Facebook ad specs and Instagram ad sizes
Meta’s own Ads Guide recommends two shapes for most Facebook and Instagram ads. Feeds take 4:5 portrait at 1440 by 1800 pixels. Stories and Reels take 9:16 full-screen vertical at 1440 by 2560. Carousel cards and the desktop-only right column are the exceptions, at 1:1.
| Placement and format | Ratio and recommended size | Minimum | File type, largest file | Length | Text Meta recommends |
|---|---|---|---|---|---|
| Facebook Feed image | 4:5, 1440 x 1800 px | 600 px wide, 750 px high | JPG or PNG, 30 MB | Static | Primary text 50 to 150 characters; headline 27 |
| Facebook Feed video | 4:5, 1440 x 1800 px | 120 x 120 px | MP4, MOV or GIF, 4 GB | 1 second to 241 minutes | Not stated on the video page |
| Instagram Feed image | 4:5, 1440 x 1800 px | 500 px wide; ratios from 1.91:1 to 4:5 | JPG or PNG, 30 MB | Static | Primary text 125 characters; headline 40 |
| Instagram Feed video, Awareness page | 9:16, 1080 x 1920 px | 250 px wide | MP4, MOV or GIF, 4 GB | 1 second to 60 minutes | Primary text 125 characters |
| Facebook Reels video | 9:16, 1440 x 2560 px | Not stated | MP4, MOV or GIF, 4 GB | No maximum | Primary text 40 characters; headline 55 |
| Facebook Stories video | 9:16, 1440 x 2560 px | 250 px wide | MP4, MOV or GIF, 4 GB | 1 second to 3 minutes | Primary text 125 characters; headline 40 |
| Instagram Stories image | 9:16, 1440 x 2560 px | 500 px wide | JPG or PNG, 30 MB | Shown 5 to 16 seconds | Primary text 125 characters |
| Instagram Reels video | 9:16, 1440 x 2560 px | 250 px wide under 30 seconds, 500 px from 30 seconds | MP4 or MOV, 4 GB | 0 seconds to 15 minutes | Primary text 44 characters |
| Facebook Feed carousel, 2 to 10 cards | 1:1, at least 1080 x 1080 px | Not stated | Images 30 MB, videos 4 GB | Videos 1 second to 240 minutes | Primary text 80; headline 20; description 18 |
| Facebook Right Column image, desktop only | 1:1, at least 1080 x 1080 px | 254 x 133 px | JPG or PNG, size not stated | Static | Headline 40 characters |
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What size should a Facebook ad image be?
A Facebook Feed image ad should be 4:5 at 1440 by 1800 pixels, as a JPG or PNG of 30 MB or less. Meta’s Feed image page sets the floor at 600 pixels wide and 750 high.
Design Recommendations: File Type: JPG or PNG; Ratio: 4:5; Resolution: 1440 x 1800 pixels
Text Recommendations: Primary Text: 50-150 characters; Headline: 27 characters
Technical Requirements: Maximum File Size: 30MB; Minimum Width: 600 pixels; Minimum Height: 4:5 ratio - 750 pixels; Aspect Ratio Tolerance: 3%
The same page lists an “Aspect Ratio Tolerance” of 3%. That is how far a file’s shape can drift from 4:5 and still count as 4:5. Instagram’s pages allow 1%, so a file exported for Instagram also fits Facebook.
Landscape 1.91:1 is still accepted: Meta’s Instagram Feed page keeps it as the widest shape (“Maximum Aspect Ratio: 191 x 100”) and recommends 4:5. At the same width, a 1.91:1 image is 42 per cent as tall as a 4:5 one (1 / 1.91 against 5 / 4). It covers far less of a phone screen.
The desktop-only right column takes 1:1 images of at least 1080 by 1080 pixels. Its Ads Guide page recommends “not adding text on images” that small. None of the other Ads Guide pages sets a limit on text inside the image. The Stories and Reels pages ask for text-free margins instead.
What are the video specs for Facebook and Instagram ads?
