Facebook ad sizes and Meta ad specs
Every Facebook and Instagram placement, from Feed to Reels, wants its own shape and size, and an ad that doesn't match gets cropped or skipped. Drop all your ad images and videos at once. Each one is checked against every Facebook and Instagram placement for shape, size, file type and length, and you can see your Stories and Reels creative with Meta's buttons drawn over it. Files are read in your browser and never uploaded.
Meta’s ad shapes, drawn to scale
Aspect ratio is width ÷ height, written as width:height. 4:5 is a little taller than square, 9:16 is a full phone screen, 1.91:1 is a wide banner.- 1:1 Marketplace, Search
- 4:5 Facebook and Instagram Feed
- 9:16 Stories and Reels
- 1.91:1 Instagram Feed, Search
The dashed box on 9:16 is the safe zone: keep text and logos out of the top 14%, bottom 35% and 6% on each side, where Meta puts the profile name and the button.
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| Placement | Format | Aspect ratio | Recommended size | Min width | File types, max size | Video length | Text limits |
|---|---|---|---|---|---|---|---|
| Facebook Feed | Image | 4:5 | 1440 × 1800 | 600px | JPG, PNG, 30 MB | – | Primary 50–150, headline 27 |
| Facebook Feed | Video | 4:5 | 1440 × 1800 | 120px | MP4, MOV, GIF, 4 GB | 1 sec to 241 min | Primary 50–150, headline 27 |
| Instagram Feed | Image | 1.91:1 to 4:5 | 1440 × 1800 | 500px | JPG, PNG, 30 MB | – | Primary 125, headline 40 |
| Instagram Feed | Video | 9:16 | 1080 × 1920 | 250px | MP4, MOV, GIF, 4 GB | 1 sec to 60 min | Primary 125 |
| Facebook Stories | Image | 9:16 | 1440 × 2560 | 500px | JPG, PNG, 30 MB | – | Primary 125, headline 40 |
| Facebook Stories | Video | 9:16 | 1440 × 2560 | 250px | MP4, MOV, GIF, 4 GB | 1 sec to 3 min | Primary 125, headline 40 |
| Instagram Stories | Image | 9:16 | 1440 × 2560 | 500px | JPG, PNG, 30 MB | – | Primary 125 |
| Instagram Stories | Video | 9:16 | 1440 × 2560 | 250px | MP4, MOV, GIF, 4 GB | 1 sec to 60 min | Primary 125 |
| Instagram Reels | Image | 9:16 | 1440 × 2560 | 500px | JPG, PNG, 30 MB | – | Primary 44 |
| Instagram Reels | Video | 9:16 | 1440 × 2560 | 250px (500px for 30 sec+) | MP4, MOV, 4 GB | Up to 15 min | Primary 44 |
| Facebook Marketplace | Image | 1:1 | 1080 × 1080 | 1080px | JPG, PNG, 30 MB | – | Primary 125, headline 40, description 30 |
| Facebook Marketplace | Video | 1:1 | 1080 × 1080 | 120px | MP4, MOV, GIF, 4 GB | 1 sec to 241 min | Primary 125, headline 25 |
| Facebook Search results | Image | 1.91:1 to 1:1 | 1080 × 1080 | 600px | JPG, PNG, 30 MB | – | Primary 125, headline 40, description 30 |
Each placement links to its page in the Meta Ads Guide. Stories and Reels keep the top 14%, bottom 35% and 6% each side free of text and logos. Text limits are Meta’s recommendations: longer text is cut off, not rejected.
How to read your number
Meta ad specs are the sizes, shapes, lengths and text limits each Facebook and Instagram placement accepts. A 1440 × 1800 image is 4:5, Meta's recommended shape for Facebook and Instagram Feed, so it fits both at full size. It won't fit Stories or Reels, which need 9:16, or Marketplace, which needs 1:1. For those, export a 1440 × 2560 version too. Primary text of 69 characters and a 23-character headline fit everywhere.
Why it matters
When an asset doesn't match a placement's shape, Meta crops it, adds bars or skips the placement, and your product can end up under the call-to-action button. Making each ad in the three shapes Meta uses, 4:5, 9:16 and 1:1, lets it run everywhere without losing the part that sells.
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Formula
Aspect ratio = width ÷ height
4:5 is 0.8 (1440 × 1800), 9:16 is 0.5625 (1440 × 2560), 1:1 is 1 and 1.91:1 is 1.91. Meta accepts an asset within a small tolerance of the listed shape: 3% on Facebook Feed and Search, 1% on Instagram and Stories.
