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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.

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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.

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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

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.

Strike Social’s Proven Success on Meta Advertising

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.

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.

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.

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.

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.

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

Planning Your Q4 2024 Facebook & Instagram Holiday Ads

As you prepare for the busiest shopping season of the year, Meta is gearing up to meet the surge in holiday ad campaigns across Facebook and Instagram. The Q4 holidays — Thanksgiving, Cyber Five, Christmas, and New Year’s — represent the most critical window for capturing audience attention and driving performance.

With ad spending peaking during this period, competition in the auction is becoming fierce, and the stakes are high. To maximize your campaign outcomes while managing costs, advertisers must stay ahead of the trends shaping consumer behavior, creative strategies, and targeting tactics. Here’s how to strategically plan your Facebook and Instagram holiday ad campaigns towards the end of the year.

Q4 2024 Holiday Ad Trends Advertisers Should Watch Out For

Before the celebration continues, let’s take a sneak peek at what to expect this year and how it’s different from previous years to fully prepare you for your holiday campaigns.

Key Peak Advertising Periods in Q4 2024

By anticipating shifts in ad spend and key peak periods, you can optimize your strategy and control costs while driving results for your Q4 2024 holiday ad campaigns:

As more advertisers vie for auction space during the Q4 holidays, we can certainly see spikes in ad spending during this time. Historically, Q4 sees the highest ad spending, particularly on Facebook and Instagram (Meta), with Google following a similar trend. TikTok, on the other hand, tends to have a more unpredictable and sporadic pattern. This heightened competition across industries inevitably drives up Facebook and Instagram ad costs. We’ll explore this further as we go along.

Online Shopping and Spending Trends

Adobe forecasts that U.S. online sales will reach $240.8 billion from November 1 to December 31, up from $221.8 billion last year. In addition, Mastercard’s Spending Pulse data indicates a projected 7.1% growth in retail sales during this holiday shopping season compared to 2023. The rise in consumer spending will likely kick off early, with shopping ramping up as early as Halloween and peaking through Christmas, driven by big-ticket purchases during the gift-giving season.

Further, Numerator’s research shows that many Christmas shoppers are starting as early as three months before the holidays. For advertisers, this means awareness campaigns need to launch well before November to capture early interest and effectively guide potential buyers down the funnel in time for peak holiday ad campaigns.

Meta’s Holiday Ad Trends for Q4 to Q5

Data from Meta’s campaigns affirm this, as 41% of consumers continue making purchases from holiday ads well beyond the peak shopping season. Last year, CPM-focused Facebook and Instagram ads peaked around Thanksgiving, while CPA-focused campaigns were more cost-efficient during the same period.

In Q4 2023, conversion campaigns saw a 20% year-over-year increase in performance and a 3.3x return on ad spend (ROAS) when using Meta Advantage+. Meta is heavily promoting Advantage+ to help advertisers streamline the process of diversifying ads and placements, ultimately improving campaign returns. 

This approach pays off during the holiday season, as consumers actively search for gifts through Christmas campaigns on Meta, creating a sizable audience that helps drive more efficient ad costs.

Download our Facebook ROAS Case Study

Discover how Strike Social achieved 66% more impressions than guaranteed and a 28x Facebook ROAS through precise execution and real-time campaign management for a financial services client.

Download full case study here

Insights for Effective Holiday Advertising Strategy on Facebook & Instagram

Now that you have a clear view of the holiday ad trends and consumer behavior for Q4 and Q5 2024, it’s time to review the actionable strategies that will drive results and deliver outstanding performance for your Facebook and Instagram holiday advertising campaigns.

Start Your Holiday Ad Campaigns Earlier

With fewer shopping days between Black Friday and Christmas in 2024, early campaign launches will allow for better positioning. October marks the start of the buildup, especially with the final weeks leading up to the U.S. presidential elections, where 79% of 2024 political ad spending is pouring on key battleground states. With political ads wanting to reach as many audiences as possible, this creates fierce competition for audience attention, making it harder for awareness campaigns to break through compared to previous holiday seasons.

