With numerous options to exercise your creativity through, variety is a hallmark of Facebook advertising, which, however, may seem compelling if you are new to it. This short and sweet (albeit not exhaustive) guide will take you though the basics and technicalities of creating the ads. Once you are ready to take it up a notch, read the more concise and detailed guides on each of the formats listed below.


Images offer simple yet captivating means of conveying your message. To make sure no important parts of your creative get cropped out, follow the design recommendations below:

  • Recommended image sizes: 1200 x 628 pixels, 1080 x 1080 pixels, 1080х1920 pixels;
  • Ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5);
  • File type: .jpg, .png;
  • Your image may not include more than 20% text.


They say actions speak louder than words, so if you feel like the app's value is better shown through videos, keep in mind the technical requirements below:

  • Recommended sizes: 1200 x 628 pixels, 1080 x 1080 pixels, 1080х1920 pixels;
  • Aspect Ratio: 16:9, 1:1, 2:3
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading moov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Optimal length: up to 15 seconds
  • Your video may not include more than 20% text.


While different from the two formats above, carousel is still worth mentioning here, as it expands your capabilities when working with images and videos. In a nutshell, carousel allows you to showcase up to 10 creatives in one ad that can be scrolled through by swiping whilst on a mobile device or clicking the arrows on a desktop screen. Technical requirements-wise, follow the same recommendations as above, but please note the 1080х1080 size is preferrable for both images and videos.

Show, Don't Tell

Earlier we mentioned the 'less than 20% of text' rule for images and videos. The reason for this restriction is simple: the more text a creative contains, the less favorable it is. The general rule of thumb here is to omit text whenever possible, which is clearly not always the case. Below are some basics to keep in mind when adding text to your creative:

  • If you need to include text in your image, try using fewer words and/or reducing the font size of your text.
  • Avoid spreading text all over the image.
  • Note that numbers are considered as text as well.

Don'ts and No-no's

Even though our intricate approval system has got you covered when it comes to prohibited content, we'd still hate to see you waste your time on ideas that simply cannot be approved due to advertising policies violation. Below you will find the list of things we strongly recommend you to avoid at all costs:

  • Graphic or explicit content;
  • Misleading or false content;
  • Content promoting the sale or use of weapons, ammunition, or explosives;
  • Any third-party copyright infringement;
  • Profanity or bad grammar and punctuation.