Ad Formats & Creative
Master Meta ad formats, specifications, and creative best practices for maximum engagement.
Format Overview
Meta offers multiple ad formats across placements:
| Format | Best For | Engagement Level | |--------|----------|-----------------| | Single Image | Quick messages, offers | Medium | | Single Video | Storytelling, demos | High | | Carousel | Multiple products, features | High | | Collection | E-commerce catalogs | High | | Stories/Reels | Immersive, mobile-first | Very High | | Instant Experience | Interactive microsites | Very High |
Placement-Format Matrix
| Placement | Image | Video | Carousel | Stories | Reels | |-----------|-------|-------|----------|---------|-------| | Facebook Feed | ✓ | ✓ | ✓ | - | ✓ | | Instagram Feed | ✓ | ✓ | ✓ | - | ✓ | | Facebook Stories | ✓ | ✓ | ✓ | ✓ | - | | Instagram Stories | ✓ | ✓ | ✓ | ✓ | - | | Instagram Reels | ✓ | ✓ | - | - | ✓ | | Facebook Reels | ✓ | ✓ | - | - | ✓ | | Messenger | ✓ | ✓ | ✓ | ✓ | - | | Audience Network | ✓ | ✓ | - | - | - |
Image Ads
Specifications
| Placement | Recommended Size | Aspect Ratio | |-----------|------------------|--------------| | Feed (Square) | 1080 × 1080 px | 1:1 | | Feed (Vertical) | 1080 × 1350 px | 4:5 | | Feed (Landscape) | 1200 × 628 px | 1.91:1 | | Stories/Reels | 1080 × 1920 px | 9:16 | | Right Column | 1200 × 628 px | 1.91:1 |
File Requirements
Format: JPG or PNG
Max File Size: 30 MB
Min Resolution: 600 × 600 px
Recommended: 1080 × 1080 px or higherText Limits
| Element | Limit | Recommendation | |---------|-------|----------------| | Primary Text | 125 characters | Keep under 100 | | Headline | 40 characters | Keep under 30 | | Description | 30 characters | Keep under 25 |
Best Practice: Use 4:5 vertical images for Feed placements—they take up 15% more screen space than square images, increasing attention and engagement.
Video Ads
Specifications
| Placement | Recommended Size | Aspect Ratio | Max Length | |-----------|------------------|--------------|------------| | Feed | 1080 × 1080 px | 1:1 or 4:5 | 240 min | | Stories | 1080 × 1920 px | 9:16 | 120 sec | | Reels | 1080 × 1920 px | 9:16 | 90 sec | | In-Stream | 1280 × 720 px | 16:9 | 15 sec |
Technical Requirements
Format: MP4 or MOV (MP4 recommended)
Codec: H.264 compression
Audio: AAC stereo at 128kbps+
Frame Rate: 30fps or below
Max File Size: 4 GBRecommended Video Lengths
| Placement | Optimal Length | Why | |-----------|---------------|-----| | Feed | 15-30 seconds | Attention span in scroll | | Stories | 10-15 seconds | Quick, consumable format | | Reels | 15-30 seconds | Engagement sweet spot | | In-Stream | 5-15 seconds | Pre-roll context |
Video Safe Zones
Top: 14% (250px) - Profile, time, battery
Bottom: 20-35% (340-600px) - CTA, text overlay
Sides: 6% each - UI elementsCritical: 85% of Facebook videos are watched without sound. Always add captions or text overlays.
Carousel Ads
Specifications
Cards: 2-10 per carousel
Image Size: 1080 × 1080 px (1:1)
Video Length: Up to 60 seconds per card
Headline: 32 characters per card
Description: 18 characters per cardUse Cases
| Use Case | Strategy | |----------|----------| | Product Showcase | Feature multiple products | | Story Sequence | Tell a narrative across cards | | Features/Benefits | One benefit per card | | How-To Guide | Step-by-step instructions | | Testimonials | Different customers per card | | Before/After | Transformation showcase |
Carousel Best Practices
□ First card is most important (highest visibility)
□ Use consistent visual style across cards
□ Each card should work standalone
□ Include CTA on final card
□ Test with automatic card ordering (Meta optimizes)
□ Limit to 3-5 cards for optimal engagementStories & Reels
Stories Specifications
| Element | Specification | |---------|--------------| | Size | 1080 × 1920 px | | Aspect Ratio | 9:16 (full screen) | | Image Duration | 5 seconds | | Video Duration | 1-120 seconds | | Safe Zone | 14% top, 20% bottom |
Reels Specifications
| Element | Specification | |---------|--------------| | Size | 1080 × 1920 px | | Aspect Ratio | 9:16 (full screen) | | Video Duration | 15-90 seconds | | Optimal Length | 15-30 seconds | | Safe Zone | 35% bottom for UI |
Stories vs. Reels
| Stories | Reels | |---------|-------| | Ephemeral feel | Entertainment focus | | Swipe-up CTA | In-feed discovery | | Lower CPM | Higher engagement | | Quick messages | Viral potential | | 24-hour content feel | Evergreen content feel |
2025 Insight: Meta reports Reels receive 22% more reach than regular videos. Prioritize Reels for maximum organic amplification.
Creative Best Practices
The 2025 Creative Framework
Creative quality now drives 70-80% of ad performance. Follow these principles:
1. Hook in First 3 Seconds
Pattern Interrupt → Problem Statement → Solution Tease
Examples:
"Stop scrolling if you..." (Pattern Interrupt)
"Tired of [problem]?" (Problem Statement)
"Here's what no one tells you about..." (Curiosity)2. Mobile-First Design
| Do | Don't | |----|-------| | Large, readable text | Small text requiring zoom | | Vertical formats (4:5, 9:16) | Landscape (16:9) | | Bold colors and contrast | Subtle, muted tones | | Single focal point | Cluttered compositions | | Captions on all video | Audio-dependent content |
3. Creative Diversity
Run multiple creative variations simultaneously:
Recommended Mix (per ad set):
├── 2-3 Video ads (different hooks/angles)
├── 2-3 Image ads (different visuals)
├── 1-2 Carousel ads (product/benefit focus)
└── 1-2 UGC-style ads (testimonials)4. Ad Copy Formula
Primary Text Structure:
Line 1: Hook (stop the scroll)
Line 2-3: Problem agitation
Line 4-5: Solution introduction
Line 6-7: Key benefits (bullets work well)
Line 8: Social proof (if applicable)
Line 9: Clear CTAExample:
Struggling to get results from your ads? 🎯
Most businesses waste 40% of their ad spend on
the wrong audiences.
Our AI-powered targeting finds your ideal
customers automatically:
✓ 3x better conversion rates
✓ 50% lower cost per lead
✓ Setup in 10 minutes
Join 10,000+ marketers who switched.
Start your free trial today →5. Creative Refresh Cadence
| Spend Level | Refresh Frequency | |-------------|-------------------| | <$1K/month | Every 45-60 days | | $1K-10K/month | Every 30-45 days | | $10K-50K/month | Every 14-30 days | | $50K+/month | Weekly new creative |
Warning: Ad fatigue is the #1 killer of campaign performance. Monitor frequency (keep below 3-4 for cold audiences) and refresh creative proactively.