is enabled, Meta dynamically adjusts your audience, ensuring your ads reach users who can improve cost efficiency and performance.

To maximize the benefits of Advantage+ Audience, you can utilize the following tools:

Advantage Detailed Targeting: Expands interest-based targeting for broader reach. For example, if you’re running a traffic campaign for a real estate listing and have defined “Business & Finance” as an interest, Meta may also target users interested in “Banking”, even if it wasn’t in your original settings, to increase potential clicks.

Advantage Custom Audience: Enhances custom audiences by refining targeting based on past interactions, such as engagement with your Facebook Page or Instagram account. This helps guide users toward lower-funnel actions like clicks or purchases.

Advantage Lookalike: Uses an existing audience source—such as a customer list or newsletter database—to find users with similar profiles who are likely to engage or convert. You can define the similarity level, up to 10%, to optimize reach and improve match quality.

Advantage+ Catalog Ads

Designed for eCommerce advertisers, Advantage+ Catalog Ads streamlines the process of running sales campaigns by eliminating the need to add products for each new campaign manually. Beyond sales, Advantage+ Catalog Ads can also be used for app promotion, engagement, lead generation, and traffic objectives.

This tool personalizes product ads for each user by using tracking data from Meta Pixel or app software, ensuring that ads are dynamically tailored based on user behavior and preferences.

Advantage+ Creative for Catalog: Automates creative variations to optimize engagement by testing multiple formats and identifying high-performing assets. For instance, if Meta’s AI determines that a user engages more with swipeable carousel cards, the ad will be displayed in carousel format.

Alternatively, if the AI predicts a higher likelihood of direct purchase, the ad will appear in Collection format, showcasing the most relevant product based on the user’s behavior.

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Advantage+ Creative: A broader feature within the Meta Advantage Suite, this tool enhances ad creatives without requiring new uploads or separate ad variations. Enhancements include:
- Text and headline improvements (during campaign creation and post-launch adjustments)
- Dynamic overlays (text, branding, and logos)
- Music additions for engaging ad experiences
- Optimized CTAs for Stories placements
- Site links dynamically added based on the provided URL
- Adaptive image and video enhancements (cropping or expansion based on the user’s perspective)

Advantage+ Placements

This Meta Advantage Suite feature automates ad delivery across Facebook, Instagram, Messenger, and the Audience Network, selecting the most effective placements from over 20 options. Advantage+ Placements ensures your ads appear where they are most likely to drive engagement and maximize efficiency, reducing the need for manual placement selection.

Recent data from our latest Facebook benchmark report shows that awareness campaigns in 2024 experienced a 51% efficiency improvement, with lower CPMs throughout the year. This performance boost is largely attributed to Advantage+ Placements, which expands ad reach across Meta’s full advertising network–serving ads where they can generate the best results.

Further Reading

Choosing Between Manual vs. Advantage+ Placements

Meta’s AI can optimize ad placements for impressions and clicks, but is automation always the best choice? Understanding when to use manual placements versus Meta Advantage+ can help you make smarter advertising decisions. Find out which approach works best for your campaigns.

Advantage+ Campaign Budget

By turning on Advantage campaign budget, you allow Meta’s AI to automatically allocate budget across ad sets based on real-time performance and ad delivery.

For example, if you set a $15,500 budget for a two-month campaign, a manual budget setup would require constant monitoring and adjustments to ensure funds are allocated to the best-performing ad sets. With Advantage+ Campaign Budget, Meta’s AI optimizes budget distribution, focusing on ad sets that generate higher engagement and conversions.

Codeway Studios, a mobile app development company, utilized Advantage+ Campaign Budget along with other Advantage+ features for audience targeting and app campaigns. This resulted in a 46% increase in app subscriptions, demonstrating how AI-driven budget optimization can significantly improve campaign performance.

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Meta Advantage Campaign Solutions

With Advantage+ App Campaigns and Advantage+ Shopping Campaigns, advertisers can streamline the entire ad workflow with Meta’s end-to-end campaign solutions:

Advantage+ App Campaigns

Previously known as Automated App Ads, Advantage+ App Campaigns are designed to drive maximum app installs by automating key campaign elements—including budget allocation, audience targeting, and placement selection.

With Meta’s latest update, all Advantage+ features will now be automatically enabled when selecting the app promotion objective:

Advantage+ Shopping Campaigns

To help your shopping and sales-focused ads reach more relevant audiences, you can use Advantage+ shopping campaigns to make your products more discoverable.

By combining Advantage+ Shopping Campaigns with tools like Advantage+ Creative and Advantage+ Creative for Catalog, advertisers can create highly personalized shopping experiences, ensuring your products are shown to audiences most likely to convert.