Concurring with Meta’s holiday ad trends, our Facebook benchmark report confirms that CPMs will rise during peak Q4 periods, especially around Thanksgiving, Black Friday, and Christmas promotions, as advertisers optimize to reach more markets. Average CPM for Q4 2024 is expected to increase, but campaigns focusing on engagement may benefit from higher engagement rates, particularly with the growth of new ad formats like Reels, which saw a 61% increase in 2023 compared to 2022. Thus, if you want to get a headstart on the lower CPM levels, an early start to your full holiday advertising campaign is necessary.

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Further Reading

How Facebook Engagement Ad Formats Win Holiday Advertising

Engagement ads on Facebook and Instagram allow brands to build genuine connections that can later convert into sales. As competition rises and holiday shopping behaviors shift, focusing on engagement helps brands reach Meta’s vast audience while maximizing campaign efficiency for scalable results.

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More Aggressive Holiday Advertising for Both B2B and B2C

The competition for ad space for Q4 2024 holiday ad campaigns is not limited to retail brands. Both B2B and B2C advertisers are aggressively vying for inventory, particularly on Meta platforms and Connected TV, as the holiday season ramps up with key events like Cyber Five and New Year’s advertising.

According to NRF’s 2023 Thanksgiving holiday weekend data, a record 200.4 million shoppers were active during the Cyber Five period, with 44% shopping online. Black Friday and Cyber Monday led online purchases, solidifying these events as significant revenue drivers for B2C brands while increasing competition with B2B brands vying for the same ad inventory.

For B2B companies, Q4 presents an ideal opportunity to reach decision-makers actively searching for advanced solutions for their businesses. It’s the perfect time to adopt a bold, action-oriented strategy, focusing on campaigns that drive clicks and conversions. With 76% of B2B buyers preferring to speak with someone before acquiring new services, Q4 is when many finalize their decisions on renewing or switching to new products or services.

Meta’s holiday playbook data supports this holiday advertising strategy, showing that CPA levels remain relatively stable throughout Q4 and Q5, compared to fluctuating CPM and CVR rates. Additionally, our data indicates that Facebook traffic campaigns targeting link clicks could see a 23% increase toward Q4, based on 2023 trends. Encouragingly, link-click engagement rates have been on the rise in 2023 compared to 2022, signaling a positive trend for engagement-driven campaigns.

Lead Customers from Top-to-Bottom Funnel Holiday Campaigns

By Q4, your awareness holiday ad campaigns from earlier in the year—starting as early as Halloween—should have built enough momentum to drive audiences into your lower-funnel holiday campaigns. While awareness ads are crucial, by this point in the holiday season, your focus should shift toward consideration and conversion campaigns to capitalize on the peak of the 2024 holiday shopping season.

Not only are lower funnel campaigns more cost-effective, but we’re also seeing high engagement rates, especially in Facebook advertising campaigns focusing on post engagement, clicks, and link clicks, aligned with Q4 holiday trends. Reels are particularly powerful, with short-form video content on Instagram reaching up to 30% of users, reflecting its growing dominance across Meta’s advertising network. 

According to Adobe Analytics, mobile devices are expected to drive 53% of online sales during the 2024 holiday season. Therefore, it is crucial to focus on mobile-first conversion strategies to achieve your campaign goals.

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Further Reading

Improving Facebook ROAS with Real-time Optimizations

Various factors can contribute to Facebook ROAS underperformance, from basic problems like inaccurate Meta Pixel tracking to more intricate issues tied to campaign management. Partnering with an advertising agency can provide the specialized knowledge and strategies to boost your Facebook ad ROAS. See the critical areas where an expert agency can make a difference in optimizing your campaigns and driving better results.

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Diverse Creative Formats to Keep Holiday Ads Fresh

As competition heats up during the holiday season, brands often find their ads competing for the same audience’s attention. When users encounter the same ad multiple times, their engagement tends to wane, leading to missed opportunities.

