Social Media Advertising is a powerful way to connect with your audiences while they spend time browsing their favorite social network. With several different networks and ad types to choose from, it is important that you ensure your ad placements are positioned effectively to reach the audiences that will resonate most with your brand and message.
Targeted Facebook Ads
For the most up-to-date resources on all Facebook ad sizes, character counts, and ad standards, please visit the Facebook Ads Center.
General Creative Guidelines
Facebook’s ad system is designed to maximize value for people and businesses. We’ve found that images with less than 20% text perform better. With this in mind, we recommend keeping your text short, clear, and concise in order to get your message across effectively.
If you need to include text in your image, try using fewer words and/or reducing the font size of your text. Bear in mind that if your text is too small, it may be difficult to read. Make sure that most of the text that you use is in the body text instead of directly in the ad’s image. Avoid text that covers the image entirely.
Standard Facebook Ad Sizes
| OBJECTIVE | AD FORMAT | DESIGN RECOMMENDATIONS | TEXT RECOMMENDATIONS |
TECHNICAL REQUIREMENTS |
CALL TO ACTION BUTTONS |
|---|---|---|---|---|---|
| Traffic | Single Image | File type: JPG or PNG Ratio: 1.91:1 to 1:1 Resolution: At least 1080×1080 pixels |
Primary text: 125 characters Headline: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) Description: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) |
Maximum file size: 30 MB Minimum width: 600 pixels Minimum height: 600 pixels Aspect ratio tolerance: 3% |
Not all calls to action may be available to you, depending on your industry. Shop Now Book Now Learn More Sign Up Download Watch More Contact Us Apply Now Listen Now Get Offer Subscribe Get tickets Get Access Send WhatsApp Message Check Availability Book Test Drive Donate Now Get Quote Request Time Send Message Get Showtimes Call Now See Menu |
| Video | File type: MP4, MOV or GIF Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+ Resolution: At least 1080×1080 pixels Video captions: Optional, but recommended Video sound: Optional, but recommended Videos should not contain edit lists or special boxes in file containers. |
Primary text: 125 characters Headline: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) Description: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) |
Video duration: 1 second to 241 minutes Maximum file size: 4 GB Minimum width: 120 pixels Minimum height: 120 pixels |
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| Carousel | Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 1:1 Resolution: At least 1080×1080 pixels |
Primary text: 125 characters Headline: 32 characters (text over 32 single-byte characters is allowed, but may be truncated.) Description: 18 characters (text over 18 single-byte characters is allowed, but may be truncated.) Landing page URL:Required |
Number of carousel cards: 2 to 10 Image maximum file size: 30 MB Video maximum file size: 4 TGB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
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| Catalog Sales (Dynamic Ads) |
Single Image | File type: JPG or PNG Ratio: 1.91:1 to 1:1 Resolution: At least 1080×1080 pixels |
Primary text: 125 characters Headline: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) Description: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) |
Maximum file size: 30 MB Minimum width: 600 pixels Minimum height: 600 pixels Aspect ratio tolerance: 3% |
Not all calls to action may be available to you, depending on your industry. Sign Up Open Link Book Test Drive Check Availability Learn More Get Showtimes Send WhatsApp Message Download Donate Now Send Message Shop Now Start Order Book Now See Menu Subscribe Listen Now |
| Carousel | Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 1:1 Resolution: At least 1080×1080 pixels Minimum number of carousel cards: 2 Maximum number of carousel cards (desktop): 5 Maximum number of carousel cards (mobile): 30 Image ratio: 1:1 Image size: 500×500 pixels or higher (recommended for all placements Facebook, Audience Network, Messenger and Instagram). 400×400 pixels is the minimum and will only show on Facebook. |