The tools within the Meta Advantage Suite allow advertisers to scale campaigns effectively while maintaining strong personalization and optimization. Aimed at saving time, cutting costs, and driving improved results, these tools mark a major advancement in automating digital advertising processes.

How to Use Meta Advantage Suite

To guide you in using the Meta Advantage Suite tools and features, here are the steps to help you maximize these AI-powered tools:

1. Selecting the Campaign Objective

Start by selecting the most relevant campaign objective based on your business goals. For the following objectives, Advantage+ features will be automatically activated:

Leads
App promotion
Sales

2. Campaign Level Set-up*

* The following steps apply to Meta campaign objectives that do not have Advantage+ automatically activated.

For automatic campaign budget optimization, turn on the Advantage campaign budget at the campaign level. Then, proceed with the rest of the campaign set-up process, such as choosing the campaign name and/or updating your campaign objective.

3. Ad Set Level Set-up

At the ad set level, you can turn on Dynamic Creative to allow Meta’s AI to automatically generate different creative combinations and templates based on your initial assets.

You can also modify Advantage+ Audience settings here. To further refine your audience, click on Audience Suggestions and specify your preferences for age, gender, and interests under Detailed Targeting.

If you prefer to select placements manually, hover over the Placements section at the bottom of the screen and click Edit to customize placements.

4. Ad Level Set-up

Upload your image or video and proceed with Advantage+ creative suggestions for your primary text and headlines. With Dynamic Creative turned on, Meta’s AI will also suggest templates to further improve your ad creative.

Complete the rest of the ad setup, including URL, CTA, and ad description.

Finally, review your campaign setup and click Publish when you’re ready.

Once your campaign is live, Meta’s AI will take over to optimize the budget and ad performance. While Advantage+ Suite handles much of the heavy lifting, it’s still important to monitor campaign performance to ensure continuous optimization and refinement.

Potential Drawbacks of Using Meta Advantage Suite

While Meta Advantage+ offers many benefits, it’s important to acknowledge that it’s not without its limitations. Here are some potential drawbacks to consider when using Meta Advantage Suite:

Less Visibility on Ad Creative Performance and Effective Variations

One limitation of Advantage+ creatives is the reduced visibility into specific performance metrics. For example, you may not be able to identify which ad variations are performing the best or which creative enhancements are driving the most effective clicks.

Additionally, since Meta’s AI determines when and how to apply creative optimizations, you have limited control over how your ads are presented to audiences.

Reduced Manual Control Over Targeting and Placements

While automation simplifies campaign management, it limits advertisers’ ability to make granular adjustments. This can be a concern for brands with specific targeting needs or creative preferences.

For example, if you prefer your ads to only appear on Instagram placements, manual placements might be a better option, as Advantage+ will automatically distribute your ads across various platforms, including Facebook and Messenger.

AI-Based Optimizations May Not Always Align with Brand Strategies

Machine learning algorithms prioritize cost efficiency, which may not always equate to ad performance.

Based on our Facebook benchmark data, we observed that while cost efficiency was excellent, ad performance sometimes suffered due to increased ad exposure without targeting the right engaged audiences.

Using Meta Advantage Suite offers several valuable benefits and is indeed a valuable addition to making advertisers’ work easier. However, it’s still crucial to monitor campaigns regularly and make strategic adjustments when necessary to ensure the direction of ad performance aligns with your goals.

The Right Balance of Automation and Control over Meta Campaigns

When combined, the key components of the Meta Advantage Suite work together to help brands save time, save costs, and improve performance. Meta’s AI capabilities have certainly exceeded expectations, helping many businesses more effectively reach their cost and campaign goals.

However, it’s essential to maintain strategic oversight even as automation takes the lead. While Advantage+ can automate many decisions, it’s not foolproof and may require adjustments to stay aligned with your objectives. That’s where the expertise of Meta-certified professionals comes in—ensuring that your campaigns are managed effectively and optimized at every step.
Partnering with a Meta-certified company gives you the advantage of expert knowledge to manage campaigns from activation to fruition. To learn more about our Meta advertising expertise, request a demo of our AdTech services and how we optimize your campaigns for efficiency and growth.

Article by
Syd Olivarez, Strike Social’s SEO Content Specialist

Syd crafts content on paid digital advertising strategies, blending 5+ years of writing expertise with 3 years in digital marketing. She keeps up with the latest trends to deliver valuable insights that keep brands informed and competitive.

The post Meta Advantage Suite: How to Use AI-Driven Optimization for Smarter Ads appeared first on Strike Social.

