Facebook And Instagram Ad Specs 2016

by • March 9, 2016 • Facebook, InstagramComments Off on Facebook And Instagram Ad Specs 201610983

If you haven’t been using Facebook or Instagram ads recently, it’s possible that you are not aware of all the current ad specs on the two platforms. Yes, things move pretty fast, and it’s not always easy to keep up to date, but don’t worry. We’re here to help you out. So, here are all the current specifications for ads on both Facebook and Instagram.

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As you will know already, in order to use Instagram Ads, advertisers need to use Facebook’s self-serve ad platform and have an account to run ads on Facebook. Also note that you don’t actually need to have an Instagram account – a Facebook Page tied to your ad account is enough. So, if you’ve got those, you’re good to go.

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Let’s have a look at the specs from a nifty infographic by WebpageFX. It examines each of the following campaign objectives of both platforms: Clicks to website, Website conversions, Page post engagement, Page likes, App installs, App engagement, Local awareness, Event responses, Offer claims, and Video views.

Each objective then has its particularities:

Clicks To Website

Available for both Facebook and Instagram, campaigns with this objective drive traffic. On Facebook Link ads the image ratio is 1:9:1, whereas on Instagram Link ads or Carousel ads the ratio is 1:1 – 1080X1080 and 600X600 pixels respectively. Facebook’s classic 1:9:1 image ratio on Link Ads is of course 1200X628, except for Page Post Engagement ads or Page Like ads.

Facebook’s 20% rule on ad creatives applies.

Website Conversions

Campaigns with the Website Conversions objective are optimised to bring conversions. Available as Link ads or Carousel ads, their image ratio is 1:9:1 and 1:1 respectively as above. The same rules also apply to the amount of text that you can have as a Headline, Text or Link Description.

Page Post Engagement

You can drive page post engagement with the Page Post Engagement campaign objective. Available with image, video or just plain text. Video has many different ratios that you can use, whereas images have to be in the 4:3 ratio at 1200X900. They will be cropped as Right Column image ratio is 1:9:1. As usual, Facebook’s 20% text rule still applies.

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Page Likes

Page Likes campaigns exist so that you can get page likes. Image ratio is 2:7:1 at 1200X444 pixels and you can use images or video as media.

App Installs

As it’s name implies, this campaign objective helps advertisers increase installs of their app. The campaign objective is available in three placements: Facebook Desktop, Facebook Mobile App, and Instagram Mobile App. Again image ratios for each platform are 1:9:1 and 1:1. No Headline here – It’s all text.

App Engagement

App Engagement campaign ads can be shown as videos or images inside other apps. 1200X628 with less than 20% text should do it. Video is in a 16:9 ratio and ads can only have up to 90 characters of text, no Headline.

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Local Awareness, Event Responses & Offer Claims

All three campaign objectives share the same image size – 1200X628 – but appear cropped at different image ratios. They are not available on Instagram.


Last but not least, the Videos objective works on both Facebook and Instagram, but their aspect ratios are different. As usual, Instagram asks for media that is 1:1.

Have a better look at all the specs just to make sure you’ve got it all down. Nothing more annoying than seeing that your image sizes are wrong for your chosen campaign objectives. Similarly, make sure you choose objectives wisely – not all of them have a place on Instagram.



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