Facebook Ad Size 2025: The Simplest Cheat Sheet

We all know how Facebook ad size matters since the ads can only perform well if they fit the placements’ characteristics. Otherwise, your ad creative will appear extremely bad, and well, kiss your money goodbye.

But, no worries, because we are here to show you the updated Facebook ad size 2025.

Importance of choosing the right ad size on Facebook

The right ad size not only captures the attention of your target audience but also enhances the delivery and performance of your campaigns. In this guide, we'll explore why selecting the optimal ad size is crucial for maximizing your advertising efforts on Facebook. From engagement rates to overall visibility, understanding the dimensions and specifications of Facebook ads is the first step towards digital marketing success.

This is gonna be a long article since it contains all the Instagram and Facebook ad sizes and specs 2025. Therefore, we have prepared a summary table near the end for you to save or you can scroll directly till there. 

Also, if you are looking for a specific placement, browse the headings on the left and jump right to it.

However, we still recommend reading each part to see the demo images as well as more detailed information.

Alright then, let’s start with Facebook ad size 2025 first.

Standard Facebook Image Ad Sizes

Facebook image ads are probably one of the most used types, no doubt. They can perform a wide set of tasks for you from notifying current events like sales to directing people to a desired website.

Facebook image specifications

• Minimum dimension: 600 x 600
• Recommended dimension: 1080 x 1080, 1200 x 628 pixel
• Recommended aspect ratio: 1.91:1 to 1:1. If you use stock images, run an Offer ad, or include a link then the ratio must be 1.91:1
• Maximum file size: 30 MB
• Recommended file formats: JPG and PNG
• Aspect ratio tolerance: 3%

Additionally, panorama and 360 photos are also accepted and will be automatically recognized by Facebook. Good job, Meta!

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 27 characters. Longer is okay but the text might be shortened.
• Link description: max 27 characters. It is okay to write longer, but the same case as the headline can happen. 

Facebook Video Ad Sizes

Given the effectiveness of videos in advertising, they undeniably are becoming more favored each day. This ad type is quite similar to the single image one, the difference is that you will use video instead of an image.

Facebook video specs

• Facebook video ad dimensions: the minimum number is 120x120 pixels, but a limit does not exist, so you should use the highest resolution (at least 1080x1080). Keep in mind that there are requirements for ratio. 
• Recommended aspect ratio: for desktop or mobile, a 1:1 ratio is the best, while a 4:5 ratio is good for mobile-only ads. It is also possible to use ratios ranging from 16:9 to 9:16, but the ad will then be automatically switched to 4:5 on mobile, thus creating masks. 
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: from 1 second to 241 minutes. But, we recommend short videos because of TikTok’s popularity. 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook video ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 27 characters. Longer is okay but the text might be shortened.
• Link description: max 27 characters. It is okay to write longer, but the same case as the headline can happen. 

Facebook Carousel Ad Sizes

Who does not love the ability to show a set of videos or images in one ad, right? That is why you are gonna need to know the Meta carousel ad specs. 

But, before that, we want to inform you that the carousel does not work in certain locations like Messenger inbox, sponsored messages, Facebook stories, in-stream videos, and instant articles. 

Facebook carousel image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB

Facebook carousel video specs

• Recommended dimension: the highest resolution (at least 1080x1080) possible, but keep in mind the ratio requirements. 
• Recommended aspect ratio: 1:1
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: from 1 second to 241 minutes.

Facebook carousel ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 32 characters. Longer is okay but the text might be shortened.
• Link description: max 18 characters. It is okay to write longer, but the same case as the headline can happen. 
• Additional note: there must be a landing page URL.

Facebook Collection Ad Sizes

This is a quite specific type of ad as it displays a catalog of your products with a featured video or photo. Also, the collection appears only on Facebook, Instagram feeds, and IG stories. 

Facebook collection image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB

Facebook collection video specs

• Recommended dimension: the highest resolution (at least 1080x1080) possible, but keep in mind the ratio requirements. 
• Recommended aspect ratio: 1:1
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF.

Facebook collection ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters. Longer is okay but the text might be shortened.
• Additional note: there must be a landing page URL.

To create a collection ad, it needs a Facebook catalog. And this ad just works on mobile.

Facebook Slideshow Sizes

The Facebook slideshow is certainly a gift for low-budget merchants. The platform will help create a nice slideshow from different images and it includes motion, sound, and text. Maybe you should give it a try. 

Facebook Slideshow size requirements:

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1 or 16:9. Keep all images in a single aspect ratio.
• Recommended file formats: JPG and PNG.
• Number of images allowed: 2-15

Facebook ad character limit

Regarding the text overlay of the Facebook slideshow, you cannot use more than 30 characters. 

