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The recommended text length for most placements is 125 characters for the Primary text field, 40 characters for the Headline field and 25 characters for the Description field. However, your text may be further truncated across various placements and devices. It’s a useful tool if you have several copy options and you’re unsure which creative resonates with different audiences.

Best practices

Testing your ad is the best way to find what works for your audience, but these techniques can be effective.

  • Keep ad copy short: Primary text should span 1-3 lines at most.

  • Communicate what you want people to do: Communicating what you want people to do at a glance is the most important goal of your ad.

    This helps your text stand out in your own brand color and preferred font in your ad. Some enhancements are turned on by default, and if you’ve opted in to test new optimizations in advertising settings, then test enhancements may be applied to eligible campaigns regardless of if you’re opted into Advantage+ creative at the ad level.

    Learn more about placement asset customization.

  • Add text options: Input multiple text options for the Primary text, Headline and Description fields when creating single image or video ads. You can turn off Advantage+ creative enhancements or opt out of new optimization testing at any time.

    We recommend keeping your text as short as possible to limit truncation.

  • If you leave the text in your ad creative blank, text may be pulled from the website URL that you added as your ad destination and you may not be able to edit it. Remember, if you use an existing post from your Facebook Page to create your ad, you can’t edit the text in your ad creative.

  • If you use Advantage+ creative enhancements, such as text improvements, the text you upload may be adjusted.

    If you don’t want to use the text from your website URL, add your own text to your ad. All your text should be developed with this goal in mind. These are just the minimum pixel requirements.

    For full design specifications, see the Ads Guide.

    Facebook

    Recommended minimum image pixel size

    Facebook Feed

    For 1:1 ratio: 1080 x 1080 pixels
    For 4:5 ratio: 1440 x 1800 pixels

    Facebook right column

    1200 x 1200 pixels

    Facebook Marketplace

    1200 x 1200 pixels

    Facebook Stories

    1080 x 1080 pixels

    Facebook Reels

    1080 x 1080 pixels

    Instagram

    Instagram Feed

    1080 x 1080 pixels

    Instagram Stories

    1080 x 1080 pixels

    Instagram Reels

    1080 x 1080 pixels

    Meta Audience Network

    Audience Network Native, Banner and Interstitial

    398 x 208 pixels

    Messenger

    Messenger Stories

    1080 x 1080 pixels

    Messenger Inbox

    1200 x 1200 pixels

    WhatsApp

    WhatsApp Status

    500 x 320 pixels

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Learn how to turn off Advantage+ creative enhancements.

In line with our approach for testing new products, certain industry verticals such as Financial Services and Pharma/Health and ads for Housing, Employment or Financial Services/Credit(HEC), Social Issues, Elections, or Politics (SEIP), along with certain countries, may not have immediate access to all generative AI features.

Learn more about Advantage+ creative enhancements.

  • Use text generation: Text generation is a generative AI feature that allows you to generate up to 5 variations of your primary text and headline based on your original primary text and headline inputs for your ad.

    • Learn more

    Recommended Minimum Image Sizes for Meta Ads

    It is recommended that you use the highest resolution images available.

    The Ad Creative Generative AI Terms will apply to existing features, including text generation, text improvements, background generation, expand image and our future generative AI features. Learn more about the design specifications for Advantage+ catalog ads and the supported aspect ratios. We know that advertisers are excited to start testing our generative AI features.

    For example, you could use shorter ad copy on Stories placements, or more ‘brand-led’ copy on Instagram placements. This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models. Remember to check the Ads Guide for the correct aspect ratio if there is a specific ad format you want to use or ad placement you want your ad to be delivered.

    The following guidance focuses on image and video ads that you upload manually, including single image ads, video ads and carousel ads.