With coverage across Facebook, Instagram, Messenger and WhatsApp, Meta is the most popular marketing platform, offering a number of creative formats to engage and inform professionals. The platform continues to deliver significant ROI for advertisers in most industries. It also offers the most reliable range of targeting options based on user interests.
Why should you advertise on Meta?
Meta (formerly known as Facebook) has a large user base, which makes it a great platform to reach a wide audience. Additionally, it offers various targeting options to help advertisers reach their desired audience. Meta has six campaign objectives in Ads Manager: awareness, traffic, engagement, leads, app promotion, and sales.
What are the main ad formats on Meta?
The main ad formats on Meta are image ads, video ads, carousel ads, and collection ads.
Image: The goal is to attract people to visit your website or use your app by using eye-catching and compelling visuals. You can choose to use your own images or use stock photos to convey your message.
Video:
The goal is to showcase the features of your product and attract attention with engaging visuals and sound. You can either upload a video that you have created or use Ads Manager’s video creation tools to make one.
Carousel:
The goal is to showcase multiple images or videos with their own links within a single ad. Carousel ad can be used to display various images of the same product or create a long photo that can be swiped.
Collection:
The goal is to encourage shopping by displaying items from your product catalog customized for each individual.
What are Meta’s ad specs?
Ad creative on Meta can be uploaded in the same style as organic posts. While you can use landscape and vertical images, you’re best off using square and vertical images, as they will take up the most screen space, leading to higher CTR.
| Category | Single Image | Video | Carousel | Collection |
|---|---|---|---|---|
| File Type | JPG or PNG | MP4, MOV or GIF | JPG or PNG, MP4, MOV or GIF | JPG or PNG, MP4, MOV or GIF |
| Maximum File Size | 30MB | 4GB | 30MB, 4GB | 30MB, 4GB |
| Ratio | 1:1, 1.91:1, and 9:16 | 4:5, 9:16 and 16:9 | 1:1 | 1:1 |
| Resolution | At least 1080 x 1080 pixels | At least 1080 x 1080 pixels | At least 1080 x 1080 pixels | At least 1080 x 1080 pixels |
| Video Duration | 1 second to 241 minutes | 1 second to 240 minutes | 1 second to 240 minutes | |
| Landing Page URL | Required | Required | Required | Required |
| Best Practice | Use high-quality images with clear and concise text | Keep videos short and engaging; use captions or subtitles for sound-off viewing | Use consistent branding and messaging across all cards; ensure each card can stand on its own | Use clear and compelling images or videos to showcase your products or services; provide additional information and calls-to-action in the cards |
The following are recommendations for optimal ad placement:
- For feed placements, use square 1:1 for images and vertical 4:5 for videos
- For stories and reels placements, use 9:16 to capture the whole screen
- For video carousel format, use square 1:1 and consistent ratios for all videos in a carousel
- For in-stream videos, use horizontal 16:9 to fit the videos the ads are in
- For Meta Audience Network placements, use vertical 9:16
- For Instagram Shop, use square 1:1
- Recommended Primary Text length: 125 characters*
- Recommended Headline length: 27-40 characters*
- Recommended Description length: 18-30 characters*
*Text over the recommended character count is allowed, but may be truncated.
Does Meta have requirements for profile images?
Yes, Meta has requirements for profile images. The recommended size for a profile picture is 360 x 360 pixels, and it must be at least 180 x 180 pixels.
What are Meta’s guidelines for Brand / App Names?
The name must accurately reflect the brand or app. It must be spelled correctly and should not contain excessive capitalization, symbols, or incorrect punctuation.
About the Author
AccuraCast is a data & tech-led B2B digital marketing agency focused on international growth. Over 20 years of expertise in paid search & display advertising (PPC), search engine optimisation (SEO), and social media marketing for ambitious B2B and B2B2C brands. Offices in London, New York and Madrid.