When running top-to-bottom funnel holiday ad campaigns, Facebook and Instagram users can quickly become fatigued by seeing the same creative, sometimes after just two impressions. This leads to users scrolling past or swiping away from your holiday ads.

Incorporate a variety of creative formats in your strategy to avoid ad fatigue and ensure your Black Friday and Christmas advertising campaigns remain effective. Facebook and Instagram offer dynamic options such as Reels, carousels, and videos that can significantly boost engagement and keep your brand fresh in consumers’ minds. 

• Pro tip: Adhere to the Facebook and Instagram ad specs so your ads fit seamlessly within users’ screens.

Explore how to optimize your placements using manual selection in Meta Ads Manager to find the formats that best align with your brand messaging:

Shine Bright on Shoppers’ Lists with Twinkling Facebook and Instagram Holiday Campaigns

“It’s the most wonderful time of the year” – as it should be for both consumers and Meta advertisers alike. Indeed, the Q4 to Q5 periods can be a balancing act, where the need to scale budgets must align with the goal of achieving an impressive return on ad spend.

With Strike Social’s SWAS (software with a service) AdTech expertise, our aim is to deliver better results for you at lower costs for savings. Our proprietary tool, Campaign Lab, is designed to keep a close eye on your ads, ensuring that the full process from setup to campaign management is streamlined and optimized before your holiday campaigns even launch.

Learning the holiday ad trends and suggested strategies is just the beginning. Let us become an extension of your in-house team, helping you finish the year on a high note. Contact us today to request a personalized walkthrough of our AdTech service and see how we can enhance your holiday advertising performance.

The post Q4 2024 Holiday Ad Trends for Thanksgiving & Christmas appeared first on Strike Social.

What Are Meta Advantage+ Placements?

We must understand its meaning to determine whether Meta Advantage+ placements are right for you. Advantage+ placements are part of Meta’s complete campaign solutions, using AI to maximize each ad impression and exposure on the Meta platforms.

What Are the AI Solutions Within the Meta Advantage+ Suite?

Here are the various Meta Advantage+ functions advertisers can utilize in ad campaigns across Facebook, Instagram, Messenger, and the Meta Audience Network.

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Further Reading

Explore the Benefits of Using Meta Advantage+ Catalog Ads

Meta Advantage+ catalog ads automatically adjust elements like creative and placements for products that capture customer interest. When a customer engages with a product from your catalog, Meta creates a targeted ad designed to increase appeal. This feature enhances your advertising strategy by driving more effective engagement and sales.

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Where Will Your Ads Appear with Meta Advantage+ Placements?

Depending on your campaign objective, your ads can appear in various placements and formats across Facebook, Instagram, and other Meta ads platforms.

When Should You Use Meta Advantage+ Placements?

Now that you know which platforms and placements your ads can appear on, as well as which objectives and ad formats are compatible with Advantage+ placements, it’s time to determine if it’s the right fit for your brand and advertising goals. 

If you meet one or more of the following criteria, we recommend turning on Meta Advantage+ placements to maximize your advertising efforts on Meta platforms fully.

New to Facebook and Instagram Advertising

• For advertisers new to the platform who lack sufficient data to determine effective placements, Advantage+ placements utilize Meta’s extensive data and algorithms to identify the best ad placements automatically.
• This way, you can rely on Meta’s AI to distribute your campaigns across all available placements based on your ad format and objective. Meta will gather data to help you determine which placements work best.
• For instance, if you’ve been advertising more on YouTube and TikTok with video ads, Advantage+ placements can help identify the most effective ad placements within Meta’s advertising ecosystem.

Testing New Placements

• If you want to experiment with new placements or ad formats within the Meta Business Suite, Advantage+ can automatically include them in your campaign and measure their effectiveness.
• For example, if you have been primarily advertising on Instagram and are considering expanding to Facebook ads to acquire a new audience, such as promoting a new line of mocktails for a younger demographic, Advantage+ placements can help determine if Facebook placements are worth adding to your media plan or if maximizing Instagram ad placements would be more effective.

