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)
In most cases, any aspect ratio can be used, but it may cause formatting issues, like black bars appearing. Follow our recommendations to limit issues.
In most cases, any aspect ratio can be used, but it may cause formatting issues, like black bars appearing. Follow our recommendations to limit issues.
| 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)
In most cases, any aspect ratio can be used, but it may cause formatting issues, like black bars appearing. Follow our recommendations to limit issues.
| 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.
- In most cases, any aspect ratio can be used but may cause formatting issues, like black bars appearing. Follow our recommendations to limit issues.
- 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.
