In July 2022, Facebook stated that it had 2.93 billion active users per month.
The same month, Facebook came third globally among the most visited sites in the world.
An average user spends over half an hour on Facebook everyday. Together with Instagram, Facebook is the most downloaded app on any mobile platform. Business can get conversions quickly and in an cost effective manner by advertising on Facebook.
- The number of people that visit this website on a daily basis is 1.91 billion
- Facebook’s advertising revenue for the year ended December 31, 2020 was $84.2 billion
- Mobile advertising revenue for 2020 was the highest, representing around 94% of Facebook’s advertising revenue
- The percentage of U.S. adults on Facebook is 69%
- The percentage of American teens using Facebook is 42%
- In the U.S., there are around 179 million active Facebook users; the second highest after India
- The average amount of minutes that users spend on Facebook every day is 33 minutes
- The percentage of Facebook users that visit the platform every day is 70%
- The second most popular video property after Google is Facebook
- After watching a Facebook video, 62% of users say they were more interested in a product
- The percentage of businesses that prefer Facebook video marketing is 82%
The list goes on and on. With each stat, the urge to run an advert on Facebook grows stronger, doesn’t it?
So what is the best ad to run on Facebook or Instagram ?
Read our comprehensive guides on
Instagram ad size specifications: The best Instragram ad sizes and their respective ad specifications.
LinkedIn ad size & specification: The best LinkedIn ad sizes and their respective specs.
Facebook Ad Sizes and Specifications
The advertising system of Facebook is powerful and sophisticated yet easy to understand and use. But knowing how to use a Facebook ad system is not enough, especially in 2022; thanks to the insane sophistication the platform is has developed.
The ads you create must stand out from the rest. In other words, your ads must be designed in such a way that they are in line with Facebook’s ad sizes and specifications.
Facebook’s algorithm delivers the most relevant content to users, including ads. In fact, only on Facebook you can reach your users at every stage of the marketing funnel via Facebook and Instagram combined.
Carousel Ads
Carousel ads can show up to 10 images or videos, though we recommend using 5-7 slides.
They’re often best for companies that sell hundreds or thousands of products, like retail advertisers.
You can also use them to highlight different features of a single product. In this way, advertisers can tell a longer, more context-rich story through multiple creatives.
As far as the number of images or videos per ad is concerned, Facebook recommends that you upload between two and 10 videos and/or images.
When it comes to the ad size, videos should be up to four gigabytes, whereas, images should be up to 30 megabytes. The resolution, on the other hand, should be at least 1080 * 1080 pixels.
Other important guidelines to consider when it comes to carousel ads is that the recommended image ratio should range from 1.9:1 to 1:1 and videos should be at least a second long.
Videos can, however, be as long as four hours. Furthermore, in the carousel ad option, it is recommended that the characters for the headline should not exceed 40 and those for the primary text should not go beyond 125.
Additionally, the maximum character requirement for the description should be 20.
Locations for Facebook Carousel Ads
Given their versatility, carousel ads can be used in many different locations. These include:
- Facebook Audience Network Native, Interstitial, and Banner
- Facebook Feed (Video and Image)
- Facebook Marketplace
- Facebook Instant Articles
- Facebook Right Column
Carousel Ads Image Sizes and Specs
- Minimum size: 600 by 600
- No maximum size restrictions, though recommended image size is 1080 by 1080
- Images no more than 20% text
- Image file types: .png or .jpg
- Video formats: .MOV or .MP4
- Maximum video size: 4GB
- Video thumbnail image should not exceed 20% text
The best performing carousel ads have both text and image. Shorter headlines generally perform better.
Here is an example of a great carousel ad.
Right Column Ads
As their name suggests, right column ads are shown on the right-hand side of Facebook pages.
There are two things to note when it comes to right column ads.
- First, they do not appear in the main news feed.
- Second, Facebook right column ads are designed for desktop users only. This means your target audience will not see this type of Facebook ad if they are using a mobile device.
Right column ads are cheaper. They require a highly engaging visual that will have a high CTR.
If you can clearly convey your USP in a tiny image, these ads are the best bang for your dollar.
Like carousel ad options, right column ads allow you to upload images and videos with sizes up to 30 megabytes and four gigabytes respectively.
Also, uploading up to 10 visual assets is possible with the right column ad option. You must, however, note that Facebook will only show the first image.
The resolution is also similar to what is there in carousel ads. This means the recommended resolution for images and videos is 1080 by 1080.
Furthermore, video playing time ranges from one second to four hours on the right column ad.