Primary text: 125 characters Headline: 32 characters (text over 32 single-byte characters is allowed, but may be truncated.) Description: 18 characters (text over 18 single-byte characters is allowed, but may be truncated.) Landing page URL: Required |
Number of carousel cards: 2 to 10 Image maximum file size: 30 MB Video maximum file size: 4 GB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
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| Lead Generation |
Single Image | File type: JPG or PNG Ratio: 1.91:1 to 1:1 Resolution: At least 1080×1080 pixels |
Primary text: 125 characters Headline: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) Description: 27 characters (text over 27 single-byte characters is allowed, but may be truncated.) |
Maximum file size: 30 MB Minimum width: 600 pixels Minimum height: 600 pixels Aspect ratio tolerance: 3% |
Note: Not all calls to action may be available to you, depending on your industry. Check Availability Book Test Drive Get Quote Apply Now Call Now Get Offer Subscribe Sign Up Download Learn More Book Now |
| Carousel | Image file type: JPG or PNG Video file type: MP4, MOV or GIF Ratio: 1:1 Resolution: At least 1080×1080 pixels |
Primary text: 125 characters Headline: 32 characters (text over 32 single-byte characters is allowed, but may be truncated.) Description: 18 characters (text over 18 single-byte characters is allowed, but may be truncated.) Landing page URL: Required |
Number of carousel cards: 2 to 10 Image maximum file size: 30 MB Video maximum file size: 4 GB Video duration: 1 second to 240 minutes Aspect ratio tolerance: 3% |
Facebook Video Ads
Desktop Newsfeed Link Video
The Facebook Desktop News Feed Link video is similar to the shared videos as they live in the users’ feed and also appear in the right column of the Facebook timeline. These ads can either be square or in landscape dimensions.
Desktop Video Specifications
- Video Dimension: 1080×1080 pixels
- Format: .MOV or. MP4 file
- Landscape Aspect Ratio: 16:9
- Square Aspect Ratio: 1:1
- Duration: 240 minutes (max)
- Video Size: 4 GB (max)
Find out more information at the Facebook video ad center.
Facebook Carousel Video Ads
With carousel ads, brands can show multiple images before clicking a link. They are definitely a fun way of promotion that allows users to have more in-depth interaction with your service or product.
Carousel Video Specifications
- Video Dimensions: 1080×1080 pixels (Landscape and Square)
- Square Aspect Ratio: 1:1
- Max Video File Size: 4 GB
- File Type: .MP4 and.MOV.
- Video Length: 240 minutes (max)
- Number of Cards: 2 to 10 (max)
Find out more information at the Facebook video ad center.
Dynamic Facebook Ads
Dynamic advertising empowers businesses with continually updated ad creatives by dynamically generating the content of the ad creative using data feeds from eCommerce stores, automotive dealership inventory sources, real estate listing sites, and more. These ads are beneficial for any business attempting to sell a product for which the product has a specific page or exists as an inventory item on the business website.
Ad Types Include
- Carousel Style Dynamic Ads
Ad Specifications
- All ads are dynamically generated and do not require manual creation.
- Businesses may submit taglines or sales messaging to be included in the copy.
- A storefront is required for eCommerce ads, or a manual spreadsheet of inventory
- Automotive data feeds are not required for dealerships
Targeted Instagram Ads
Instagram offers inspiring and seamless ways to tell your story. No matter what type of business you are in, there’s an ad format that can help you reach your marketing goals. For the most up-to-date Instagram ad resources, visit the Meta Business Help Center.
Your Instagram ad will appear in people’s Instagram Feeds along with content from the Instagram accounts and hashtags they follow, as well as suggested accounts that are relevant to their interests.
Instagram ads can also appear in the Explore placement. Instagram Explore is where people can discover accounts they don’t already follow. When someone taps on a photo or video in Explore, they may see ads during their browsing experience, similar to Instagram Feed. Ads will not be displayed in the Explore grid or in the Explore topic channels. Instagram ads can now also appear in people’s Instagram Shop browsing experience.
All Instagram ads will have a Sponsored icon and may contain a call-to-action button below the image. Your ad’s caption will also appear below the image.
