A successful advertising campaign on Facebook and Instagram depends not only on creative and targeting, but also on the right formats. In 2025, Meta (Facebook + Instagram) continues to actively promote vertical videos, responsive formats and ads in Stories, Reels and Feed. That is why it is so important to know the current sizes for banners, images and videos – it depends on whether the audience will see your ad clearly, completely and without cropped elements.
Current advertising formats on Facebook and Instagram
Advertising in the Meta ecosystem covers dozens of placements: news feed, Stories, Reels, video, carousels, collections, etc. Each has its own requirements for size, aspect ratio and file format. Using the wrong parameters leads to cropped images, low rendering quality, lower CTR and loss of part of the budget. This is especially critical in responsive campaigns, where one creative is used in multiple environments.
Most popular placements and recommended parameters in 2025:
Feed (Facebook / Instagram feed):
- Image: 1080×1350 px (4:5 ratio);
- Video: 1080×1350 px, up to 60 seconds;
- Formats: JPG, PNG, MP4, MOV.
Stories / Reels:
- Image or video: 1080×1920 px (9:16 ratio);
- 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 at the top and bottom.
Right Column (Facebook desktop version):
- Image: 1200×1200 px, 1:1 ratio;
- This placement is only visible on PC.
Marketplace / In-stream video / Search Ads:
- Optimal dimensions: 1080×1080 px or 1080×1350 px;
- Universal ratios for responsive display.
Carousel:
- Each image: 1080×1080 px, 1:1;
- Up to 10 cards with the ability to insert an individual link to each.
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. For advertising to remain effective, it is important to create not just “size-fits-all” creatives, but full-fledged responsive materials taking into account the format, platform, and user behavior.
We recommend always using high-resolution originals, testing multiple aspect ratios, and considering 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 to consider when preparing creatives?
Even with the right sizes, it is important to consider design zones where text or logos cannot be placed (safe zones), especially for Stories and Reels. Meta also limits the effectiveness of ads with a lot of text on images – optimally, do not exceed 20% of the area. In addition, responsive campaigns (Advantage+) can use automatic cropping of photos or videos, so it is important to create universal 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 are not cut off, not depreciated — 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 the current Meta requirements. We don’t just change the size — we rethink the visual presentation for each placement: in Stories — dynamics, in Feed — emphasis on the offer, in the carousel — consistency and logic. Each layout undergoes an internal check for compliance with technical standards and marketing goals.
We work with both brands that launch full-fledged funnels and local campaigns — for example, to promote services, events or sales. We can also create adaptations of one creative for 5+ formats without losing style, which saves your budget and increases efficiency.
You can order all stages — from copywriting to design and preparation for launch — in one place. We create banners, videos, carousels, stories and Reels on a turnkey basis, test creatives, work with strategy. You don’t need to understand sizes, formats or technical details — we will do everything for you. And we will do it cool: our ads work for results, not just “just to be”.
Size matters – especially in Meta Ads. Outdated or poorly prepared creatives can reduce the effectiveness of the entire campaign. At PRY.AGENCY, we take into account all the nuances: from formats to content. Fill out a short form – and we will help you create professional advertising that really works.
