This article should be used as a resource when creating Facebook or Instagram Units. Clients should refer to this document when either building or reviewing units. Facebook’s website can be used as the master guide and can be found here:  https://www.facebook.com/business/ads-guide/.

Facebook Newsfeed - Single Image Ad

Design Recommendations

File Type: JPG or PNG

Ratio: 1.91:1 to 1:1

Resolution: At least 1080 x 1080 pixels

Text Recommendations

Primary Text: 125 characters

Headline: 40 characters

Description: 30 characters

Technical Requirements

Maximum File Size: 30MB

Minimum Width: 600 pixels

Minimum Height: 600 pixels

Aspect Ratio Tolerance: 3%

Facebook Carousel - Multiple Card Ad

Design Recommendations

Image File Type: JPG or PNG

Video File Type: MP4, MOV or GIF

Ratio: 1:1

Resolution: At least 1080 x 1080 pixels

Text Recommendations

Primary Text: 125 characters

Headline: 40 characters

Description: 20 characters

Landing Page URL: Required

Technical Requirements

Number of Carousel Cards: 2 to 10

Image Maximum File Size: 30MB

Video Maximum File Size: 4GB

Video Duration: 1 second to 240 minutes

Aspect Ratio Tolerance: 3%

Instagram Newsfeed - Single Image Ad

Design Recommendations

Image File Type: JPG or PNG

Ratio: 1:1

Resolution: At least 1080 x 1080 pixels

Text Recommendations

Primary Text: 125 characters

Headline: 40 characters

Maximum Number of Hashtags: 30

Technical Requirements

Maximum File Size: 30MB

Minimum Width: 500 pixels

Minimum Aspect Ratio: 400 x 500

Maximum Aspect Ratio: 191 x 100

Aspect Ratio Tolerance: 1%

Instagram Carousel - Multiple Card Ad

Design Recommendations

Image File Type: JPG or PNG

Video File Type: MP4, MOV or GIF

Ratio: 1:1

Resolution: At least 1080 x 1080 pixels

Text Recommendations

Primary Text: 125 characters

Maximum Number of Hashtags: 30

Landing Page URL: Required

Technical Requirements

Number of Carousel Cards: 2 to 10

Image Maximum File Size: 30MB

Video Maximum File Size: 4GB

Video Duration: 1 second to 60 minutes

Aspect Ratio Tolerance: 1%

Instagram Stories

Design Recommendations

Image File Type: JPG or PNG

Ratio: 9:16

Resolution: At least 1080 x 1080 pixels

*recommend leaving roughly 14% (250 pixels) of the top and bottom of the image free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.

Text Recommendations

Primary Text: 125 characters

Technical Requirements

Maximum File Size: 30MB

Minimum Width: 500 pixels

Aspect Ratio Tolerance: 1%