How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs

strikesocial — Thu, 31 Oct 2024 10:37:59 +0000

Strike Overview

As you scale for your Q4 2024 campaigns, a Meta ad agency might be just what you need to optimize your holiday advertising costs this time of year.
According to Quartile’s 2024 Retail Media Pulse Report, 99% of marketers plan to maintain or increase their Q4 budgets, with half committing to higher holiday ad spending despite significant factors affecting ad auctions, such as the upcoming U.S. presidential election.
With Meta advertising ranking just behind Google Ads as a preferred platform for Q4 holiday advertising, enlisting the support of an ad agency is essential for effectively scaling your holiday campaigns while enhancing performance and managing costs.

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How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs
Strike Social’s Proven Success on Meta Advertising
- How Targeted Meta Ad Placements Produce 34% CPLC Efficiency
- Achieving 28x Facebook ROAS Through Data-Driven Monitoring

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Partnering with a Meta Ad Agency for Optimized 2024 Holiday Advertising Costs

The peak 2024 holiday season is fast approaching, and with Meta restricting political ads a week before the election date, the ad space is again available for brands to compete.

Some brands may have paused their ads in October in anticipation of the influx of 50% of the political ad budget. We previously recommended against pausing your ads during this period; instead, it’s better to maintain an always-on approach while guiding your Facebook and Instagram audiences through awareness, engagement, and conversion campaigns.

To help you achieve peak performance during this busy season, here’s why a Meta advertising agency is key to optimizing your Q4 2024 holiday advertising costs.

How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs

In addition to assisting you in activating and managing your holiday ad campaigns during Q4 2024, partnering with a Meta ad agency to enhance your holiday marketing offers numerous advantages. Even with limited time for the learning phase, the expertise of a Meta advertising agency can serve as the foundation for steering your holiday ads toward success.

Expert Knowledge of Meta Holiday Ad Costs

A key priority for a social media advertising agency is making sure your ads deliver results and keeping your holiday advertising costs within your campaign budget—or even lower.

Strike Social’s service promise is our commitment to achieving your desired outcomes—whether that means hitting specific CPM or CPV targets or reaching a particular number of impressions or views within a set timeframe. With our expertise as a Meta ad agency, we establish benchmarks based on current rates, allowing us to devise effective strategies that meet your financial goals.

Strike Social’s Campaign Lab data for Q4 2024 indicates a trend of rising CPMs as the year progresses, underscoring the importance of proactive planning.

Consequently, we recommend building awareness in the months leading up to Q4, specifically in September and October. Then, ensure that you guide these audiences toward your lower-funnel campaigns, such as post engagement campaigns and traffic and conversion efforts. By October, shoppers are already searching for brands to consider for their holiday purchases.

However, awareness campaigns should follow an always-on strategy, as CPM levels tend to stabilize at a lower rate when Q5 begins at the start of the year. Meanwhile, lower-funnel campaigns show positive trends from Q4 through Q5, making this an ideal period for your holiday advertising efforts to shine, including capturing last-minute shoppers.

Further Reading

Boost Your Q4 Holiday Ad Conversions with Facebook Engagement Campaigns

As the holiday season heats up, it’s an ideal moment to drive audiences further down the funnel and maximize conversions. Facebook engagement campaigns excel in turning brand reach and visibility into meaningful interactions, positioning your brand for impactful results throughout the holiday period.

Hypergranular Targeting for Audience Segments That Drive Engagement

Just as you can utilize Facebook Audience Insights to identify target demographics such as age, gender, and location for your paid ads, a Meta ad agency leverages extensive insights gained from hundreds to thousands of previous successful campaigns.

An experienced agency specializing in Meta advertising possesses extensive knowledge from managing numerous Facebook and Instagram campaigns. Historical data from past campaigns is a valuable reference for understanding which audience segments perform best for specific industries and determining the optimal breadth or narrowness of targeting to achieve your desired views and clicks.

With over a decade of campaign experience on Meta and other social media advertising platforms, we have access to billions of data points that inform our decisions about ideal audience sizes and costs for precise targeting.

One of our recent successes involved a local fitness club aiming to drive digital sign-ups through a Facebook advertising campaign. Through link-click campaigns and precise location-based targeting, we ensured that ads reached the right audiences within the club’s service area. This strategic approach resulted in over 300,000 sign-ups, 1.5 million link clicks, and 700 million impressions, significantly enhancing the club’s digital presence.

