Current sizes, ratios, durations, file limits, and text limits for Meta, Facebook and Instagram placements. Specs change several times a year; confirm against the platform's documentation before production.
| Element | Specification |
|---|---|
| Feed image | 1080 x 1080 (1:1) or 1080 x 1350 (4:5); JPG or PNG; 30 MB |
| Feed video | 1:1 or 4:5; 1080 px minimum width; MP4 or MOV, H.264; up to 4 GB; 1 second to 241 minutes (15 seconds recommended) |
| Stories and Reels | 1080 x 1920 (9:16); video up to 60 seconds for Reels ads (Stories up to 2 minutes); keep text and logos in the central safe zone (roughly 14 percent margin top and 20 percent bottom) |
| Carousel | 2 to 10 cards, 1080 x 1080, each with its own link; video cards up to 240 minutes |
| Text | Primary text 125 characters recommended (up to 2,200 before truncation), headline 40, description 30 |
| Link ads | 1200 x 628 (1.91:1) accepted; 1:1 preferred |
Platform profile: Meta Ads. Official documentation: https://www.facebook.com/business/help.
Build client-approval mockups at these dimensions with the free ad mockup generator. Terms are defined in the creative section of the glossary.
Cite this page:
Agency Echelon. "Meta, Facebook and Instagram ad specs." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/specs/meta-facebook-and-instagram/