Ad Platform Specs
Meta Ads Specs
Meta accepts nearly anything and then crops it badly. This page is organised around the placements you are actually buying, because the same asset behaves differently in feed, Stories and Reels, and the crop is where campaigns quietly lose performance.
| Placement | Recommended ratio | Recommended pixels |
|---|---|---|
| Facebook feed | 1:1 or 4:5 | 1080 x 1080 or 1080 x 1350 |
| Instagram feed | 1:1 or 4:5 | 1080 x 1080 or 1080 x 1350 |
| Stories, Facebook and Instagram | 9:16 | 1080 x 1920 |
| Reels | 9:16 | 1080 x 1920 |
| Right column, desktop | 1.91:1 | 1200 x 628 |
| Marketplace | 1:1 | 1080 x 1080 |
| Item | Specification |
|---|---|
| Supported ratios | 9:16, 4:5, 1:1 and 16:9 by placement |
| Recommended resolution | 1080 x 1080 or 1080 x 1920 |
| Container and codec | MP4 or MOV, H.264, AAC audio |
| Captions | Strongly recommended, sound off viewing is common |
| Field | Recommended length | Behaviour |
|---|---|---|
| Primary text | 125 characters | Truncates with 'See more' beyond this |
| Headline | 27 to 40 characters | Truncates by placement |
| Description | Around 30 characters | Not shown in every placement |
Notes
Build 9:16 and 4:5 as two separate cuts rather than letting Meta auto crop one master. Placement customization exists for a reason, and a 1:1 asset stretched into Stories loses the top and bottom of the frame, which is exactly where most brands put the logo and the offer.
The old 20 percent text overlay rule is no longer a hard rejection, but heavy text still correlates with weaker delivery and higher costs. Treat it as a performance guideline rather than a policy issue.
Meta's recommended text lengths are truncation points, not limits. You can write more, and for some direct response offers longer primary text works, but assume only the first 125 characters are read and put the hook and the offer there.
Placement inventory, ratio support and text truncation change with Meta's product releases. The Meta Ads Guide is the live source of record and lists specs per placement, so check it before building a large creative matrix.
Frequently asked questions
Can I use one asset for all placements?
You can, and Meta will crop it, but you will pay for it in performance. At minimum produce a 4:5 for feed and a 9:16 for Stories and Reels.
Does text on images still get ads rejected?
No, the strict 20 percent text rule was retired. Image heavy with text can still deliver worse, so keep overlays purposeful.
What length should video ads be?
For prospecting, under 15 seconds with the hook in the first two. For retargeting and consideration, longer can work if the first three seconds earn it.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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