Meta Ads Size Guide 2025: All Facebook Ad Dimensions
By Chris Pollard
July 13, 2025 • 21 min read
Chris Pollard
Chris is the founder of Ads Uploader, helping marketing teams and agencies save hours on Meta Ads automation. After years of watching teams waste time on repetitive ad uploads, he built the tool he wished existed.
See why performance marketers, agencies and brands trust Ads Uploader to handle their bulk creative uploads. Launch hundreds of ads in minutes, not hours.
Get every Meta ads size specification for 2025. Interactive preview tool, size cheat sheet, and Facebook ad dimension explainers included.
Quick Answer: All Meta Ad Sizes at a Glance
Here's what you need to know about meta ads size requirements in 2025:
Meta ads size requirements vary by placement: Feed (1080×1080 or 1080×1350), Stories (1080×1920), Reels (1080×1920). All Meta ad sizes now match Facebook ad dimensions exactly since they're the same platform. The most flexible meta ads size is 1080×1080 square, which works across 80% of placements.
If you're confused about meta ads size versus facebook ad dimensions, here's the simple truth: they're exactly the same. When Facebook rebranded to Meta in 2021, the ad platform kept all the same specifications. The terminology shifted, but the underlying platform and all technical requirements remained unchanged.
This means all your existing Facebook ad dimensions knowledge still applies. Your saved templates, your design workflows, your facebook ad size specs cheat sheets? All still valid under the Meta rebrand.
Meta Ads Size Preview Tool
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Our preview tool helps visualize how your creative might look across different Meta placements. Upload your image to get a feel for how it appears in feed, Stories, and other formats. The tool can suggest sizing adjustments and help you spot potential cropping issues before uploading to Ads Manager.
Using the wrong meta advertising dimensions can result in cropped logos, cut-off text, or blurry images. This preview gives you a sense of what users might see, helping you make adjustments before launching your campaign. Compare different crops and formats to find what works best for your creative.
Facebook Feed & Instagram Feed - Meta Ads Size Specifications
The feed remains the most important placement for most advertisers, and getting your facebook ad dimensions right here is crucial for performance.
Image Ad Specifications
For image ads in the Facebook and Instagram feed, here are the facebook ad image size requirements:
Recommended: 1080×1080 (1:1 ratio) or 1080×1350 (4:5 ratio)
Minimum: 600×600 pixels
File types: JPG, PNG
Max file size: 30MB
Best practice: Use 1440×1440 or higher for sharper display on retina screens
The 4:5 vertical format is particularly powerful. Testing has shown that advertisers typically see significantly higher click-through rates using 4:5 vertical images compared to square or horizontal formats. This makes sense given that mobile users (who make up the vast majority of Facebook's audience) see more of your ad with vertical dimensions for a facebook ad.
Why 4:5 works so well: The format takes up more screen real estate on mobile devices, appearing more native in the feed. Users are accustomed to vertical content from organic posts, making ads in this format feel less intrusive and more engaging.
Video Ad Specifications
Video dominates Meta's platforms, with video ads now accounting for the majority of all ad impressions on the platform. Here are the facebook video ad size requirements:
Recommended: 1080×1080 (1:1) or 1080×1350 (4:5)
Vertical video: 1080×1920 (9:16) also supported
Length: 1 second to 241 minutes (though 15-60 seconds performs best)
File types: MP4, MOV
Max file size: 4GB
Frame rate: Up to 30fps
Audio: Required (even if just music)
Why 4:5 Video Format Excels in Feed
The 4:5 aspect ratio (1080×1350) deserves special attention for video content. This facebook video format and size has become the gold standard for feed video ads for several compelling reasons:
Mobile Viewing Optimization: When users hold their phones vertically (which they do for the vast majority of browsing time), 4:5 videos fill significantly more screen space than square videos. This creates a more immersive viewing experience that holds attention longer.
Performance Advantages: In our experience, 4:5 video ads consistently outperform square video in key metrics:
Higher view completion rates due to the immersive format
Better engagement rates as the content feels more native
Lower scroll-past rates since the video commands more visual attention
Improved sound-on rates as users are more likely to unmute larger videos
Technical Benefits: The 4:5 format works seamlessly across both Facebook and Instagram feeds without any cropping or letterboxing. Unlike 9:16 videos that get significantly reduced in feed, 4:5 maintains its impact while still being versatile enough for multiple placements.
