The Big Guide To Ad Sizes For Social Media Platforms

The Big Guide To Ad Sizes For Social Media Platforms

“How big does that Facebook Feed ad graphic need to be?”

– your graphic designer, every week (probably)

Even the best marketers (and the best copywriters, the best programmers, the best web developers… you get the picture?) rely on Google to be their memory. Stop hunting around the whole damn internet by bookmarking this page and knowing that I’ve got you covered. Here’s a big ol’ list of ad sizes for every platform that matters.

Looking for a specific platform? Jump to the relevant section here:

Google Ads

Facebook Ads

Instagram Ads

Twitter Ads

LinkedIn Ads

Google Ads

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Google Ads has split up ads into 4 different image size buckets. The segments each bucket is divided into and the sizes those segments have are listed below. All sizes are in pixels.

  1. Square & Rectangle
  • Small Square                   200×200
  • Vertical Rectangle           240×400
  • Square                             250×250
  • Triple Widescreen           250×360
  • Inline Rectangle              300×250
  • Large Rectangle              336×280
  • Netboard                         580×400
  1. Leaderboard
  • Banner                             468×60
  • Leaderboard                    728×90
  • Top Banner                      930×180
  • Large Leaderboard          970×90
  • Billboard                          970×250
  • Panorama                        980×120
  1. Skyscraper
  • Skyscraper                       468×60
  • Wide Skyscraper             728×90
  • Half-Page Ad                   930×180
  • Portrait                            970×90
  1. Mobile
  • Mobile Banner                728×90
  • Mobile Banner                930×180
  • Large Mobile Banner      970×90

Facebook Ads

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Facebook Ads are a pretty big deal when it comes to reaching masses with your message. Facebook allows you to advertise in multiple places on the user feed as well as in Messenger. Though you can post ads in a variety of sizes, Facebook will prioritize ads built to their recommended sizes. Here’s a list of recommended sizes below.

All sizes are in pixels.

  1. Facebook Feed Ads

The Facebook Feed is the prime real estate Facebook offers for advertisements. These ads appear as native posts in the user’s feed as they scroll.

Feed Ad Image Dimensions & Guidelines

  • Recommended image size: 1200×628
  • Minimum width/height: 600
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 when you add a link.
  • Recommended image formats: JPG and PNG.

Feed Ad Video Dimensions & Guidelines

  • Minimum dimensions: 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
  • Recommended aspect ratio: between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16)
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size allowed: 4GB
  • Maximum video length allowed: 240 minutes

Feed Ad Character Limits

  • Text: 125 characters.
  • Headline: 25 characters.
  • Link description: 30 characters.
  1. Facebook Carousel Ads

Carousel ads let you showcase your brand with multiple images or videos. Carousel ads can be used in further six different types, i.e., Facebook Feed, Right Column, Instant Articles, Marketplace, Messenger Inbox, Audience Network Native, Banner, and Interstitial.

Here are a few guidelines on carousels:

Carousel Ad Image Dimensions & Guidelines

  • Recommended Image Size: 1080 x 1080
  • Minimum width/height: 600
  • Minimum Cards per Carousel: 2
  • Maximum Cards per Carousel: 10
  • Recommended Ratio: 1:1
  • Maximum Image Size: 30MB
  • Recommended Image Formats: JPG and PNG

Carousel Ad Video Dimensions & Guidelines

  • Recommended video resolution: 1080 x 1080
  • Maximum video size: 4GB
  • Maximum video length: 240 minutes
  • Recommended video formats: .MP4 and .MOV

Carousel Ad Character Limits

  • Text: 125 characters
  • Headline: 40 characters
  • Link Description: 20 characters
  1. Facebook Right Column Ads

These go into the rightmost column of the desktop version of Facebook. These are known to have the highest CPC among all other ad types on Facebook.

