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Get Started: What are the specifications for ad creative?

Joshua Desmarais
  • Updated

Specifications for ad creatives set by LinkedIn, Facebook, Instagram, Reddit:

LinkedIn

Image

  • File Type: jpg or png
    File Size: 5 MB
  • **Horizontal images will deliver to both desktop and mobile
    Minimum: 640 x 360 pixels
    Maximum: 7680 x 4320 pixels
    Recommended: 1.91:1 - 1200 x 628 pixels

  • Square:

    **LinkedIn recommends this aspect ratio for delivery across both desktop and mobile

    Minimum: 360 x 360 pixels
    Maximum: 4320 x 4320 pixels
    Recommended: 1:1 - 1200 x 1200 pixels

  • Vertical
    **LinkedIn recommends this aspect ratio for best performance on CTR on mobile (vertical images do not deliver to desktop). While 1:1.91 vertical images are still supported for vertical images, they will have borders added to either side of the video to fit in the image frame. To avoid borders, we recommend using a 4:5 aspect ratio.
    Minimum: 360 x 640 pixels
    Maximum: 2430 x 4320 pixels
    Recommended:
    1:1.91 - 628 x 1200 pixels
    2:3 - 600 x 900 pixels
    4:5 - 720 x 900 pixels

Video

  • Video File Size: 75 KB (min) - 200 MB (max)
  • Video Duration: 3 seconds - 30 minutes
  • Video Captions (optional): Video sound file size less than 64 KHz
  • Video File Type: MP4
  • Video Sound Format: AAC or MPEG4
  • Video Codec: H.264
  • Recommended frame rate: 30 frames per second
  • Ratio:
    4:5 (vertical, 0.8)
    9:16 (vertical; 0.57)
    16:9 (landscape; 1.78)
    1:1 (square; 1.0)

Document

  • Supported file types: PDF
  • Size limit: 100MB
  • Page limit: 300 pages
  • Supported layouts:
    • Letter: 8.5 by 11 inches
    • Tabloid: 11 by 17 inches
    • Legal: 8.5 by 14 inches
    • Statement: 5.5 by 8.5 inches
    • Executive: 7.25 by 10.5 inches
    • Folio: 8.5 by 13 inches
    • A3: 11.69 by 16.54 inches
    • A4: 8.27 by 11.69 inches
    • B4: 9.84 by 13.90 inches
    • B5: 6.93 by 9.84 inches

CTV

  • Resolution: 1920 x 1080 pixels or 1280 x 720 pixels
  • File Size: Up to 500MB max
  • Video Duration: 6 seconds min - 60 seconds max
  • File Type: .mp4

Facebook

Image

  • File Type: JPG or PNG
  • Ratio: 1.91:1 to 4:5 (vertical) and 9:16 (Stories/Reels)
  • Resolution: At least 1080 x 1080 pixels
  • Maximum File Size: 30MB
  • Aspect Ratio Tolerance: 3%
  • Recommended Aspect Ratios:
    • 4:5 (Vertical) - 1080 x 1350 pixels: Feed, Stories (takes up more mobile screen space, Meta's recommended ratio for Feed) Optional: Search Results
    • 9:16 (Vertical) - 1080 x 1920 pixels: Stories, Reels (full-screen immersive format, required for optimal Stories/Reels experience)
  • Supported Aspect Ratios:
    • 1:1 (Square) - 1080 x 1080 pixels: Feed, Stories, Reels (most versatile, works across all placements) Optional: Search Results
    • 1.91:1 (Landscape) - 1200 x 628 pixels: Feed (not recommended for Stories or Reels) Optional: Search Results
  • Important note regarding placement: Placement is controlled at the AD GROUP (AD SET) level in Meta which means that the campaign structure you use in Metadata will impact how placement is applied natively:
    • 1x1x1 Structure: When using Ad Groups Automatic placement is not allowed and manual placement will need to be used. Mixing different dimensions in a single campaign is not recommended since placement selection will be applied to each of the Ads in that campaign.
    • NxNxN Structure: When using Ad Groups Automatic placement is allowed and it is recommended to create different Ad Groups isolating each dimension similar to how you would set this up natively in Meta with each respective Ad Set controlling the placement of the Ads below it.

