Facebook and Instagram Ad Sizes and Specs (2026): Straight From Meta's Ads Guide
Make feed ads 4:5 at 1440 × 1800 pixels, and Stories and Reels ads 9:16 at 1440 × 2560. Those are the sizes Meta's own ads guide recommends in 2026. For carousels, use 1:1 at 1080 × 1080 or larger. Keep text out of the top 14% and bottom 35% of vertical ads.
Image ads
- Feed: 4:5, 1440 × 1800, JPG or PNG, max 30 MB
- Stories: 9:16, 1440 × 2560
- Carousel: 1:1, at least 1080 × 1080
Video ads
- Feed: 4:5, 1440 × 1800, MP4/MOV/GIF, max 4 GB
- Stories and Reels: 9:16, 1440 × 2560
- Reels: up to 15 minutes
Wrong-size ads don't always get rejected. They get cropped, letterboxed or covered by buttons, and you pay full price for an ad that looks half-finished. Most of the fixes are simple once you know the numbers.
Everything below comes from Meta's ads guide, which we checked on October 23, 2026. Meta updates these pages, so if something matters a lot (a big campaign, a print-quality asset), double-check the live guide before you export.
Quick reference: the sizes to export
| Placement | Ratio | Recommended size | File types |
|---|---|---|---|
| Facebook Feed (image) | 4:5 | 1440 × 1800 px | JPG, PNG |
| Instagram feed (image) | 4:5 | 1440 × 1800 px | JPG, PNG |
| Facebook Stories (image) | 9:16 | 1440 × 2560 px | JPG, PNG |
| Facebook Feed (video) | 4:5 | 1440 × 1800 px | MP4, MOV, GIF |
| Instagram Stories (video) | 9:16 | 1440 × 2560 px | MP4, MOV, GIF |
| Instagram Reels (video) | 9:16 | 1440 × 2560 px | MP4, MOV |
| Facebook Feed (carousel) | 1:1 | At least 1080 × 1080 px | JPG, PNG; MP4, MOV, GIF |
In practice, most brands make two versions of every ad: a 4:5 for feeds and a 9:16 for Stories and Reels. That covers almost every placement.
Image ad specs
Facebook Feed
- File type: JPG or PNG
- Ratio: 4:5, resolution 1440 × 1800 pixels
- Primary text: 50–150 characters. Headline: 27 characters
- Maximum file size: 30 MB
- Minimum width 600 px; minimum height 750 px for 4:5
- Aspect ratio tolerance: 3%
Instagram feed
- File type: JPG or PNG
- Ratio: 4:5, resolution 1440 × 1800 pixels
- Primary text: 125 characters. Headline: 40 characters. Up to 30 hashtags
- Maximum file size: 30 MB; minimum width 500 px
- Allowed range: from 400 × 500 (4:5) to 191 × 100 (1.91:1); tolerance 1%
Facebook Stories
- File type: JPG or PNG
- Ratio: 9:16, resolution 1440 × 2560 pixels
- Primary text: 125 characters. Headline: 40 characters
- Maximum file size: 30 MB; minimum width 500 px; tolerance 1%
- Image ads show for eight seconds, or until the person swipes away
Video ad specs
Facebook Feed
- File type: MP4, MOV or GIF
- Ratio: 4:5, resolution 1440 × 1800 pixels
- Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, stereo AAC audio at 128 kbps or more
- Primary text: 50–150 characters. Headline: 27 characters
- Length: 1 second to 241 minutes. Maximum file size: 4 GB
- Minimum size: 120 × 120 pixels
- Captions and sound: optional, but recommended
One catch: if you choose the awareness objective, or performance goals like maximising reach or 2-second video views, Meta says the headline, description and call-to-action button won't show on mobile Facebook Feed.