Here are the guidelines for creating right column ads on Facebook:

Right Column Ad Image Dimensions & Guidelines

  • Recommended image size: 1200 x 628
  • Minimum width/height: 600
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended Image Formats: JPG and PNG

Right Column Ad Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Link Description: 30 characters
  1. Facebook In-Stream Video Ads

These ads last from 5 to 15 seconds and interrupt a running video. In-stream video ads help get the attention of people with shorter attention spans and are able to deliver a quick digestible message.

  • Recommended aspect ratio: 16:9 (ratios fall between 9:16 to 16:9).
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size: 4GB
  • Video length: 5 to 15 seconds
  • Captions are optional.
  1. Facebook “Instant Article” Ads

So-called “Instant” Articles load faster than other articles posted on Facebook (shocker, right?) and allow a piece of content to be promoted. A mix of images, videos, and text can be posted in the content.

Instant Article Ad Image Dimensions & Guidelines

  • Recommended Image Size: 1200 x 628
  • Minimum width/height: 600
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended Image Formats: JPG and PNG

Instant Article Ad Video Dimensions & Guidelines

  • Recommended aspect ratio: between 9:16 to 16:9
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size: 4GB
  • Maximum video length: 240 minutes.

Instant Article Ad Character Limits

  • Headline: 25 characters
  • Link description: 30 characters
  1. Facebook Marketplace Ads

The marketplace allows you to post items for selling just as in an e-commerce store. Here are some guidelines on marketplace ad sizes:

Marketplace Ad Image Dimensions and Guidelines

  • Recommended image size: 1200 x 628
  • Minimum width/height: 600
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Marketplace Ad Video Dimensions and Guidelines

  • Recommended aspect ratio: between 9:16 to 16:9
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size: 4GB
  • Maximum video length: 240 minutes

Marketplace Ad Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters
  1. Facebook Audience Network Native, Banner and Interstitial Ads

Facebook Audience Network ads are displayed either natively, on banners, or interstitial ads. Both images and videos can be used.

Audience Network Ad Image Dimensions and Guidelines

  • Recommended image size: 1200 x 628
  • Minimum width: 254
  • Minimum height: 133
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Audience Network Ad Video Dimensions and Guidelines

  • Recommended aspect ratio: between 9:16 to 16:9
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size: 4GB
  • Minimum video length: 10 seconds
  • Maximum video length: 121 seconds

Audience Network Ad Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Link description of 30 characters is optional.
  1. Sponsored Message Ads

These ads show up in the Facebook Messenger and allow the audience to interact with you.

Sponsored Message Ad Image Dimensions and Guidelines

  • Recommended image size: 1200 x 628
  • Minimum width: 254
  • Minimum height: 133
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Sponsored Messages Ad Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters
  1. Messenger Home Ads

Messenger Home ads show up at the home page of the Facebook Messenger. These ads allow image content only.

Messenger Home Ad Image Dimensions and Guidelines

  • Recommended image size: 1200 x 628
  • Minimum width: 254
  • Minimum height: 133
  • Recommended aspect ratio: between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Messenger Home Ad Character Limits

  • Text: 125 characters
  • Headline: 25 characters
  • Facebook Collection Ads (including Canvas)

Facebook Collection Ads allow a cover or photo video to showcase several products from a brand. This way the audience is able to learn more about a brand in minimum time.

Facebook Collection Ad Image Dimensions & Guidelines

  • Minimum width/height: 600
  • Recommended Ratio: 1:1 for square and 16:9 for landscape images
  • Maximum Image Size: 30MB
  • Recommended Image Formats: JPG and PNG

Facebook Collection Ad Video Dimensions & Guidelines

  • Recommended video resolution: 1200 x 628
  • Maximum video size: 4GB
  • Maximum video length: 120 minutes
  • Recommended video formats: .MOV and .MP4

Facebook Collection Ad Character Limits

  • Text: 90 characters
  • Headline: 25 characters

Instagram Ads

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Instagram is a graphics-focused ad arena where your image can make or break your campaign. Here is a list of all the ad types and sizes on Instagram.

All sizes are in pixels.

