Updated: January 27, 2026
Here’s the inside scoop: most marketers upload their Facebook ads without understanding the platform’s technical requirements. They see blurry images, awkward cropping, and wonder why their carefully designed visuals fall flat in feeds. The platform has specific specifications for each ad format, and when you understand how they work, your content looks sharp, loads fast and performs better.
Meta’s advertising platform (yes, Facebook is now officially part of Meta, but the specs remain the same) offers multiple ad formats built for different campaign goals. From single-image posts to immersive Reels, every format has technical specifications designed to optimize how users see your ads across more than three billion active users. These aren’t just arbitrary numbers. They reflect how the platform displays content across devices, prioritizes load times and maintains visual quality.
When you match Meta’s technical requirements, you control how your ads appear. That matters when you’re competing for attention in crowded feeds. The platform’s Andromeda algorithm, introduced in late 2024, now controls targeting through your creative assets rather than manual audience selection. This means your ad specifications matter more than ever because the algorithm uses your creative to determine who sees your content.
Why Facebook’s ad specifications matter in 2026
The platform compresses and resizes images that don’t meet its specs. You lose control over cropping, and your visuals may appear pixelated or stretched. Large file sizes slow load times, hurting user experience and reducing your ad’s reach. Meta’s algorithm now monitors creative fatigue and similarity scores, which means diverse, well-optimized creatives perform better than ever.
Understanding these specs means your ads display exactly as intended. You maintain visual quality, ensure fast loading and create better experiences for people who see your content. The platforms that succeed are the ones that play by the rules, not against them. With Meta Advantage+ placements now automatically adjusting sizing and placement, proper specifications ensure your creative looks good everywhere it appears.
Facebook feed ads
Feed ads appear in users’ main Facebook feed, both on desktop and mobile. They’re your primary opportunity to reach audiences where they’re already scrolling. The feed remains the highest-traffic placement across Meta’s platforms, which is why getting these specs right matters most.
Image ads for feeds
The recommended resolution for feed image ads is 1,080 x 1,080 pixels or higher. Meta accepts aspect ratios of 1:1 (square) or 4:5 (vertical), though as of 2026, all feed ad spaces are eligible for 1:1 format ads, meaning landscape requirements have been removed for most placements. Your images should be in PNG or JPG format, with a maximum file size of 30 MB.
Square images work best for mobile feeds, where most users browse. The 4:5 vertical format has become increasingly popular because it claims more screen space on mobile devices. Use high-resolution images to maintain quality when the platform compresses your file. Industry best practice suggests uploading 1,440 x 1,440 pixels or higher, even though 1,080 x 1,080 is the stated recommendation. The extra resolution ensures quality after compression.
Keep text overlays minimal. Facebook’s algorithm no longer enforces the strict 20% text rule, but ads with more image text tend to experience reduced delivery and higher costs. The platform still prefers visual-first content that doesn’t rely heavily on text within the image itself.
Your primary text should stay within 125 characters for optimal display, though you can write longer, and users will see “see more” to expand. Headlines perform best at 27 characters or fewer, and link descriptions should stay under 30 characters to avoid truncation.
Video ads for feeds
The recommended resolution for feed video ads is 1,080 x 1,080 pixels for both desktop and mobile, or 1,080 x 1,350 pixels for mobile-only campaigns. The aspect ratio should be 1:1 for desktop and mobile or 4:5 for mobile-only placements. Supported formats include MP4, MOV or GIF with a maximum file size of 4GB.
Facebook technically allows videos up to 241 minutes, but shorter videos perform better. Videos optimized for mobile should use vertical or square formats. The 4:5 aspect ratio takes up more screen space on mobile devices, which typically drives higher engagement rates.
Front-load your message in the first three seconds. Most users scroll past within that window if nothing captures attention. Videos autoplay without sound in feeds, so design for silent viewing with captions or on-screen text to convey your message. Meta’s Dynamic Creative and Flexible Creative features now allow you to upload multiple video assets and let the algorithm test combinations to find the best performer.