Download the Facebook Health and Fitness Case Study here

Knowledge of Effective Ad Formats and Strategic Placements

With a deep understanding of Meta’s most effective ad formats, a Meta ad agency customizes options like Reels, carousels, and Stories to enhance engagement and performance. As Meta continues to expand its diverse array of ad formats and Advantage+ placements, it’s worth exploring which aspects of the Meta advertising network will drive traction for your holiday advertising campaigns.

For your Q4 2024 holiday advertising, Meta has introduced a new AI-powered feature within its Advantage+ shopping campaigns, allowing promotions to be showcased within the same ad. For instance, a promo code can be prominently displayed as a spotlight feature on a Reels ad:

Based on insights from Strike Social’s Campaign Lab data, here are our recommendations for the top Meta ad placements and advertising formats for your Q4 2024 holiday campaigns:

24/7 Execution of API-led Bid Optimization

Once your holiday marketing campaigns are launched through Ads Manager, the role of a Meta ad agency extends far beyond the initial setup. The real work begins when your Black Friday and Cyber Five ads enter Facebook’s learning phase, where they start tracking traffic or leads and competing in the ad auction.

A Meta advertising agency operates around the clock, ensuring continuous monitoring and optimization to capture every opportunity for bid adjustments and eliminate any tracking errors.

For example, during conversion campaigns, return on ad spend (ROAS) is a critical metric that requires constant attention. If your Facebook ad ROAS appears off, the Meta ad agency should swiftly identify the source of the issue. Fixing Facebook ROAS tracking can involve addressing straightforward cost discrepancies between your Facebook ad setup and your website or tackling more complex challenges, such as resolving Meta Pixel tracking issues with your tech team.

Contact Us

See how partnering with a SWAS AdTech agency can increase your campaign performance by 10-20%.

Strike Social is ready to work with your team and drive results for your holiday campaigns.

To enhance this process, our Campaign Lab technology facilitates continuous campaign monitoring every two hours. Notifications are sent to the designated media buying team, making sure there is always vigilant oversight on your Facebook and Instagram holiday campaigns.

We can confidently say that you should choose us to manage your holiday advertising campaigns this year, but what is our promise without the backing of our clients’ success?

How Targeted Meta Ad Placements Produce 34% CPLC Efficiency

As part of its anniversary collection, a luxury watch brand’s Facebook advertising campaign needed to introduce its new product line. While their brand represents luxury and prestige, the goal was to effectively reach a broad audience that would likely engage with their Facebook ad campaigns.

77%

Reel overlay ads reach and impressions

10%

Reels efficiency vs overall CPLC

56%

Carousel total landing page distribution

Campaign objective: Link clicks, Landing page views

Strategy: Strike Social capitalized on the Carousel ad format’s effectiveness in driving engagement and complemented it with Facebook overlay ads on Reels. Given that nearly 50% of Facebook users’ time is spent watching video content, this strategy proved beneficial for high engagement.

Results: The campaign successfully combined targeted placements to drive engagement and cost efficiency. Facebook overlay ads on Reels captured 77% of overall impressions and generated 48% of link clicks, proving highly effective in reaching a wide audience. Feed placements provided an additional 15% of impressions and accounted for 36% of link clicks, while Instagram Stories, though a smaller contributor, added 3% of impressions and 8% of link clicks.

In terms of cost efficiency, each format demonstrated significant savings: Reels overlay ads reduced the cost per link click (CPLC) by 49%, Feed placements by 44%, and Instagram Stories by 38%. Altogether, this strategic mix resulted in a 34.69% reduction in overall CPLC compared to the projected rate, highlighting the advantage of targeted ad formats and thoughtful budget allocation for achieving high engagement at a lower cost.

Download the Facebook CPLC Case Study here

Achieving 28x Facebook ROAS Through Data-Driven Monitoring

For a leading financial services provider, Strike Social executed a comprehensive campaign focused on acquiring conversions and leads, going through a meticulous approach from setup to ongoing optimization. It was a large-scale endeavor for a Facebook campaign and presented challenges, especially being far from the Thanksgiving and Christmas advertising surge.

66%

More impressions than guaranteed

7,000+

Purchases via the Facebook campaign

$1.5M

In revenue resulting in a 28x Facebook ROAS

Campaign objective: Conversions, Leads

Strategy: Strike Social reviewed up to 60 creatives, which were spread across multiple ad sets. The campaign targeted a nationwide audience, and while this setup was less complicated than other non-peak holiday Facebook campaigns, the challenge was to ensure it was directed towards audiences likely to engage, thereby reducing wasted ad spend.