Facebook Feed video takes the same 4:5 shape at 1440 by 1800 pixels, in MP4, MOV or GIF up to 4 GB. Length runs from “1 second to 241 minutes”, Meta’s Feed video page says.
Meta’s video pages ask for the same encoding: “H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+”. Captions and sound are “Optional, but recommended”. The Reels pages go further and call sound “Optional, but strongly recommended”.
Design Recommendations
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: 1440 x 1800 pixels; Video Captions: Optional, but recommended; Video Sound: Optional, but recommended
Videos should not contain edit lists or special boxes in file containers.
Text Recommendations Primary Text: 50-150 characters; Headline: 27 characters
Technical Requirements Video Duration: 1 second to 241 minutes; Maximum File Size: 4GB; Minimum Width: 120 pixels; Minimum Height: 120 pixels
One setting changes what people see. On the Feed video page, Meta says an Awareness objective hides the ad footer on mobile Feed: the headline, description and call-to-action button. Put the offer inside the video when you buy for awareness.
Instagram ad sizes: Feed, Stories and Reels
Instagram Feed images use 4:5 at 1440 by 1800 pixels. For video, Meta’s Instagram Feed video page, written for the Awareness objective, recommends 9:16 at 1080 by 1920.
Stories and Reels are full-screen 9:16 at 1440 by 2560 pixels. Instagram Reels video runs from “0 seconds to 15 minutes”, and Facebook Stories video from 1 second to 3 minutes. Meta’s Facebook Reels page sets “No maximum limit”.
On Facebook Stories, a video of 15 seconds or less plays whole, and a longer one is split across Stories cards.
![Thumbnail of the YouTube video "Facebook & Instagram Ad Sizes You MUST Use for Better Results [2026 Guide]" by Digital Growth Tutor](https://i.ytimg.com/vi/ztO1rxypmYI/hqdefault.jpg)
Meta’s Stories and Reels pages ask you to keep part of the frame free of text and logos. The Reels page reads: “Consider leaving at least 14% of the top, 35% of the bottom, and 6% on each side” of the asset free. The Facebook Reels page asks for the same margins.
Design Recommendations
File Type: MP4, MOV; Ratio: 9:16; Resolution: 1440 x 2560 pixels; Video Captions: Optional, but recommended; Video Sound: Optional, but strongly recommended.
Reels ads should not contain: Licensed music. We recommend using original audio or royalty-free music available in our Meta Sound Collection instead; Media that has a face or camera effect; Media with a GIF; Media with product tags.
Consider leaving at least 14% of the top, 35% of the bottom, and 6% on each side of your asset free from text, logos, or other important creative elements. This will help ensure that key parts of your design are not cropped, covered by the profile icon or call-to-action, or placed too close to the edges of devices with screens taller than a 9:16 aspect ratio.
Technical Requirements: Video Duration: 0 seconds to 15 minutes; Maximum File Size: 4GB; Minimum Width: 250 pixels for ads less than 30 seconds; 500 pixels for ads 30 seconds or longer.
Meta’s Stories pages say the margins keep key elements from being covered by the profile icon or the call-to-action button. The TikTok side of the same question is in TikTok ad specs.
Carousel ad specs
A Facebook Feed carousel holds 2 to 10 cards, each 1:1 at least 1080 by 1080 pixels. Images can reach 30 MB and videos 4 GB, and every card needs a landing page URL, which Meta marks “Required” on its carousel page.
Carousel has the shortest headline Meta recommends, 20 characters, and the only description limit, 18 characters per card. Primary text is 80 characters.