The image ratio for the right column ad is different from that of the carousel ad, though. Here, the recommended image ratio is 1:1.
You should also note that the maximum character requirement for headlines on the right column ad is 40 characters.
Right Column Ad Sizes and Specs
- Images should not exceed 20% text
- Any more characters in the headline will be truncated
- Text recommendations for headline: 40 characters
- Image file types: .png or. jpg
- Ratio 1:1
- Resolution at least 1080×1080 pixel
In-Stream Video Ads
Before we dig deep into what a Facebook in-stream video ad is about, we must address its difference from a Facebook feed video ad. That is because the two are sometimes confused.
Well, one key difference between these two Facebook ads is that in-stream video ads allow you to play video ads that viewers cannot skip, and have a playing time ranging from five to 15 seconds.
Facebook video ads, on the other hand, are standalone ads that appear in the news feeds of users and not within the video like in-stream video ads.
In-stream video ads are pretty much like the types of ads on YouTube in the sense that you cannot skip them and often leave you with no choice but to watch before you can go on with following the main video.
One thing that makes Facebook in-stream video ads popular among experienced advertisers is that they show up after at least one minute into the main video.
But why one minute? The thing is, most people settle into their videos after a minute. This means their chances of stopping because of an ad are almost down to zero.
Needless to say, the success rate of in-stream video ads is normally high. Another thing to note about this Facebook ad type is that it is designed for mobile users only.
In-Stream Video Ad Sizes and Specs
- Video sound and captions are optional, though recommended, and should be matched with the main video
- Video thumbnail image should not exceed 20% text
- Maximum video file size: 4GB
- Recommended video formats: .MOV or .MP4
- Recommended aspect ratio: 16:9 (Though, it can be between 9:16 and 16:9, based on the aspect ratio of the main video)
- Advertisers should upload the highest-resolution source video possible
Video ads are great for showing things like customer testimonials. You can also show product videos or transformational videos.
Facebook recommends you create videos shorter than 15 seconds. You should also expend efforts into choosing the right thumbnail. Avoid video ads if you have lower budget or low quality video.
Marketplace Ads
Facebook Marketplace is very similar to Craigslist and eBay in that it is a platform where people can buy and sell various items.
One major benefit of Facebook Marketplace is that it gives you people that are actively in the market to purchase. Facebook Marketplace is designed to help advertisers sell their services and products.
One key reason why most marketers like Facebook Marketplace is that people have a high buying intent. This means the chances of them noticing your ad are higher than when you place the ad elsewhere on Facebook.
Most people come to the Marketplace to buy items available near them.
Marketplace Ads Image Sizes and Specs
- Maximum character requirement for the headline: 25 (additional characters will appear truncated)
- Recommended image size: 1200 x 628
- Minimum image size: 600 x 600
- Maximum character requirement for text (no link): 125
- Image ratio: 1.91:1 (link/yes), 9:16 to 16:9 (link/no)
- Image file types: .png or .jpg
- Images no more than 20% text
- Maximum character requirement for link description: 30 characters
Marketplace Ads Video Sizes and Specs
- Maximum character requirement for the headline: 25 (additional characters will appear truncated)
- Maximum character requirement for text: 125
- Recommended aspect ratio: Between 9:16 and 16:9
- Recommended video formats: .MOV or .MP4
- Maximum video length: 240 minutes
- Maximum video file size: 4GB
- Video thumbnail image no more than 20% text
- Advertisers should upload the highest-resolution source video possible
- Maximum character requirement for link description: 30 characters
Instant Articles Ads
Instant Articles ads are designed for media publishers.
They allow publishers to share fast and interactive articles with their readers. All of these are done within the Facebook Messenger and Mobile App.
Instant Articles ads are somewhat new, and what the majority likes about them is that the Instant Articles they advertise can load up to 10X faster compared to conventional mobile web articles.
Additionally, Instant Articles ads allow marketers using Facebook to select Instant Articles either for new or existing campaigns.
These ads also allow marketers to include their own direct sale campaigns. Another good reason to go for Instant Articles Ads is that you will be able to use both images and videos to promote your services or products.
What’s even better, these videos and images boast an incredible format that makes them load noticeably faster than normal.