Your ad’s appearance will depend on the format you select (single image, video, or Carousel), and whether the ad is seen in Instagram Stories or Feed:
- Images: If you use a single image in your Instagram ad, your image may appear in the square, landscape, or vertical format.
- Videos: If you use video creative in your Instagram ad, your video may appear in the square or landscape format (except for in Instagram Stories).
- Carousel: If you use the carousel format as the creative for your Instagram ad, your ad will appear in the square format or vertical format on Feed and Stories.
- Instagram Shop: Your ad must be in the single-image, carousel, or collection format. Although we support all ratios, ads will all appear as square 1:1 images and be tappable to your website’s Product Details Page.
Standard Instagram Ad Sizes
| AD FORMAT | DESIGN RECOMMENDATIONS | TEXT RECOMMENDATIONS | TECHNICAL REQUIREMENTS |
|---|---|---|---|
| Single Image | Image file type: JPG or PNG Ratio: 9:16 Resolution: At least 1080×1080 px |
Primary text: 125 characters | Maximum file size: 30 mb Minimum width: 500 px Aspect ratio tolerance: 1% |
| Video (Instagram Explore) | 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 128 kbps+ Resolution: At least 1080×1080 px Video captions: Optional, but recommended Video sound: Optional, but recommended Videos should not contain edit lists or special boxes in the file containers. |
Primary text: 125 characters | Video duration: 1 second to 60 minutes Maximum file size: 250 mb Minimum width: 500 px Aspect ratio tolerance: 1% |
Instagram Videos
Grab your audience’s attention with captivating videos, while they scroll down their Instagram feeds. These videos are an interesting and fun way to keep the audience glued to your brand. The three different formats of Instagram videos are Square, vertical, and landscape.
Instagram Feed Video Specifications
- Video Dimensions: 1080×1080 pixels (max)
- Square Aspect Ratio: 1:1
- Vertical Aspect Ratio: 4:5
- File Size: 4 GB (max)
- Video Length: 3 to 60 seconds
Instagram Carousel Video Ads
The small dots below the image indicate that there is more than one image; creating a step-by-step tutorial detailing the product features and usage.
Instagram Carousel Video Specifications
- Video Dimensions: 1080×1080 pixels (max)
- Aspect Ratio: 1:1
- Video Length: 1 second to 2 minutes
- File Type: .MP4 & .MOV
- File Size: 4 GB(max)
- Number of Cards: 2 to 10 (max)
LinkedIn Advertising
LinkedIn ads are a great way to capture the attention of professional audiences, drive website traffic, build awareness, and generate higher-quality leads. LinkedIn boasts a reach of over 750 million professionals using their social network. Each campaign begins by choosing the objectives that matter most, across awareness, consideration or conversions. For the most up-to-date LinkedIn advertising information, visit the LinkedIn Marketing Solutions site.
Standard LinkedIn Ad Specifications
| AD FORMAT | DESIGN RECOMMENDATIONS | TEXT RECOMMENDATIONS | TECHNICAL REQUIREMENTS | CALL TO ACTION OPTIONS | URL REQUIREMENTS |
|---|---|---|---|---|---|
| Single Image | Image file type: JPG or PNG File size: 5 mb Image Ratio: 1.91:1 (horizontal – desktop & mobile); 1:1 (square – desktop & mobile); 1:1.91 (vertical – mobile only) |
Ad name (optional): 255 characters Headline: 70 characters Intro text: 150 characters Description (LAN only): 70 characters*only required if using LinkedIn Audience Network (LAN) |
Horizontal / Landscape: Minimum: 640×360 px Maximum: 7680×4320 px Recommended: 1.91:1 – 1200×628 px Square*: Minimum: 360×360 px Maximum: 4320×4320 px Recommended: 1:1 – 1200×1200 px *LinkedIn recommends this aspect ratio for better performance. Vertical: Minimum: 360×640 px Maximum: 1254×2400 px Recommended: 1:1.91 – 328×1200 px 2:3 – 600×900 px 4:5 – 720×900 px |
