Free-form Ad Specifications
A free-form ad is a rich text ad with a headline and rich body text. Clicking or tapping the ad takes the user to the post. Free-form ads without a thumbnail won’t display any media in feeds.
You can choose to enable comments. Learn about free-form ads.
We highly recommend creating free-form ads in the Ads Manager instead of promoting a post to ensure thumbnails appear as expected.
Text
| Maximum length | Quantity | Required | |
|---|---|---|---|
| Headline | 300 characters Recommended: ≤ 100 characters Safer limit: ≤ 80 characters | 1 | |
| Body | 40,000 characters 3–6 lines of body copy should be displayed in plain text for the feed ad | 1 | |
| Caption | 50 characters | 1 for each image or video |
Image (optional)
Although any aspect ratio can be used, it may cause formatting discrepancies, like letterboxing.
| Maximum files | 20 |
|---|---|
| File type | JPG, PNG, or GIF |
| Maximum file size | 10 MB |
| Recommended minimum width | 1000 px |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Square 1:1 | 1200 x 1200 px |
 | Landscape 4:3 | 1440 x 1080 px |
 | Landscape 16:9 | 1920 x 1080 px |
Video (optional)
Although any aspect ratio can be used, it may cause formatting discrepancies, like letterboxing.
| Maximum files | 5 |
|---|---|
| File type | MP4 or MOV (ProRes not supported) |
| File size | Maximum: 1 GB Recommended: 50–100 MB Large video files may cause issues and may not encode properly. |
| Maximum frame rate | 30 FPS |
| Recommended length | 5–30 seconds |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Square 1:1 | 1200 x 1200 px |
 | Portrait 4:5 | 1200 x 1500 px |
 | Landscape 4:3 | 1440 x 1080 px |
 | Landscape 16:9 | 1920 x 1080 px |
Thumbnail (optional)
This ad type doesn’t automatically generate a thumbnail when created in the Ads Manager. Free-form ads without a thumbnail won’t display any media in feeds.
This ad type doesn’t automatically generate a thumbnail when created in the Ads Manager. Free-form ads without a thumbnail won’t display any media in feeds.
| File type | JPG or PNG |
|---|---|
| Maximum file size | 3 MB |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Landscape 4:3 | 400 x 300 px |
 | Square 1:1 | 300 x 300 px |
Things to know
- Combine feed and conversation to show ads across all placements and maximize performance.
- Use the highest resolution that meets the ratio requirements for best quality.
- Although any aspect ratio can be used, it may cause formatting discrepancies, like letterboxing.
- Text may be truncated due to factors like browser, device, and font display size. We recommend limiting headlines to 100 characters, or 80 characters if truncation is a concern.
- Use Crop image in ad setup to streamline changing the aspect ratio and cropping of images in your ad.
- We recommend experimenting with different ad types to see what resonates most with your audience. Learn more about our creative best practices.
- A thumbnail will be automatically generated based on the media in your ad for all types except for freeform. You can choose to replace this by uploading a different image.
