• Ad Formats & Dimensions:
  • Feed Images: 1080 x 1080 px, JPG/PNG, max 30 MB.
  • Feed Videos: 1080 x 1080 px, MP4/MOV, max 4 GB.
  • Stories/Reels: 1080 x 1920 px (9:16), MP4/MOV/PNG/JPG.
  • Carousel Ads: Up to 10 cards, 1080 x 1080 px each.
• Key Rules:
  • Use high-quality visuals that follow file size and aspect ratio guidelines.
  • Add captions to videos for silent viewing.
  • Keep text concise: Primary Text (125 characters), Headline (40 characters).
• Best Practices:
  • Focus on vertical formats for mobile users (94% browse vertically).
  • Short-form videos (<15 seconds) drive 12.3% lower conversion costs.
  • Carousel ads can boost engagement by up to 10x.
• Performance Benchmarks:
  • Average CTR: 0.90%
  • Conversion Rate: 9.21%
  • Cost per Click: $1.72
  • Cost per Acquisition: $18.68

Quick Tip: Video ads see 67.5% more clicks than static formats. Prioritize video content for better results.

This guide covers everything you need to create effective Facebook ads in 2025, including detailed specs, design tips, and performance benchmarks.

Facebook Ads Sizes and Specifications – A Complete Guide 2025

Facebook Feed Ad Requirements

Facebook feed ads continue to be a powerful tool in 2025. Here’s a breakdown of the technical specifications for image, video, carousel ads, and text elements to ensure your ads meet platform standards.

Image Specs and Sizes

To create visually appealing feed image ads, follow these guidelines. Images should have a minimum resolution of 1080 x 1080 pixels to look great on any device. While the aspect ratio can range from 1.91:1 to 4:5, offer ads specifically require a 1.91:1 ratio.

Video Requirements

Video ads must meet specific technical standards to perform well. Facebook supports multiple video formats, each with precise requirements:

For the best results, use H.264 compression, keep square pixels, and ensure a fixed frame rate with progressive scan. Audio should be in stereo AAC compression at 128 kbps or higher.

Carousel Ad Setup

Carousel ads provide flexibility for showcasing multiple images or videos. Stick to these specifications:

• Resolution: Minimum of 1080 x 1080 pixels
• File Size Limit: 30 MB per image
• Video Length: Up to 241 minutes per card

Text Length Rules

Facebook enforces character limits for text elements to maintain clarity and engagement. Here’s what you need to know:

Next up, we’ll dive into the specifications for stories and reels. Stay tuned!

Stories and Reels Specs

For Stories and Reels ads to look their best, you need the right dimensions and formats. These vertical formats are designed to grab attention on tall screens while following some key principles.

Image and Video Formats

Here are the specifications you’ll need to follow:

For more details on video encoding, check out the Feed Video Requirements section. Once your formats are good to go, focus on text placement.

Text Overlay Rules

To avoid interference with app interface elements, follow these text guidelines:

• Leave 250 pixels at the top clear for system UI.
• Keep 340 pixels at the bottom free for call-to-action buttons.
• Stick to a maximum of 90 characters for text overlays.
• Place text in the center for better readability.

Caption Length Limits

Stories and Reels have specific text length restrictions:

• Primary text: Up to 125 characters.
• Include the key message in the opening scene.
• Use interactive elements like polls or swipe-up links within 5 seconds for images or 10 seconds for videos.

These rules help keep your ads clear, engaging, and easy to understand.

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Special Ad Format Requirements

Facebook offers specialized ad formats that go beyond the basics, providing more engaging and interactive options for advertisers.

Collection Ad Setup

Collection ads combine a cover image or video with product images, creating a seamless shopping experience. Here’s what you need to know:

Make sure all media files meet these requirements to maintain quality and consistency.

Instant Experience Specs

Instant Experience ads are designed to load quickly – 15 times faster than mobile websites – and hold user attention for an average of 31 seconds.