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Landing Page URL: Required URL prefix: http:// or https:// URL characters: 2,000 characters for destination url |
| Video Ads | File type: MP4 Video Sound Format: AAC or MPEG4 Recommended Frame Rate: 30 frames per second Custom Thumbnail: Optional but recommended Ratios: 16:9 (landscape; 1.78) 1:1 (square; 1.0) 9:16 (vertical; 0.57) |
Ad name (optional): 255 characters Headline: 70 characters Intro text: 150 characters |
Video file size: 75 kb min – 200 mb max Video duration: 3 sec to 30 mins Video captions: (optional) Video sound file less than 64 KHzDimensions: Landscape (16:9): Min: 640×360 px; Max: 1920×1080 px Square (1:1): Min: 360×360 px; Max: 1920×1920 px Vertical (9:16): Min: 360×640 px; Max: 1080×1920 px – Aspect ratio tolerance 5%Video thumbnail file format: JPG or PNG Video thumbnail max file size: 2 mb Video thumbnail aspect ratio & resolution: match video |
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Landing Page URL: Required URL prefix: http:// or https:// URL characters: 2,000 characters for destination url |
| Carousel Ads | File type: JPG or PNG Ratio: 1:1 Recommended Resolution: at least 1080×1080 px |
Ad name (optional): 255 characters Card headline: 45 characters Intro text: 255 characters |
Number of carousel cards: 2-10 Maximum file size: 10mb |
Apply Download View Quote Learn More Sign Up Subscribe Register Join Attend Request Demo |
Landing Page URL: Required URL prefix: http:// or https:// URL characters: 2,000 characters for destination url |
LinkedIn Video Ads
As of 2018, LinkedIn now offers video ads. The requirements are a little bit different than the shared video, so be sure to consider them when developing ads for your paid campaign.
LinkedIn Video Ad Specifications
- Landscape video: Minimum: 640 x 360, maximum: 1920 x 1080.
- Square video: Minimum: 360 x 360, maximum: 1920 x 1920.
- Vertical video: Minimum: 360 x 640, maximum: 1080 x 1920.
- Aspect ratios: Landscape: 16:9; Square: 1:1; Vertical: 9:16
- Maximum file size: 200 MB
- Accepted video format: .MP4
- Video length max: 30 minutes, although LinkedIn’s guidelines state most ads perform best at around 15 seconds
- Frame rate: must be less than 30fps
SnapChat Ads
Connect with your customers on Snapchat, the #1 platform where people share real-life moments. Snapchat is the chosen social network for people who enjoy sharing purchases they love and shopping moments. On Snapchat, people are empowered to be happy, open-minded, and connected – which is why they enjoy engaging with businesses like yours every day. Use Snapchat ads to generate interest, promote products, or encourage purchases through targeted advertising across the platform.
Standard SnapChat Ad Specifications
| AD FORMAT | DESIGN | TEXT RECOMMENDATIONS |
|---|---|---|
| Single Image or Video Ad | File type: .jpg, .png, .mp4, or .mov Aspect ratio: 9:16 Resolution: 1080×1920 pixels Length: 3-180 seconds Attachments: Website |
BRAND, HEADLINE, AND CALLS-TO-ACTION Brand: Up to 32 characters with spaces Headline: Up to 34 characters with spaces Calls-to-action: Select the CTA text. Snapchat applies the visual and places the CTA on the ad URL: Required |
SnapChat Video Ads
Snapchat has a max limit of 180 seconds for a video ad format. 0:03 – 0:05 is the sweet spot for video length to drive action.
Single Image or Video Ads Format offers a variety of creative freedom to communicate your message. They can take the form of video — whether it be motion graphic, live, cinema-graph, or gif style — as well as still. The image will be converted into a video of 5-second duration.