Creative Considerations for 4:5 Video:
Design for vertical viewing from the start, not as an afterthought
Place key visual elements in the center 80% to ensure visibility
Use the extra vertical space for product demonstrations or storytelling
Consider how text overlays will appear in the taller format
Test both with and without sound to optimize for both experiences
Character Limits & Text Requirements
Getting your ad dimensions for facebook right is only half the battle. Text limits are equally important:
Primary text: 125 characters (visible without expansion)
Headline: 40 characters
Description: 25-30 characters
Image text: Keep under 20% of image area for best delivery
These facebook advertising sizes for text ensure your message displays properly across all devices without truncation. While Meta removed the hard 20% text rule, ads with less text overlay typically see better delivery and lower costs.
Stories & Reels - Vertical Meta Ads Size Guide
Stories and Reels represent the fastest-growing placement on Meta, with Reels driving billions of daily views across Facebook and Instagram. Getting your meta ads size right for these vertical formats is critical.
Stories Specifications
Here are the complete Stories specifications:
Dimensions: 1080×1920 pixels (9:16 ratio)
Safe zone: Keep important elements within central 1080×1420 area
Duration: Up to 15 seconds per story card (video)
Display time: 5 seconds (image)
Text placement: Avoid top 250px and bottom 250px
The safe zone is crucial for fb ad dimensions in Stories. Meta's UI elements (profile picture, buttons, captions) cover approximately 14% of the top and 20% of the bottom of your creative. Design accordingly to avoid having your call-to-action or logo cut off.
Reels Specifications
Reels follow similar dimensions for a facebook ad but with some key differences:
Dimensions: 1080×1920 pixels (9:16 ratio)
Safe zone: Even more restricted - keep 35% bottom clear
Duration: Up to 30 seconds for ads
Sound: On by default (optimize for sound-on viewing)
Meta's guidance suggests keeping approximately 14% top, 35% bottom, and 6% sides clear for UI elements in Reels ads.
Creating Effective Vertical Content
When designing for Stories and Reels, consider these best practices:
Front-load your message: The first 3 seconds determine whether users will watch or skip
Use motion: Static images in Stories only display for 5 seconds - video performs better
Include captions: Many users watch without sound despite Reels defaulting to sound-on
Test safe zones: Always preview your content to ensure nothing important gets cut off
Carousel Ads - Multi-Image Meta Ads Specifications
Carousel ads let you showcase multiple products or tell a story across swipeable cards. Understanding specs for facebook carousel ads is essential for e-commerce advertisers.
Carousel Technical Requirements
Cards: 2-10 images or videos per carousel
Dimensions: 1080×1080 recommended for each card
Consistency: All cards must share the same aspect ratio
Mix media: Combine video and images in the same carousel
File size: 30MB per image, 4GB per video
Video length: Up to 240 minutes per card (though shorter is recommended)
Carousel Performance Tips
Experience shows that square images (1:1) significantly outperform landscape images in carousel ads. This is because square formats display consistently across all devices and placements without awkward cropping.
For optimal carousel facebook ad specs performance:
Make each card compelling as a standalone ad (many users don't swipe past the first card)
Use consistent visual style across cards
Include your key message on the first card
Test different card sequences to find what resonates
Carousel Character Limits
Per card specifications:
Headline: 40 characters per card
Description: 20 characters per card
Primary text: 125 characters (applies to entire carousel)
Landing URL: Can be unique per card
The Meta/Facebook Transition: What Marketers Need to Know
The confusion around meta ads size versus facebook ad dimensions is real, but here's what matters:
They're the same platform. Facebook Ads Manager = Meta Ads Manager. Every facebook advertising dimension remains unchanged post-rebrand. When you're looking for "ad sizes facebook" or "meta advertising dimensions," you're searching for identical specifications.
The rebrand was purely cosmetic from a technical standpoint. All specifications, requirements, and best practices that applied to Facebook ads continue to apply to Meta ads without any changes.
Practical implications:
Use "Meta" in client presentations for future-proofing
"Facebook" terminology still works in the interface
All your facebook ad size specs knowledge transfers directly
The rebrand has created an interesting search landscape. Some marketers search for "Meta ads specifications" while others still use "Facebook ad dimensions." By understanding both terms refer to the same platform, you can:
Find resources using either search term
Communicate effectively with clients regardless of their preferred terminology
Access both old Facebook guides and new Meta documentation
This rebrand confusion actually presents an opportunity for marketers who understand the equivalence. You can capture broader search traffic and establish expertise by bridging both terminologies in your content and communications.
