Facebook & Instagram Ad Formats 2022
This article is your one-stop shop for all Facebook and Instagram ad formats in 2022.
Meta offers marketers a wide variety of different ad types across both their Facebook and Instagram platforms. Ads can include images, videos, or texts and can be placed or formatted in multiple different ways.
Using the best Facebook and Instagram ad formats is essential to optimize the user experience and allow you to maximize your ROAS. Unformatted ads look out of place and lead to a much lower conversion so must be avoided.
Meta constantly updates and adjusts its ad formats and the specific details such as recommended resolutions and dimensions can be tiresome to constantly search for online.
Therefore, this article is designed to put all the crucial information in one place, including:
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All Types of Facebook Ad Formats
There are six different types of Facebook Ads in 2022.
Image
If you want to get your audience’s attention on Facebook, you need to include images in your ads. Images are one of the most common types of ads and are used to showcase your product visually.
Video
Video ads allow you to be more dynamic and add movement to your ads to make them even more eye-catching in the Facebook News Feed.
Carousel
Carousel ads showcase up to 10 images or videos in one single ad without having the user navigate to a new page. The user can flick through the various parts of the ad allowing you to show off more of your business for the same amount of space.
Collection
Collections are an ad type that makes it easier for users to browse and purchase products directly in the Facebook feed. This format features multiple products and opens as an ‘Instant Experience ‘when someone interacts with it.
You can choose to have your video autoplay when a user scrolls over your collection.
Instant Experience
Instant Experiences, formerly known as Canvas, are designed to capture the complete attention of your audience. Within the fullscreen experience, people can engage with your brand in a variety of different ways – all in one single ad.
Stories
Facebook Stories allow users to share photos and videos of moments throughout their day on their Story. Businesses can also use this function to show ads to users within the Story Reel interspersed between the user’s Stories from friends.
All Types of Instagram Ad Formats
There are six different types of Instagram Ads in 2022. As you’d expect due to Facebook being the parent company of Instagram, the ad types are pretty similar.
Image
Similar to Facebook, this is a single image ad. You can choose to display your image in a square, landscape, or vertical format.
Video
To add more dynamic movement to your ads consider using video creative, in a square or landscape format.
Carousel
The carousel format allows you to show up to 10 videos or photos as the creative for your Instagram ad.
Stories
Instagram Stories allow users to share photos and videos of moments throughout their day on their Story. Businesses can also use this function to display ads that will be visible to followers of your Instagram account.
Instagram Shop
This function allows you to sell a product or service through your ad. The ad must be in an image or carousel format. Users can tap on the ad to purchase the product or learn more.
Reels
Instagram Reels are short, entertaining videos on Instagram where brands can express their creativity and engage with followers. It follows the same trend as TikTok which has become a massive marketing success. Check out our article, TikTok Shopping: #TikTokMadeMeBuyIt to learn more.
Facebook Ad Format Specs & Dimensions
Facebook Feed Ads
These ads appear on users’ Facebook feeds, among posts from their friends, groups, and pages.
News feed ads can be images, GIFs, or videos.
- Copy:
- Headline: 40 Characters
- Primary Text: 125 Characters
- Description: 30 Characters
- Maximum file size: 30 MB
- Maximum image size: 600 x 600 pixels
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Aspect ratio: 1.91:1 to 1:1
Facebook Carousel Ads
As we already discussed these ads are a selection of up to 10 photos or videos that also show up in users’ news feeds.
- Copy:
- Headline: 40 Characters
- Primary Text: 125 Characters
- Description: 20 Characters
- Maximum file size: 30 MB for images, 4 MB for videos
- Maximum image size: 600 x 600 pixels for images, 120 x 120 pixels for videos
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Aspect ratio: 1.9:1 to 1:1
Facebook Column Ads
Column ads show on the right-hand side of Facebook pages for desktop users. They are not shown to mobile users so keep that in mind when designing your ad.
- Copy:
- Headline: 40 Characters
- Maximum file size: 30 MB for images, 4 MB for videos
- Maximum image size: 600 x 600 pixels for images, 120 x 120 pixels for videos
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Aspect ratio: 1:1
Facebook Marketplace Ads
Facebook Marketplace is a subsection of Facebook where users can buy or sell products or services. As a marketer, you are also able to advertise here.
- Copy:
- Headline: 40 Characters
- Primary Text: 125 Characters
- Description: 20 Characters
- Maximum file size: 30 MB for images, 4 GB for videos
- Maximum image size: 600 x 600 pixels for images, 120 x 120 pixels for videos
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Aspect ratio: 1:1
Facebook Stories Ad
Stories are short videos or photos from a first-hand user experience. Stories delete every 24 hours, however, your ad will continue to be shown.
- Copy:
- Primary: 125 Characters
- Maximum file size: 30 MB
- Maximum image size: 500 pixels wide
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Aspect ratio: 1:1
Instagram Ad Format Specs & Dimensions
Instagram Feed Ads
Just like on Facebook, Instagram Feed ads are images or videos which appear on a user’s newsfeed mixed in with content from the people/businesses they follow. All Instagram ads are cropped to a square format so keep that in mind when creating your content.
- Copy:
- Headline: 40 Characters
- Primary Text: 125 Characters
- Max Hashtag Amount: 30
- File Type: JPG, PNG, MP4, MOV
- Maximum file size: 30 MB image, 30GB video
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Maximum Video Length: 2 minutes
- Aspect ratio: 1:1 image, 4:5 video
Instagram Stories Ads
These are the same type of ads as Facebook Stories and function in the same way with slightly different specs.
- File Type: JPG, PNG, MP4, MOV
- Maximum file size: 30 MB image, 4GB video
- Resolution: No max resolution, recommended min 1080 x 1080 pixels
- Maximum Video Length: 2 minutes
- Aspect ratio: 9:16
Instagram Carousel Ads
Carousel ads on Instagram are the same as on Facebook, an array of up to 10 images or videos shown in one ad.
- File Type: JPG, PNG, MP4, MOV
- Maximum file size: 30 MB image, 4GB video
- Resolution: Recommended 1080 x 1080 pixels, min 600 x 600 pixels
- Maximum Video Length: 1 minute
- Aspect ratio: 1:1
Instagram Reel Ads
Instagram Reel/Explore ads appear in a different section to the normal Instagram feed and therefore have different requirements.
- File Type: JPG, PNG, MP4, MOV
- Maximum file size: 30 MB image, 4GB video
- Resolution: Recommended 1080 x 1080 pixels, min 600 x 600 pixels
- Aspect ratio: 9:16
Conclusion
There you have it, one clear and concise article with all the necessary Facebook and Instagram ad formats and specs that you need to run effective advertisement campaigns.
To continue on your journey of mastering Facebook Ads, I suggest reading the article Meta (Facebook) Ads Manager Made Simple.
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