Results: The conversion campaigns went live within 48 hours, swiftly generating impressions, clicks, and leads. Ongoing monitoring of the Meta Pixel was essential to maintain its effectiveness, allowing us to quickly resolve any issues in collaboration with the client. We also kept a close eye on cost per acquisition (CPA) and auction bids, which helped us meet our campaign objectives while staying within budget.

Thanks to this strategic approach, the Meta ad campaign achieved an impressive 28x Facebook ROAS, resulting in 66,000 leads and over 7,000 purchases through Facebook ads.

Download the Facebook ROAS Case Study here

Your Go-To Meta Advertising Agency Partner is Just a Click Away

Choosing Strike Social as your Meta advertising agency means gaining access to unparalleled expertise, advanced tools, and proven strategies designed to optimize your Q4 holiday advertising costs.

With our focus on precise audience targeting, mastery of ad formats and placements, and proactive campaign adjustments, we are committed to helping you achieve both performance and cost-efficiency in your 2024 holiday marketing strategy.

Scaling your 2024 holiday advertising campaigns can be made easy. Fill out the form below for a personalized walkthrough of our ad tech solutions and discover how a certified Meta advertising partner can drive success for your campaigns. Whether you aim to reach new audiences or convert them into loyal customers, Strike Social is here to help.

The post How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs appeared first on Strike Social.

Marketers’ guide to Meta ad specs (2025 Update)

strikesocial — Mon, 14 Mar 2022 17:11:38 +0000

Strike Overview

Meta ad specs encompass the latest guidelines across Facebook, Instagram, Threads, WhatsApp, and more—essential for creating visually appealing, high-performing ads on these platforms.
This 2025, Meta is expected to account for 50.3% of total U.S. ad revenue. With TikTok’s future uncertain, Instagram alone is projected to generate up to $32.03 billion in U.S. ad spend, solidifying Meta’s dominance in social media and digital advertising.
With Meta’s platforms continuously evolving, it’s our goal to keep brands informed on the latest Meta ad sizes and specs to maximize engagement and relevance with audiences.

Jump to Section

The Complete List of Meta Ad Sizes

This post was updated in February 2025 to provide you with the latest information.

2025 Guide to Meta Ad Specs and Formats for Effective Facebook and Instagram Campaigns

As the leading social media platform in the U.S., Facebook boasts a 77% share of network usage, with Instagram closely following in third place. Together, these platforms provide an expansive reach of up to 3 billion users globally, reflecting a year-over-year increase of 3.44%.

With such a vast audience available for your ads, it’s important to adhere to the most updated Meta ad specs. By doing so, you ensure that your essential calls-to-action remain visible and effective, whether your ad appears in a Reels format, as an overlay image, or anywhere else within the Meta platform feeds.

The Complete List of Meta Ad Sizes

When setting up Facebook or Instagram campaigns in Meta Ads Manager, switching back and forth to check how your ad creatives will display can be quite challenging. To make this easier, here’s our 2025 Meta ads specs guide.

Begin by selecting your desired Facebook or Instagram ad format, then refer to the corresponding sizes and specifications for the placements you want your ads to appear in:

Image ads
Video ads
Carousel ads
Collection ads

Meta Ad Specs for Image Ads

Static image ads are a powerful way to capture attention as users scroll through Facebook and Instagram feeds. They’re quick to create, easy to launch, and ideal for fast campaigns aimed at boosting brand recall. Explore the available placements for image ads and their Meta ad specs here:

Facebook Feed

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 80 characters
Headline: 27 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Instagram Feed

Design Specs:

Image File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Maximum Number of Hashtags: 30

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Minimum Aspect Ratio: 400 x 500
Maximum Aspect Ratio: 191 x 100
Aspect Ratio Tolerance: 1%

Facebook Reels

Design Specs:

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 40 characters
Headline: 55 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Instagram Reels

Design Specs:

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels
Safe zone: Keep the top 14%, bottom 35%, and 6% on each side of your image free from text, logos, or any important design elements.

Text Limitations:

Primary Text: 72 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Facebook Stories

Design Specs:

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels
Safe zone tip: Reserve about 14% of the top and 20% of the bottom of your image free of text, logos, or key visuals to allow room for UI elements like the CTA.

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Instagram Stories

Design Specs:

Image File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Messenger Stories

Design Specs:

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080
Safe zone tip: Keep approximately 14% clear at the top and bottom of your image, free from text or logos, to ensure the CTA (like “Learn More” or “Book Now”) remains unobstructed.

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Facebook Business Explore

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 27 characters
Description: 27 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Instagram Explore

Design Specs:

Image File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Facebook In-Stream Video

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
Note: To make the most of this ad’s compact image format, avoid text on the visuals.

