Meta Ad Specs 2026: Complete Size & Format Guide

Getting your ad specifications right is the foundation of Meta advertising success. Incorrect dimensions lead to cropped visuals, poor file formats result in quality degradation, and ignoring character limits means your message gets truncated before users see the important parts. In 2026, with Meta serving ads across Facebook, Instagram, Messenger, and the Audience Network—each with multiple placements—understanding the complete specification landscape is essential for any serious advertiser.

This guide provides the definitive reference for every Meta ad format and placement. Whether you're creating image ads, video ads, carousels, or Collection ads, you'll find the exact dimensions, file requirements, and character limits you need. We've also included safe zones for each placement type and the 2026 updates that affect how you should approach creative production.

Image Ad Specifications

Single image ads remain a staple of Meta advertising due to their simplicity and effectiveness for direct response campaigns. While video dominates attention metrics, static images excel in retargeting scenarios where users already know your brand and need clear, immediate communication of offers or products. The key to image ad success is matching your dimensions to your placement strategy.

The recommended approach in 2026 is to create images in multiple aspect ratios optimized for specific placements rather than relying on Meta's automatic cropping. Automatic cropping can cut off important visual elements, particularly text overlays and product details that appear near frame edges. Creating purpose-built assets for each major placement ensures your creative displays exactly as intended.

Image specs by placement

Image file requirements

Beyond dimensions, file format and size significantly impact how your images render across devices. Meta's compression algorithms work best when you provide high-quality source files, allowing the platform to optimize delivery for each user's device and connection speed. Pre-compressing images before upload often results in double-compression artifacts that degrade quality.

• File formats: JPG or PNG (use JPG for photos, PNG for graphics with text)
• Maximum file size: 30MB per image
• Recommended file size: Under 8MB for faster loading
• Color profile: sRGB for consistent color display
• Resolution: Upload highest available; Meta will compress for delivery

For images with text overlays, PNG format preserves sharper edges around letters compared to JPG's compression artifacts. However, JPG produces smaller files for photographs and complex imagery. The general rule is to use JPG for product photos and lifestyle imagery, PNG for graphics, logos, and anything with prominent text elements.

Video Ad Specifications

Video is the dominant creative format on Meta platforms in 2026, commanding higher engagement rates and often lower costs per result than static images. The technical requirements for video are more complex than images, with multiple variables affecting both quality and delivery performance. Getting these specs right ensures your video displays correctly and doesn't get rejected during the upload process.

The most important video specification is aspect ratio, which varies significantly by placement. Feed placements work best with square (1:1) or vertical (4:5) formats that maximize mobile screen real estate. Stories and Reels require full-screen vertical (9:16) to match the native content experience. In-stream placements use traditional horizontal (16:9) format since users are watching longer-form content.

Video specs by placement

Video technical requirements

Meta accepts most common video formats but has clear recommendations for optimal quality and delivery performance. Following these specifications ensures your videos look professional across all devices and don't suffer from playback issues or unexpected compression artifacts.

• File format: MP4 or MOV (MP4 recommended for best compatibility)
• Video codec: H.264 compression (H.265/HEVC not fully supported)
• Audio codec: AAC at 128kbps minimum (256kbps recommended)
• Frame rate: 30fps recommended (up to 60fps supported)
• Maximum file size: 4GB
• Maximum duration: 241 minutes (optimal: 15-60 seconds for ads)
• Bitrate: 8Mbps minimum for 1080p; higher is better
• Resolution: 1080p minimum recommended; 720p minimum accepted

For the best results, export videos at the highest quality your source material allows and let Meta handle the compression for delivery. Uploading pre-compressed or low-bitrate video results in visible quality degradation after Meta's additional compression. If you must compress before upload, aim for bitrates well above the minimum—15Mbps or higher for 1080p content provides adequate quality headroom.

Carousel Ad Specifications

Carousel ads allow you to showcase multiple images or videos within a single ad unit, with users swiping horizontally through 2-10 cards. Each card can have its own headline, description, and destination URL, making carousels ideal for product catalogs, multi-step narratives, or highlighting different features of a single offering.

