The three formats you need
| Format | Pixels | Where it runs |
|---|---|---|
| 4:5 vertical | 1080 × 1350 | Facebook and Instagram feed |
| 9:16 full screen | 1080 × 1920 | Reels, Stories, Facebook Stories |
| 1:1 square | 1080 × 1080 | Feed, right column, carousels |
4:5 takes up more space in the feed than a square, so it's usually the better choice for feed ads. For Reels and Stories, 9:16 is a must; otherwise you get black or blurry borders. With both formats, you cover practically every placement. In Meta, you can assign a separate image or video to each placement.
Safe zones for Reels and Stories
In 9:16, the profile name, caption, like and share buttons and the call to action overlay parts of the image. Nobody sees anything placed there properly. Our rule of thumb for 1080 × 1920:
- Keep about 250 pixels clear at the top, where the profile and the “Sponsored” label sit.
- Keep about 380 pixels clear at the bottom, where the caption and call to action sit.
- Keep about 110 pixels clear on the right, where the buttons sit.
- Text, faces, the product and the offer belong in the middle.
The platforms change their interfaces regularly. Always check new ads in the Ads Manager preview across all placements.
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Video: length, sound and captions
- Length: For most product ads, 15 to 45 seconds works well. Longer videos can make sense for products that need explaining, but they need a very strong opening.
- The first three seconds: This is where people decide whether to keep watching. Start with the hook, not with a logo or a greeting. You'll find ideas in our video ad hook ideas.
- Captions: Many people watch without sound, so spoken content belongs on screen as captions, inside the safe zone.
- Sound: Viewers who watch with sound on should hear a real voice, not an ad-reading voice.
Statics: what belongs in the image
A strong static ad has a clear message you can grasp in two seconds, an easily recognizable product and no more than three short benefits. Less text works better than more, and a headline in your audience's language beats any marketing cliché. Which static formats work especially well is covered in Static ads that sell.
The most common mistakes
- Only one format delivered, so Reels show a shrunken feed image with borders.
- Text along the bottom edge that gets covered by the caption.
- A logo and greeting in the first few seconds instead of a hook.
- No captions, even though many people watch without sound.
- Too much text in the image, unreadable on a phone.
Frequently asked questions
What's the best format for Meta ads?
For feed placements, vertical 4:5 has proven itself because it takes up more space in the feed than a square. For Reels and Stories you need 9:16. Ideally, deliver every ad in both formats.
What resolution do I need?
1080 × 1350 pixels for 4:5, 1080 × 1920 pixels for 9:16 and 1080 × 1080 pixels for 1:1. Higher-resolution files are fine; smaller ones quickly look blurry.
What is the safe zone?
The area of a vertical video that isn't covered by the profile picture, buttons, caption or other interface elements. Text, faces and products belong inside this zone.