Reference
Meta ad sizes and specs for Facebook and Instagram
For feed ads on Facebook and Instagram, Meta recommends a 4:5 image or video at 1440 × 1800 pixels. For Stories and Reels, use 9:16 at 1440 × 2560 pixels and keep the top 14% and bottom 35% clear of text. Carousel cards are square, at least 1080 × 1080. The tables below cover each placement, the text lengths and the file limits.
Last updated
Quick reference
| Placement | Ratio | Recommended size | Format |
|---|---|---|---|
| Facebook feed | 4:5 | 1440 × 1800 px | Image or video |
| Instagram feed | 4:5 | 1440 × 1800 px | Image or video |
| Stories (Facebook and Instagram) | 9:16 | 1440 × 2560 px | Image or video |
| Reels | 9:16 | 1440 × 2560 px | Video |
| Carousel | 1:1 | At least 1080 × 1080 px per card | 2 to 10 images or videos |
Square (1:1) images still run in feed, but a 4:5 image takes up more of a phone screen for the same cost, which is why Meta recommends it.
Feed image and video ads
| Facebook feed | Instagram feed | |
|---|---|---|
| Ratio | 4:5 | 4:5 (accepts 1.91:1 to 4:5) |
| Recommended size | 1440 × 1800 px | 1440 × 1800 px |
| Image file | JPG or PNG, up to 30 MB | JPG or PNG, up to 30 MB |
| Minimum image width | 600 px | 500 px |
| Video file | MP4 or MOV, up to 4 GB | MP4 or MOV, up to 4 GB |
| Primary text | 50 to 150 characters | 125 characters |
| Headline | 27 characters | 40 characters |
The text lengths are what Meta recommends showing without truncation, not hard limits. You can write more, and the rest sits behind "See more". Put the point of the ad in the first line.
Stories and Reels
| Stories | Reels | |
|---|---|---|
| Ratio | 9:16 | 9:16 |
| Recommended size | 1440 × 2560 px | 1440 × 2560 px |
| File | JPG or PNG up to 30 MB; video up to 4 GB | MP4 or MOV, up to 4 GB |
| Primary text | 125 characters | 44 characters |
| Sound and captions (video) | Recommended | Sound strongly recommended; captions recommended |
Carousel ads
| Carousel | |
|---|---|
| Cards | 2 to 10 |
| Ratio | 1:1 |
| Size | At least 1080 × 1080 px |
| Image file | JPG or PNG, up to 30 MB |
| Video file | MP4, MOV or GIF, up to 4 GB |
| Primary text | 80 characters |
| Headline (per card) | 20 characters |
| Description (per card) | 18 characters |
Each card can have its own headline, description and link, and a landing page URL is required.
What to make in practice
Leaving placements on automatic in Ads Manager means one ad can appear in feeds, Stories and Reels. You do not need a different idea for each. You need the same idea in two shapes:
- One 4:5 version (1440 × 1800) for Facebook and Instagram feed.
- One 9:16 version (1440 × 2560) for Stories and Reels, with the text inside the safe zone.
- Upload both to the same ad. Ads Manager lets you assign a different file to each group of placements, so nothing is cropped automatically.
Where these numbers come from
Every figure on this page was read from Meta's Ads Guide on the date shown at the top. Meta updates its recommendations from time to time, so check the Ads Guide before a large production run.
Questions people ask
What is the best size for a Facebook or Instagram feed ad?
Meta recommends a 4:5 image or video at 1440 by 1800 pixels for both Facebook and Instagram feed. Images should be JPG or PNG and no larger than 30 MB.
What size are Instagram Stories and Reels ads?
Use a 9:16 ratio at 1440 by 2560 pixels. Keep text and logos out of the top 14 percent, the bottom 35 percent and 6 percent on each side, because the app's buttons and captions cover those areas.
Is 1080 by 1080 still acceptable for Meta ads?
Yes. Square images still run in feed, and carousel cards are square, at least 1080 by 1080 pixels. For single-image and video feed ads Meta recommends 4:5 because it fills more of a phone screen.
What is the maximum file size for a Meta ad?
30 MB for an image and 4 GB for a video. Carousel ads can have between 2 and 10 cards, and each card follows the same limits.
How long can the text be on a Meta ad?
Meta recommends 50 to 150 characters of primary text and a 27-character headline on Facebook feed, and 125 characters with a 40-character headline on Instagram feed. Longer text is allowed and is cut off behind a See more link.
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Keep reading
- How to publish ads on MetaWhere these files go: the steps in Ads Manager from campaign to Publish.
- How to test ad creativeOnce the sizes are right, how to find out which ad works.
- AI ad generatorAds exported already sized for feed and stories.
- How Meta ranks adsWhy an ad made for its placement costs less to run.
Mockingbird is an independent product from Onwards Analytics and is not affiliated with, endorsed by or sponsored by Meta. Meta, Facebook, Instagram, Meta Ads Manager and the Meta Ad Library are trademarks of Meta Platforms, Inc. Meta changes its tools often; check Meta's own help pages for the current detail before you rely on it.