Other ways to calculate facebook ad sizes and Meta ad specs
- Feed: 4:5
- 1440 × 1800 px (minimum 600 px wide on Facebook, 500 on Instagram)
- Facebook and Instagram Feed. Taller than square, so it fills more of a phone screen than 1:1.
- Stories and Reels: 9:16
- 1440 × 2560 px, safe zone: top 14%, bottom 35%, 6% each side
- Full-screen placements. Keep text, logos and the product out of the edges, where the profile name and call-to-action sit.
- Marketplace and Search: 1:1
- 1080 × 1080 px
- Facebook Marketplace and Search results. Search also takes landscape images up to 1.91:1.
- Landscape: 1.91:1
- 1.91 × as wide as tall, such as 1910 × 1000 px
- Instagram Feed and Facebook Search accept it, but it takes up the least space on a phone, so use it only when a wide shot is the point.
What sizes do Meta ads need?
Meta uses three shapes. 4:5 (1440 × 1800 pixels) for Facebook and Instagram Feed, 9:16 (1440 × 2560) for Stories and Reels, and 1:1 (1080 × 1080) for Marketplace and Search. Images are JPG or PNG up to 30 MB; videos are MP4 or MOV up to 4 GB.
In Ads Manager you can upload a different version of the same ad for each shape. Doing that, rather than letting Meta crop one asset, keeps your product and offer in view everywhere.
Facebook and Instagram ad text limits
- Primary text: 125 characters on most placements; Meta suggests 50 to 150 on Facebook Feed and 44 on Instagram Reels.
- Headline: 27 characters on Facebook Feed, 40 on Stories, Marketplace and Search, 25 on Marketplace video.
- Description: 30 characters on Marketplace and Search.
- These are recommendations, not hard limits. Longer text is cut off behind "See more", so lead with the product and the offer.
How to calculate facebook ad sizes and Meta ad specs: a worked example
A skincare brand has a 1440 × 1800 product image, primary text of 69 characters and a 23-character headline.
- Aspect ratio = 1440 ÷ 1800 = 0.8, which is 4:5
- Facebook Feed and Instagram Feed: fits at the recommended size
- Stories and Reels: needs 9:16, so make a 1440 × 2560 version
- Marketplace: needs 1:1; Search: needs 1:1 to 1.91:1
- Copy: 69 characters fits the 125-character limit but runs past the 44 Instagram Reels shows, so Reels cuts it off
The image fits 2 of the 7 image placements. Adding a 9:16 and a 1:1 version covers the other 5, and the first line of copy should carry the offer, since Reels shows only 44 characters.
Which size should you use?
If you make one asset, make it 4:5 at 1440 × 1800: feeds are where most ad budgets go, and it's the shape Meta recommends there. If you make two, add 9:16 at 1440 × 2560 with the safe zone kept clear. A third at 1:1 covers Marketplace and Search.
Size is only half of it. An ad that fits the frame still has to land on a page that matches it: same product, same offer, same look. See how landing pages affect ad conversion rate.
Questions about facebook ad sizes and Meta ad specs
- What size is a Facebook ad?
- Meta recommends 1440 × 1800 pixels (4:5) for Facebook Feed images and videos, with a minimum width of 600 pixels for images. Stories need 1440 × 2560 (9:16), and Marketplace needs at least 1080 × 1080 (1:1).
- What size are Instagram Story and Reels ads, and what is the safe zone?
- 1440 × 2560 pixels, a 9:16 vertical shape. The safe zone is everything except the top 14%, the bottom 35% and 6% on each side, where Instagram puts the profile name, caption and call-to-action. Drop your creative into the checker above to see what those cover.
- How long can a Facebook video ad be?
- Facebook Feed takes videos from 1 second to 241 minutes, Facebook Stories up to 3 minutes, and Instagram Reels up to 15 minutes. Shorter is usually better: Stories play ads of 15 seconds or less in full and split longer ones into cards.
- What's the character limit for Facebook ads?
- Meta recommends 50 to 150 characters of primary text and a 27-character headline on Facebook Feed. Most other placements suggest 125 characters of primary text and a 40-character headline. Longer text isn't rejected, it's cut off.
- What aspect ratio should Meta ads be?
- 4:5 for feeds, 9:16 for Stories and Reels, and 1:1 for Marketplace and Search. Upload a version in each shape so Meta doesn't have to crop one image to fit.
Sources
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