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Instagram Profile Feed

Design Specs:

Image File Type: JPG or PNG
Recommended Ratio: 1:1
All Supported Ratios: 1.91:1 to 4:5
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Maximum Number of Hashtags: 30

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 500 pixels
Minimum Height: 400 pixels
Minimum Aspect Ratio: 400 x 500
Maximum Aspect Ratio: 191 x 100
Aspect Ratio Tolerance: 1%

Facebook Video Feed Ads

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 80 characters
Headline: 27 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Ads on Facebook Reels (Overlay)

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
Note: With limited space for visuals in this ad type, it’s ideal to keep images text-free.

Text Limitations:

Primary Text: 72 characters
Headline: 10 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Facebook Marketplace

Design Specs:

File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Maximum File Size: 30MB

Facebook Search Results

Design Specs:

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Audience Network

Native Ads

Banner Ads

Design Specs:

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 398 x 208 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Maximum File Size: 30MB
Minimum Width: 398 pixels
Minimum Height: 208 pixels

Further Reading

Instagram Ad Specs and Sizes for 2025

Instagram’s visual appeal and active user base make it a prime platform for brands looking to connect with socially engaged audiences through paid ads. Our detailed guide covers all you need to know about Instagram ad specifications, organized by each ad format.

Meta Video Ad Specs

Capture your audience’s attention with engaging video ads, whether you’re targeting viewers with quick, short-form content or sharing in-depth stories through longer videos. Each placement comes with specific recommended sizes and technical requirements to ensure your ads look their best.

Check out the Meta ad specs to make sure your video ad creatives fit seamlessly within the Facebook and Instagram apps:

Facebook Feed

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Note: Keep video file containers free of edit lists or added boxes.

Text Limitations:

Primary Text: 125 characters
Headline: 27 characters
Description: 27 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels
With 360 videos, users can swipe to explore the video interactively—this feature is available exclusively on Facebook Feed and Video Feed.

Instagram Feed

Design Specs:

File Type: MP4, MOV or GIF
Ratio: 4:5
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 125 characters
Maximum Number of Hashtags: 30

Technical Specs:

Video Duration: 1 second to 60 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Facebook Reels

Design Specs:

File Type: MP4, MOV or GIF
Recommended ratio: 9:16
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Refrain from using special boxes or edit lists within video file containers.

Text Limitations:

Primary Text: 40 characters
Headline: 55 characters

Technical Specs:

Video Duration: No maximum limit
Maximum File Size: 4GB

Instagram Reels

Design Specs:

File Type: MP4, MOV
Ratio: 9:16
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
Resolution: At least 500 x 888 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but strongly recommended
Reels ads should not contain:
- Reels published before October 15, 2021.
- Licensed music; use original audio or royalty-free music from the Meta Sound Collection instead.
- Media featuring face or camera effects.
- Media containing GIFs.
- Media with product tags.
- Videos with edit lists or special boxes in file containers.
To avoid overlap, leave 14% free at the top, 35% at the bottom, and 6% on each side of the image, keeping text and logos clear.

Text Limitations:

Primary Text: 72 characters

Technical Specs:

Video Duration: 0 seconds to 15 minutes
Maximum File Size: 4GB

Facebook Stories

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Avoid embedding edit lists or special boxes directly in video containers.
Safe zone tip: For best results, ensure that 250 pixels at the top and 340 pixels at the bottom of your video is free from essential elements like text or logos.

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters

Technical Specs:

Video Duration: 1 second to 2 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Instagram Stories

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Leave space by clearing 14% (250 pixels) at the top, and 20% (340 pixels) at the bottom, of text, logos, or other main elements.

Text Limitations:

Primary Text: 125 characters

Technical Specs:

Video Duration: 1 second to 60 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Messenger Stories

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters

Technical Specs:

Video Duration: 1 second to 2 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Facebook In-Stream Video

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Refrain from using special boxes or edit lists within video file containers.

Text Limitations:

Primary Text: 125 characters
Headline: 27 characters
Description: 27 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels
Facebook Feed and Video Feed support 360 videos, giving users the ability to swipe and explore the video content.

Facebook Groups Feed

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Keep crucial design elements like text and logos away from the edges: aim for 14% clear at the top, 35% at the bottom, and 6% on each side.