Other Facebook Ad Sizes and Specs

Instant Experience Ads

Do you know why this ad is called Instant Experience? Because the users will go to the chosen destination without leaving Facebook. This is a nice thing for mobile users as the loading time is also reduced greatly. 

In fact, Facebook offers some editable templates to run this kind of ad, but there are still some numbers to keep in mind. 

For the cover image, the width should be 1080 pixels, while the cover video should be in MOV or MP4 file formats with a length of no more than 2 mins. 

Facebook Marketplace

When users want to buy something, they will come to the Facebook marketplace, so placing ads here is quite effective because the intentions exist. Moreover, this section usually shows products in a certain radius from the user’s location, thus making it easier to sell locally. 

Facebook image sizes & specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters. Longer is okay but the text might be shortened.
• Link description: max 30 characters. It is okay to write longer, but the same case as the headline can happen. 

Facebook Business Explore

This feature is kinda new as Facebook will recommend related businesses after the users stop at a post of a certain business. When a person taps on a featured business, a new section called Explore Businesses will open up which contains both normal posts and ads. 

Well, since this is new, it might become the next big thing on Facebook (or not). Anyway, if you want to do some experiments, keep in mind the Facebook ad size 2023 for business exploration. 

Image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 3%

Video specs

• Facebook video ad dimensions: the minimum number is 120x120 pixels, but a limit does not exist, so you should use the highest resolution (at least 1080x1080). Keep in mind that there are requirements for ratio. 
• Recommended aspect ratio: for desktop or mobile, a 1:1 ratio is the best, while a 4:5 ratio is good for mobile-only ads. It is also possible to use ratios ranging from 16:9 to 9:16, but the ad will then be automatically switched to 4:5 on mobile, thus creating masks. 
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: from 1 second to 241 minutes. But, we recommend short videos because of recent TikTok’s popularity. 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 27 characters. Longer is okay but the text might be shortened.
• Link description: max 27 characters. It is okay to write longer, but the same case as the headline can happen. 

Facebook Stories

Stories are just too popular, so we will skip the introduction part. Let’s get right into the Facebook ad size 2025 for them. 

Are requirements of feed vs story on Facebook different? Yeah, slightly. That is why you will need to pay careful attention here. 

Image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 9:16. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 1%
• Additional note: an image shows up only for 5 seconds, so choose wisely.

Video specs

• Facebook video ad dimensions: the minimum number is 120x120 pixels, but a limit does not exist, so you should use the highest resolution (at least 1080x1080). Keep in mind that there are requirements for ratio. 
• Recommended aspect ratio: 9:16
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• FB story video length: from 1 second to 2 minutes. But, we recommend short videos because of recent TikTok’s popularity. 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters.

Facebook Reel Ads

Reels are born to catch up with the popularity of TikTok, so obviously, video ads are recommended. Yet, images are still usable. 

Alright, here we come to the dimensions 2025 in Facebook Reel Ads.

Video specs 

• Facebook video ad dimensions: use at least 500x888.
• Recommended aspect ratio: 9:16
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4 and MOV. 
• Facebook ad video length: max 60 seconds 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 1%
• Additional note: since the image size is kinda small, putting text on it is not a good idea.

Facebook ad character limit

As usual, we also have a text limit which is 72 characters.

Facebook Search

Basically, the name says it all. The ads will be displayed in users’ search results both on Facebook and marketplace. 

Then, we have the Facebook ad size 2023 for the search result section here.

Image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 3%
• Additional note: in case you intend to use a carousel here, the minimum and maximum numbers of cards are 2 and 10 respectively.

Video specs

• Facebook video ad dimensions: the minimum number is 120x120 pixels, but a limit does not exist, so you should use the highest resolution (at least 1080x1080). Keep in mind that there are requirements for ratio. 
• Recommended aspect ratio: 1:1
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: from 1 second to 241 minutes. But, we recommend short videos because of recent TikTok’s popularity. 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters. Longer is okay but the text might be shortened.
• Link description: max 30 characters. It is okay to write longer, but the same case as the headline can happen. 

Facebook In-stream Ads

You surely know the experience when using YouTube without the premium subscription, ads will appear somewhere during the videos. Facebook in-stream ads also work that way, but they only last 5-10 seconds and cannot be skipped. 

In case you want to use longer videos, they still run after the first 15 seconds as long as the users choose to continue watching. Yeah, trust us, only a few people tap on that button, so just focus on the early part. 