  1. Instagram Image Ads

These are the most basic form of advertisements Instagram offers to its users. Images are displayed one-at-a-time on the user’s feed and the audience is able to give complete attention to whatever is in front of them.

Instagram Landscape Image Ad Dimension & Guidelines

  • Recommended image size: 1200 x 628
  • Minimum image resolution: 600 x 315
  • Aspect ratio: 1.9:1
  • Image formats: JPG, PNG
  • Maximum image file size: 30MB
  • Caption length: Recommended 125, Allowed 2200 characters

Instagram Square Image Ad Dimension & Guidelines

  • Recommended image size: 1080 x 1080
  • Minimum image resolution: 600 x 600
  • Aspect ratio: 1:1

Instagram Vertical Image Ad Dimension & Guidelines

  • Recommended image size: 1080 x 350
  • Minimum image resolution: 600 x 750
  • Aspect ratio: 4:5
  1. Instagram Video Ads

Videos are helpful in getting the attention of the audience since they allow you to pour in more information into the viewer’s minds by incorporating both audio and visuals at the same time. Designing the right video for the right audience can get tricky and requires great attention to detail. The video size happens to be one of those details! Here’s a list of video sizes for Instagram ads:

Instagram Landscape Video Ad Dimension & Guidelines

  • Minimum resolution: 600 x 315
  • Aspect ratio: 1.9:1
  • Recommended video formats: .MP4 and .MOV
  • Maximum video file size: 4GB
  • Maximum video length: 120 seconds
  • Frame rate for all formats: 30fps

Instagram Square Video Ad Dimension & Guidelines

  • Minimum resolution: 600 x 600
  • Aspect ratio: 1:1

Instagram Vertical Video Ad Dimension & Guidelines

  • Minimum resolution: 600 x 750
  • Aspect ratio: 4:5
  1. Instagram Story Ads

Instagram stories are a powerful tool for grabbing the attention of your audience since they are short and in-your-face, and allow a lot of interesting features such as GIFs, stickers, etc. to be used. Stories can be helpful in calling users to action since they can easily swipe up and interact with the ad. Here’s your guide to Instagram Stories ad sizes:

Instagram Story Image Ad Dimension & Guidelines

  • Recommended resolution: 1080 x 1920
  • Minimum resolution: 600 x 1067
  • Aspect ratio: 9:16
  • Recommended image formats: JPG, PNG
  • Maximum image file size: 30MB

Instagram Story Video Ad Dimension & Guidelines

  • Recommended resolution: 1080 x 1920
  • Minimum resolution: 720p
  • Aspect ratio: 9:16
  • Maximum video file size: 4GB
  1. Instagram Carousel Ads

Carousels are meant to showcase multiple images or products in a single post. They also attract a longer post engagement time since users take some time to swipe through them.

Instagram Carousel Image Ad Dimension & Guidelines

  • Recommended resolution: 1080 x 1080
  • Aspect ratio: 1:1
  • Recommended image formats: JPG, PNG
  • Maximum image file size: 30MB per card
  • Total allowed cards per carousel: Min 2, Max 10

Instagram Carousel Video Ad Dimension & Guidelines

  • Minimum resolution: 600 x 600
  • Maximum resolution: 1080 x 1080
  • Aspect ratio: 1:1
  • Maximum video file size: 4GB per card
  • Maximum video length: 60 seconds
  • Video file format: .MP4
  • Total allowed cards per carousel: Min 2, Max 10

Twitter Ads

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Twitter allows you to add four different types of ads on its platform, all of which appear in the main feed of the audience you’re targeting. The four types are discussed below:

All sizes (as applicable) are in pixels.

  1. Plain Text Tweet

This includes only a text-based tweet which can be sponsored. There is a character limit of 280 characters while each attached link takes 24 of those characters, leaving 256 characters for rest of the tweet and tags.