Carousel ads
Carousel ads let you showcase multiple images or videos in a single ad unit. Users swipe through cards, making this format ideal for featuring product collections or sequential storytelling. The carousel format works across most placements but isn’t eligible for Facebook Stories or certain in-stream locations.
Image carousels
Each carousel card should use a recommended resolution of 1,080 x 1,080 pixels or higher. The aspect ratio should be 1:1 (square), though Meta is currently rolling out 4:5 support for carousel ads beyond just Advantage+ catalogue ads. Supported formats include PNG or JPG, with a maximum file size of 30 MB per image.
You can include 2-10 cards per carousel ad. Each carousel card should work independently and as part of the sequence. Users may not swipe through all cards, so put your strongest visual first. The primary text applies to the entire carousel and should stay around 80 characters for best performance. Each card can have its own headline (45 characters or fewer) and description (18 characters or fewer).
Video carousels
Video carousel cards use the same recommended resolution of 1,080 x 1,080 pixels or higher per card. The aspect ratio is 1:1, with supported formats including MP4, MOV or GIF. The maximum file size is 4GB per video, with a maximum length of 240 minutes; shorter videos perform better in this format.
Video carousels work best when each card delivers a complete thought. Don’t rely on users watching all videos in sequence. Videos automatically play when users swipe through cards, and sound is turned off by default. Videos over 30 seconds don’t loop, but videos under 30 seconds will loop for about 90 seconds.
Facebook Stories ads
Stories appear in the dedicated Stories section at the top of the Facebook app. They’re full-screen, vertical and designed for mobile-first viewing. Stories offer an immersive experience that fills the entire screen, making proper safe zone management critical.
Image ads for Stories
The recommended resolution for Stories image ads is 1,080 x 1,920 pixels or higher with a minimum width of 500 pixels. The aspect ratio is 9:16 (vertical). Supported formats include PNG or JPG, with a maximum file size of 30 MB.
Stories fill the entire mobile screen. Design with the whole canvas in mind, but keep critical elements (text, logos, calls to action) in the centre safe zone. Leave roughly 14% (250 pixels) of the top and bottom of the image free from elements such as text or logos to avoid covering interface elements. More specifically, keep critical content in the centre of the 1,080 x 1,420 pixel area, leaving 250 pixels at the top and bottom free for user interface elements.
Video ads for Stories
Stories video ads use the same recommended resolution of 1,080 x 1,920 pixels or higher with a minimum width of 500 pixels. The aspect ratio is 9:16, with supported formats including MP4 or MOV. Maximum file size is 4GB with a maximum length of two minutes, though only the first 10 seconds autoplay.
Story videos autoplay without sound, so design for silent viewing. Use captions or on-screen text to convey your message. After 10 seconds, users must tap to continue watching, so hook them early. The same safe zone rules apply: keep 14% at the top and bottom clear of important content to prevent interface elements from obscuring your message.
Facebook Reels ads
Reels are Facebook’s short-form video format, designed to compete with TikTok and Instagram Reels. They appear in the dedicated Reels feed and favour vertical video. As of 2026, Reels ads have expanded to a maximum duration of 30 seconds, up from previous limitations.
Image ads for Reels
The recommended resolution for Reels image ads is 1,080 x 1,920 pixels or higher with a minimum width of 600 pixels. The aspect ratio is 9:16, with supported formats including PNG or JPG and a maximum file size of 30MB.
Static images in Reels compete with dynamic video content. Use bold visuals and clear messaging to stand out. The same safe zone principles apply here as with Stories: keep critical elements away from the top and bottom edges where interface elements appear.
Video ads for Reels
Reels video ads use a recommended resolution of 1,080 x 1,920 pixels or higher with an aspect ratio of 9:16. Supported formats include MP4 or MOV with a maximum file size of 4GB. The maximum length is now 30 seconds, though the platform doesn’t specify a strict requirement.