Text Limitations:

Primary Text: 50-150 characters
Headline: 27 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels

Facebook Video Feed Ads

Design Specs:

File Type: MP4, MOV or GIF
Ratio: 4:5
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended

Text Limitations:

Primary Text: 80 characters
Headline: 25 characters
Description: 25 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels

Ads on Facebook Reels (Video Overlay)

Design Specs:

File Type: MP4, MOV or GIF
Recommended ratio: 9:16
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 40 characters

Technical Specs:

Maximum File Size: 4GB
Min Video Duration: 4 seconds
Max Video Duration: 15 seconds

Facebook Marketplace

Design Specs:

File Type: MP4, MOV or GIF
Ratio: 1:1
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Headline: 25 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels

Facebook Search Results

Design Specs:

File Type: MP4, MOV or GIF
Ratio: 1:1
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels

Facebook Business Explore

Design Specs:

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 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 125 characters
Headline: 27 characters
Description: 27 characters

Technical Specs:

Video Duration: 1 second to 241 minutes
Maximum File Size: 4GB
Minimum Width: 120 pixels
Minimum Height: 120 pixels

Instagram Explore

Design Specs:

File Type: MP4, MOV or GIF
Ratio: 4:5
Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 125 characters

Technical Specs:

Video Duration: 1 second to 60 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Aspect Ratio Tolerance: 1%

Instagram Profile Feed

Design Specs:

File Type: MP4, MOV or GIF
Recommended Ratio: 4:5
All Supported Ratios: 1.91:1 to 9:16
Resolution: At least 1080 x 1080 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Maximum Number of Hashtags: 30

Technical Specs:

Video Duration: 1 second to 60 minutes
Maximum File Size: 4GB
Minimum Width: 500 pixels
Minimum Height: 500 pixels
Minimum Aspect Ratio: 4:5
Maximum Aspect Ratio: 1.91:1
Aspect Ratio Tolerance: 1%

Instagram Profile Reels

Design Specs:

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 and over
Resolution: At least 500 x 888 pixels
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Text Limitations:

Primary text: 72 characters

Technical Specs:

Video duration: 0 seconds to 15 minutes
Maximum File Size: 4GB

Further Reading

Facebook Advertising Sizes and Specifications (2025 Update)

Prior to submitting your creative for a Meta campaign, it’s important to familiarize yourself with the various Facebook ad sizes and formats. This ensures that your Meta ads are visually appealing and function effectively across all devices.

Ad Specs for Carousel Ads in Meta

For brands aiming to boost post engagement and drive conversions, the carousel ad format is an excellent choice. This ad format allows viewers to explore your latest releases or special discounts all on a single screen, enhancing their shopping experience.

Discover the Meta ad specs for the carousel format in different placements, whether you’re using manual or Advantage+ settings, to optimize your campaign effectively.

Facebook Feed

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1 or 4:5
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 80 characters
Headline: 45 characters
Description: 18 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 240 minutes
Aspect Ratio Tolerance: 3%

Instagram Feed

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 2 minutes
Aspect Ratio Tolerance: 1%

Facebook Reels

Design Specs:

Image file type: JPG or PNG
Recommended ratio: 9:16
Resolution: At least 1080 x 1080 pixels
Safe zone guide: Leave a buffer of 14% at the top, 35% at the bottom, and 6% on each side of your image or video to ensure text and logos stay visible and aren’t obstructed by UI elements like profile pictures, ad text, or the CTA button.

Text Limitations:

Primary text: 40 characters

Technical Specs:

Number of carousel cards: 2 to 10
Maximum file size: 30MB
Minimum width: 600 pixels
Minimum height: 600 pixels
Aspect ratio tolerance: 1%

Instagram Reels

Design Specs:

Image file type: JPG or PNG
Resolution: At least 1080 x 1080 pixels
Aspect ratio: 9:16

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Maximum number of carousel cards: 10
Minimum number of carousel cards: 2
Image maximum file size: 30MB
Aspect Ratio Tolerance: 1%

Facebook Stories

Design Specs:

Image File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1920 pixels (there is no maximum resolution)
- Note: Video format is not available for carousel ads in Facebook Stories placement.
- Safe Zone Reminder: Keep the top 14% and bottom 20% of your Facebook ad creatives clear of text and logos to avoid them being obscured by UI elements.

Text Limitations:

Primary text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Number of carousel cards: 3 to 10
Image minimum width: 500 pixels
Image maximum file size: 30 MB

Instagram Stories

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1920 pixels
Safe zone tip: Keep roughly 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of your image free of text, logos, or other essential elements.