2025 Updates: Latest Meta Ads Size Changes
Staying current with meta ads specifications is crucial. Here's what changed recently:
Recent Updates (as of December 2024):
Right Column ads: Now require 1:1 square format exclusively (1.91:1 horizontal deprecated)
Reels ads: Expanded to 30 seconds maximum duration
Collection ads: Now support 4:5 cover images in addition to 1:1
Messenger ads: Improved rendering at the recommended 1200×628 size
Text limits: Some flexibility added to description fields (25-30 characters depending on placement)
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Upload hundreds of creatives at once, auto-match thumbnails to videos, and export directly to Meta Ads Manager.
The shift toward vertical and square formats continues. As mobile usage dominates (the vast majority of Facebook access is mobile), expect:
Continued emphasis on 9:16 vertical formats
More placement options for 4:5 content
Potential deprecation of horizontal-only placements
Enhanced support for mixed media carousels
Staying Updated
To keep current with specification changes:
Check Meta's official Ads Guide quarterly
Test new formats in small campaigns before full rollout
Monitor your ad performance by format
Join our mailing list for specification update alerts
Platform-Specific Size Requirements
Beyond the main placements, Meta's ecosystem includes several specialized ad locations with unique facebook ad pixel dimensions. Understanding these helps you maximize reach across Meta's full network.
Messenger Ad Specifications
Messenger represents a unique opportunity with less competition:
Recommended size: 1200×628 pixels (1.91:1 ratio)
Minimum: 600×314 pixels
Character limit: 20 characters for headline (no description field)
File types: JPG, PNG
File size: 30MB maximum
Best practices for Messenger ads:
Use bold, simple imagery (displays at small size)
Include your key message in the image itself
Test bright colors to stand out in the message list
Consider the context - users are in conversation mode
Marketplace Ad Specifications
Marketplace ads appear among organic listings, requiring a native approach:
Image size: 1080×1080 (matches feed specs)
Video: Same as feed video specifications
Text limits: Same as feed (125/40/30 characters)
Unique requirement: Product-focused imagery performs best
Marketplace users have high purchase intent, so showcase your product clearly and include pricing information when relevant.
Audience Network Specifications
Audience Network extends your reach to third-party apps:
Native/Banner formats:
Recommended: 1200×628 (1.91:1) for clarity
Minimum: 398×208 (avoid - too small for quality)
Best practice: Design for small display sizes
Interstitial (full-screen):
Vertical: 1080×1920 (9:16)
Horizontal: 1920×1080 (16:9)
Square: 1080×1080 (1:1)
Design adaptive creatives or provide multiple aspect ratios since Audience Network placements vary widely across apps.
Right Column Specifications (Desktop Only)
Right column remains desktop-exclusive with specific requirements:
Current requirement: 1080×1080 (1:1 square only)
Display context: Much smaller than feed
Text: Headline only, 40 characters maximum
No video support: Images only
While the upload size is 1080×1080, the actual display is much smaller, so design with clarity in mind - avoid small text or detailed imagery.
Search Results Ads
A newer placement with growing importance:
Image size: 1080×1080 (1:1)
Video: Supported with same specs as feed
Context: Appears in Facebook search results
Best practice: Include relevant keywords in your creative
Meta Ads Size Best Practices
While specific campaign data varies, industry trends and Meta's official guidance provide clear direction on optimal facebook advertising sizes.
Why Square and Vertical Formats Dominate
Square and vertical formats consistently outperform landscape for several reasons:
Mobile optimization: Square and vertical formats claim more screen space on mobile devices
Platform preference: Meta's algorithm appears to favor formats optimized for mobile
User behavior: Mobile users engage more with content that fills their screen
In testing, square image ads typically produce significantly more leads and substantially lower cost-per-lead than horizontal images in the same campaign. On Instagram, the performance difference can be even more dramatic.
The 4:5 Advantage for Feed Performance
Multiple sources confirm 4:5 as optimal for feed placements:
More screen coverage: Vertical images naturally occupy more mobile screen real estate
Establish naming conventions for easy organization
Version control to track changes
Sizing Checklist for Campaign Launch
Before launching any campaign, verify:
Images meet minimum resolution (1080px)
Safe zones respected for Stories/Reels
File sizes within limits (30MB/4GB)
Character counts within limits
Previewed on mobile and desktop
Multiple aspect ratios for key placements
Videos include captions
Audio included for video ads
Export settings optimized
Frequently Asked Questions
What size should Facebook ads be in 2025?
