Facebook is the third most-visited website and the second most downloaded app. with over 2.74 billion active monthly users — it’s an opportunity for marketing you don’t want to miss out on. but Facebook is also very saturated with ads.
We’re covering the best practices for successful Facebook ad images so you can maximize conversion through Facebook ads without being lost in the noise of the largest social media platform.
Facebook Ads: The Specs
Facebook Feed Ad Images
Feed ads refer to when your advertisement shows up in the feed of users — sandwiched between a status update from their aunt and a cute photo of their neighbor’s baby. These types of ads are seen very frequently but are easy to scroll past. This means a catchy image and clear ad copy are paramount.
✨ Details
- file type: JPG / PNG
- ratio: 1.91:1 to 1:1
- resolution: 1080 x 1080 pixels
- file size: 30MB
- text: 125 characters
Facebook right column ad images
Right column ads are a desktop only option. they work well for a call-to-action (ie: “shop the sale now!”) for actions that you’d like users to do on their desktops.
✨ Details
- file type: JPG / PNG
- ratio: 1:1
- resolution: 1080 x 1080 pixels
- file size: 30MB
- text: 40 characters
Facebook instant article images
Instant articles are like quick digestible articles placed in the Facebook feed. Certain publishers are allowed to include ads in their articles — and this is where your article would show up. The idea is that your ad would be placed in a spot where readers are already engaged rather than just as they’re scrolling through the feed. This method is optimized for mobile users.
✨ Details
- file type: JPG / PNG
- ratio: 1.91:1 to 1:1
- resolution: 1080 x 1080 pixels
- file size: 30MB
- text: 125 characters
Facebook marketplace ad images
Marketplace is Facebook’s center for shopping — local or worldwide. That means users are already in the mood to shop! so utilizing marketplace ads can work in your favor as potential customers are already on the hunt for something.
✨ Details
- file type: JPG / PNG
- ratio: 1:1
- resolution: 1080 x 1080 pixels
- file size: 30MB
- text: 125 characters
Facebook stories images for ads
Stories are an immersive and fun way to advertise. users tend to be very engaged with stories as they’re typically more video-based. Facebook allows you to add animations or emojis to stories as well — if that’s your jam! They’re also great for call-to-action as stories expire and create a sense of urgency for viewers.
✨ Details
- file type: JPG / PNG
- ratio: 9:16
- resolution: 1080 x 1080 pixels
- file size: 30MB
- text: 125 characters
10 Best Practices For Facebook Ads
1. keep it high resolution!
Your first priority — before ever posting an ad — is prioritizing high-quality images. Use high-resolution images to ensure they’re not blurry. Grainy. Or hard to read. Potential customers will not trust your product if your ad is of low quality. Pay special attention to the image sizes and resolution recommendations for any ad you choose to post!
2. let the images speak for you
Facebook’s algorithms don’t like too much text in an ad — and that’s because their users don’t either so they’re not as lucrative. Don’t exceed the suggested character limits for an ad type. It’s not an arbitrary suggestion: those character limits are what looks best and get the most attention from users. However — less text means your images need to really communicate your brand message and personality well! There are special considerations for Facebook ads. The images you use on your own website are viewed by those who are already familiar with your brand — but Facebook ads may be seen by someone who’s never heard of you or your product! Your images need to make an introduction. Explanation. And selling point all in one!
3. utilize relatable models
There’s a time and a place for quirky editorial marketing images. But on Facebook — your ads will be viewed along with the documented lives of everyday people — loved ones. Coworkers. Old high school friends. This means if you get too experimental with your product photos they may feel out of place and even off-putting to Facebook users. For this particular platform: it’s recommended that you use relatable lifestyle images that show models using your product — as if a friend was making a post recommending the product to their social media circle.
4. keep it light and happy!
To build on the previous point: your models should also be happy and enjoying your product. Save the moody broody edgy model shots for other social media platforms — Facebook is the place for playful and engaging models. Use children and pets as models for an extra boost of good vibes!
5. use a different color scheme
If you close your eyes and picture Facebook — you probably see that classic blue and white color scheme that it’s had for 18 years. It’s classic. Unoffensive to the eye. Simple. But your ad needs to really pop off the page. That means you’ll want to be careful to use colors that clearly contrast with that blue and white. Consider using something other than image-on-white (as you would for a platform like Shopify).
