Facebook Ad Specs & Sizes 2021 – The Complete Guide

In the previous article, we touched on the key metrics to double your Facebook Ads ROI. In this article, we are going to cover all essential Facebook Ad specs info you need to know this year!

Facebook is a very vivid digital environment, and things tend to move and change fast. If your business relies on Facebook ads to thrive, you should know that these ads and their specs change pretty often.

Facebook keeps all marketers up and running by constantly updating the specs and sizes of existing videos and images and introducing new ad formats. However, there are still many of those with questions regarding Facebook ad specs:

  • What size specs for Facebook ads are the most recommended?
  • What are the specs for a Facebook ad?
  • What are the recommended specs for a Facebook ad image?
  • What are the specs for a static Facebook ad?
  • What are the recommended ad specs for Facebook?

Since Facebook is one of the most important advertising platforms of today, this complete guide will help you get ahead of your Facebook ad game in 2021.

Why is it important to use Facebook marketing?

importance of facebook marketing

Facebook marketing can benefit your business in many different ways. There are roughly more than 2.6 billion users worldwide. That’s 2.6 billion of potential prospects. When it comes to the importance of using Facebook marketing, here are a couple of good reasons:

  • It helps reach a wider audience
  • Facebook provides all the tools you need to create a fantastic advertising strategy
  • Engage your consumers at any stage of their engagement journey
  • Transparent audience reach

With psychographic and competitor targeting, and a wide variety of ad formats, you can easily target the right audience and align your digital strategy with offline tactics.

Let’s look at some stats regarding Facebook usage in Singapore, one of the world’s most economically developed countries. The number of Facebook users in Singapore is expected to reach 5.1 million by 2025, and the country has 5.7 million people total, so you do the math.

Why is it important to learn about the different ad specs?

Marketers know that Facebook ads are an essential part of their marketing and advertising campaigns. In fact, businesses spent $32.6 billion on Facebook ads in 2020 alone. However, it’s very easy to get confused when choosing between all the character requirements and image sizes.

With so many variables on the table, it’s hard to find the best way to optimize your Facebook ads for the various ad objectives and page spaces. Fortunately, this complete guide will inform you on how to prepare yourself to run a Facebook ad campaign by learning everything you need to know about Facebook ads, image sizes, dimensions, and different types of Facebook ads available.
Facebook Feed Ads

Facebook feed ads

Every business is making an effort to get a fair share of space on a user’s Facebook Feed. It’s one of the most effective and direct ways to make a business stand out to users. Facebook Feed ads come in both video and image format and appear on both desktop and mobile.

Facebook ad image specs

  • Recommended resolution (without link): 1200 x 628 pixels
  • Recommended resolution (with link): 1080 x 1080 pixels
  • Minimum width and height: 400 x 500 pixels
  • Recommended image format: JPG, PNG

With the long-standing rule regarding creatives with more than 20% text now removed from the equation, businesses no longer have to worry about being penalised for their advertising efforts.

facebook ad specs

Facebook ad video specs

facebook video ad specs

When it comes to Facebook video ad specs, you should have mobile consumers on your mind when designing your ads. It’s the best recommendation that comes from Facebook officials themselves.

It’s important to have the right ad video specs to maximise compatibility on both mobile and desktop screens. It’s best to keep your videos short and no longer than 15 seconds or less.

  • Recommended aspect ratio: Between 9:16 to 16:9
  • Recommended video format: .MP4, .MOV
  • Maximum file size: 4 GB (26 GB for 360 videos)
  • Video length: 1–240 seconds

Facebook feed character limits

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Facebook carousel ads

facebook carousel ad specs

One of the best ways to introduce your brand to a broader audience is to use Facebook Carousel Ads. This type of Facebook ad allows you to showcase your brand with multiple videos and images to give your audience a clear idea of what your brand offers.

Instead of creating multiple ads, you can use a single ad placement to combine multiple images and videos that consumers can scroll through.

Facebook Carousel Ads are the best for:

  • Brands that need to showcase multiple products/services at once and provide links to an individual landing page;
  • Display different features of a single product/service;
  • Explaining how a product/service can help consumers.