• Image Requirements: Minimum resolution of 1080 x 1080px, with file sizes under 30MB.
• Video Specifications: Videos should be 16–20 seconds long, in MP4 or MOV format.

"Sephora’s Instant Experience campaign saw a 32% boost in ROI, a 41% increase in click-through rates, and 30% greater reach compared to its goals."

Interactive Ad Requirements

Interactive ads, like videos, allow for dynamic engagement. Here’s a quick breakdown:

• Video Format: MP4 or MOV
• Resolution: At least 1080p
• Frame Rate: 30 FPS recommended
• Duration: Keep it under 2 minutes
• File Size: Maximum 4GB

To maximize impact, include a clear call-to-action within the first 5–10 seconds. For example, P.F. Chang’s used interactive elements to reduce cost-per-click by 73% compared to traditional campaigns.

Facebook Ad Tips for 2025

These tips are designed to help you fine-tune your Facebook ads for success in 2025.

Mobile Design Guidelines

Since 94% of users hold their phones vertically, it’s crucial to design ads that fit this behavior. Vertical videos, for instance, can generate up to 90% higher completion rates compared to horizontal ones.

Here’s how to make your ads mobile-friendly:

• Use a 4:5 aspect ratio for feed videos.
• Create full-screen vertical content for Stories.
• Add captions for people watching without sound.
• Keep text overlays minimal and easy to read.

These strategies align perfectly with the technical requirements discussed earlier.

Cross-Platform Ad Setup

Short feed videos (15–20 seconds) perform well, while vertical formats drive more interaction in Stories and Reels. Make sure to place your key message at the beginning and adapt your content to suit each platform.

"Creatives are now the linchpin of effective mobile marketing campaigns", says Priscilla Venanzi, Creative Lead at YouAppi.

Common Setup Mistakes

Avoid these pitfalls to ensure your campaigns run smoothly:

• Using the same creatives across all platforms without adjustments.
• Overloading ad frequency (stick to under 1.5 for prospecting ads and 7 or below for retargeting ads).
• Ignoring text length best practices (aim for 5-word headlines and 14-word main text).
• Manually selecting placements instead of using automatic optimization.
• Running too many ads per ad set during tests.

Facebook’s built-in tools can help you avoid these mistakes and simplify your process.

Ad Creation Tools

Facebook offers a range of tools to help you create and optimize your ads:

• Dynamic Creative Optimization (DCO): Automatically adjusts ads based on user behavior.
• Meta Pixel Helper: Ensures your tracking is set up correctly.
• Advantage+ Audience: Uses machine learning to refine targeting.
• Creative Hub: Lets you test ad formats before launching them.

Tailoring your ads to local audiences can further boost engagement.

Facebook Ads in 2025: What You Need to Know

Facebook’s ad guidelines for 2025 now put a heavy focus on mobile-first, video-driven content. And for good reason – video ads currently see 67.5% more clicks than other formats, reflecting how user behavior has shifted.

To succeed with Facebook ads in 2025, you’ll need to focus on three main areas: getting the sizing right, optimizing formats, and nailing the creative execution. For example, vertical videos under 15 seconds have been shown to lower conversion costs by 12.3%, making them a smart choice for advertisers.

Key Metrics for Facebook Ads in 2025

Here’s a quick snapshot of what to aim for with your campaigns:

These benchmarks highlight Facebook’s massive reach and its ability to drive strong results. With 3.35 billion daily active users as of December 2024, the platform remains one of the most powerful tools for digital advertisers. Features like Facebook Reels, which now attract over 800 million users, further emphasize the importance of short-form videos.

Here’s another stat to keep in mind: 64% of consumers make a purchase after watching branded videos, while 86% say they want to see more video content from brands. Clearly, creating engaging, well-sized video content is no longer optional – it’s a must.

Take advantage of Facebook’s creative tools and stick to these updated specs to deliver campaigns that connect with your audience and drive results in 2025.

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