Download our 2024 Facebook CPLC Case Study

See how Strike Social used Facebook Reels and Carousel ads to highlight the brand’s reputation for stylish, durable automatic watches at competitive prices. By strategically allocating budget and selecting optimal ad formats, the campaign achieved a CPLC 34.69% below the guaranteed rate, proving the power of smart ad placements.

Download the report

Expand Ad Reach for Awareness and Traffic Campaigns

• Advantage+ placements can significantly boost your ad’s exposure when you aim to generate traffic or reach new audiences. By distributing ads across multiple platforms, Advantage+ placements help enhance both reach and engagement.
• The main purpose of Advantage+ placements is to broaden the visibility of your ads by displaying them across more locations within the Meta Audience Network. This means your ads will reach a larger audience, including users of mobile apps and websites beyond Facebook and Instagram.
• Though there isn’t a specific list of apps and websites within the Meta Audience Network, applying Advantage+ placements ensures your ads are seen in diverse digital environments, expanding your reach far beyond Meta’s own platforms.

When Should You Choose Manual Ad Placements Over Advantage+?

Manual ad placements can be advantageous when your advertising goals on Meta require a more tailored approach. If your objectives or concerns align with the following points, consider using manual placements:

Specific Placement Goals

• When you have specific goals for particular placements, choosing manual placements provides better control and precision, allowing for more targeted optimization.
• For instance, if your brand’s strategy revolves around video ads and you’ve seen positive results from this format, manual ad placement allows you to focus exclusively on high-performing Meta ad placements like Reels ads and other video-centric options.

Low-Quality Actions

• If you notice that certain placements are resulting in low-quality actions or conversions, such as accidental clicks or clicks from bots, it may be wise to exclude those placements manually. The algorithm does not inherently recognize low-quality clicks, so manual adjustments are necessary.
• For example, a study by a major B2B company found that while Meta Advantage+ helped them acquire more leads, their quality was lower than those leads acquired through traditional targeting and placement controls. In such cases, manually managing placements can help you focus on channels that yield higher-quality results.

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Further Reading

Guide to Meta Ad Sizes: Ensure Your Creatives Fit Every Placement

Meta ad sizes and specifications differ by ad type and placement. Advertising on Meta opens up multiple placements across Facebook, Instagram, and other apps within the Meta network. Make sure your creatives are sized right to capture audience attention across all placements.

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Opting In and Out of Meta Advantage+ Placements

You can set up your campaigns once you determine whether to use Meta Advantage+ or manual placements. Here’s a step-by-step guide to help you configure your Meta ad placements before the campaign launch:

How to Turn On Meta Advantage+ Placements

1. Log in to Meta Ads Manager. Ensure you are logged into your Facebook account and have access to the Ads Account on which you will be setting up the campaign.
2. Click Create at the Campaign level, then choose your campaign objective.
3. For the campaign setup, choose Manual campaign.
4. Proceed with the usual campaign setup. At the campaign level, you can decide whether to turn on the Advantage campaign budget (formerly campaign budget optimization) before moving to the Ad set level.
5. You can toggle between Advantage+ and manual placements on the Ad set level. The default setting is Advantage+ placements. To keep Advantage+ placements active, do not make any changes.
6. Continue with the rest of your campaign and ad setup.

How to Turn Off Advantage+ Placements and Switch to Manual Ad Placement

1. Follow steps 1-4 as outlined above.
2. Once on the Ad set level, scroll to the Placements section and click Edit to switch to manual ad placement.
3. Toggle the button to turn off Advantage+ placements and click on Manual placements.
4. You can choose the specific ad placements you want within Facebook, Instagram, Messenger, and the rest of the Meta Audience Network.
5. Once you have selected your desired placements, proceed with the rest of your campaign and ad setup.

It’s best to decide upfront which option is best for your campaigns, as changing your ad placement setup mid-campaign can disrupt the learning phase and lead to inconsistent ad performance. By determining the best ad placement strategy before the campaign flight, you can steer your campaigns more effectively and develop a clearer plan for optimizing results.