Reels prioritize entertainment and native-feeling content. Ads that look too polished or corporate tend to underperform. Test content that matches the organic Reels style in your niche. Front-load your hook in the first second because Reels users scroll even faster than feed browsers. The platform rewards content that feels authentic to the Reels experience rather than traditional advertising.
Right-column ads
Right-column ads appear in the sidebar on Facebook’s desktop interface. They’re smaller and less prominent than feed ads but can work for specific audiences who browse on desktop. As of 2026, right-column ads now require a 1:1 square format exclusively, with the 1.91:1 horizontal format deprecated.
Image ads for the right column
The recommended resolution is 1,080 x 1,080 pixels or higher, with a minimum dimension of 254 x 133 pixels. The aspect ratio must be 1:1 (square only as of 2026). Supported formats include PNG or JPG.
These ads are small, so use simple visuals and minimal text. Complex designs don’t translate well at this size. While the upload size is 1,080 x 1,080 pixels, the actual display is much smaller, so design with clarity in mind and avoid small text or detailed imagery. Your headline and ad copy take centre stage for right-column ads, grabbing even more attention than the image itself.
Video ads for the right column
Right-column video ads use a recommended resolution of 1,080 x 1,080 pixels with an aspect ratio of 1:1. Supported formats include MP4, MOV or GIF with a maximum file size of 4GB.
Right-column video ads autoplay without sound. Keep them short and visually engaging without relying on audio. Since these ads are desktop-only, don’t link to mobile-optimized pages like the App Store. Keep everything desktop-friendly for the best user experience.
How to optimize your Facebook ads in 2026
Now that you understand the technical requirements, here’s how to use them strategically. The platform has evolved significantly with the Andromeda algorithm, which means your optimization approach needs to adapt.
Design for mobile first
Most Facebook users browse on mobile devices. Even if you’re targeting desktop users, assume your ad will be viewed on a phone. Use vertical or square formats, large text and high-contrast visuals. Test your designs on actual mobile devices before launching. What looks clear on your desktop monitor may be illegible on a phone screen.
The shift toward vertical and square formats continues as mobile usage dominates (the vast majority of Facebook access is mobile). Square and vertical formats consistently outperform landscape because they claim more screen space on mobile devices, the platform’s algorithm appears to favour formats optimized for mobile, mobile users engage more with content that fills their screen, and vertical content mimics organic posts for a more native feel.
Keep file sizes manageable
Large files slow load times, which frustrates users and can reduce your ad’s reach. Compress images and videos without sacrificing quality. Tools like TinyPNG for images or HandBrake for videos help reduce file size while maintaining visual clarity. The platform’s algorithm monitors user experience metrics, and slow-loading ads get penalized in the auction.
Use high-resolution source files
Facebook compresses all uploaded content. Start with the highest resolution the platform accepts, so your final displayed ad maintains quality after compression. Upload at least 1,080 x 1,080 pixels for square content, but consider going higher (1,440 x 1,440 or even 2,400 x 2,400) to ensure maximum quality after Meta’s compression algorithms process your creative.
Prioritize the first few seconds
Videos and animated ads need to capture attention immediately. Place your hook, key message or visual payoff in the first three seconds. Most users scroll past ads quickly if nothing stops them. With Reels and Stories, you have even less time. The first second determines whether users keep watching or scroll past.
Leverage Meta Advantage+ placements
Resist the urge to control where your ads appear. Restricting your ads to specific placements, such as “Instagram Reels only” or “Facebook Feed only,” is an outdated tactic that limits the algorithm’s efficiency. When you select Advantage+ placements, Meta automatically adjusts sizing and placement. The system knows which users are more likely to convert on Stories than on the Feed.
By allowing all placements, you enable the system to find the most cost-effective conversions. Industry data shows that 60% to 80% of impressions naturally serve on Instagram anyway, so there’s no benefit to forcing it manually.