In addition, these ads are available on six different platforms for different ad types:

  1. Facebook feed (image and video)
  2. Facebook right column
  3. Facebook instant article
  4. Facebook marketing
  5. Facebook audience network native, banner, and interstitial
  6. Messenger inbox

Facebook Carousel ad image specs

  • Recommended resolution: 1080 x 1080
  • Minimum width and height: 600 x 600 pixels
  • Recommended image format: JPG, PNG
  • Maximum file size: 30MB
  • Landing page link: Required
  • Number of cards: Minimum: 2, Maximum: 10

facebook carousel ad specs

Carousel ad character limits

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 20 characters

Carousel ad video specs

  • Recommended resolution: 1080 x 1080 pixels
  • Recommended image format: .MP4, .MOV
  • Maximum file size: 4GB
  • Video length: 1–240 seconds
  • Number of cards: Minimum: 2, Maximum: 10
  • Character limits: Text: 125 characters, Headline: 40 characters, Description: 20 characters

Facebook right column ads

facebook right column ad specs

Facebook right column ads are simply perfect for businesses. They can do wonders for increasing cost per click(CPC) among other Facebook ad types. Despite their desktop-only format, they may appear in the other available areas of your website. They are great for expanding your reach to consumers who aren’t mobile and prefer desktop computers and devices.

Right column ad image specs

  • Recommended resolution: 1200 x 1200 pixels
  • Minimum width and height: 600 x 600 pixels
  • Recommended image format: JPG, PNG

Right column ads character limits

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Facebook in-stream ads

facebook instream video ad specs

Lasting only 5 to 15 seconds, Facebook in-stream video ads are much more than ordinary feed ads. According to some stats, this type of video ad can increase your on-target rate to nearly 90%, with a 70% completion view rate.

Facebook in-stream video ads are easy to get into, quick, and informative. If you’re trying to capture your consumers’ attention with small interactions, these videos are perfect for you.

In-stream video ad specs

  • Recommended aspect ratio: 16:9 (9:16 to 16:9)
  • Recommended video format: .MP4, .MOV
  • Maximum file size: 4 GB
  • Video length: 5–15 seconds

Facebook instant article ads

Available for image and video, Facebook instant article ad format is an excellent way to combine interactive and quick-loading content via Facebook’s application. This type of ad allows you to load and display your Facebook ads up to 10 times faster than on any other standard mobile web.

Facebook instant article ad specs

Aside from raw speed, Instant Articles are designed for a mobile publishing format and allow brands to better interact with potential prospects.

Instant article image ad specs

  • Recommended resolution: 1200 x 1200 pixels
  • Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
  • Recommended image format: JPG, PNG

Instant article video ad specs

  • Recommended aspect ratio: Between 9:16 to 16:9
  • Recommended video format: .MP4, .MOV
  • Maximum file size: 4 GB
  • Video length: 1 –240 seconds

Facebook instant article character limits

  • Headline: 25 characters
  • Description: 30 characters

Facebook marketplace ads

facebook marketplace ad specs

Marketplace ads are available in both video and image formats and are simply ideal for driving more traffic to your websites. They allow you to target audiences that search for specific products in certain locations.

Facebook Marketplace is a vast network hub that you can use to market your products and services to your community. Target specific consumers by location with particular products.

Marketplace image ad specs

  • Recommended resolution: 1200 x 1200 pixels
  • Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
  • Recommended image format: JPG, PNG
  • Maximum file size: 4 GB
  • Video length: 1–240 seconds

Marketplace video ad specs

  • Recommended aspect ratio: Between 9:16 to 16:9
  • Recommended video format: .MP4, .MOV
  • Maximum file size: 4 GB
  • Video length: 1–240 seconds

Marketplace ads character limit

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Facebook audience network ad

facebook audience network ad specs

Facebook is an excellent place to advertise your business to potential prospects, but you can use Facebook to reach consumers in other places, and the best way to do that is to use Facebook Audience Network ads.

These are native ads, meaning they work natively on interstitial ads and banners. If you want to make sure your images and videos appear on top-rated and most trusted publishers, Audience Network ads are your best option.

Audience network image ad specs

  • Recommended aspect ratio: Between 16:9 to 9:16 (recommended)
  • Minimum width and height: 398 x 208 pixels
  • Recommended image format: JPG, PNG

Audience network video ad specs

  • Recommended aspect ratio: Between 16:9 to 9:16 (recommended)
  • Recommended video format: .MP4. .MOV
  • Video length: 1–120 seconds

Audience network character limit

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Facebook sponsored message ads

facebook sponsored message ads

Many businesses struggle with low conversion rates because they didn’t make the most out of each user interaction on Facebook Messenger. The best way to fix this is to retarget and re-engage these users, and that is where Sponsored Messages come into play.

