What are the Meta ads specs in 2026?
Meta ads specs change with the placement and the format. In Facebook Feed, Meta recommends a 4:5 ratio at 1440 × 1800 pixels for image and video ads. Instagram Feed takes 4:5 at 1440 × 1800 pixels for images and 9:16 at 1080 × 1920 pixels for video. Stories and Reels on Facebook and Instagram run full screen: 9:16 at 1440 × 2560 pixels. A carousel holds 2 to 10 cards at 1:1, at least 1080 × 1080 pixels. Images can weigh up to 30 MB and videos up to 4 GB. For copy, Meta suggests 50 to 150 characters of primary text and a 27-character headline in Facebook Feed, and 125 characters of primary text on Instagram. In most Stories and Reels ads, keep roughly 14% of the top, 35% of the bottom and 6% of each side free of text and logos. Every value here was checked against the Meta Ads Guide on September 24, 2026.
What size should Facebook and Instagram ads be?
The recommended size of an image ad and a video ad in each placement, as the Meta Ads Guide lists it. Where Meta only gives a minimum, the size starts with “at least”.
| Placement | Image | Video |
|---|---|---|
| Facebook Feed | 4:5 · 1440 × 1800 px | 4:5 · 1440 × 1800 px |
| Instagram Feed | 4:5 · 1440 × 1800 px | 9:16 · 1080 × 1920 px |
| Facebook Stories | 9:16 · 1440 × 2560 px | 9:16 · 1440 × 2560 px |
| Instagram Stories | 9:16 · 1440 × 2560 px | 9:16 · 1440 × 2560 px |
| Facebook Reels | 9:16 · 1440 × 2560 px | 9:16 · 1440 × 2560 px |
| Instagram Reels | 9:16 · 1440 × 2560 px | 9:16 · 1440 × 2560 px |
| Facebook Feed carousel | 1:1 · at least 1080 × 1080 px | 1:1 · at least 1080 × 1080 px |
| Instagram Feed carousel | 4:5 · at least 1080 × 1080 px | 1:1 · at least 1080 × 1080 px |
| Facebook Marketplace | 1:1 · at least 1080 × 1080 px | 1:1 · at least 1080 × 1080 px |
| Facebook right column | 1:1 · at least 1080 × 1080 px | 1:1 · 1440 × 1440 px |
| Messenger Stories | 9:16 · at least 1080 × 1080 px | 9:16 · 1080 × 1920 px |
What are the Facebook and Instagram Feed ad specs?
Feed ads appear between posts in the Facebook and Instagram home feeds. Meta recommends 4:5 for most of them.
Facebook Feed
| Image | Video | Carousel | |
|---|---|---|---|
| Recommended ratio | 4:5 | 4:5 | 1:1 |
| Resolution | 1440 × 1800 px | 1440 × 1800 px | at least 1080 × 1080 px |
| Max file size | 30 MB | 4 GB | 30 MB (image), 4 GB (video) |
| File types | JPG, PNG | MP4, MOV, GIF | JPG, PNG, MP4, MOV, GIF |
| Video length | Not applicable | 1 s to 241 min | 1 s to 240 min |
| Primary text | 50 to 150 characters | 50 to 150 characters | 80 characters |
| Headline | 27 characters | 27 characters | 20 characters |
| Description | Not listed | Not listed | 18 characters |
A carousel holds 2 to 10 cards and needs a landing page URL. With the Awareness objective, the headline, description and button of a video ad are not shown in Facebook Feed on mobile.
Instagram Feed
| Image | Video | Carousel | |
|---|---|---|---|
| Recommended ratio | 4:5 | 9:16 | 4:5 (images only), 1:1 (with video) |
| Resolution | 1440 × 1800 px | 1080 × 1920 px | at least 1080 × 1080 px |
| Max file size | 30 MB | 4 GB | 30 MB (image), 4 GB (video) |
| File types | JPG, PNG | MP4, MOV, GIF | JPG, PNG, MP4, MOV, GIF |
| Video length | Not applicable | 1 s to 60 min | 1 s to 2 min |
| Primary text | 125 characters | 125 characters | 125 characters |
| Headline | 40 characters | Not listed | Not listed |
Instagram accepts up to 30 hashtags. A carousel holds 2 to 10 cards: 4:5 when every card is an image, 1:1 as soon as one card is a video.
What are the Stories ad specs?
Stories ads play full screen, between the Stories people watch on Facebook and Instagram.
| Facebook image | Facebook video | Instagram image | Instagram video | |
|---|---|---|---|---|
| Recommended ratio | 9:16 | 9:16 | 9:16 | 9:16 |
| Resolution | 1440 × 2560 px | 1440 × 2560 px | 1440 × 2560 px | 1440 × 2560 px |
| Max file size | 30 MB | 4 GB | 30 MB | 4 GB |
| File types | JPG, PNG | MP4, MOV, GIF | JPG, PNG | MP4, MOV, GIF |
| Video length | Not applicable | 1 s to 3 min | Not applicable | 1 s to 60 min |
| Primary text | 125 characters | 125 characters | 125 characters | 125 characters |
| Headline | 40 characters | 40 characters | Not listed | Not listed |
| Safe zone | 14% top, 35% bottom, 6% each side | 14% top, 20% bottom | 14% top, 35% bottom, 6% each side | 14% top, 35% bottom, 6% each side |
On Facebook, an image ad shows for 8 seconds and a video longer than 15 seconds is split into cards. On Instagram, an image ad shows for 5 to 16 seconds and a video of 16 seconds or more may be split into cards. The viewer can always swipe away sooner.