Use Dynamic Creative or Flexible Creative
Meta’s Dynamic Creative and Flexible Creative features let you upload multiple assets and allow the algorithm to find the best combination for each user. At the ad set level, toggle on Dynamic Creative if you’re optimizing for leads. If you’re optimizing for sales, select Flexible Creative at the ad level.
Upload as many high-performing images and videos as the tool allows. If you don’t have enough videos, make the most of your static images. Add two variations of primary text (one short and one medium length) and two of your top-performing headlines. The algorithm will test combinations and serve the best-performing version to each user segment.
Match aspect ratio to placement
Don’t use the same creative across all placements without adjustment. Stories need vertical video. Feeds work best in square or vertical layouts. Right-column ads need simple, small-format designs. Meta Advantage+ can handle some automatic adjustments, but starting with properly formatted assets gives the algorithm better raw material to work with.
Create at least two different formats: 1,080 x 1,080 pixels for feeds and 1,080 x 1,920 pixels for Stories and Reels. This covers your primary placements and ensures your creative looks intentional rather than auto-cropped.
Monitor creative fatigue
Meta now provides creative fatigue and similarity metrics to help you identify when your creative library needs an update. If your creative similarity score is high (indicating a lack of diversity), the Andromeda algorithm will increase your costs because it views the content as repetitive and fatiguing.
Watch for rising costs per thousand impressions as your primary red flag. If your costs are rising, your creativity is likely stale. The algorithm rewards fresh, diverse, creative content that provides variety to users. One advertiser saw costs drop from $86 per conversion to $13.87 within 24 hours simply by adding eight new creatives to diversify their library.
Common mistakes that hurt ad performance
Even experienced marketers make these technical errors. Understanding them helps you avoid the pitfalls that reduce reach and increase costs.
Incorrect dimensions
Uploading an image that doesn’t match Facebook’s aspect ratio requirements results in awkward cropping. The platform auto-crops to fit, which often cuts off key elements. Always design your creative to the exact specifications for your target placement. If you’re using Advantage+ placements, create your asset in multiple sizes to ensure it looks intentional everywhere it appears.
Oversized files
Large files increase load times. Users on slower connections may never see your ad fully load, and the platform may deprioritize slow-loading content. The algorithm monitors user experience signals, and ads that cause frustration get penalized. Compress your files before uploading while maintaining visual quality.
Too much text in images
Text-heavy images reduce reach. While Meta removed the strict 20% text rule, the algorithm still penalizes ads that look more like flyers than native content. Ads with minimal text perform better because they feel more organic in the feed. When you need text, keep it concise and integrate it into the design rather than overlaying large blocks.
Ignoring safe zones
Stories and Reels have interface elements that cover the top and bottom of the screen. Critical content placed in these areas gets hidden. Keep the top 14%, the bottom 35%, and the 6% on each side of your image or video free from text, logos, or any important design elements. This ensures your message stays visible regardless of interface elements.
Using landscape for mobile
Landscape images take up less screen space on mobile feeds. They’re easier to scroll past and generate lower engagement than square or vertical formats. With mobile accounting for the vast majority of Facebook traffic, landscape-oriented creative puts you at a disadvantage. Stick with square (1:1) or vertical (4:5 or 9:16) formats for maximum impact.
Not diversifying creative
The Andromeda algorithm punishes accounts with repetitive creative. If you’re running the same ad style over and over, your costs will rise as the platform detects creative fatigue. Upload diverse assets that test different angles, styles and formats. The algorithm rewards variety and fresh creativity that keeps users engaged.
Tools that make specs easier
You don’t need to memorize every specification. Use these approaches to simplify the process and ensure your ads meet requirements without constant reference checks.
Facebook’s Creative Hub
Preview how your ads will look across different placements before publishing. The Creative Hub shows you exactly how your creative displays in feeds, Stories and other formats. This lets you catch cropping issues or text placement problems before you launch.