Snapchat Video Ad Specifications
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Video Dimensions: 1080×1920 pixels
- File Format: .mp4 or .mov
- Aspect Ratio: 9:16
- File Size: 1 GB or less
- Video Length: 3 to 180 seconds (if file size does not exceed 1 GB)
SnapChat Long Form Video Ads
Long Form Video attachment allows you to combine a bite-sized teaser with a long-form narrative in one simple swipeable package. Long Form Videos expand on standard Single Image or Video ads.
- Video Dimensions: 1080×1920 pixels 1920×1080 pixels
- Aspect Ratio: 9:16 / 16:9
- File Size: 1 GB (max)
- Video Length: (no max limit) 15 seconds minimum
- File Type: .MP4 or .MOV
TikTok Advertising
Whether you’re selling dog collars, candles, clothing, art, or mindfulness coaching, you can reach your ideal audience. TikTok boasts over a billion users around the world, who use TikTok to create, connect, and be entertained.
General TikTok Creative Guidelines
Keep key creative elements in the middle of the screen. This prevents them from being covered by the description or logo and avoid being slightly cropped on the sides in order to fit different display sizes. Ad creative should be localized; languages other than the local official language where the ad will be shown should not be shown too often.
Standard TikTok Ad Specifications
| AD FORMAT | PLACEMENT | AD COMPOSITION | FILE TYPE | RESOLUTION | FILE SIZE | BRAND NAME | AD DESCRIPTION | VIDEO DURATION | PROFILE IMAGE |
|---|---|---|---|---|---|---|---|---|---|
| Video Ads | TikTok In-Feed Ad | Video creative + ad display image + brand or app name (logo) + ad description + CTA button | .mp4 or .mov | Resolution must be ≥: 540×960 px 640×640 px or 960×540 px |
Less than 500 mb with a Bitrate of less than 516 kbps |
For brand names, we support 1-40 characters. Note: Emojis cannot appear in the brand or app name Punctuations and spaces will also occupy characters Depending on the phone model and operating system, longer text can be at risk for not showing completely on the screen |
For descriptions, we support 1-100 characters (Latin) and 1-50 characters (Asian) Note: Emojis, “{}” and “#” cannot appear in the descriptionPunctuations and spaces will also occupy characters Depending on the phone model and operating system, longer text can be at risk for not showing completely on the screen |
50-60 seconds allowed
We suggest short videos of 9-15 seconds |
Aspect ratio: 1:1 File type: .jpg, .jpeg, .png File size: <50 kb |
TikTok Video Feed Ads
TikTok’s focus is on easy-to-create and share videos, which means it’s not hard to start producing video content for the platform. TikTok ads are a rapidly evolving opportunity for brands. The in-feed option for paid TikTok content is fairly similar to the formatting for existing organic content.
TikTok Video Feed Ad Guidelines
- Resolution: must be at least 540×960, 640×64 or 960×540
- Aspect ratio options: 9:16, 1:1 or 16:9
- Length: 5–60 seconds, but 9–15 seconds is recommended
- Maximum file size: 500MB
- Bitrate minimum: 516 kbps
- Ad description character limits: 1-1000 Latin characters or 1-50 Asian characters
- Video formats: .MP4, .MOV, .MPEG .3GP, .AVI
Targeted Twitter Ads
Twitter is a popular space to share and interact with different social media videos to create engagement for your brand.
Standard Twitter Ad Specifications
| AD FORMAT | DESIGN RECOMMENDATIONS | TEXT RECOMMENDATIONS |
|---|---|---|
| Image Ads | File types: PNG and JPEG are recommended. We do not accept BMP or TIFF files. Note: GIFs uploaded will render as a static image. File size: Max 5 mbImage with app buttons: Image size: 800×418 px is recommended for 1.91:1 aspect ratio. 800×800 px is recommended for 1:1 aspect ratio. Aspect ratio: 1.91:1 or 1:1Image with website buttons: Image size: 800×418 px is recommended for 1.91:1 aspect ratio. 800×800 px is recommended for 1:1 aspect ratio. Aspect ratio: 1.91:1 or 1:1Image only: Image size: 1200×1200 px is recommended for 1:1 aspect ratio. 1200×628 px is recommended for 1.91:1 aspect ratio. Larger images will be better optimized for when users click to expand images. Aspect ratio: 1.91:1 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1. |
280 characters. Note that each link used reduces character count by 23 characters, electing 257 characters for Twitter copy.