  1. Image Website Card

This allows a link to the website plus a preview image to be added in the tweet. The details are as follows:

  • Tweet character limit: 280 characters
  • Website title character limit: A maximum of 70 characters allowed but the title may truncate to 50 on some devices
  • Aspect ratio: 1.9:1 or 1:1
  • Image size: 800 x 418 For 1.9:1. | 800 x 800 For 1:1.
  • Image file format: PNG, JPEG
  1. Image App Card

This is a Google Play Store or Apple App Store link to the mobile app of your website with a special “call to action” button featured at the corner.

  • Tweet character limit: 280 characters
  • Aspect ratio: 1.9:1 or 1:1
  • Image resolution: 800 x 800 for 1:1 | 800 x 418 for 1.91:1
  • Image file size: 3MB
  • File types: PNG, JPEG, GIF (as static image)
  • Title/Price: Pulled from app store
  • Call To Action (CTA) button options: Install (if app isn’t installed), Open (if app is installed), Connect, Order, Play, Shop, and Book
  1. Promoted Video

A video included in the normal tweet section.

Promoted Video Dimensions & Guidelines

  • Tweet character limit: 280 characters
  • Video description character limit: 200 characters
  • Video file format: .MP4 and .MOV
  • Maximum video file size: 1GB
  • Aspect ratio: 16:9 or 1:1

Video Thumbnail Dimensions & Guidelines

  • Thumbnail image format: PNG or JPEG
  • Aspect ratio: 16:9 or 1:1
  • Minimum image size; 640 x 360
  • Maximum image file size: 5MB
  1. Single Image Tweets & GIFs

A simple tweet including a static image or GIF. This type of ad is the most used across Twitter by marketers. When using the same post for both and mobile, it is recommended that you stick to the mobile specs since they work best on both the devices.

Mobile Image Tweet

  • Tweet character limit: 280 characters
  • Minimum image resolution: 600 x 335
  • Aspect ratio: 16:9
  • Image file size: 15MB on twitter.com and 3MB on ads.twitter.com
  • Image file formats: PNG, JPEG, GIF

Desktop Image tweet

  • Tweet character limit: 280 characters
  • Minimum image width/height: 600
  • Aspect ratio: between 2:1 and 1:1
  • Image file size: 15MB on twitter.com and 3MB on ads.twitter.com
  • Image file formats: PNG, JPEG, GIF
  1. Multi-image Tweets

The same tweet containing multiple images. This can also be optimized separately for mobile or desktop computers.

Mobile Multi-Image Tweet

  • Tweet character limit: 280 characters
  • Minimum image resolution: 600 x 335
  • Aspect ratio:
    • 7:8 for two images side by side
    • 2:1 for four images in a grid
    • For three images, 7:8 for the one on the left and 4:7 for both on the right
  • Maximum image file size: 3MB on twitter.com and 1048KB on ads.twitter.com
  • Image file formats: PNG, JPEG

Desktop Multi-Image tweet

  • Tweet character limit: 280 characters
  • Minimum image width/height: 600 x 600
  • Aspect ratio: multiple images will always be cropped to 1:1
  • Image file size: 3MB on twitter.com and 1048KB on ads.twitter.com
  • Image file formats: PNG, JPEG
  1. Video app card

A link to a particular app with a video preview and a “call to action” button featured on the corner.

  • Tweet character limit: 280 characters
  • Video ratio: 16×9 and 1×1
  • Maximum video file size: 1GB
  • Video title character limit: Truncated to 70 characters
  • Video description character limit: Truncated to 200 characters
  • Video file formats: .MP4 or .MOV
  • Maximum running time: 2 minutes and 20 seconds (select advertisers can request an increase for up to 10 minutes)
  1. Video Website Card

A link to your website or a particular landing page with a video preview.

  • Tweet character limit: 280 characters
  • Website title character limit: A maximum of 70 characters allowed but the title may truncate to 50 on some devices
  • Aspect ratio: 16:9 or 1:1
  • Maximum video file size: 1GB
  • Video URL: Beginning with http:// or https://
  1. Conversational ads

These ads allow users a medium to engage with the brand and get a more personalized experience.