Design templates
Tools like Canva and Adobe Express offer pre-sized templates for Facebook ad formats. Start with the correct dimensions rather than resizing after creation. This saves time and ensures you’re designing within the platform’s requirements from the start.
Meta Ads Manager preview
The Ads Manager interface now includes preview tools that show how your ad will appear across placements. Use this to verify your creative looks good everywhere before launching. The preview catches issues such as text truncation, awkward crops, or aspect-ratio problems.
Bulk resize tools
When you’re running campaigns across multiple placements, bulk resize tools help you quickly create versions of your creative optimized for each format. This is particularly useful when you need to produce feed, Stories and Reels versions of the same concept.
Compression tools
Use TinyPNG for images and HandBrake for videos to compress files without noticeable quality loss. This ensures fast load times while maintaining visual clarity. The algorithm rewards fast-loading ads with better placement and lower costs.
Additional placements worth understanding
Beyond the main feed, Stories, and Reels placements, Meta offers several specialized ad locations with unique specifications and use cases.
Facebook Marketplace
Marketplace ads appear next to relevant listings in a high-intent shopping space. The recommended image ratio is 1:1, though ratios from 16:9 to 9:16 are supported. Resolution should be at least 1,080 x 1,080 pixels. Position your product prominently in the image and use minimal text. Include clear pricing and a simple call to action, such as “Shop now” or “View details,” to encourage clicks.
Marketplace users have high purchase intent, so showcase your product clearly. This placement works particularly well for local businesses and e-commerce sellers targeting shoppers who are already in buying mode.
Facebook Business Explore
Business Explore appears when someone clicks an organic post from another business in their Facebook feed. An “Explore more in [category]” section displays brands they’d likely be interested in. This placement uses the same specifications as feed ads: 1,080 x 1,080 pixels minimum, 1:1 or 4:5 aspect ratio, with primary text capped at 125 characters.
Use striking images that reflect your brand and showcase your product. Incorporate brand colours and unique styling to stand out. This placement targets users who are actively exploring businesses in your category, making it valuable for discovery.
Messenger placements
Messenger ads appear in users’ inboxes, either as regular chats or as sponsored messages. These use improved rendering at the recommended 1,200 x 628 size as of 2026. Messenger represents a unique opportunity with less competition than feed placements. The more intimate context of Messenger means ads need to feel personal and relevant rather than interruptive.
Audience Network
Audience Network extends your reach to third-party apps and websites within Meta’s advertising network. They’re great for retargeting customers with dynamic ads. You can show products or categories that a website visitor was interested in without relying on them to sign back into Facebook.
Design adaptive creatives or provide multiple aspect ratios since Audience Network placements vary widely across apps. The network includes native ads, banner ads, and full-screen interstitial experiences, each with different optimal specifications.
You’re ahead of the curve now
Understanding Facebook ad sizes in 2026 gives you control over how your content appears. You avoid the pixelation, awkward cropping, and slow load times that hurt less-optimized ads. More importantly, you work with Meta’s Andromeda algorithm rather than against it by providing high-quality, diverse creative assets that the system can optimize effectively.
Start by auditing your current ads. Check which ones meet Meta’s recommended specs and which don’t. Test updated versions that follow these guidelines and compare performance. You’ll likely see improvements in both visual quality and engagement metrics. The algorithm rewards advertisers who provide well-formatted, diverse creatives that enhance user experience.
The platforms reward advertisers who understand their technical requirements. The shift from manual targeting to algorithm-driven creative optimization means your ad specifications matter more than ever. When your content meets technical requirements and provides diverse, engaging content, the algorithm has the raw material it needs to find your best audiences and drive results.
Now you’re one of the marketers who gets it. Implement these specifications, diversify your creative library and let Meta’s algorithm do what it does best: finding the people most likely to engage with your perfectly formatted ads.
Ready to optimize your Facebook ad strategy? SociaXpresso’s AI-enhanced marketing solutions help you create platform-optimized campaigns that perform. Get in touch to learn how we can help.