You can use sponsored message ads to retarget and increase both lead generation and conversion rates. The only downside is that you can only target users with ongoing conversations as this ad format turns off other placements.

  • Recommended resolution: 1200 x 628 pixels (with link)
  • Recommended aspect ratio: Between 9:16 to 16:9 (crops to 1.91:1 with link)
  • Recommended image format: JPG, PNG

  • Text: 125 characters
  • Headline: 25 characters
  • Description: 30 characters

Facebook messenger ads

Facebook Messenger ads are the ad format only available for image content. Since these apps only show on Facebook Messenger, it’s an excellent advertising tool for brands that need more exposure. This ad format allows brands to capture potential prospects’ attention by showing sponsored ads between conversations while scrolling through their Facebook Messenger Home.

facebook messenger ad specs

Facebook messenger ad specs

  • Recommended aspect ratio: 1:1 to 16:9 (1:1 recommended for messenger inbox)
  • Minimum width and height: 254 x 133 pixels
  • Recommended image format: JPG, PNG

Facebook messenger character limit

  • Text: 125 characters
  • Headline: 25 characters

Facebook collection ads

facebook collection ad specs

If you need to make the most out of your ad placement, Facebook collection ads might just be the best way to do it. This Facebook Feed ad format can benefit your business by providing a highly visual browsing feature all within the ad placement.

This ad type allows the user to place a cover video or photo and can be made available on Collection ads too. It’s a perfect choice for exhibiting several products. However, the most significant advantage of this ad type is the link that leads users to an Instant Experience the moment they click on the full-screen version of the ad.

Collection ad specs

  • The first video or image from your Instant Experience will be used for your Collection ads
  • Recommended aspect ratio: 1:1 for square images

Collection ad character limit

  • Text: 90 characters
  • Headline: 25 characters

Tips and Tricks

Here are a couple of tips and tricks to get ahead of your Facebook ad game.

Video captions

Even though video captions are entirely optional, experts highly recommend that you use them, especially when it comes to your Facebook advertising. If you’re catering to your mobile consumers, you should know that mobile consumers prefer having the option to turn sound on or off. The majority of feed-based mobile video ads play loudly when users least expect it.

To avoid negative reactions, allow your consumers to opt in to sound. According to Facebook for Business, 80% of mobile consumers react negatively, both toward the advertiser and the platform, if video ads play sound loudly and unexpectedly.

Certain video ads don’t require sound to carry the message if the stories are correct and on point. Well-made captioned video ads can increase view time by up to 12%.

Research is of the utmost importance

The best way to better understand how combinations of ad placements, formats, and objectives can work to your advantage is to do thorough research to gather valuable information on the best solution that will drive more traffic to your website and ensure the most customer engagement.

Consider creating a list of all available solutions and then narrowing it down to just a few, most effective solutions that directly match your advertising needs. Try running multiple ads using those solutions to see what happens. If you achieve maximum reach, you’ve found your perfect advertising solution.

Conclusion

There’s much more to running a successful Facebook ads campaign than putting together some infographics and flashy visuals. Your ads have to be on-point and speak directly to your target audience.

That requires thorough research of your demographic along with all the possibilities and options available on the platform you choose as your communication channel. Your advertising strategy needs to be on board with the business goal you’re trying to achieve by running Facebook ads.

Therefore, invest time, effort, and resources in creating intuitive and interactive content for your Facebook ads that will resonate with your consumers’ needs.

One of the starting points should be developing a working knowledge of everything regarding Facebook ads, their size, format, and everything else that goes with them. By doing so, you’re increasing your chances of making your advertising campaign stand out from the rest.

Need a top Facebook ads agency in Singapore to handle your Facebook Ads campaign? You can consider engaging us today to manage all your Facebook Ads campaign.

Xavier Tan
Co-Founder
Xavier is the Co-Founder of Heroes of Digital. He started social media marketing and SEM long before it became popular in Singapore. His passion is in helping businesses grow through effective lead generation. He has overseen campaigns for Amara Hotel, NTU, Marina Bay, L'Oreal, and 100+ SMEs.

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