Instant Articles Ads Image Sizes and Specs
- Maximum character requirement for link description: 30
- Maximum character requirement for the headline: 25 (extra characters will appear truncated)
- Recommended image size: 1200 * 628
- Minimum image size: 600 * 600
- Image file types: .png or .jpg
- Images no more than 20% text
- Image ratio: 1.91:1 (link/yes), 9:16 to 16:9 (link/no)
Instant Articles Ads Video Sizes and Specs
- Maximum character requirement for link description: 30
- Recommended aspect ratio: Between 9:16 and 16:9
- Maximum character requirement for the headline: 25 (extra characters will appear truncated)
- Maximum video length: 240 minutes
- Maximum video file size: 4GB
- Recommended video formats: .MOV or .MP4
- Video thumbnail image should not exceed 20% text
- Marketers to upload the highest-resolution source video possible
The instant article ads can include
- Direct sold ads via the publisher’s inventory
- House ads are allowed
- Native formats served directly by publisher’s ad server
- Branded content
- Paid partnership
- 3rd party video ads
Stories Ads
The first thing that comes to your mind when you hear about stories ads is Instagram stories, right? Yes, Instagram has found massive success with its version of Instagram Stories. That being said, the popularity of Facebook Stories also seems to be rising quite steadily. These Facebook ads allow you to create full-screen ads (vertical orientation) that show up between Stories.
If the Facebook user does not swipe out of the Story, Story images will remain visible for five seconds. Story videos, on the other hand, play for up to 15 seconds.
Advertisers prefer Facebook Stories Ads because they allow you to mix still images and short videos. This makes it easy to comprehensively advertise your products or services.
When using Stories ads to market your products or services, make sure you leave around 250 pixels both at the top and bottom of each slide.
The reason for this is that the CTA (call to action) and profile image go there.
Stories Ads Image Sizes and Specs
- Image file types: .png or .jpg
- Image ratio: 1.91 to 9:16
- Recommended image size: 1080 * 1920 (text should be within 1080 * 1420)
- Images should not exceed 20% text
Stories Ads Video Sizes and Specs
- Video thumbnail image should not exceed 20% text
- Recommended aspect ratio: 1.91 to 9:16
- Maximum video playing time: 15 seconds
- Maximum video file size: 4GB
- Recommended video formats: .MOV or .MP4
- Advertisers to upload the highest-resolution source video possible
These ads often act as a break for users viewing their friend’s stories. Unlike the news feed, the ads are in direct focus of the user. You can even use interactive polls in these stories ads.
An example of instagram stories ad is below
Collection Ads
If you run an e-commerce brand, then Facebook Collection ads should be a frontier for you.
These ads show up on the news feeds of users and make browsing a product catalog on mobile devices effortless.
Each ad has one main image and video together with four smaller images accompanying the main video or image. These four images are in a grid-like layout.
A Facebook user who clicks on a Collection ad will be taken to a full-screen in-app landing page called a Facebook Instant Experience.
This full-screen in-app landing page is dedicated to showing the advertiser’s products and brand. It goes without saying that Facebook users can buy your products directly from these landing pages.
What’s more, Facebook Collection Ads have many different templates to choose from, based on what you want to do with your ad. These templates include:
- Instant Storytelling
- Instant Customer Acquisition
- Instant Lookbook
- Instant Storefront
Collection Ads Image Sizes and Specs
- Maximum character requirement for the headline: 25 (extra characters will appear truncated)
- Maximum character requirement for text: 90
- Maximum image size: 600 * 600
- Maximum image file size: 30 MB
- Image file types: .png or .jpg
- Image ratio: 9:16 (landscape) and 1:1 (square)
- Images should not exceed 20% text
Collection Ads Video Sizes and Specs
- Maximum character requirement for the headline: 25 (extra characters will appear truncated)
- Maximum character requirement for text: 90
- Maximum video length: 120 minutes
- Recommended minimum resolution: 1200 * 628
- Maximum video file size: 4GB
- Recommended video formats: .MOV or .MP4
- Video thumbnail image should not exceed 20% text
- Recommended video length: Should not exceed two minutes
Conclusion
It is best to follow some general guidelines in terms of doing your ads on Facebook. Focus on the following main factors.
- Value proposition. Don’t write ads from your perspective but focus on what your consumers want.
- Clear CTA. without a clear CTA, you will get lower ROI and higher CPC.
- Be specific. Target your ideal customer and speak to their persona instead of being generic.
- Sense of urgency. Create a time limited offer or inject a sense of urgency in your copy for best results.
- Use captions. Just like Linkedin, a lot of FB users view videos with volume off. Appeal to them via burned in captions.
Don’t forget to remarket users targeted through SEO, Google ads or any other form of advertising. There are ultimately no hard rules for what makes an ad succeed on Facebook and Instagram.