Guide to Facebook Ad Sizes in 2027: Image and Video Specs by Placement

Meta changes ad tooling often, so the safest way to use any size chart is to treat it as a working default and confirm it in Ads Manager before you build a full creative set. This guide gives the image and video specs that current industry guides agree on for Facebook and Instagram placements heading into 2027, flags what we could not verify against Meta's own documentation, and shows how to build one creative set that fits every placement.

A note on sourcing: Meta's official ads guide could not be opened in our research, so the numbers below come from current third party spec guides that matched on the core figures. Where they differed or only one source gave a number, we say so. Always check the placement preview in Ads Manager, which shows exactly how your asset will be cropped.

Quick reference: recommended sizes by placement

Placement	Aspect ratio	Recommended size
Feed (image or video)	1:1 or 4:5	1080 x 1080 or 1080 x 1350
Stories	9:16	1080 x 1920
Reels	9:16	1080 x 1920
Carousel cards	1:1	1080 x 1080
In-stream video	16:9	1920 x 1080
Marketplace, right column	1:1	1080 x 1080
Link or landscape image	1.91:1	1200 x 628

If you only make two versions of every ad, make a 4:5 version for feed and a 9:16 version for Stories and Reels. Those two cover the placements where most spend usually goes.

Facebook image ad specs

Feed images

Square (1:1) and vertical (4:5) both work in feed. Vertical takes up more screen space on mobile, which is why many advertisers lead with 4:5 at 1080 x 1350. Use 1:1 at 1080 x 1080 when you want one file to serve feed, Marketplace and carousel.

Stories and Reels images

Use 9:16 at 1080 x 1920. The top and bottom of the frame are covered by the profile bar, caption and call to action button. Third party guides recommend leaving roughly the top 14 percent and bottom 35 percent (and about 6 percent on each side) free of key text and logos for Stories and Reels. Treat that as a cautious guideline and confirm with the placement preview.

File requirements

• File types: JPG or PNG.
• Resolution: at least 1080 pixels on the shortest side is the common recommendation. Higher is fine, lower looks soft on modern phones.
• File size: up to 30 MB is the commonly cited limit.

Facebook video ad specs

Feed video

Same ratios as feed images: 1:1 or 4:5. Vertical video at 4:5 generally earns more screen real estate on mobile. Length limits for feed video are far longer than anyone needs. Guides cite durations in the hours, but short wins in practice, with 15 to 30 seconds frequently named as a strong range.

Reels and Stories video

Use 9:16 at 1080 x 1920. The guides we checked cite up to 90 seconds for Reels ads and up to 120 seconds for Stories video. Because these limits shift, verify the current maximum in Ads Manager before you plan a long cut. Keep the key message and the product in the first few seconds, since viewers scroll fast.

In-stream video

In-stream ads play inside longer videos and use 16:9 at 1920 x 1080. Third party guides list a range of 5 seconds to 10 minutes. Meta may change this, so check the placement requirements.

File requirements

• File types: MP4 or MOV.
• Codec: H.264 is the widely recommended video codec. Guides also list AAC audio at 128 kbps or higher and 30 frames per second as the working standard.
• File size: up to 4 GB is the commonly cited limit. In practice, compress files to something far smaller so uploads do not fail.

Carousel and collection specs

Carousel ads let you show multiple cards, each with its own image or video, headline and link. Third party guides give a range of 2 to 10 cards. Use 1:1 at 1080 x 1080 as the default. Keep the same aspect ratio on every card, and do not rely on 4:5 in carousels, because cards are commonly cropped to square.

Ad text length

The figures below are recommended lengths, not hard caps. Longer copy is allowed but may be truncated, especially on mobile.

• Primary text: about 125 characters before the "See more" cut.
• Headline: about 27 to 40 characters.
• Description: about 30 characters.

Put the hook and the offer in the first line of primary text, and never hide the key message behind the cut.

Common mistakes

• One size for everything. A single 1:1 image forces Meta to crop or letterbox it in vertical placements. Build at least the 4:5 and 9:16 versions.
• Text in the danger zones. Captions and buttons cover the edges of Stories and Reels. Keep logos and key words inside the middle of the frame.
• Low resolution uploads. Anything under 1080 pixels on the short side can look blurry on retina screens.
• Too much text on the image. Keep the image about the product or the result and let the primary text carry the argument.
• Ignoring sound off viewing. Add captions to video so it works without audio.
• Skipping the preview. Ads Manager shows each placement's crop. Check every one before you publish.

A simple creative workflow

1. Design a master at 1080 x 1350 (4:5) with the key content centered.
2. Duplicate and adapt to 1080 x 1920 (9:16) for Stories and Reels, moving text away from the top and bottom edges.
3. Export a 1080 x 1080 (1:1) version for carousel, Marketplace and right column.
4. Export as JPG or PNG for images, MP4 for video.
5. Preview every placement in Ads Manager and fix crops.
6. Test two or three hooks against each other before scaling spend.

For what to do once the creative is live, see our guides to Facebook retargeting ads and ecommerce social media marketing. If you sell on Amazon, plan creative around peak periods using the Amazon sales calendar.

The GTM angle

Ad size guides get a lot of search traffic from exactly the people agencies, creative tools and software vendors want to reach: ecommerce marketers who are about to build or fix their ad creative. That makes creative specs a useful trigger for outbound and positioning.

• Segment by creative maturity. Brands running a single square image on every placement are a different prospect from brands with full 4:5 and 9:16 sets. The first group needs production help or templates. The second needs testing and scaling.
• Lead with a concrete offer. A free audit of a brand's current Meta creative against placement specs is a specific, low friction opener for cold email, much stronger than a generic agency pitch.
• Use triggers. New product launches, seasonal campaigns and a fresh round of funding all raise the odds a brand is rebuilding creative.
• Sell the system, not the file. Creative tools can position around producing every ratio from one master, and agencies can position around testing cadence.

If you serve this market, Cruxfinder's outbound service can build the target list and sequence for you, and you can model the return with the cold email ROI calculator.

Frequently Asked Questions

What is the best Facebook ad image size?

For feed, 1080 x 1350 (4:5) and 1080 x 1080 (1:1) are the most commonly recommended sizes. For Stories and Reels, use 1080 x 1920 (9:16). Always confirm in the Ads Manager preview.

What size should a Facebook video ad be?

Use 1080 x 1350 or 1080 x 1080 for feed, and 1080 x 1920 for Stories and Reels, in MP4 or MOV format with H.264 encoding. Keep videos short, often 15 to 30 seconds.

Is the Facebook ad size the same as the Instagram ad size?

Largely yes. The 4:5 feed format and the 9:16 Stories and Reels format are used on both, which is why one creative set can run across Facebook and Instagram placements.

What is the maximum file size for Facebook ads?

Third party guides commonly cite 30 MB for images and 4 GB for video. Meta can change limits, so check Ads Manager before uploading large files.

How many characters can Facebook ad text have?

Recommended lengths are about 125 characters for primary text, up to about 40 for the headline and about 30 for the description. Longer text may be truncated on mobile.

Takeaways

• Build two core versions of every ad: 4:5 for feed and 9:16 for Stories and Reels, plus 1:1 for carousel.
• Use JPG or PNG for images and MP4 or MOV with H.264 for video.
• Keep key text and logos away from the top and bottom edges of vertical placements.
• Lead with the hook in the first line of primary text, before the "See more" cut.
• Specs shift, so confirm every number against Ads Manager previews before launch.

Selling to ecommerce marketers? Try Cruxfinder's cold outbound service and the free GTM calculators.