Instagram Stories
- File type: MP4, MOV or GIF
- Ratio: 9:16, resolution 1440 × 2560 pixels
- Primary text: 125 characters
- Length: 1 second to 60 minutes. Maximum file size: 4 GB. Minimum width 250 px
- Videos under 16 seconds play in full. Videos of 16 seconds or more may be split into up to three Stories cards
Instagram Reels
- File type: MP4 or MOV
- Ratio: 9:16, resolution 1440 × 2560 pixels
- Primary text: 44 characters
- Length: 0 seconds to 15 minutes. Maximum file size: 4 GB
- Sound: optional, but Meta "strongly" recommends it
Reels ads have extra rules. Meta says they shouldn't contain licensed music (use original audio or the Meta Sound Collection), face or camera effects, GIFs, product tags, or reels published before October 15, 2021.
Carousel ad specs (Facebook Feed)
- Cards: 2 to 10
- Ratio: 1:1, at least 1080 × 1080 pixels
- Images: JPG or PNG, up to 30 MB. Videos: MP4, MOV or GIF, up to 4 GB, 1 second to 240 minutes
- Primary text: 80 characters. Headline: 20 characters. Description: 18 characters
- A landing page URL is required
Carousel text limits are much tighter than single-image ads. A headline of 20 characters is about three words. Write them last, once you know what fits.
Safe zones for Stories and Reels
Vertical placements put your profile name at the top and the call to action and captions at the bottom. Meta's guidance for Stories and Reels is to leave roughly:
- 14% at the top free of text, logos and key elements
- 35% at the bottom free
- 6% on each side free
On a 1440 × 2560 frame, that's about 358 pixels at the top, 896 at the bottom and 86 on each side. Your key message has to fit in the box that's left: roughly 1267 × 1306 pixels in the upper middle of the frame. That's our arithmetic on Meta's percentages.
Text length cheat sheet
| Placement | Primary text | Headline |
|---|---|---|
| Facebook Feed (image and video) | 50–150 characters | 27 characters |
| Instagram feed (image) | 125 characters | 40 characters |
| Facebook Stories (image) | 125 characters | 40 characters |
| Instagram Stories (video) | 125 characters | n/a |
| Instagram Reels | 44 characters | n/a |
| Carousel (Facebook Feed) | 80 characters | 20 (description 18) |
These are Meta's recommendations, not hard limits. Longer text is usually cut off with "See more", so the first line has to work on its own.
Common mistakes that cost money
- Using 1:1 everywhere. Square still works in feeds, but Meta now recommends 4:5, which takes up more of the screen.
- Putting the offer at the bottom of a vertical ad. That's exactly where the call-to-action button sits.
- Licensed music in Reels ads. Meta tells you not to use it. Use original audio or the Meta Sound Collection.
- Exporting at 1080 wide out of habit. It's allowed, but Meta's recommended resolution is now 1440 wide for feed and vertical.
- Making ten sizes of one weak idea. Resizing doesn't make an ad different. If your versions are the same idea at different sizes, check whether you have any genuinely different ones with the free similarity checker.
FAQ
What size should a Facebook ad image be in 2026?
Meta recommends 4:5 at 1440 × 1800 pixels for Facebook Feed image ads, as JPG or PNG, up to 30 MB. For Stories, use 9:16 at 1440 × 2560.
What size are Instagram Reels ads?
9:16 at 1440 × 2560 pixels, MP4 or MOV, up to 4 GB and up to 15 minutes long. Keep about 14% at the top and 35% at the bottom free of text.
Can I still use square 1080 × 1080 images?
Yes. Square is within the allowed range for feeds and is the recommended ratio for carousel cards (at least 1080 × 1080). For single image feed ads, Meta now recommends 4:5.
What is the maximum video length for Facebook ads?
For Facebook Feed video ads, Meta lists 1 second to 241 minutes. Instagram Stories video ads can run up to 60 minutes and Reels ads up to 15 minutes.
How long can Facebook ad text be?
Meta recommends 50 to 150 characters of primary text and a 27-character headline for Facebook Feed. Instagram Reels primary text is 44 characters. Longer text gets truncated.
What are safe zones on Instagram Stories ads?
Areas to keep free of text and logos so the interface doesn't cover them: roughly 14% at the top, 35% at the bottom and 6% on each side, per Meta's ads guide.