The optimal facebook ad size depends on placement, but 1080×1080 square works for most placements. For best results, use 1080×1350 (4:5) for feed ads and 1080×1920 (9:16) for Stories and Reels. These dimensions provide the best user experience across devices.
Are Meta ad specs the same as Facebook?
Yes, meta ads size specifications are identical to facebook ad dimensions. The rebrand didn't change any technical requirements - it's the same platform with a new name. All specifications, ad formats, and requirements remain exactly the same.
What's the best image size for Facebook ads?
Based on extensive testing and platform optimization, 1080×1350 (4:5 vertical) performs best for feed placements. This format takes up more mobile screen space and typically sees higher engagement rates than square or horizontal formats. For universal use across placements, 1080×1080 square is the safest choice.
How do I avoid blurry Facebook ads?
Upload images at 1440×1440 or higher resolution, even though 1080×1080 is the recommended size. Use PNG format for graphics with text, high-quality JPG (90%+) for photos. Never upscale smaller images - always start with high-resolution source files.
What are the video specs for Meta ads?
Meta video ads support up to 4GB files, 241 minutes length, in MP4 or MOV format. Recommended dimensions are 1080×1080 (square), 1080×1350 (4:5), or 1080×1920 (vertical). Use H.264 codec with AAC audio for best compatibility. Keep videos between 15-60 seconds for optimal performance.
Do I need different sizes for Instagram?
Instagram uses the same meta advertising dimensions as Facebook. A 1080×1080 image works identically on both platforms' feeds. Stories and Reels share 1080×1920 specifications across both platforms. The key is using Placement Asset Customization to optimize for each specific placement.
What's the character limit for Meta ads?
Primary text: 125 characters visible (more allowed but truncated)
Headline: 40 characters
Description: 25-30 characters depending on placement
These limits ensure your message displays without truncation across devices.
How much text can I put on ad images?
While Meta removed the strict 20% rule, ads with less image text perform better. Keep text minimal and use the ad copy fields instead for best delivery and costs. Focus on visual storytelling with supporting text in the proper fields.
Why is my video ad not uploading?
Common issues include wrong format (use MP4 with H.264), file too large (keep under 4GB), or incorrect dimensions. Try re-exporting with standard settings: H.264 video, AAC audio, 30fps or lower, standard aspect ratios (1:1, 4:5, or 9:16).
Should I use Automatic Placements?
While Automatic Placements can work, using Placement Asset Customization typically yields better results. Upload optimized creative for each placement rather than letting Meta crop one asset across all placements. This ensures your message displays properly and performs optimally in each location.
Advanced Strategies for Meta Ad Sizing
Dynamic Creative Optimization
Meta's Dynamic Creative feature can test multiple asset sizes automatically, but understanding the underlying dimensions is still crucial:
Upload multiple ratios: Provide 1:1, 4:5, and 9:16 versions
Let Meta optimize: The algorithm selects best-performing combinations
Monitor results: Check which sizes drive best results for your audience
Refine based on data: Focus budget on winning formats
Mobile-First Design Principles
With mobile dominating Meta platform usage, design with mobile in mind:
Thumb-stopping visuals: Large, bold elements that stand out in feed
Readable text: Minimum 14pt font size when displayed on mobile
Fast comprehension: Message understood within 3 seconds
Vertical orientation: Leverage full screen with 4:5 or 9:16 formats
Cross-Platform Campaign Consistency
When running campaigns across Meta's family of apps:
Maintain visual identity across different sizes
Adapt, don't crop: Recompose for each format
Test platform preferences: Instagram users may respond differently than Facebook users
Use consistent CTAs regardless of placement
Performance Measurement by Size
Track performance metrics by ad size to optimize future campaigns:
CTR by format: Which sizes drive most clicks?
CPM variations: Do certain sizes cost more to deliver?
Conversion rates: Does size impact purchase behavior?
Engagement metrics: Comments, shares, saves by format
The Bottom Line
Getting your meta ads size right isn't just about following specs - it's about maximizing performance. Properly sized ads consistently see:
Higher click-through rates
Lower costs per thousand impressions
Better Quality Rankings from Meta's algorithm
Improved conversion rates
The winning formula? Design 4:5 vertical (1080×1350) for feed impact, maintain 1080×1080 squares for versatility, and always create 1080×1920 versions for Stories/Reels. Use preview tools to verify before launching.
Remember: Meta and Facebook ad dimensions are identical. Master these specifications once, apply them everywhere.
