Getting Facebook ad sizes wrong is one of the most expensive mistakes in paid media. Incorrectly sized creatives get auto-cropped, pillarboxed, or compressed — tanking CTR and inflating CPC before your campaign even gets a fair shot.
After managing thousands of Meta campaigns, I've learned that nailing the technical specs is table stakes. This guide covers every placement dimension, safe zone, and file requirement you need for 2026.
Quick Reference: Core Ad Sizes
| Placement | Aspect Ratio | Resolution | Use Case |
|---|---|---|---|
| Feed | 1:1 | 1080x1080 | Mobile and desktop feeds |
| Stories & Reels | 9:16 | 1080x1920 | Full-screen vertical |
| Right Column | 1:1 | 1080x1080 | Desktop retargeting |
| In-Stream Video | 16:9 | 1920x1080 | Pre-roll and mid-roll |
| Marketplace | 1:1 | 1080x1080 | Product-focused listings |
Master these five formats and you'll cover over 90% of effective Meta advertising. Most campaigns only need two: 1:1 for Feed and 1:1 for Stories/Reels.
Feed Ad Specifications
Facebook and Instagram Feeds remain the highest-value placements for most advertisers. With 80%+ of users on mobile, square and vertical formats dominate.
1:1 Square Format (Primary)
Resolution: 1080x1080 pixels. File types: JPG or PNG for images (max 30MB), MP4 or MOV for video (max 4GB, 1 second to 240 minutes). This is the default format I recommend for every advertiser. It maximizes mobile screen real estate, avoids cropping issues across placements, and delivers roughly 15% higher CTR than landscape formats in mobile Feed. One asset can serve Feed, Marketplace, Right Column, and Messenger simultaneously.
4:5 Vertical Alternative
Resolution: 1080x1350 pixels. The 4:5 format takes about 20% more vertical screen space than 1:1, making it a strong option for single-image or single-video Feed ads where you want maximum scroll-stopping power. However, there's a critical limitation: never use 4:5 in carousel ads. Meta crops carousel cards to 1:1, cutting off the top and bottom of your creative. Default to 1:1 for versatility; use 4:5 selectively for hero creatives.
Stories and Reels Specifications
Stories and Reels require full-screen vertical creative at 1080x1920 pixels (9:16). Using anything else creates black bars and tanks performance — 9:16 vertical drives 41% higher engagement versus cropped formats.
Safe Zones (Critical)
Not all of the 1080x1920 canvas is usable. Meta overlays UI elements — profile icons, usernames, CTA buttons — that cover parts of your creative. The top 14% (~250 pixels) is covered by the profile icon and account name. The bottom 35% (~672 pixels) is covered by CTA buttons, captions, and swipe-up overlays. That leaves the center 51% (pixels 250-1248) as your guaranteed viewable area. Keep all essential elements — headlines, product shots, key messaging — within this zone.
For video, keep ads under 15 seconds, hook viewers in the first 2 seconds with motion, and design specifically for 9:16 from the start. Don't repurpose horizontal creative — it always looks off.
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Sign Up for RyzeOther Placement Specifications
In-Stream Video
Resolution: 1920x1080 (16:9) or 1080x1080 (1:1). Duration sweet spot: 5-15 seconds. These ads appear during video content users are already watching, so 16:9 feels most native. Keep them short — users want to return to their content — and put clear branding in the first 3 seconds with a strong hook to prevent skipping.
Marketplace and Search Results
Resolution: 1080x1080 (1:1), max 30MB, JPG or PNG. Users browse Marketplace with high purchase intent, so your ads should look like organic listings — clean product photography, clear pricing if applicable, and minimal text overlay.
Right Column (Desktop Only)
Meta has standardized Right Column to 1:1 (1080x1080 recommended, 254x133 minimum). The old 1.91:1 ratio is deprecated, so you can now repurpose Feed creatives directly. This placement is still effective for retargeting desktop users at low CPMs.
Messenger and Audience Network
Messenger inbox ads use 1:1 at 1080x1080. Audience Network varies: 1:1 for native and banner placements, 9:16 for full-screen interstitials. If you've built assets in 1:1 and 9:16, you already have these covered.
Creative Production Tips
Don't create one-off ads. Build a reusable asset library in two core formats: 1:1 (1080x1080) for Feed, Marketplace, Right Column, and Messenger, and 9:16 (1080x1920) for Stories, Reels, and Audience Network interstitials. Add 16:9 (1920x1080) for In-Stream video only if it's a priority placement. Most campaigns only need the first two.
The old 20% text rule is officially gone, but the principle still applies. Meta's algorithm may reduce delivery for text-heavy creatives. Keep image headlines to 5-7 words max, let your ad copy field handle the detailed messaging, and focus on visual storytelling. For video, design for sound-off first since the majority of Feed video is watched muted. Add captions, use text overlays for key messages, and watch your own ad on mute — if the message isn't clear, add more visual context.
On file size optimization: target under 5MB for images (JPG quality 80-90%) and under 100MB for video (MP4 H.264, 5-10 Mbps bitrate). Large files load slowly on mobile data, and users scroll past before the ad registers. You're paying for impressions nobody actually sees.
Common Sizing Mistakes
Using one size for all placements. Meta's Advantage+ Placements auto-crops a single creative across formats, but results are poor. A 1:1 asset cropped to 9:16 loses its top and bottom. A 9:16 asset in Feed gets black bars. Create format-specific assets for at least Feed and Stories/Reels.
Ignoring safe zones. Placing logos in the top 250px of 9:16 (covered by profile icons) or CTA text in the bottom 672px (covered by button overlays) is the most common Stories mistake. Use safe zone templates in your design tool and preview on an actual phone before launch.
Wrong ratio for carousel. Using 4:5 vertical images in carousel ads causes Meta to crop them to 1:1, cutting off content unpredictably. Always use 1080x1080 for carousel cards.
Over-compressing files. Reducing file size too aggressively causes visible pixelation that destroys credibility. Find the balance: 1080px resolution at JPEG quality 80-90% keeps things sharp without bloating file size.
Format Selection by Objective
| Objective | Primary Format | Secondary Format |
|---|---|---|
| Brand Awareness | 9:16 Stories/Reels | 4:5 Feed |
| Traffic | 1:1 Feed | 9:16 Stories |
| Conversions | 1:1 Feed | 9:16 Reels |
| Video Views | 9:16 Stories/Reels | 16:9 In-Stream |
| E-commerce | 1:1 Feed + Carousel | 9:16 lifestyle context |
For B2B SaaS, use 1:1 Feed for case studies and testimonials, 9:16 for short product demos, and 16:9 In-Stream for longer walkthroughs. Local businesses should lean on 1:1 Feed for offers and 9:16 Stories for behind-the-scenes content. Mobile app advertisers get the best results from 9:16 Stories/Reels since it matches their mobile-first audience perfectly.
Stop guessing which ad format converts best.
Ryze AI tests creative variations across formats and identifies winners automatically — so you scale what works.
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Facebook ad sizing directly impacts CTR, CPC, and ROAS. Wrong sizes lead to auto-cropping, black bars, and wasted budget. The good news: you only need two core formats to cover the vast majority of placements. Use 1:1 (1080x1080) for Feed, Marketplace, Right Column, and Messenger. Use 9:16 (1080x1920) for Stories and Reels. Respect safe zones on vertical creative, optimize file sizes for mobile loading, and always create format-specific assets instead of relying on auto-crop. Start with these two formats, test performance by placement, and scale what works.