Is Advantage+ Really Beneficial for Your Meta Campaigns?

Are you ready to leverage the power of Advantage+? You’ve seen various perspectives, and by now, you should be able to evaluate whether Meta Advantage+ placements can truly enhance your brand’s results. The next step is to test it and determine how much control you need over your campaigns versus letting Meta’s AI optimize your ad placements. The real answer lies in taking action.

If you have questions about using Meta Advantage+ for your campaigns and how Strike Social can combine our expertise with AI to drive better results for your brand, reach out to our team for a personalized walkthrough of our tools and technology.

The post Should You Use Meta Advantage+ Placements for Your Campaigns? appeared first on Strike Social.

Understanding that the key to client satisfaction involved more than just the timely execution of strategies, such as creative swaps and campaign optimization, our team recognized the necessity of a dedicated, hands-on approach. To this end, Strike Social mobilized a team of 50 Facebook media buyers experts, each driven by a shared objective to enhance efficiency across every local club campaign.

The impressive results of this Facebook ad awareness and consideration campaign are a testament to the power of a well-crafted media plan, the strategic use of technology, and the relentless dedication of a globally coordinated team. Through Strike Social’s efforts, the brand not only reached but surpassed its goals, setting a new benchmark in digital advertising within the health and fitness industry.

Strike Social’s global team’s commitment to 24/7 monitoring and our agile response to the campaign’s evolving needs guaranteed that the health and fitness brand met and exceeded its ambitious objectives.

Request for Facebook Advertising case study

If you want a similar social campaign solution, our team will be ready to discuss strategies crafted according to your requirements.

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The post Health and Fitness Facebook Case Study appeared first on Strike Social.

This post was updated in November 2024 to provide you with the latest information.

2024 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 2024 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

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Further Reading

Instagram Ad Specs and Sizes for 2024

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.

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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

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Further Reading

Facebook Advertising Sizes and Specifications (2024 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.

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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 (2024 Update) appeared first on Strike Social.

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This post was updated in September 2024 to provide you with the latest information.

An Overview of Facebook Ads Manager

The Facebook Ads Manager is a free tool available to assist you in your advertising efforts. It’s your all-in-one tool for creating ads, managing when and where they’ll be placed and tracking how well your Meta ad campaigns are performing.

You can use it to create, run and tweak the specifications of your ads. Using the Ads Manager allows you to target your ads to the right audiences, set your budget, see which of your ads are working, and view your billing information, payment summary and payment method information—all within the Meta Business Suite. This should not be confused with Facebook Business Manager, which provides a broader view of both organic content and paid advertising.

Are you ready to learn the essential steps to manage your campaigns through Facebook Ads Manager? Let’s jump in.

How to Access the Facebook Ads Manager

You have a few ways of accessing the Ads Manager and they will vary according to the platform you are using.

Desktop

• On your Facebook homepage (facebook.com), navigate to the left-hand side menu and click See More to expand the list of options.

• Once the additional options appear, scroll down until you find Ads Manager. Click on it, and you will be redirected to the Facebook Ads Manager interface.

• If you navigate directly to the Ads Manager site, you’ll be taken to your personal account by default. Switching to a different account is simple:
  • Click on your profile image on the left side of the screen to switch to the correct Business portfolio, or
  • Click on the dropdown menu next to Campaigns, then select See More Ad Accounts to choose the business or ad account you want to manage.

Mobile

• Download the Meta Ads Manager app from the Play Store (for Android devices) or the App Store (for Apple devices).

• If you already have Facebook installed on your device, the app will recognize your account and prompt you to click Continue to link your account to the Ads Manager app.
  • If you want to use a different account, simply click on Not you? to log in with another Facebook account.

• Once logged in, you’ll be prompted to select the ad account you want to manage.

• And that’s it! Your screen will now display an overview of your campaigns, and you can start exploring and managing your ads through the Meta Ads Manager mobile application.

