Without doubt the most popular advertising position is in the user’s feed. It is also the most heavily contested. You may find that your competitors are also after precisely the same slot. You can think of it as High Street social media real estate.

You can opt for either an image ad or a video ad. Facebook has rules both relating to the image/video and the text of your ad.

Note that these are ads in-line with the user’s main feed – not the less common right-column ads that are a separate type.

Facebook Feed Image Ads

Although video is rapidly increasing in popularity, the bulk of Facebook ads still feature a single image. This is unlikely to change as it is clearly much easier to use a photograph than it is to go through the process of creating a video.

Facebook has always made a big issue of text in images. If your image contains more than 20% text, you will receive “reduced delivery” (according to the official Facebook ad specifications).  Note that Facebook ignores the text in the body copy of your ad when it does is 20% calculation.  Facebook offers a tool to ensure that you don’t have too much text in your image.

Note that there are some exceptions to Facebook’s text rule:

  • Book and album covers
  • Product images (showing the whole product – not zooms of logos or text on the packaging)
  • Games
  • Event posters

Be wary of a text-based logo. Any logo that is primarily text is counted as text regardless of its size or alignment. Similarly, watermarks and numbers all count as text for the purpose of these calculations.

The formal sizes and specifications for Facebook Feed Image ads are:

  • Recommended image size: 1200 x 628 (1080 x 1080 for a 1:1 image). No maximum size restrictions
  • Image ratio: 9:16 to 16:9 (no link involved), 1.9:1 to 1:1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or .png (Note: animated GIFS should be uploaded as a video ad)
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (any more will appear truncated)
  • Link Description: 30 characters

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