A successful advertising campaign on Facebook and Instagram depends not only on creativity and targeting, but also on the right formats. In 2025, Meta (Facebook + Instagram) continues to actively promote vertical video, responsive formats and ads in Stories, Reels and Feed. That is why it is so important to know the actual dimensions for banners, images and videos – it depends on whether the audience will see your advertisement clearly, completely and without cropped elements.
Actual formats of advertising on Facebook and Instagram
Advertising in the Meta ecosystem covers dozens of placements: news feed, Stories, Reels, Videos, Carousels, Collections, and more. Everyone has their own requirements for size, aspect ratio and file format. Using the wrong parameters leads to cropped images, poor rendering quality, lower CTR and loss of part of the budget. This is especially critical in responsive campaigns where a single creative is used in multiple environments.
The most popular placements and recommended options in 2025:
- Feed (Facebook / Instagram feed):
- Image: 1080×1350 px (4:5 aspect ratio);
- Video: 1080×1350 px, up to 60 seconds;
- Formats: JPG, PNG, MP4, MOV.
- Stories / Reels:
- Image or video: 1080×1920 px (aspect ratio 9:16);
- Duration: up to 15 seconds for Stories, up to 90 seconds for Reels;
- Important: avoid text near the edges, leave a safe zone of ~250 px above and below.
- Right Column (Facebook desktop version):
- Image: 1200×1200 px, ratio 1:1;
- This placement is only visible on PC.
- Marketplace / In-stream video / Search Ads:
- Optimal dimensions: 1080×1080 px or 1080×1350 px;
- Universal relations for adaptive display.
- Carousel (Carousel):
- Each image: 1080×1080 px, 1:1;
- Up to 10 cards with the possibility of inserting an individual link to each.
- Collection (Collection):
- Cover: 1080×1080 px – can be a photo or video;
- The format supports Instant Experience for instant viewing on mobile.
In 2025, Meta is actively developing mobile placements and automatic ad optimization. In order for advertising to remain effective, it is important to create not just “custom” creatives, but full-fledged adaptive materials taking into account the format, platform and user behavior.
We recommend that you always use high-resolution originals, test multiple aspect ratio options, and consider safe zone requirements. At PRY.AGENCY, we monitor changes in Meta requirements and help clients get the most out of every dollar invested in advertising.
What should be taken into account when preparing creatives?
Even with the correct dimensions, it is important to consider design zones where no text or logo can be placed (safe zone), especially for Stories and Reels. Meta also limits the effectiveness of ads with a lot of text on images – ideally no more than 20% of the area. In addition, responsive campaigns (Advantage+) can use automatic photo or video cropping, so it’s important to create versatile creatives that look good in multiple formats.
Preparing effective creatives is not just a matter of technical parameters. For advertising to really work, it is important to understand the logic of visual content perception, user behavior and brand communication rules. Therefore, it is better to immediately turn to professionals who will maintain a balance between creativity, functionality and technical accuracy. At PRY.AGENCY, we know how to create creatives that don’t cut corners, don’t devalue — they bring customers.
How do we work with advertising in Meta Ads at PRY.AGENCY?
At PRY.AGENCY, we prepare creatives for Facebook Ads taking into account all current Meta requirements. We don’t just change the dimensions – we rethink the visual presentation for each placement: in Stories – dynamics, in Feed – emphasis on the offer, in the carousel – sequence and logic. Each mock-up undergoes an internal check for compliance with technical standards and marketing purpose.
We work both with brands that launch full funnels and with local campaigns — for example, to promote services, events or sales. We can also create adaptations of a single creative for 5+ formats without losing style, which saves your budget and increases efficiency.
You can order everything from copywriting to design to pre-launch in one place. We create turnkey banners, videos, carousels, storyboards, and Reels, test creatives, and work with strategy. You don’t need to understand the dimensions, formats or technical details – we will do everything for you. And let’s do it cool: our ads work for the result, not just “so that it happens”.
Size matters — especially in Meta Ads. Outdated or incorrectly prepared creatives can reduce the effectiveness of the entire campaign. At PRY.AGENCY, we take into account all nuances: from formats to content. Fill out the short form and we’ll help you create a professional ad that really works.
