How-To Guide: Meta Specs for Ads in 2025
As digital marketers, there is nothing worse than spending time, money and creative skills to ensure your imagery fits the brief and is on-brand, only for your ad to appear cropped or distorted by the ad specs.
Meta is often updating the specs for their ad sizes so it’s important to keep up to date when developing your Facebook and Insta creatives. Learning about Meta ad sizes will help you achieve superior results in your marketing efforts which is necessary in such a competitive environment.
But don’t stress, we’ve put together a cheat sheet of Meta ad specs and sizes of 2025. We even share a couple of best practice tips for crafting ads that receive high performance.
Facebook and Instagram Image ad specs
Goal: Drive people to destination websites or apps through high-quality and engaging visuals
This format is the classic single image ad, popping up on the user’s feed among content from family, friends, groups and pages. This makes it perfect for showing off your product, service or brand as you can accompany the image with a call-to-action, and even lead users to a new landing page.
Design requirements
- File type: JPG or PNG
- Requires square, horizontal, vertical
- Square Ratio: 1:1 with dimensions at least 1080px by 1080px
- Horizontal/vertical Ratio: 1.91:1 with dimensions at least 1080 x 1920 pixels
Technical requirements
- Maximum file size: 30 MB
- Minimum width: 600 pixels
- Minimum height: 600 pixels
- Aspect ratio tolerance: 3%
Instagram and Facebook Video ad specs
Goal: Show off product features and draw people in with sound and motion
Facebook and Instagram videos through Feed, Stories or Reels, allow you to deliver ads to target your audience within relevant content and reach them where they’re spending the most time on the platform. Video ads let you tell your brand’s story and build your business with video so you want to be getting those specs right!
Design recommendations
- File type: MP4, MOV or GIF
- Requires square, horizontal and vertical
- Square Ratio: 1:1 (for desktop or mobile) with dimensions at least 1080 x 1080 pixels
- Vertical/Horizontal
- 4:5 (for mobile only) with dimensions at least 1080 x 1350 pixels
- 9:16 Ratio with dimensions at least 1080 x 1920 pixels
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at over 128 kbps
- Resolution: At least 1080 x 1080 pixels
Technical requirements
- Video duration: 1 second to 241 minutes
- Maximum file size: 4 GB
- Minimum width: 120 pixels
- Minimum height: 120 pixels
Meta Carousel Ads Specs
Goal: Display up to ten images or videos within a single ad, each with its own link
There are many ways you can optimise carousel ads. For instance you could display different products, different images of the same product to showcase specific details, create one long photo for people to swipe across, or even tell a story about your brand that develops across each image.
Design recommendations
- Image file type: JPG or PNG
- Video file type: MP4, MOV or GIF
- Ratio: 1:1 with dimensions at least 1080 x 1080 pixels
Technical requirements
- Number of carousel cards: 2 to 10
- Image maximum file size: 30 MB
- Video maximum file size: 4 GB
- Video duration: 1 second to 240 minutes
- Aspect ratio tolerance: 3%
Keep this cheat sheet handy when you’re next designing your ads to ensure they fit the most recent meta design specifications and technical requirements!