Image with website buttons: Image with app buttons: |
| Video Ads | File types: MP4 or MOV File size: 1 GB max. For optimal performance, we strongly recommend keeping files under 30 MB Video length: 15 seconds or less is recommended. Up to 2:20 is supported. Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left-hand corner. Prominent product placement is highly recommended for driving product consideration. Captions: Closed captioning or text overlays are strongly recommended. Video bitrate: 6,000 – 10,000 (recommended 6k) for 1080p. 5,000 – 8,000 for 720p (recommended 5k).Thumbnail: Supported files: PNG or JPEG Aspect ratio: recommended matching sizing for the video Max size: 5 mb Looping: Videos will loop if the video length is under 60 seconds.Video with app buttons: Video size: 800×450 px is recommended for 16:9 aspect ratio. 800×800 px is recommended for 1:1 ratio. Aspect ratio: 16:9 or 1:1Video with website buttons: Video size: 800×450 px is recommended for 16:9 aspect ratio. 800×800 px is recommended for 1:1 ratio. Aspect ratio: 16:9 or 1:1Video only: Video size: 1200×1200 px is recommended for 1:1 aspect ratio. 1920×1080 px is recommended for 16:9 aspect ratio. Larger videos will be better optimized for when users click to expand videos. Aspect ratio: 16:9 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1. |
280 characters. Note that each link used reduces character count by 23 characters, electing 257 characters for Twitter copy.
Video with website buttons: Video with app buttons: |
| Carousel Ads | Number of slides 2-6 images or videos Media size: Image carousels: 800×418 px is recommended for 1.91:1 aspect ratio. 800×800 px is recommended for 1:1 aspect ratio. Video carousels: 800×450 px is recommended for 16:1 aspect ratio. 800×800 px is recommended for 1:1 aspect ratioAspect ratio: Image carousels: 1.91:1 or 1:1 image assets using a single aspect ratio within one carousel. Video carousels: 16:9 or 1:1 video assets using a single aspect ratio within one carousel. For carousels using mixed media, aspect ratios should remain consistent (1:1 image asset with 1:1 video asset, or 1.91:1 image asset with 16:9 video asset).Link: One web or app destination url for single destination carousels. Up to six unique web destinations for multi-destination carousels. |
280 characters. Note that each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.
Website carousel: App carousel: |
Twitter In-Feed Video Ads
Twitter offers two formats of in-feed video content: landscape and portrait. While these specific formats cannot be shared through YouTube and Vimeo links, Twitter provides easy ways of sharing content.
Twitter Video Ad Specifications
- Video Dimensions: 1200 x 1200 pixels and 1920 x 1080 pixels
- Aspect Ratio: 1:1 or 16:9
- Video Length: 15 seconds or less is recommended. Up to 2:20 is supported.
- File Type: .MP4 and .MOV (for both mobile or web)
- File Size: 1 GB max. For optimal performance we strongly recommend keeping files under 30 MB.)
Organic Social Content
| TYPE OF CAMPAIGN | FILE TYPES | WHY WE NEED THESE SPECIFIC FILES AND FORMATS |
|---|---|---|
| Organic and Boosted Facebook and Instagram Posts | For Facebook/Instagram, we will need the images you wish to use for your posts. Our preferred image specifications are: • Square: Use 1080×1080 pixels • Vertical: Use 1080×1350 pixels • Horizontal: Use 1080×566 pixels We can share a maximum of 10 images for both Facebook and Instagram, image size to be used should be 1080×1080 pixels. *We can also provide royalty free images per post. |
Image specification applies to both Facebook and Instagram. Providing these specific images can avoid pixelation or slow load times. Note: If submitting a GIF file format, it must be a static GIF for it to be accepted |