It's a question that always comes up with every new brief that receives the creative agency, the client or the account that is going to launch the campaign: "How big do the creatives have to be?" No matter how many campaign have you launched, that question will always remain the same.
And for big questions, big answers too. Let's go deeper in ad specs and ratios for image and video for almost all social media platforms: Facebook, Instagram, Twitter, Google, Youtube, Pinterest, VK, Tik Tok, Snapchat, Linkedin and Twitch.
It will no longer be necessary to search for "Facebook ad specs" or "Google Ad Measures" every time you are asked or you get lost in a sea of size guides and maximum weights. We summarize the most used ad formats for the platforms that should not be missing in your or your client's digital strategy. Even if your need is more specific, for example, carousel ad sizes on Facebook or Collection ad sizes on Pinterest.
As for Google, we have not only covered Youtube and video size, but we have detailed the size of each type of banner recommended. And speaking of videos, being a guide to 2021 specs we couldn't miss out Tik Tok, nor recent formats like Collections on Snapchat.
For making it easier, you can download our full guide to have the details always available. Moreover, if you have any doubt or you want to clarify an ad spec don't hesitate to contact us and try together to solve or enlarge our guide.
Facebook & Instagram
They remain essential platforms for all types of campaigns, whether branding (reach, views), performance (leads, conversions, purchases). Stories are the recommended placement for upper funnel and reserve for the feed if you want to focus on the lower part of the funnel. Here are the Facebook and Instagram ad metrics you should use this 2021.
Single Image: Aspect Ratio 1:1, Resolution: 1080x1080
Carousel: Aspect Ratio 1:1, Resolution: 1080x1080
Collection:Aspect Ratio 1:1, Resolution: 1080x1080 (2-10 cards)
Single Image: Aspect Ratio 9:16, Resolution 1080x1920
Carousel: Aspect Ratio 9:16, Resolution 1080x1920
Carousel or Collection: Aspect Ratio 1:1, Resolution: 1080x1080
Single Video: Aspect Ratio 4:5, Resolution: 1080x1350
Single Video: Aspect Ratio 9:16, Resolution 1080x1350
Carousel: Aspect Ratio 9:16, Resolution 1080x1920
Gaming vertical campaigns or branded content find in Twitter native content one of its best expressions. If you want to advertise on Twitter, these are the ad specs you should follow:
Image Ads with website buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Image Ads with app buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Image Ads with conversation buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Image Ads with polls: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Single image: Aspect Ratio 1:1, Resolution: 1200x1200, Aspect Ratio: 1.91:1, Resolution: 1200x628
Video Ads with website buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Video Ads with app buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Video Ads with conversation buttons: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Video Ads with polls: Aspect Ratio 1:1, Resolution: 800x800, Aspect Ratio: 1.91:1, Resolution: 800x418
Single video: Aspect Ratio 1:1, Resolution: 1200x1200, Aspect Ratio: 1.91:1, Resolution: 1200x628
The progression of Linkedin ads in recent years is one of the most outstanding. They are important when the objectives are campaigns focused on training centers and courses (masters, classroom courses, online courses) or in the search for leads and potential customers of improvement programs for companies. We detail their measures:
Single Image: Aspect ratio: 1:1 - Resolution: 1080x1080
Single Image: Aspect ratio: 1.91:1 - Resolution: 1200x627
Sponsored inmail: Resolution: 300x250
Display ads: Resolution: 300x250
Video ads: Aspect ratio: 1:1 - Resolution: 1080x1080
Stories, as we understand them today, have their origins in Snapchat and their positioning continues to revolve around this vertical format. At the same time, they have grown to incorporate rectangular formats and their audience also responds well to conversions and lower funnel. They have recently released dynamic ad campaigns, if you haven't tried it yet, we recommend it (we have already released it with great sales results!).
The qualitative leap in the last year of the possibilities of formats and performance of Pinterest campaigns is remarkable and well worth an investment, test type if you prefer, in your next strategy: not only awareness lives the pin, there are already collection too. Your latest formats and specifications:
Static image collect: Aspect ratio 2:3 (At least 3 creas).
Standard video: Aspect ratio: 1:1 or 4:5 or 9:16, 4" - 15'
Max Width Video: Aspect ratio: 1:1 or 4:5 or 2:3, 4" - 15'
Video collect: Aspect ratio: 1:1 or 4:5 or 2:3 or 9:16, 4" - 15'
If you haven't launched a campaign on TikTok yet, you should be about to do so. For now, they're pigeonholed to one type of audience (very young) and one type of target (pure awareness, upper funnel) that works very well. But we recommend you not to use it exclusively for those. From our experience, for traffic campaigns and in ages +25 it also has good results. We recommend you to use the following specifications:
To put it quickly and succinctly: VKontakte is the Facebook of Russia. It works for all ages and genders, it is ideal for campaigns along the funnel: reach, traffic, conversions and you can also advertise through your product catalog. We show you its measures:
To search and impact your audience in their navigation and in a variety of formats and ratios, we have detailed each of Google's specifications for your ideal format.
The most used ones:
Large rectangle: Resolution 336x280
Medium rectangle: Resolution 300x250
Netboard: Resolution 580x400
Skyscraper: Resolution 120x600
Wide skyscraper: Resolution 160x600
Half-Page ad: Resolution 300x600
Banner: Resolution 468x60
Mobile Banner: Resolution 300x500
Top Banner: 930x180
Panorama: Resolution 980x120
Leaderboard: Resolution 728x90
Large leaderboard: 970x90
It is still the king of video. If your campaign has video creatives, you should keep in mind to launch on YouTube. For the first part of the funnel it is a guarantee of views and results. You can use the following measures:
Is the last incorporation to our Ad Specs Guide, a live streaming platform in continuous growth and with a very high number of active users, which is why it is a very attractive channel for brands. If you want to advertise on Twitch, these are the ad specs you should follow for image and video ads:
Home page headliner: Resolution: 450x350
Superleader board: Resolution: 970x66
Medium rectangle: Resolution: 300x250
Home page carousel & Cross Screen Video: Resolution: 1920x1080 - Aspect ratio 16:9
You can see that the possibilities for campaigns and ads are practically endless with all these formats, so now it's time to start setting them up. And if any of them are missing, don't hesitate and contact us.