Design Recommendations. Image File Type: JPG or PNG; Video File Type: MP4, MOV or GIF; Ratio: 1:1; Resolution: At least 1080 x 1080 pixels
Text Recommendations. Primary Text: 80 characters; Headline: 20 characters; Description: 18 characters; Landing Page URL: Required
Technical Requirements. 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%
How long can ad text be? (primary text, headline, description)
Primary text is the copy above the image or video. The headline is the bold line next to the button, and the description sits under it on some placements. Meta’s Instagram Feed page files these numbers under “Text Recommendations”: they are the lengths Meta suggests for each field.
| Placement | Primary text | Headline | Description |
|---|---|---|---|
| Facebook Feed image | 50 to 150 characters | 27 characters | Not stated |
| Facebook Reels | 40 characters | 55 characters | Not stated |
| Instagram Feed | 125 characters | 40 characters | Not stated |
| Facebook Stories | 125 characters | 40 characters | Not stated |
| Instagram Stories | 125 characters | Not stated | Not stated |
| Instagram Reels | 44 characters | Not stated | Not stated |
| Facebook Feed carousel | 80 characters | 20 characters | 18 characters |
| Facebook Right Column | Not stated | 40 characters | Not stated |
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Reels is the outlier: 40 characters of primary text on Facebook, 44 on Instagram. That holds one short sentence, so the hook has to live in the video. Meta’s Facebook Feed video page gives no text lengths of its own; the image page’s figures are the nearest guide.
Which AI tools export each ratio?
The table covers the seven tools whose own pages list their export ratios. Both image models take a 4:5 request directly. Of the three avatar video tools, only Synthesia lists 4:5 by name. A Facebook Feed video from the other two needs a crop or a custom size.
| Tool | 9:16 | 4:5 | 1:1 | 16:9 | Where it is stated |
|---|---|---|---|---|---|
| ChatGPT (GPT Image) image | Yes | Yes | Yes | Yes | Any ratio from 1:3 to 3:1 (OpenAI guide) |
| Nano Banana image | Yes | Yes | Yes | Yes | Gemini API docs, among other ratios |
| Synthesia avatar video | Yes | Yes | Yes | Yes | Help centre, plus 5:4 |
| HeyGen avatar video | Yes | Custom dimensions | Yes | Yes | UGC video ads page |
| CreateUGC avatar video | Yes | Not listed | Yes | Yes | Pricing page |
| Google Veo video clips | Yes | Not listed | Not listed | Yes | Gemini API docs |
| Meta Advantage+ creative inside Ads Manager | Yes | Yes | Not listed | Not listed | Image and video touch-ups (help page, Wayback capture of 21 Sep 2026) |
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A 9:16 video at 1080 by 1920 cropped to 4:5 becomes 1080 by 1350 (1080 x 5 / 4). The crop keeps the middle 70 per cent of the frame’s height (1350 / 1920). Frame the face and the product inside that middle band when you generate, and one clip serves Reels and the feed.
Meta can also do the reframing itself. Its Video touch-ups crop or expand a video to 9:16 or 4:5, filling new space with generated pixels. What else those enhancements change, and how to switch each one off, is in what Meta’s Advantage+ creative AI does to your ads.
Best AI tools for Meta ads compares the tools behind each format. For feed statics and short video, see AI Facebook ad generators.
Questions about Facebook and Instagram ad sizes
What size should a Facebook ad be?
4:5 at 1440 by 1800 pixels for Feed images and video, per Meta’s Ads Guide. Stories and Reels take 9:16 at 1440 by 2560, and carousel cards 1:1.
What size is an Instagram Reels ad?
9:16 at 1440 by 2560 pixels, as MP4 or MOV up to 4 GB. Keep text and logos out of the top 14 per cent and the bottom 35 per cent. Leave 6 per cent clear on each side.
Can one video run on Facebook and Instagram?
Yes, in two cuts. A 9:16 master covers Stories and Reels on both apps and matches Meta’s Instagram Feed video page for the Awareness objective. A 4:5 cut of it covers Facebook Feed.
Does Meta limit text on ad images?
Meta’s Ads Guide sets no limit on text inside an image, though its right column page recommends no text on those small images. The guide limits the ad’s written fields (primary text, headline, description) and asks for text-free margins on Stories and Reels.
