Facebook Creative

Don’t use clip art in your Facebook campaigns, your creative has to be just that – CREATIVE Once upon a time, Facebook Ads had less stringent set of guidelines when it came to creative. Images could have writing and logos throughout and videos could be…well, close to anything you desired. Nowadays Facebook has stricter guidelines…


Don’t use clip art in your Facebook campaigns, your creative has to be just that – CREATIVE

Once upon a time, Facebook Ads had less stringent set of guidelines when it came to creative. Images could have writing and logos throughout and videos could be…well, close to anything you desired.

Nowadays Facebook has stricter guidelines when it comes to Ads. This is what we interpret as quality control on Facebook’s part. A wider strategy to encourage advertisers to use higher quality and engaging content in campaigns. Regardless of what format your ads are, they must now adhere to general guidelines such as:

Images

Recommended image size: 1,200 x 628 pixels
Image ratio: 16:9
Text: 90 characters
Videos

Aspect ratio: 16:9 or 1:1
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, 128 kbps + preferred
Caption length text: Text only, max. 2,200 characters
Recommended aspect ratio: 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / Film, 1.77:1 / 16:9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen / 9:16, no pillarboxing or letterboxing
Length: 120 minutes max.
Thumbnail image ratio: Should match the aspect ratio of your video. Your image should include a minimal amount of text.
Minimum resolution: 600 x 315 pixels (1.9:1 landscape)/600 x 600 pixels (square)
File size: Up to 4GB max.
Frames: 30 fps max.
Formats supported:
3g2 (Mobile Video)
3gp (Mobile Video)
3gpp (Mobile Video)
asf (Windows Media Video)
avi (AVI Video)
dat (MPEG Video)
divx (DIVX Video)
dv (DV Video)
f4v (Flash Video)
flv (Flash Video)
m2ts (M2TS Video)
m4v (MPEG-4 Video)
mkv (Matroska Format)
mod (MOD Video)
mov (QuickTime Movie)
mp4 (MPEG-4 Video)
mpe (MPEG Video)
mpeg (MPEG Video)
mpeg4 (MPEG-4 Video)
mpg (MPEG Video)
mts (AVCHD Video)
nsv (Nullsoft Video)
ogm (Ogg Media Format)
ogv (Ogg Video Format)
qt (QuickTime Movie)
tod (TOD Video)
ts (MPEG Transport Stream)
vob (DVD Video)
wmv (Windows Media Video)
ACHTUNG! bolded needs dot points

Bit rate: No limit to bit rate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Facebook is also very strict about how much text you can use in your creative and will penalise the delivery of ads with ‘too much’ text (inclusive of logos). You can read more about how much text you can use here.