Video

  • Video Duration: 1 second to 241 minutes
  • Maximum File Size: 4GB
  • Minimum Width: 120 pixels
  • Minimum Height: 120 pixels
  • File Type: MP4, MOV
  • Ratio: 1.91:1 to 4:5 (Feed), 9:16 (Stories/Reels)
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video Captions: Optional, but recommended
  • Video Sound: Optional, but recommended
  • Recommended Aspect Ratios:
    • 4:5 (Vertical): Feed, Video Feed, Stories (optimal for mobile viewing, Meta's recommended ratio for Feed) Optional: Search Results
    • 9:16 (Vertical): Stories, Reels (full-screen immersive format, required for optimal Stories/Reels experience)
  • Supported Aspect Ratios:
    • 1:1 (Square): Feed, Video Feed, Stories, Reels (most versatile, works across all placements) Optional: Search Results
    • 1.91:1 (Landscape): Feed, Video Feed, Search Results (not recommended for Stories or Reels)
  • Important note regarding placement: Placement is controlled at the AD GROUP (AD SET) level in Meta which means that the campaign structure you use in Metadata will impact how placement is applied natively:
    • 1x1x1 Structure: When using Ad Groups Automatic placement is not allowed and manual placement will need to be used. Mixing different dimensions in a single campaign is not recommended since placement selection will be applied to each of the Ads in that campaign.
    • NxNxN Structure: When using Ad Groups Automatic placement is allowed and it is recommended to create different Ad Groups isolating each dimension similar to how you would set this up natively in Meta with each respective Ad Set controlling the placement of the Ads below it.

Instagram

Image

  • File Type: JPG or PNG
  • Resolution: At least 1080 x 1080 pixels
  • Maximum File Size: 30MB
  • Recommended Dimensions:
    • Landscape: 1080 x 566 pixels (1.91:1 ratio)
    • Square: 1080 x 1080 pixels (1:1 ratio)
    • Vertical: 1080 x 1350 pixels (4:5 ratio)
    • Vertical: 1080 x 1920 pixels (9:16 ratio)
  • Ratio:
    1.91:1 (Landscape)
    1:1 (Square)
    4:5 (Vertical)
    9:16 (Vertical - Stories/Reels)
  • Recommended Aspect Ratios:
    • 4:5 (Vertical) - 1080 x 1350 pixels: Feed (takes up more mobile screen space, Meta's recommended ratio for Feed) Optional: Search Results, Explore Home
    • 9:16 (Vertical) - 1080 x 1920 pixels: Stories, Reels (full-screen immersive format, required for optimal Stories/Reels experience)
  • Supported Aspect Ratios:
    • 1:1 (Square) - 1080 x 1080 pixels: Feed, Stories, Reels (most versatile, works across all placements) Optional: Search Results, Explore Home
    • 1.91:1 (Landscape) - 1080 x 566 pixels: Feed (not recommended for Stories or Reels) Optional: Search Results, Explore Home
  • Important note regarding placement: Placement is controlled at the AD GROUP (AD SET) level in Meta which means that the campaign structure you use in Metadata will impact how placement is applied natively:
    • 1x1x1 Structure: When using Ad Groups Automatic placement is not allowed and manual placement will need to be used. Mixing different dimensions in a single campaign is not recommended since placement selection will be applied to each of the Ads in that campaign.
    • NxNxN Structure: When using Ad Groups Automatic placement is allowed and it is recommended to create different Ad Groups isolating each dimension similar to how you would set this up natively in Meta with each respective Ad Set controlling the placement of the Ads below it.

