Meta: Image Ads (Facebook, Instagram, Messenger)

Use the image format to show off your product, service, or brand in new ways. Choose an interesting product image to encourage people to learn more, or an eye-catching photo to showcase your brand personality.

Below are the recommended lowest-common-denominator requirements to maximize reach and scale across Meta platforms and placements — Feed, Stories, Reels, Marketplace, Explore, Right Column, and more.

Design Recommendations

  • File Type: JPG or PNG
  • Ratio: Square 1:1 required. Vertical 9:16 optional but recommended for Stories/Reels. Horizontal 16:9 optional.
  • Resolution: Minimum 1080x1080. Use the highest resolution available to meet the ratio requirements.

Text Recommendations

Recommend providing up to 5 versions of each — the algorithm will optimize to the best performer.

  • Primary Text: 125 characters (can be longer but may be truncated in certain placements)
  • Headline: 27 characters (can be longer but may be truncated in certain placements)

Technical Requirements

  • Maximum File Size: 30MB
  • Aspect Ratio Tolerance: 1%

Available Calls to Action

Calls to action vary by objective and industry. A few examples:

  • Shop now
  • Download
  • Get Directions
  • Learn more
  • Apply now
  • Send message
  • Sign up
  • Watch more
  • Subscribe
  • & more
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