Here’s the inside scoop: most marketers upload their Facebook ads and hope for the best. They see blurry images, awkward cropping and wonder why their carefully crafted visuals look terrible in feeds. The platform has specific technical requirements for each ad format, and when you understand how they work, your content looks sharp, loads fast and performs better.
Facebook offers multiple ad formats, each built for different campaign goals. From single-image posts to immersive Stories, every format has technical specifications designed to optimize how users see your ads. 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 Facebook’s technical requirements, you control how your ads appear. That matters when you’re competing for attention in crowded feeds.
Why Facebook’s ad specifications matter
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, which hurts user experience and can reduce your ad’s reach.
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.
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.
Image ads for feeds
Recommended resolution: 1,080 x 1,080 pixels or higher
Aspect ratio: 1:1 (square) or 1.91:1 (landscape)
Supported formats: PNG or JPG
Maximum file size: 30MB
Square images work best for mobile feeds, where most users browse. Landscape format can work for desktop-focused campaigns, but may get cropped on mobile. Use high-resolution images to maintain quality when the platform compresses your file.
Keep text overlays minimal. Facebook’s algorithm prioritizes ads with less than 20% text coverage in the image itself.
Video ads for feeds
Recommended resolution: 1,080 x 1,080 pixels for both desktop and mobile, or 1,080 x 1,350 pixels for mobile-only campaigns
Aspect ratio: 1:1 for desktop and mobile, 4:5 for mobile-only
Supported formats: MP4, MOV or GIF
Maximum file size: 4GB
Maximum length: 241 minutes (though shorter performs 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.
Front-load your message in the first three seconds. Most users scroll past within that window if nothing captures attention.
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.
Image carousels
Recommended resolution: 1,080 x 1,080 pixels or higher per card
Aspect ratio: 1:1 (square)
Supported formats: PNG or JPG
Maximum file size: 30MB per image
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.
Video carousels
Recommended resolution: 1,080 x 1,080 pixels or higher per card
Aspect ratio: 1:1
Supported formats: MP4, MOV or GIF
Maximum file size: 4GB per video
Maximum length: 240 minutes per video
Video carousels work best when each card delivers a complete thought. Don’t rely on users watching all videos in sequence.
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.
Image ads for Stories
Recommended resolution: 1,080 x 1,920 pixels or higher
Minimum width: 500 pixels
Aspect ratio: 9:16 (vertical)
Supported formats: PNG or JPG
Maximum file size: 30MB
Stories fill the entire mobile screen. Design with the whole canvas in mind, but keep critical elements (text, logos, CTAs) in the centre safe zone. Interface elements may obscure the top and bottom of the screen.
Video ads for Stories
Recommended resolution: 1,080 x 1,920 pixels or higher
Minimum width: 500 pixels
Aspect ratio: 9:16
Supported formats: MP4 or MOV
Maximum file size: 4GB
Maximum length: Two minutes (only the first 10 seconds autoplay)
Story videos autoplay without sound, so they are designed 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.
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.
Image ads for Reels
Recommended resolution: 1,080 x 1,920 pixels or higher
Minimum width: 600 pixels
Aspect ratio: 9:16
Supported formats: PNG or JPG
Maximum file size: 30MB
Static images in Reels compete with dynamic video content. Use bold visuals and clear messaging to stand out.
Video ads for Reels
Recommended resolution: 1,080 x 1,920 pixels or higher
Aspect ratio: 9:16
Supported formats: MP4 or MOV
Maximum file size: 4GB
Maximum length: Not specified, but shorter performs better
Reels prioritise 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.
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.
Image ads for right column
Recommended resolution: 1,080 x 1,080 pixels or higher
Minimum dimensions: 254 x 133 pixels
Aspect ratio: 1:1
Supported formats: PNG or JPG
These ads are small. Use simple visuals and minimal text. Complex designs don’t translate well at this size.
Video ads for right column
Recommended resolution: 1,080 x 1,080 pixels for desktop and mobile, or 1,080 x 1,350 pixels for mobile-only
Aspect ratio: 1:1 for desktop and mobile, 4:5 for mobile-only
Supported formats: MP4, MOV or GIF
Maximum file size: 4GB
Right-column video ads autoplay without sound. Keep them short and visually engaging without relying on audio.
How to optimise your Facebook ads
Now that you understand the technical requirements, here’s how to use them strategically.
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.
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.
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.
Prioritise 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.
Test text-to-image ratio
While Facebook no longer strictly limits text on images, ads with minimal text still perform better. The algorithm favours visual-first content. When you need text, keep it concise and integrate it into the design rather than overlaying it.
Match aspect ratio to placement
Don’t use the same creative across all placements. Stories need vertical video. Feeds work best with square or vertical. Right-column ads need simple, small-format designs. Tailor each asset to its placement for best results.
Common mistakes that hurt ad performance
Even experienced marketers make these technical errors.
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.
Oversized files: Large files increase load times. Users on slower connections may never see your ad fully load, and the platform may deprioritise slow-loading content.
Too much text: Text-heavy images reduce reach. The algorithm penalises ads that look more like flyers than native content.
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.
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.
Tools that make specs easier
You don’t need to memorise every specification. Use these approaches to simplify the process.
Facebook’s Creative Hub: Preview how your ads will look across different placements before publishing. It shows you exactly how your creative displays in feeds, Stories and other formats.
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.
Bulk resize tools: When you’re running campaigns across multiple placements, bulk resize tools help you quickly create versions of your creative optimised for each format.
Compression tools: Use TinyPNG for images and HandBrake for videos to compress files without noticeable quality loss.
Now you’re ahead of the curve
Understanding Facebook’s ad specifications gives you control over how your content appears. You avoid the pixelation, awkward cropping and slow load times that hurt less optimised ads.
Start by auditing your current ads. Check which ones meet Facebook’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 platforms reward advertisers who understand their technical requirements. Now you’re one of them.
Ready to optimise your Facebook ad strategy? SocialXpresso’s AI-enhanced marketing solutions help you create platform-optimised campaigns that perform. Get in touch to learn how we can help.