Okay, here we go to the Facebook ad dimensions 2023 for in-stream ones, starting with images (yes, you can use them if you want)

Facebook image specs

• Recommended dimension: 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 3%

Mostly, people do not pick images for in-stream ads. We recommend videos only and here we go to the requirements

Facebook video specs

• Facebook video ad dimensions: at least 1080x1080
• Recommended aspect ratio: 1:1 or 16:9
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: 5-10 seconds for mobile and 5-15 seconds for desktop
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook ad character limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters. Longer is okay but the text might be shortened.

Facebook Audience Network Native, Banner And Interstitial

Well, the Facebook audience network functions pretty much the same as the Google Display Network. It means that your ads can be placed on sites and apps outside of Facebook. This is a potential placement as all the locations are verified by Facebook and relate to your ads as well. 

So, let’s get to the image specs for native, banner, and interstitial ads: 

• Recommended dimension: the minimum is 398x208, but try to use the highest resolution possible while keeping the correct aspect ratio below.
• Recommended aspect ratio: 9:16 or 16:9. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB

The second format, video, specs: 

• Facebook video ad dimensions: the minimum is 398x208, but try to use the highest resolution possible while keeping the correct aspect ratio below.
• Recommended aspect ratio: 9:16 or 16:9
• Facebook video ad size: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• Facebook ad video length: 1 second - 2 minutes.
• Additional notes: captions are not available, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Alright, the remaining thing is the text limit and after that, we also complete the Facebook ad size 2023 part.

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters. Longer is okay but the text might be shortened.
• Link description: max 30 characters. It is okay to write longer, but the same case as the headline can happen.

Facebook Messenger

Facebook Sponsored Messages

This is surely a good option to retarget customers who messaged your Facebook page. You can choose to send promos, updates, etc. 

The only limit is that only images can be used here, but that is not a big deal. Facebook Messenger ad specs

• Recommended dimension: at least 1200 x 628
• Recommended aspect ratio: 1.91:1. 
• Recommended file formats: JPG and PNG.
• Facebook Messenger file size limit: 30 MB

Facebook Messenger ad text limit

• Greeting: max 300 characters. 
• Image title: max 80 characters
• Image subtitle: max 80 characters

Facebook Messenger Inbox

If you notice, then among your chats, there will be an ad showing details right in the Messenger app upon being pressed on. This ad placement is effective, but keep in mind that it is not available in certain locations like the USA, France, Canada, and Australia.

Again, only images are allowed here, and here we have the Facebook Messenger inbox specs

• Recommended dimension: at least 1080 x 1080
• Recommended aspect ratio: 1:1. 
• Recommended file formats: JPG and PNG.
• Facebook Messenger file size limit: 30 MB

Facebook Messenger inbox text limit

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 25 characters

Facebook Messenger Stories

Messenger stories are just Facebook stories being seen from the Messenger app, nothing too special here. So, the specs are surely the same as the Facebook story. Obviously, we are here so you do not have to scroll back. 

Image specs

• Recommended dimension: at least 1080 x 1080
• Recommended aspect ratio: 4:5. 
• Recommended file formats: JPG and PNG.
• Maximum file size: 30 MB
• Aspect ratio tolerance: 3%

Video specs

• Messenger video ad dimensions: the minimum number is 120x120 pixels, but a limit does not exist, so you should use the highest resolution (at least 1080x1080). Keep in mind that there are requirements for ratio. 
• Recommended aspect ratio: 9:16
• Facebook Messenger file size limit for videos: 4 GB.
• Recommended file formats: MP4, MOV, and GIF. 
• FB story video length: from 1 second to 2 minutes. But, we recommend short videos because of recent TikTok’s popularity. 
• Additional notes: captions are optional, but sound is a must-have. Letterboxing, pillar boxing, and edit lists or special boxes in file containers should not appear. 

Facebook Messenger Stories text limit  

• Primary text: only the first 125 characters will show up in the preview, the rest can be seen after clicking on See more.
• Headline: max 40 characters

Finally, this is the real end for all Facebook ad size 2023. And as a congratulation, we have prepared a surprise for you. 

A Gift For You

We know that you do not want to waste brain cells to remember the Facebook dimensions 2025 as well as going back and forth to check them. As such, below we present 3 summary tables for each platform for you to save and open whenever needed. 

The table for ads on Facebook

The table for ads on Instagram

The table for ads on Facebook Messenger

See the full table in this sheet [Two Owls] Facebook Ad Size 2025.

Final Thoughts

Knowing everything about Facebook ad size 2025 is essential, because you surely do not want the creative to appear in low quality or being cropped. If you want to get more customers, the ads must look good first, right? 

Please always remember that adhering to the Meta requirements for images, videos, and text are just as important as setting objectives and so on. 

By the way, if you need more help with the Facebook ads, explore our blog and we believe you will find valuable knowledge. Oh, and Two Owls also can help you greatly in scaling with your ads as well.