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 15 seconds
Aspect Ratio Tolerance: 1%

Facebook In-Stream Video

Design Specs:

Image File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 30 characters

Technical Specs:

Number of Carousel Cards: 10
Image Maximum File Size: 4GB
Image Minimum Width: 600 pixels
Image Minimum Height: 600 pixels
Video Maximum File Size: 4 GB
Video Duration: Up to 15 seconds
Aspect Ratio Tolerance: 3%

Facebook Business Explore

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 32 characters
Description: 18 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 240 minutes
Aspect Ratio Tolerance: 3%

Facebook Video Feed Ads

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1 or 4:5
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 80 characters
Headline: 45 characters
Description: 18 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 240 minutes
Aspect Ratio Tolerance: 3%

Overlay Ads on Facebook Reels

Design Specs:

Image File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
We recommend avoiding text on your images, as this Facebook ad placement displays images at a smaller size.

Text Limitations:

Primary Text: 50 characters
Headline: 10 characters

Technical Specs:

Number of Carousel Cards: maximum of 10
Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels
Aspect Ratio Tolerance: 3%

Facebook Marketplace

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Description: 20 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 240 minutes
Aspect Ratio Tolerance: 3%

Facebook Search Results

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary text: 125 characters
Headline: 40 characters
Description: 20 characters
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 240 minutes
Aspect Ratio Tolerance: 3%

Instagram Profile Feed

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Recommended Ratio: 1:1
All Supported Ratios: 1.91:1 to 4:5
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Maximum Number of Hashtags: 30
Landing Page URL: Required

Technical Specs:

Number of Carousel Cards: 2 to 10
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Video Duration: 1 second to 2 minutes
Aspect Ratio Tolerance: 1%

Instagram Explore

Design Specs:

Image file type: JPG or PNG
Ratio: 1:1
Resolution: 1080 x 1080 pixels

Text Limitations:

Primary text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Number of carousel cards: 2-10
Maximum file size: 30MB
Minimum width: 500 pixels
Minimum Aspect Ratio: 400 x 500
Maximum Aspect Ratio: 191 x 100
Aspect ratio tolerance: 1%

Meta Ad Sizes for Collection Ads

As you move towards the lower funnel stages, the collection ad format becomes an invaluable tool for showcasing your top products or services. This format not only highlights your best offerings but also encourages audiences to explore further through the Instant Experience feature.

While the available Meta placements may be limited, partnering with an experienced Meta ad agency can effectively guide engaged audiences through the funnel, ultimately driving improved conversions.

Facebook Feed

Design Specs:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB

Instagram Feed

Design Specs:

Image File Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Minimum Image/Video Width: 500 pixels
Minimum Image/Video Height: 500 pixels

Facebook Reels

Design Specs:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 9:16 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 72 characters
Headline: 10 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB

Instagram Reels

Design Specs:

Image file type: JPG or PNG
Video file type: MP4 or MOV
Cover ratio: 9:16
Product image ratio: 1:1
Resolution: At least 500 x 888 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image maximum file size: 30MB
Video maximum file size: 4GB

Facebook Marketplace

Design Specs:

File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Headline: 25 characters

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB

Facebook Video Feed Ads

Design Specs:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Headline: 40 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image maximum file size: 30MB
Video maximum file size: 4GB

Instagram Stories

Design Specs:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Minimum Image/Video Width: 500 pixels
Minimum Image/Video Height: 500 pixels

Instagram Explore

Design Specs:

Image Type: JPG or PNG
Video File Type: MP4, MOV or GIF
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels

Text Limitations:

Primary Text: 125 characters
Landing Page URL: Required

Technical Specs:

Instant Experience: Required
Image Maximum File Size: 30MB
Video Maximum File Size: 4GB
Minimum Image/Video Width: 500 pixels
Minimum Image/Video Height: 500 pixels

Conquer Meta Placements by Understanding Ad Specs

The Meta advertising network provides extensive opportunities for brands, but competition for views and reach can be intense while managing ad costs. Short-form video content is gaining traction on Meta, making it essential to prioritize safe zones and ad specifications combined. Together, these elements contribute to creating impactful ad creatives that achieve your desired metrics.

Are your ad creatives ready to take their rightful placements in Meta? Reach out to us, and we’ll assist you in activating and managing your campaign with our SWAS AdTech solutions for Facebook and Instagram advertising.

The post Marketers’ guide to Meta ad specs (2025 Update) appeared first on Strike Social.

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Marketers’ guide to Meta ad specs (2025 Update)

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2025 Guide to Meta Ad Specs and Formats for Effective Facebook and Instagram Campaigns

The Complete List of Meta Ad Sizes

Meta Ad Specs for Image Ads

Instagram Ad Specs and Sizes for 2025

Meta Video Ad Specs

Facebook Advertising Sizes and Specifications (2025 Update)

Ad Specs for Carousel Ads in Meta

Meta Ad Sizes for Collection Ads

Conquer Meta Placements by Understanding Ad Specs