Video

  • Video Duration: 1 second to 60 seconds (Feed), up to 90 seconds (Reels)
  • Maximum File Size: 4GB
  • File Type: MP4, MOV
  • Video Codec: H.264
  • Audio Codec: AAC
  • Frame Rate: 30fps (recommended)
  • Resolution: At least 1080 x 1080 pixels
  • Ratio:
    • Landscape: 16:9
    • Square: 1:1
    • Vertical (Stories/Reels): 9:16
    • Vertical (Feed): 4:5
  • Bitrate: 3,500 kbps for 1080p video
  • Video Captions: Optional, but recommended
  • Video Sound: Optional, but recommended
  • Recommended Aspect Ratios:
    • 4:5 (Vertical): Feed (optimal for mobile viewing, Meta's recommended ratio for Feed) Optional: Search Results, Explore Home
    • 9:16 (Vertical): Stories, Reels (full-screen immersive format, required for optimal Stories/Reels experience)
  • Supported Aspect Ratios:
    • 1:1 (Square): Feed, Stories, Reels (most versatile, works across all placements) Optional: Search Results, Explore Home
    • 16:9 (Landscape): Feed (not recommended for Stories or Reels) Optional: Search Results, Explore Home
  • Important note regarding placement: Placement is controlled at the AD GROUP (AD SET) level in Meta which means that the campaign structure you use in Metadata will impact how placement is applied natively:
    • 1x1x1 Structure: When using Ad Groups Automatic placement is not allowed and manual placement will need to be used. Mixing different dimensions in a single campaign is not recommended since placement selection will be applied to each of the Ads in that campaign.
    • NxNxN Structure: When using Ad Groups Automatic placement is allowed and it is recommended to create different Ad Groups isolating each dimension similar to how you would set this up natively in Meta with each respective Ad Set controlling the placement of the Ads below it.

Reddit

Image

  • File Type: JPG, PNG, or GIF
  • Maximum File Size: 3MB
  • Recommended Dimensions:
    • Cross-device: 1440 x 1080 pixels (4:3 ratio)
    • Mobile:
      • Square: 1080 x 1080 pixels (1:1 ratio)
      • Portrait: 1080 x 1350 pixels (4:5 ratio)
      • Landscape: 1440 x 1080 pixels (4:3 ratio)
      • Landscape: 1920 x 1080 pixels (16:9 ratio)
    • Desktop:
      • Landscape: 1440 x 1080 pixels (4:3 ratio)
      • Landscape: 1920 x 1080 pixels (16:9 ratio)
  • Ratio:
    4:3 (Landscape) - Recommended
    1:1 (Square)
    4:5 (Vertical)
    16:9 (Landscape)
  • Text Specifications:
    • Headline: 300 characters maximum (≤150 characters recommended)
    • Destination URL: 268 characters maximum
    • Display URL: 100 characters maximum (must match destination domain)
  • Thumbnail: For conversation placement and compact view
    • File Type: JPG, PNG, or GIF (converted to still image)
    • Maximum File Size: 500KB
    • Recommended: 400 x 300 pixels (4:3 ratio)
    • Acceptable: 300 x 300 pixels (1:1) or 400 x 225 pixels (16:9)

Video

  • File Type: MP4 or MOV (ProRes not supported)
  • Maximum File Size: 1GB
  • Maximum Frame Rate: 30 FPS
  • Video Duration: 2 seconds to 15 minutes (5-30 seconds recommended)
  • Recommended Dimensions:
    • Cross-device:
      • Landscape: 1440 x 1080 pixels (4:3 ratio)
      • Landscape: 1920 x 1080 pixels (16:9 ratio)
    • Mobile:
      • Square: 1200 x 1200 pixels (1:1 ratio)
      • Portrait: 1200 x 1500 pixels (4:5 ratio)
      • Landscape: 1440 x 1080 pixels (4:3 ratio)
      • Landscape: 1920 x 1080 pixels (16:9 ratio)
    • Desktop:
      • Landscape: 1440 x 1080 pixels (4:3 ratio)
      • Landscape: 1920 x 1080 pixels (16:9 ratio)
  • Text Specifications:
    • Headline: 300 characters maximum (≤150 characters recommended)
    • Destination URL: 268 characters maximum
    • Display URL: 100 characters maximum (must match destination domain)
  • Thumbnail: Shown before video plays
    • File Type: JPG, PNG, or GIF
    • Maximum File Size: 3MB
    • Resolution: Choose aspect ratio matching your video
  • Video Behavior:
    • Feed (desktop/mobile): Autoplays (users can opt out)
    • Conversation/feed (web): Plays on click
    • Compact view (web): Takes user to landing page
    • App placements: Takes user to video + landing page

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