What are the Reels ad specs?
Reels ads are full-screen vertical ads, placed between organic Reels on Facebook and Instagram.
| Facebook image | Facebook video | Instagram image | Instagram video | |
|---|---|---|---|---|
| Recommended ratio | 9:16 | 9:16 | 9:16 | 9:16 |
| Resolution | 1440 × 2560 px | 1440 × 2560 px | 1440 × 2560 px | 1440 × 2560 px |
| Max file size | 30 MB | 4 GB | 30 MB | 4 GB |
| File types | JPG, PNG | MP4, MOV, GIF | JPG, PNG | MP4, MOV |
| Video length | Not applicable | No maximum | Not applicable | 0 s to 15 min |
| Primary text | 40 characters | 40 characters | 44 characters | 44 characters |
| Headline | 55 characters | 55 characters | Not listed | Not listed |
| Safe zone | 14% top, 35% bottom, 6% each side | 14% top, 35% bottom, 6% each side | 14% top, 35% bottom, 6% each side | 14% top, 35% bottom, 6% each side |
For Instagram Reels, Meta says ads should not contain licensed music, face or camera effects, GIFs or product tags. It suggests original audio or royalty-free music from the Meta Sound Collection instead.
What are the right column and Marketplace ad specs?
Right column ads show on desktop only, most often on the right side of Facebook pages. Marketplace ads reach people browsing items to buy.
| Right column image | Right column video | Marketplace image | Marketplace video | |
|---|---|---|---|---|
| Recommended ratio | 1:1 | 1:1 | 1:1 | 1:1 |
| Resolution | at least 1080 × 1080 px | 1440 × 1440 px | at least 1080 × 1080 px | at least 1080 × 1080 px |
| Max file size | Not listed | 4 GB | 30 MB | 4 GB |
| File types | JPG, PNG | MP4, MOV, GIF | JPG, PNG | MP4, MOV, GIF |
| Video length | Not applicable | 1 s to 241 min | Not applicable | 1 s to 241 min |
| Primary text | Not listed | 50 to 150 characters | 125 characters | Not listed |
| Headline | 40 characters | 27 characters | 40 characters | 25 characters |
| Description | Not listed | Not listed | 30 characters | Not listed |
For right column images, Meta recommends no text on the image because it shows small, and sets a minimum of 254 × 133 pixels. The right column values come from the Traffic objective view of the guide.
What are the Messenger Stories ad specs?
Messenger Stories ads play full screen, between the Stories people watch in Messenger.
| Image | Video | |
|---|---|---|
| Recommended ratio | 9:16 | 9:16 |
| Resolution | at least 1080 × 1080 px | 1080 × 1920 px |
| Max file size | 30 MB | 4 GB |
| File types | JPG, PNG | MP4, MOV, GIF |
| Video length | Not applicable | 1 s to 60 s |
| Primary text | 125 characters | 125 characters |
| Headline | 40 characters | 40 characters |
| Safe zone | 14% (250 px) top, 20% (340 px) bottom | 14% (250 px) top, 14% (250 px) bottom |
An image ad shows for 5 seconds. A video longer than 15 seconds is split into cards, and Messenger plays 1 to 3 of them before offering Keep Watching.
What is the safe zone for Stories and Reels ads?
Meta advises leaving roughly 14% of the top, 35% of the bottom and 6% of each side of a 9:16 Stories or Reels ad free of text, logos and other key elements. That is where the profile icon and the call-to-action button sit, and where taller screens can crop the frame.
Two placements use another zone. Facebook Stories video: 14% at the top and 20% at the bottom. Messenger Stories: 14% at the top and 20% at the bottom for images, 14% at the top and bottom for video.
What are the Meta ads text limits?
Meta files these counts under text recommendations, apart from its technical requirements. It does not list a headline or a description for every placement.
| Placement | Primary text | Headline | Description |
|---|---|---|---|
| Facebook Feed | 50 to 150 characters | 27 characters | Not listed |
| Facebook Feed carousel | 80 characters | 20 characters | 18 characters |
| Instagram Feed | 125 characters | 40 characters (image) | Not listed |
| Facebook Stories | 125 characters | 40 characters | Not listed |
| Instagram Stories | 125 characters | Not listed | Not listed |
| Facebook Reels | 40 characters | 55 characters | Not listed |
| Instagram Reels | 44 characters | Not listed | Not listed |
| Facebook Marketplace | 125 characters (image) | 40 characters (image), 25 characters (video) | 30 characters (image) |
| Facebook right column | 50 to 150 characters (video) | 40 characters (image), 27 characters (video) | Not listed |
| Messenger Stories | 125 characters | 40 characters | Not listed |
Counts come from the Awareness objective view of the Meta Ads Guide (Traffic for the right column) and can change with the objective you pick.
The size is set. Now test what goes in the frame.
The right size gets your ad delivered without cropping. What you put inside it decides the rest: the image, the first line, the offer.