Sources
- Meta: Facebook Feed image ad specs, Meta Ads Guide, English (US); 4:5 at 1440 x 1800, JPG or PNG, 30MB, minimum 600 pixels wide and 750 high, 3% aspect ratio tolerance, primary text 50 to 150 characters, headline 27; the page shows no date. Checked
- Meta: Facebook Feed video ad specs, Meta Ads Guide, English (US); 4:5 at 1440 x 1800, MP4, MOV or GIF, 4GB, 1 second to 241 minutes, minimum 120 x 120, the video settings line, captions and sound optional but recommended, the ad footer hidden on mobile Feed for Awareness; the page shows no date. Checked
- Meta: Instagram Feed image ad specs, Meta Ads Guide, English (US); 4:5 at 1440 x 1800, 30MB, minimum 500 pixels wide, minimum ratio 400 x 500 and maximum 191 x 100, 1% tolerance, primary text 125 characters and headline 40 under Text Recommendations, 30 hashtags; the page shows no date. Checked
- Meta: Awareness video ad specs on Instagram Feed, Meta Ads Guide, English (US); 9:16 at 1080 x 1920, MP4, MOV or GIF, 4GB, 1 second to 60 minutes, minimum 250 pixels wide, 1% tolerance, primary text 125 characters; the page shows no date. Checked
- Meta: Facebook Stories video ad specs, Meta Ads Guide, English (US); 9:16 at 1440 x 2560, 4GB, 1 second to 3 minutes, minimum 250 pixels wide, primary text 125 and headline 40, the 14, 35 and 6 per cent text-free margins, videos over 15 seconds split into cards; the page shows no date. Checked
- Meta: Instagram Stories image ad specs, Meta Ads Guide, English (US); 9:16 at 1440 x 2560, 30MB, minimum 500 pixels wide, 1% tolerance, primary text 125 characters, image ads shown 5 to 16 seconds; the page shows no date. Checked
- Meta: Instagram Reels video ad specs, Meta Ads Guide, English (US); 9:16 at 1440 x 2560, MP4 or MOV, 4GB, 0 seconds to 15 minutes, minimum width 250 pixels under 30 seconds and 500 from 30 seconds, primary text 44 characters, the text-free margins and what Reels ads must not contain; the page shows no date. Checked
- Meta: Facebook Reels video ad specs, Meta Ads Guide, English (US); 9:16 at 1440 x 2560, MP4, MOV or GIF, 4GB, duration
No maximum limit
, primary text 40 characters, headline 55, the 14, 35 and 6 per cent text-free margins; the page shows no date. Checked - Meta: Facebook Right Column image ad specs, Meta Ads Guide, English (US); desktop-only; 1:1 at least 1080 x 1080, JPG or PNG, minimum 254 x 133, headline 40, no text on images recommended; the page shows no date. Checked
- Meta: Facebook Feed carousel ad specs, Meta Ads Guide, English (US); 2 to 10 cards, 1:1 at least 1080 x 1080, images 30MB, videos 4GB and 1 second to 240 minutes, primary text 80, headline 20, description 18, landing page URL required, 3% tolerance; the page shows no date. Checked
- Meta Business Help Center: About Advantage+ creative, Image touch-ups fit product images to 4:5 and 9:16; Video touch-ups crop or expand video to 9:16 or 4:5 with generated pixels; read from the Wayback Machine capture of 21 September 2026. Checked
- OpenAI: OpenAI image generation guide, GPT Image 2 takes any ratio from 1:3 to 3:1 with both edges multiples of 16. Checked
- Google AI for Developers: Image generation with Gemini, aspect ratios 1:1, 4:5, 9:16 and 16:9 among others; last updated 23 September 2026. Checked
- Synthesia help centre: How do I change the aspect ratio of my video in Synthesia?, written 23 July 2026; video sizes 16:9, 9:16 at 1080 x 1920, 1:1, 4:5 and 5:4. Checked
- HeyGen: HeyGen UGC video ads, exports at 9:16 (1080x1920), 1:1 (1080x1080), 16:9 (1920x1080) and custom dimensions. Checked
- CreateUGC: CreateUGC pricing, the plan card lists 1:1, 16:9 and 9:16. Checked
- Google AI for Developers: Generate videos with Veo in the Gemini API, aspect ratios 16:9 and 9:16; clip lengths of 4, 6 or 8 seconds. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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