Exploring Meta Ads Manager: Managing Your Facebook and Instagram Campaigns

Your Meta Ads Manager interface is organized into three main tabs—Campaigns, Ad Sets, and Ads. Here’s a closer look at what each tab offers:

Campaigns

This tab allows you to view and manage all your campaigns. You can create, duplicate, and edit campaigns, update campaign names, or change end dates.

It also provides insights into each campaign’s performance, allowing you to export or share results in .csv or .xlsx formats. You can customize the columns and use breakdown options to analyze your campaign data more effectively.

Ad sets

Viewing the Ad Sets tab gives you much of the same options as the Campaigns tab, but focuses on one specific ad set within a campaign. Along with everything mentioned above, it gives you the opportunity to edit your ad set and update not only the name, but also the placement, budget, scheduling and targeting.

Ads

The Ads tab allows you to focus on one single ad within an ad set in a Facebook campaign. In addition to editing the budget and viewing performance, you can use this tab to preview your ad and see how it appears across your selected Facebook ad placements within the Meta advertising network.

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Further Reading

Learn More About Your Audience with Facebook Audience Insights

The Facebook Audience Insights tool offers valuable data to help marketers understand their target audience. It provides information on page likes, geographic location, household demographics, and purchasing behavior.

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Best Practices on Facebook Advertising

• Always use high-quality photos. Whether for business or personal use, only upload high-quality images to social media platforms to ensure your content looks professional and engaging. Make sure your ads fit by learning the Facebook ad sizes.

• Avoid ad fatigue. To prevent your audience from seeing the same ads repeatedly, regularly update your ad creatives. Introduce new ads instead of just modifying existing ones to keep your content fresh and engaging. Keep your ads fresh with the latest Facebook ad formats.

Managing Your Facebook Ads From Inside the Office and Beyond

Now that you know all the benefits of using Facebook Ads Manager, go ahead and use the tool to improve the way you manage your Facebook campaigns.

Remember you can also download the Facebook Ads Manager app to manage your ads from home, the airport or rooftop lounge whenever you feel like it. Take advantage of the inspiration as soon as it strikes, since it doesn’t always happen in the office.

The post An Overview of Facebook Ads Manager appeared first on Strike Social.

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Join our mailing list for the latest updates.

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This post was updated in August 2024 to provide you with the latest information.

Improve your Targeting with Facebook Audience Insights

Designed to help marketers learn more about the audience they want to reach, the Audience Insights tool provides relevant data for Facebook advertisers, such as page likes, location, what your target audience’s household looks like, and buyer behavior.

Audience Insights differs from Facebook’s Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at interactions with your page (e.g., likes, comments, and shares).

As with many Facebook tools, Audience Insights is free and user-friendly. Follow the steps below to improve your Facebook strategy and hone tactics for creating winning social media advertising campaigns time and time again.

How to Use Facebook Audience Insights

Step 1: Access Audience Insights

• Go to the Facebook Business Manager page.
• From the left-hand menu, select Insights to open the full overview.
• To view your Audience Insights data, click on Audience.
• On the Audience Insights screen, you will find three key tabs:

Trends: View metrics like follower count (based on the selected timeframe), post views, and follower engagement.

Demographics: Analyze the age, gender, and location breakdown of your followers.

Potential Audience: Based on your follower and engagement data, Facebook suggests an audience size and demographic, helping you refine your content and advertising strategy.

Step 2: Create an audience

To fully utilize the Audience Insights you have gathered from this tool, start by creating a custom audience.

• Hover your mouse over the left-side menu and click on All tools. 
• Search for “audience”, then click on Audience under Advertise.

• A new window will open, leading you to the Audiences section in Meta Ads Manager.

• Click on Create audience, then select Custom audience. 
• Select your source to begin customizing your audience list.

Once your audience is labeled as Ready, you can start using it for Facebook advertising, targeting based on the data from Facebook Audience Insights.

• When setting up your Facebook ad campaign, go to the Ad Set level.
• First, go to Audience controls and select your target location.
  