The critical specification consideration for carousels is consistency across cards. While Meta technically allows mixing aspect ratios within a carousel, doing so creates a jarring user experience that reduces swipe-through rates. Best practice is to use identical dimensions for all cards, typically 1:1 for Feed placements or 9:16 for Stories.

Carousel specs summary

You can mix images and videos within a single carousel, which can be effective for combining product shots with demonstration videos. However, maintain visual consistency in terms of color palette, typography, and overall aesthetic across all cards regardless of format. The first card is particularly important as it determines whether users engage with the rest of the carousel.

Collection Ad Specifications

Collection ads combine a hero image or video with a grid of product images below, creating an immersive browsing experience. When users tap on a Collection ad, it opens an Instant Experience (formerly Canvas) that loads instantly within the Facebook or Instagram app. This format is particularly effective for e-commerce advertisers showcasing multiple products.

The Collection format has two key components: the cover media (image or video) and the product catalog integration. The cover media follows standard image or video specifications, while the product images are pulled from your catalog and must meet catalog image requirements.

Collection ad specs

• Cover image size: 1080 x 1080 px (1:1) or 1200 x 628 px (1.91:1)
• Cover video specs: Same as standard video ads for the placement
• Products displayed: 4 products shown below the cover
• Catalog image minimum: 500 x 500 px
• Catalog image recommended: 1024 x 1024 px
• Headline: 40 characters recommended
• Primary text: 125 characters before truncation

Collection ads require a connected product catalog. The products displayed below the cover are either dynamically selected based on user behavior (for dynamic product ads) or manually chosen (for curated collections). Ensure your catalog images meet the minimum requirements and ideally exceed them for best display quality across devices.

Text and Copy Specifications

Understanding text limits is crucial because truncated copy loses its impact. Meta displays different amounts of text depending on the placement, device, and whether the user has expanded the text. The character counts below reflect what's visible before truncation on mobile devices, which represent the majority of impressions.

Writing effective ad copy within these constraints requires front-loading your most important message. Assume users will only see the first line of primary text and the full headline. Everything after the "See more" truncation point is bonus content that engaged users might read, not essential information for your ad to work.

Text limits by ad component

Text on images

While Meta removed the official 20% text rule in 2020, the algorithm still tends to favor images with minimal text. Ads with heavy text overlays often see reduced delivery compared to cleaner visuals with the same targeting. The practical guideline is to use text on images sparingly and strategically—for key offers, calls to action, or essential product information that must be immediately visible.

When you do use text on images, ensure it's large enough to read on mobile screens. Text smaller than 24pt often becomes illegible on smartphones. Use high contrast between text and background, and consider adding subtle shadows or background boxes to improve readability across varied image content.

Safe Zones by Placement

Safe zones define the area of your creative where critical content should appear to avoid being covered by UI elements like profile pictures, like buttons, captions, and navigation. Understanding safe zones is essential for Stories and Reels placements where UI overlays occupy significant portions of the screen.

Designing within safe zones doesn't mean you should leave the edges empty—that creates an awkward bordered appearance. Instead, extend backgrounds and non-essential visual elements to the full frame while ensuring text, logos, and key product details stay within the safe area.

Stories and Reels safe zones

For 9:16 vertical creative (1080 x 1920 px), the safe zone boundaries are critical to avoid UI interference:

• Top margin: Avoid top 250 pixels (profile picture, close button, username)
• Bottom margin: Avoid bottom 340 pixels (CTA button, caption area, swipe-up)
• Side margins: Keep 64 pixels from left and right edges
• Safe zone size: Approximately 952 x 1330 pixels centered in frame

The safe zone represents roughly 65% of your total canvas area. Place your primary message, product shots, and call-to-action within this space. Background elements, patterns, and supporting visuals can extend to the full frame to create an immersive full-screen experience without risking critical content being obscured.

Feed safe zones

Feed placements have more forgiving safe zones since UI elements don't overlay the creative itself. However, remember that captions, headlines, and call-to-action buttons appear below your image or video. Avoid placing critical information at the very bottom of your creative that might visually blend with or duplicate the text elements below.

