Published
In short: In 2026, prepare Facebook and Instagram ads in two main formats: 4:5 (1080 × 1350 px) for the feed and 9:16 (1080 × 1920 px) for Stories and Reels. Use 1:1 (1080 × 1080 px) for carousels and as a backup. Keep primary text under 125 characters and headlines under 40. Below you will find every format, the safe zones and the most common mistakes.
Meta now shows ads across dozens of placements: the feed, Stories, Reels, Marketplace, search and Messenger. An ad in the wrong size gets cropped or shown with black bars on some of them. Well prepared creative therefore has a direct effect on your cost per result.
Facebook and Instagram ad sizes 2026 at a glance
| Placement | Aspect ratio | Recommended size | Note |
|---|---|---|---|
| Feed (Facebook, Instagram) | 4:5 | 1080 × 1350 px | takes up the most space on mobile |
| Feed, backup format | 1:1 | 1080 × 1080 px | works everywhere, including the right column |
| Stories and Reels | 9:16 | 1080 × 1920 px | respect the safe zones, see below |
| Carousel | 1:1 or 4:5 | 1080 × 1080 px | 2 to 10 cards, same ratio for all |
| Right column (desktop only) | 1:1 | 1080 × 1080 px | no primary text |
| Marketplace and search | 1:1 or 4:5 | 1080 × 1080 px | uses the same creative as the feed |
| Collection | 1:1 or 4:5 plus catalogue products | 1080 × 1080 px | cover image or video and products |
Technical limits: images as JPG or PNG up to 30 MB, videos as MP4 or MOV up to 4 GB. The minimum image width is 600 px, but we always recommend at least 1080 px.
Recommended text lengths
| Text | Recommended length | Why |
|---|---|---|
| Primary text | up to 125 characters | longer text is cut off behind “See more” |
| Headline | up to 40 characters | only a short headline shows on mobile |
| Description | up to 25 to 30 characters | only shown in some placements |
Meta dropped the rule that text may cover no more than 20% of an image back in 2020. Ads with little text on the image still tend to perform better and cost less. Check the length of your copy quickly with our character counter.
Feed ads
The feed is where people scroll through posts from friends and pages, and it is still the largest placement. On mobile, 4:5 works best because it fills more of the screen than a square. The same goes for video: 4:5 or 1:1, the first three seconds must work without sound, and subtitles are a must.
Stories and Reels: mind the safe zones
Stories and Reels appear full screen in 9:16. The account name sits at the top, the button at the bottom, and Reels also show a caption and icons. Keep key text and your logo away from these edges:
- Stories: leave about 14% of the height free at the top and bottom (around 250 px at 1920 px).
- Reels: leave about 14% free at the top, 35% at the bottom and 6% on each side.
Reels ads work best when they look like regular Reels: shot on a phone, with a person on screen, quick cuts and subtitles. The recommended length is 15 to 30 seconds.
Carousel
A carousel shows 2 to 10 cards with images or videos, each with its own headline and link. It suits several products, step by step guides or a story that continues on the next card. All cards should share the same aspect ratio, usually 1:1. The first card decides whether people start swiping.
Collection and Instant Experience
A collection combines a cover image or video with products from your catalogue. A click opens a fast loading full screen page right inside Facebook or Instagram. It is mainly for online shops with a product catalogue connected to Meta.
One creative for every placement?
With automatic placements (Advantage+), Meta can crop and adapt creative itself, but the result does not always look good. In practice we recommend uploading at least two versions of every ad: 4:5 for the feed and 9:16 for Stories and Reels. In the ad settings you then choose the right version for each placement.
The most common mistakes
- One square image for everything, which shows up in Stories with a blurred background.
- Text and logo at the top or bottom of Reels, where the interface covers them.
- Videos without subtitles, even though most people watch without sound.
- Low resolution images that look blurry on modern phones.
- Primary text where the key message only comes in the third sentence.
FAQs
What is the best image size for Facebook ads?
For the feed, 1080 × 1350 px (4:5). If you want one universal size, use 1080 × 1080 px (1:1). For Stories and Reels, always 1080 × 1920 px (9:16).
Do the same sizes apply to Instagram?
Yes. Facebook and Instagram ads are set up together in Meta Ads Manager and use the same formats.
How much do Facebook ads cost?
It depends on your audience, competition and creative quality. Read more in our article on Facebook ads cost.
Conclusion
Good Facebook and Instagram advertising starts with the right format. Prepare creative in 4:5 and 9:16, respect the safe zones, keep copy short and test several versions. Meta’s algorithm will then find the versions that perform best.
Need help with campaigns or creative? See our Facebook ads agency page or book a free consultation.
Read also: Social media algorithms in 2026, Best time to post on social media
Source: Meta: Ads Guide