  To change the location, hover the mouse over the current location settings and click on the “X” that will appear on the right side of the box. Depending on your suggested potential audience from the Facebook Audience Insights tool, you can target by country or city.

• Scroll to Advantage+ audience. From here, you can segment your audience by age, gender, interests, people connected to your page, and more advanced data such as behavior, language, education, work, etc.
  
  Quick tip: Add your custom audience created in the previous step and create a Lookalike audience to target similar audience profiles from your target country.

After setting up your audience, continue with the rest of your Facebook ad campaign setup.

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Further Reading

Discover Advantage+ Audiences Insights from a Strike Expert

In our annual training, our Meta specialist from Strike Social provided an overview of Meta Advantage. The Meta Advantage+ Audience feature complements Strike Social’s AI capabilities by helping broaden the audience while remaining within the brand’s target demographics.

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Step 3: Play with the data

For example, we’ve created an audience in Chicago with both men and women between the ages of 25 and 54. Our audience likes the winning combination of entertainment and TV shows. Let’s follow this audience, as suggested by the Facebook Audience Insights tool.

Quick tip: To refine your target audience, continue adding segments by updating the Detailed targeting section. Notice how the audience size changes as you add or remove parameters.

Step 4: Get granular

It’s time to explore the new Facebook Audience Insights tool by examining the three main tabs that reveal what our audience looks like. Unlike the old Facebook Audience Insights tool with six tabs, the updated tool has streamlined its insights into:

• Trends,
• Demographics, and
• Potential audience.

Tab 1: Trends

The “Trends” tab provides a snapshot of your audience’s behavior on Facebook. It shows the average number of followers and returning viewers, along with engagement metrics like comments, likes, shares, and ad clicks within the last 30 days (or your selected timeframe).

For instance, if you’re tracking follower count as a secondary Facebook metric in addition to your primary goal (e.g., Awareness), this is an excellent way to monitor your progress at a glance.

This tab also highlights the most active times for your Facebook page’s audience. By analyzing the frequency of activity graphs, you can see when your audience is most engaged. For instance, our Facebook Audience Insights suggest that our followers are most active between 12 AM to 3 AM and 3 PM to 9 PM.

Tab 2: Demographics

The “Demographics” tab breaks down your audience by age, gender, and key locations.

For example, our current Facebook audience, primarily based in Chicago, consists of 58.4% men and 41.6% women. Interestingly, the age demographic skews towards 45-54 years old, with a decline in older age segments.

At the top left of this screen, you can view your total lifetime followers and switch between your Facebook or Instagram pages (if applicable) on the right-hand side.

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Further Reading

Can Non-sports Brands Succeed in Targeting Sports Audiences?

Exploring how brands and advertisers use sports-focused content can reveal new ways to boost campaign engagement, build emotional connections with audiences, and foster brand loyalty.

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Tab 3: Potential audience

The “Potential Audience” tab reveals how to expand your reach based on your audience’s current behavior. For instance, the data might suggest targeting more women, as they represent a significant portion of your most engaged audience. Additionally, you might discover that your content has a strong reach among the 55+ age group.

Use this data to fine-tune your audience segmentation, boost engagement, and achieve better results for your Facebook advertising campaigns by targeting the right audience.

Step 5: Put your Audience Insights to work

Are you satisfied with your audience? Can you use it to improve messaging and engage with Facebook users? If yes, remember to name and save your audience so you can use it to refine your targeting when advertising on Facebook.

If you plan to create many audience segments, you can do so by returning to the Audience tab in Facebook Ads Manager. There, you can select which audiences to use depending on the ad campaign you are looking to launch.

Conclusion

The Facebook Audience Insights tool can help you improve your ad campaigns and messaging. It ensures that your Facebook ad campaigns reach the right people and get the right engagement and clicks. Experiment with different parameters to truly understand the power of this valuable tool.

The post Improve your Targeting with Facebook Audience Insights appeared first on Strike Social.