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Remember to check the Ads Guide for the correct aspect ratio if there is a specific ad format you want to use or ad placement you want your ad to be delivered.

The following guidance focuses on image and video ads that you upload manually, including single image ads, video ads and carousel ads. It’s a useful tool if you have several copy options and you’re unsure which creative resonates with different audiences.

Best practices

Testing your ad is the best way to find what works for your audience, but these techniques can be effective.

Keep ad copy short: Primary text should span 1-3 lines at most.
Communicate what you want people to do: Communicating what you want people to do at a glance is the most important goal of your ad.

You can turn off Advantage+ creative enhancements or opt out of new optimization testing at any time. Remember, if you use an existing post from your Facebook Page to create your ad, you can’t edit the text in your ad creative.
If you use Advantage+ creative enhancements, such as text improvements, the text you upload may be adjusted. Learn more about the design specifications for Advantage+ catalog ads and the supported aspect ratios.

For example, you could use shorter ad copy on Stories placements, or more ‘brand-led’ copy on Instagram placements. Learn more about placement asset customization.

Add text options: Input multiple text options for the Primary text, Headline and Description fields when creating single image or video ads.

These are just the minimum pixel requirements.

For full design specifications, see the Ads Guide.

Facebook	Recommended minimum image pixel size
Facebook Feed	For 1:1 ratio: 1080 x 1080 pixels For 4:5 ratio: 1440 x 1800 pixels
Facebook right column	1200 x 1200 pixels
Facebook Marketplace	1200 x 1200 pixels
Facebook Stories	1080 x 1080 pixels
Facebook Reels	1080 x 1080 pixels
Instagram
Instagram Feed	1080 x 1080 pixels
Instagram Stories	1080 x 1080 pixels
Instagram Reels	1080 x 1080 pixels
Meta Audience Network
Audience Network Native, Banner and Interstitial	398 x 208 pixels
Messenger
Messenger Stories	1080 x 1080 pixels
Messenger Inbox	1200 x 1200 pixels
WhatsApp
WhatsApp Status	500 x 320 pixels

We launched supplemental terms for our generative AI features on May 6, 2024.

The Ad Creative Generative AI Terms will apply to existing features, including text generation, text improvements, background generation, expand image and our future generative AI features. Learn how to turn off Advantage+ creative enhancements.

In line with our approach for testing new products, certain industry verticals such as Financial Services and Pharma/Health and ads for Housing, Employment or Financial Services/Credit(HEC), Social Issues, Elections, or Politics (SEIP), along with certain countries, may not have immediate access to all generative AI features.

Note: Static image ads with catalog items added are not considered Advantage+ catalog ads.

Feed

Ad placements	1.91:1	16:9	1:1	4:5	2:3	9:16
Facebook Feed	✔	✔	✔	✔ Recommended for both images and videos
Facebook profile feed	✔	✔	✔
Threads feed	✔	✔	✔	✔	✔	✔
Instagram Feed	✔	✔	✔ Recommended for images	✔ Recommended for videos	✔	✔
Facebook Marketplace	✔	✔ Recommended for both images and videos	✔
Facebook right column	✔ Recommended for both images and videos	✔
Instagram Explore	✔	✔	✔
Instagram Explore home	✔	✔ Recommended for images	✔ Recommended for videos
Facebook business explore	✔	✔	✔

Stories, Status and Reels

Ad placements	1.91:1	16:9	1:1	4:5	2:3	9:16
Instagram Stories	✔	✔	✔	✔	✔ Recommended for both images and videos
Facebook Stories	✔	✔	✔	✔	✔ Recommended for both images and videos
Messenger Stories	✔	✔ Recommended for both images and videos
Instagram Reels	✔	✔	✔	✔	✔	✔ Recommended for both images and videos
Facebook Reels	✔	✔	✔	✔	✔	✔ Recommended for both images and videos
WhatsApp Status	✔	✔	✔	✔	✔ Recommended for both images and videos

In-stream ads for reels

Ad placements	1.91:1	16:9	1:1	4:5	2:3	9:16
Facebook in-stream reels	✔	✔ Recommended for images	✔ Recommended for videos
Ads on Facebook Reels	✔	✔	✔

Search results

Ad placements	1.91:1	16:9	1:1	4:5	2:3	9:16
Facebook search results	✔	✔	✔
Instagram search results	✔	✔	✔ Recommended for images	✔

Apps and sites

Ad placements	1.91:1	16:9	1:1	4:5	2:3	9:16
Audience network native, banner and interstitial	✔	✔	✔
Audience network rewarded videos	✔	✔

Learn more about recommended aspect ratios.

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This helps your text stand out in your own brand color and preferred font in your ad.

While we realize that there may be a differing level of risk tolerance among advertisers, we believe this approach will allow us to better understand potential risks and build the right safeguards for the use of generative AI in ads in Special Ad Categories and regulated industries.

People scan Feed quickly, particularly on mobile devices, so consider using the following ad features and best practices that can help draw their attention.

Ad features

Use add overlay to create image template: Image template is an Advantage+ creative enhancement that allows you to customize the color and font of your text and present it in a banner template on your ad.

This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models. All your text should be developed with this goal in mind. Learn how to choose ad placements and how to customize your ad creative for placements. Learn more about text generation.
Use placement asset customization: Placement asset customization allows you to tailor your ad copy to placements on Facebook, Messenger, Instagram, WhatsApp and Meta Audience Network.

However, your text may be further truncated across various placements and devices.

Given the highly regulated environment that advertisers in these verticals operate in and the sensitivities around generative AI, our goal is to thoughtfully roll these features out based on feedback from both external policy stakeholders and advertisers.