Overview
Meta's advertising ecosystem spans Facebook, Instagram, Messenger, and the Audience Network. Each placement has specific creative requirements optimized for user experience and performance.
Facebook Feed Ads
Single Image
| Spec | Requirement |
|---|---|
| Image Ratio | 1.91:1 to 1:1 (1:1 recommended) |
| Resolution | 1080×1080 px minimum |
| File Type | JPG or PNG |
| Max File Size | 30 MB |
| Primary Text | 125 characters |
| Headline | 27 characters |
| Description | 27 characters |
Single Video
| Spec | Requirement |
|---|---|
| Aspect Ratio | 1:1 (Feed), 4:5 (preferred) |
| Resolution | 1080×1080 minimum |
| Duration | 1 second to 241 minutes |
| File Size | Up to 4 GB |
| Captions | Recommended (85% watch without sound) |
Carousel
- 2-10 cards per carousel
- Each card: 1:1 aspect ratio, 1080×1080 px
- Consistent aspect ratio across all cards
- Individual links per card supported
Instagram Placements
Instagram Feed
- Square: 1:1 (1080×1080)
- Landscape: 1.91:1 (1080×566)
- Portrait: 4:5 (1080×1350) — Best performing
Instagram Stories & Reels
| Spec | Stories | Reels |
|---|---|---|
| Aspect Ratio | 9:16 | 9:16 |
| Resolution | 1080×1920 | 1080×1920 |
| Duration | Up to 60s | 15-90 seconds |
| Safe Zone | 250px top/bottom | 250px top, 340px bottom |
| Sound | Optional | Recommended |
Instagram Explore
- Same specs as Feed
- Higher discovery potential
- Best for awareness campaigns
Messenger Ads
Messenger Inbox
- Image: 1:1 aspect ratio, 1080×1080 px
- Primary text: 125 characters
- Click-to-Messenger available
Sponsored Messages
- Requires existing conversation
- Rich media support
- Direct response focused
Audience Network
| Placement | Aspect Ratio | Notes |
|---|---|---|
| Native | 1.91:1 | Blends with content |
| Banner | Various | 320×50, 300×250 |
| Interstitial | 9:16 | Full-screen |
| Rewarded Video | 16:9 or 9:16 | Opt-in, high engagement |
Meta Advantage+ Creative
Meta's AI-powered creative optimization can automatically:
- Adjust aspect ratios per placement
- Enhance brightness/contrast
- Add motion to static images
- Generate text variations
Text Overlay Guidelines
Meta no longer penalizes text-heavy images, but best practices suggest:
- Keep text minimal for better engagement
- Use clear, readable fonts
- Ensure text is legible on mobile
- Test with and without text overlay
Compliance Requirements
- 1. Special Ad Categories: Housing, employment, credit, social issues require category declaration
- 2. Political Ads: Require authorization and "Paid for by" disclaimer
- 3. Prohibited Content: No misleading claims, discriminatory content, or policy violations
- 4. Landing Page: Must function properly and match ad content
Frequently Asked Questions
Q: What's the best aspect ratio for Meta ads?A: 4:5 portrait for Feed (more screen real estate) and 9:16 for Stories/Reels.
Q: Should I create separate creatives for each placement?A: Yes, or use Asset Customization to tailor creatives per placement within one ad set.
Q: How important are captions for video ads?A: Critical. 85% of Facebook video is watched without sound.
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Official Sources:- [Meta Business Help Center](https://www.facebook.com/business/ads-guide)
- [Meta Ads Specs](https://www.facebook.com/business/help/103816146375741)