  • Tweet character limit: 280 characters
  • Hashtag limit: 21 characters
  • Headline: 23 characters
  • Thank you text: 23 characters
  • Video guidelines (if used):
    • Video file size: 3GB
    • Aspect ratio: 16:9
    • Max run time: 2 minutes 20 seconds
    • File format: .MP4 or .MOV
  • Image guidelines (if used):
    • Image file size: 3MB
    • Aspect ratio: 1.91
    • Width/Height: 800 x 418
    • File format: JPEG, PNG, Static GIF
  1. Direct Message Card

This one acts as a normal post inviting the user to click on it to start a chat with the advertiser/the company.

  • Tweet character limit: 256 characters (24 are used in the card)
  • Call to action button text limit: 24 characters. Emojis can be used and count as a character
  • Image guidelines (if used):
    • Image file size: 3MB
    • Aspect ratio: 1.91:1
    • Minimum image width: 800
    • Image file format: JPEG, PNG, Static GIF
  • Video guidelines (if used):
    • Video file size: 3GB
    • Aspect ratio: 16:9
    • Max run time: 2 minutes 20 seconds
    • File format: .MP4 or .MOV

LinkedIn Ads

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LinkedIn advertisements can be some the most expensive advertisements on the internet since they expose your message to a highly-relevant and professional audience and hence generate quality leads. To properly convey your message on LinkedIn and make sure you’re not just throwing your money on nothing, here are a few guidelines about the ad types and sizes on LinkedIn so that you can get the best deal for your money according to your needs:

All sizes are in pixels.

  1. LinkedIn Sponsored Content

LinkedIn Sponsored Content appears in the main feed and looks exactly like a post made by one of your connections. The only difference is that these posts have a small “Sponsored” tag on the top.

  • Recommended aspect ratio: 1.91:1
  • Recommended resolution: 1200 x 627
  • Image file size: 5MB
  • Image file format: JPEG, PNG, GIF
  • Minimum image width: 200
  1. LinkedIn Sponsored InMail

The Sponsored InMail ad allows you to advertise your message through the private messaging system on LinkedIn. Private message ads provide a more personal experience to the targeted person and result in a better conversion rate, though usually at a higher CPC.

  • Banner ad dimensions: 200 x 250
  • Maximum image file size: 40KB
  • Image file format: JPEG, PNG, Static GIF
  • Body copy character limit: 1000 characters including spaces
  1. LinkedIn Dynamic Ads

These ads use LinkedIn member information to personalize each ad specifically. Personalized ads, as mentioned above, have a better chance of conversion than non-personalized ads. These ads are available in two options – follow company ads (to increase the number of followers on your page) and the spotlight ads (to link to another landing page).

Follow Company Ads

  • Minimum company logo size: 100 x 10
  • Primary Call to action: 50 characters max
  • Secondary Call to action: 70 characters max
  • Company title: 25 characters max
  • Call to action button options: “Visit Careers” or “Visit Company”

Spotlight Ads

  • Minimum company logo size: 100 x 100
  • Primary Call to action: 50 characters max
  • Secondary Call to action: 70 characters max
  • Custom background image: 300 x 250 (this image is optional)
  1. LinkedIn Display Ads

The ads that display on the right side of the feed on the desktop version of the website are called Display ads.

  • Ad dimensions: 300 x 250
  • Image file format: HTML5 – must be third party served GIF, PNG, JPG
  • Image file size:
    • 200KB for HTML5
    • 40KB for other
  • Animation length: 15 seconds for video quality autoplay; 30 seconds otherwise
  1. LinkedIn Text ads

Text ads appear on the top and in the right side of the feed on the desktop version of the website. These ads can also feature an image although it is optional.

  • Ad dimensions:
    • 300 x 250
    • 17 x 700
    • 160 x 600
    • 728 x 90
    • 496 x 80
  • Image size: 50 x 50
  • Ad Headline character limit: 25 characters
  • Ad Description character limit: 75 characters

Did I miss a platform that you’re dying to know the dimensions for? Let me know in the comments if you need more information, you greedy Gus.

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