• All edges: 5% margin from each edge for optimal display
• Bottom area: Avoid important content in bottom 10% to separate from captions
• 1:1 safe zone: 972 x 972 pixels centered in 1080 x 1080 frame
• 4:5 safe zone: 972 x 1215 pixels centered in 1080 x 1350 frame

2026 Updates and Changes

Meta continually updates its ad specifications and recommendations. Understanding the 2026 changes helps you stay current with best practices and take advantage of new capabilities. These updates reflect both technical improvements in Meta's ad delivery system and shifts in user behavior across platforms.

Key specification changes for 2026

• Vertical-first default: 9:16 is now Meta's recommended primary format for mobile campaigns, reflecting that over 70% of impressions occur on mobile devices held vertically
• Reels duration extended: Maximum Reels ad duration increased to 90 seconds (from 60 seconds), allowing for more comprehensive storytelling
• Resolution baseline: 1080p is now the minimum recommended resolution for video ads; lower resolutions may see reduced delivery
• AI format adaptation: Meta's Video Expansion and automatic cropping have improved significantly, making it more viable to rely on automatic adaptation across placements
• Collection ads enhanced: New immersive templates for Collection ads with improved product grid layouts and faster Instant Experience loading
• Threads placement: New placement type with specifications similar to Instagram Feed (1:1 or 4:5 aspect ratios recommended)

The shift toward vertical-first creative reflects user behavior patterns where mobile users rarely rotate their phones to view content. Advertisers who continue creating horizontal-first content are essentially designing for a minority of their audience. The 2026 recommendation is to create vertical (9:16) as your primary format and adapt to other aspect ratios as needed.

Format Selection by Objective

While technical specifications tell you what's possible, strategic format selection determines what's effective. Different ad formats and aspect ratios perform differently depending on your campaign objective, target audience, and where they are in the buying journey.

For awareness campaigns focused on reach and video views, vertical video (9:16) in Reels and Stories placements typically delivers the lowest cost per result because these placements have high engagement rates and growing inventory. For consideration campaigns where you want engagement and traffic, 1:1 or 4:5 video in Feed placements balances reach with intent signals. For conversion campaigns, static images often outperform video for retargeting because users already know your brand and need clear offers rather than entertainment.

Recommended formats by campaign type

Quick Reference: Master Specs Table

This comprehensive table consolidates all critical specifications for quick reference. Bookmark this section for use during creative production to ensure your assets meet Meta's requirements across all formats and placements.

Complete specifications reference

Best Practices for Creative Production

Beyond meeting minimum specifications, several production practices help ensure your creative performs optimally across Meta's ecosystem. These recommendations come from analyzing what distinguishes high-performing creative from assets that meet specs but underperform.

Always start with the highest quality source material available. Upload maximum resolution images and videos and let Meta handle compression for delivery. The platform's adaptive delivery system optimizes file size for each user's device and connection speed. When you pre-compress or upload lower-quality source files, you limit Meta's ability to deliver optimal quality across different viewing contexts.

Production checklist

• Create vertical-first: Design for 9:16, then adapt to other ratios
• Export at maximum quality: Let Meta compress rather than pre-compressing
• Test on mobile devices: Preview how creative appears on actual phones
• Respect safe zones: Keep critical content away from UI overlay areas
• Maintain consistency: Use matching aspect ratios across carousel cards
• Optimize for sound-off: Add captions and visual storytelling elements
• Front-load messages: Put key information in first 3 seconds (video) or top of frame (image)
• Use multiple variations: Create 3-5 versions of each concept for testing

For more on creative strategy beyond specifications, see our Creative Best Practices guide. For video-specific optimization, our Video Ads Guide covers hook strategies, sound design, and performance measurement in depth. And for testing your creative variations systematically, check our A/B Testing Guide.

Ready to create ads that meet all specifications while maximizing performance? Benly's platform can analyze your creative assets against Meta's current requirements, identify potential issues before upload, and track which specifications correlate with your best performing ads. Connect your accounts to optimize your creative production workflow.