Facebook and Instagram resource guide
Meta's specs for Facebook and Instagram in one place: sizes, files, video lengths and text lengths for each format, plus the checks we run before a campaign goes live.
Specs checked 3 October 2026 against Meta's Ads Guide
Your headline goes hereHeadline · 27 recommended in Facebook Feed
Primary text that names the offer in the first line.Primary text · 50 to 150 recommended
Creative specs
Meta sets specs by placement as well as by format, so one export rarely fits everywhere. These are the Ads Guide numbers for the six formats performance teams run most, and each card names the placement they come from.
A single image in the feed. These are the Facebook Feed numbers; Meta recommends 4:5 there and suggests 1:1 for Instagram feed.
Video in Facebook Feed, on the same 4:5 canvas as images. Captions and sound are optional, but Meta recommends both.
Full-screen vertical ads between organic Stories. These are the Ads Guide numbers for Instagram Stories video.
Full-screen vertical video between organic reels. These are the Ads Guide numbers for Instagram Reels, where Meta strongly recommends sound.
Two to ten swipeable cards in one ad. These are the Facebook Feed numbers. Good for several products, or one story told in steps.
A cover image or video above three product images in Facebook Feed. A tap opens a full-screen Instant Experience, so it suits catalogue shopping on mobile.
Character limits
These are the Ads Guide's recommended lengths, not hard limits, and they change by placement. Put the offer in the first line.
| Format | Placement | Primary text | Headline | Other copy |
|---|---|---|---|---|
| Feed image | Facebook Feed | 50 to 150 | 27 | Not listed |
| Feed video | Facebook Feed | 50 to 150 | 27 | Not listed |
| Stories | Instagram Stories | 125 | Not listed | Not listed |
| Reels | Instagram Reels | 44 | Not listed | Not listed |
| Carousel | Facebook Feed | 80 | 20 | Description 18 |
| Collection | Facebook Feed | 125 | 40 | Landing page URL required |
Creative testing
These ideas come from Meta's own creative guidance and research. Treat them as test ideas, not rules: results depend on your audience, offer and landing page.
Meta's Stories research found the best ads tend to put the key message at the start. Test an opening that names the offer against a slower build.
Meta says short, concise scenes tend to beat long, slow ones. Test a fast cut against your current edit.
Meta says ads with motion tend to perform better. Test a still image against the same image with light animation.
Meta found phone footage tends to win on ad recall and intent, and studio shots on brand awareness. Test both against your goal.
Most Stories ads with voiceover or music beat silent ones in Meta's research. Test a voiceover cut, and keep captions for sound-off viewers.
Meta recommends 4:5 for single images in Facebook Feed and suggests 1:1 for Instagram feed. Test both ratios in both feeds.
Upload a 9:16 asset for Stories and Reels and compare it with the automatic adjustments in Ads Manager.
Meta suggests mixing static images and motion video in Stories. Test a mixed set against video only.
Meta's Stories research suggests focusing on people for awareness, and on products for engagement, leads or sales. Test both against your objective.
Meta found that central text such as “add to basket” at a focal point can help conversion metrics. Test it against a version without on-screen text.
Before launch
Specs change by placement. Decide where the ad will run, then export a version for each ratio you need.
If you skip a ratio, Ads Manager fills the gap with padding, expansion, cropping or AI. Review every auto-generated crop before you publish.
In 9:16 Stories and Reels assets, keep roughly 14% at the top, 35% at the bottom and 6% at each side free of text and logos. With a disclaimer on Reels, keep the bottom 40% clear.
Instagram Reels ads should not use licensed music. Use original audio or royalty-free tracks from the Meta Sound Collection.
With the awareness objective, or goals such as reach or 2-second video views, Facebook Feed video ads on mobile hide the headline, description and button. Put the message in the video.
The Ads Guide lists captions as optional but recommended for feed, Stories and Reels video. Add them so the message lands with the sound off.
A collection ad needs an Instant Experience, and its cover is the first image or video in it. Set that up before you build the ad.
Use H.264 with stereo AAC audio at 128 kbps or more, a fixed frame rate and no edit lists, then preview every placement in Ads Manager.
FAQ
Short answers to the questions we hear most when teams prepare Facebook and Instagram creative.
1440 × 1800 px, a 4:5 ratio. That is what Meta's Ads Guide recommends for Facebook Feed images and videos. Feed placements also support 1:1, and images can be up to 30 MB with a minimum width of 600 px.
1440 × 2560 px, a 9:16 ratio. Meta's Ads Guide recommends that size for both Instagram Stories and Instagram Reels, with video files of up to 4 GB.
14% at the top, 35% at the bottom and 6% at each side. Meta's Ads Guide suggests keeping those areas free of text, logos and key elements so the profile icon and call to action do not cover them. If a Reels ad carries a disclaimer, keep the bottom 40% clear.
50 to 150 characters in Facebook Feed, but it changes by placement: Meta recommends 125 for Instagram Stories and Facebook Feed collection ads, 80 for carousels in Facebook Feed and 44 for Instagram Reels. These are recommendations, so lead with the offer.
Up to 241 minutes in Facebook Feed, 60 minutes in Instagram Stories and 15 minutes in Instagram Reels, according to Meta's Ads Guide. Instagram Stories plays videos under 16 seconds in full and may split longer ones into cards, so land the hook early.
2 to 10 cards in Facebook Feed. Meta recommends 1:1 media of at least 1080 × 1080 px, and a landing page URL is required.
JPG or PNG for images up to 30 MB, and MP4, MOV or GIF for video up to 4 GB, in Meta's Ads Guide. Instagram Reels takes MP4 or MOV, and Reels ads should not contain GIFs.
A cover image or video, 3 product images and an Instant Experience. The cover is the first image or video in your Instant Experience, at a ratio of 1.91:1 to 1:1 and at least 1080 × 1080 px.
Sources. Specs checked on 3 October 2026 against Meta's Ads Guide, Ads Guide: Facebook Feed image, Ads Guide: Facebook Feed video, Ads Guide: Instagram Stories video, Ads Guide: Instagram Reels video, Ads Guide: Facebook Feed carousel, Ads Guide: Facebook Feed collection, Meta Help Centre: text overlays and the Safe Zone, Meta Help Centre: best practices for aspect ratios, Meta Help Centre: creative best practices for Stories. Platforms update specs often, so confirm them in the ad manager before you upload.
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