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, TikTok, 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 2023 specs we couldn't miss out Tik Tok, nor recent formats like Collections on Snapchat.
This is the guide's index:
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.
It remains an essential platform for all types of campaigns, whether branding (reach, views) or performance (leads, conversions, purchases). Stories are the recommended placement for the upper funnel and reserve for the feed if you want to focus on the lower part of the funnel. Here are the Facebook ad metrics you should be using in 2023.
Image Format
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Feed & Reels: Aspect ratio 1.91:1 to 1:1, Resolution: 1080x1080
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Stories: Aspect Ratio 9:16, Resolution 1080 x 1080
Video Format
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Feed: Aspect ratio 1:1 or 4:5, Resolution 1080x1080
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Stories: Aspect ratio 9:16, Resolution 1080x1920
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Reels: Aspect ratio 9:16, Resolution 500x888
Collection & Sequence Format
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Feed: Aspect ratio 1:1, Resolution 1080x1080
Instagram is one of the essential platforms for creating campaigns, whether for branding (reach, views) or performance (leads, conversions, purchases). Stories are the recommended placement for the upper funnel and reserve for the feed if you want to focus on the lower part of the funnel.
Image Format
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Feed & Stories: Aspect ratio 1:1, Resolution 1080x1080
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Stories & Explore: Aspect ratio 9:16, Resolution 1080x1920
Video Format
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Feed, Stories & Explore: Aspect ratio 4:5, Resolution 1080x1080
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Reels: Relación de aspecto 9:16, Resolución 500x888
Collection Format
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Feed & Stories: Aspect ratio 1:1, Resolution 1080x1080
Sequence Format
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Feed, Stories & Shopping: Aspect Ratio 1:2, Resolution 1080x1080 and 1080x1920
The qualitative leap in the last year in the possibilities of formats and performance of Pinterest campaigns is remarkable and well worth an investment in your next strategy: not only awareness lives by the pin, there is already collection too. Your latest formats and specifications:
Image Format:
- Estáticos: Aspect ratio 2:3, Resolution 1000x1500
Video Format:
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Ancho estándar: Aspect ratio 1:1
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Ancho máximo: Aspect ratio 1:1
Carrusel Format:
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Feed: Aspect ratio 1:1
Collection Format:
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Image: Aspect ratio 1:1 o 2:3
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Video: Aspect ratio 1:1, 2:3, 4:5 o 9:16
Idea Pin Format:
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Feed: Aspect Ratio 9:16, Resolution 1080x1920
Google y YouTube
To find and impact your audience in their browsing and in a variety of formats and ratios, we have detailed each of Google's specifications for your ideal format.
Performance Max Format:
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Image: Aspect Ratio 1.91:1, 1:1, 4:5, 4:1
Formato YouTube
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Video: Aspect Ratio 16:9, 4:3 o 1:1, Resolution 1920x1080, 640x480, 460x60 o 728x90
Display Ads Format:
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Square and Rectangle: Resolution 200x200, 250x360, 240x400, 250x250, 300x250, 336x280 o 580x400
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Leaderboard: Resolution 468x60, 728x90, 970x90, 930x180, 970x250 o 980x120
Display Ads Format:
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Skyscraper: Resolution 300x1050, 120x600, 160x600, 300x600
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Mobile: Resolution 300x50, 320x50, 320x100
Formato Discovery Ads
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Image: Aspect Ratio 1.91:1, 1:1, 4:5, Resolution 1200x628, 1200x1200, 960x1200
TikTok
If you haven't launched a campaign on TikTok yet, you should be about to. At the moment, they are pigeonholed to one type of audience (very young) and one type of target (pure awareness, upper funnel) that works very well. But we recommend that you don't use it exclusively for those. From our experience, for traffic campaigns and in age groups +25 it also has good results. We recommend you to use the following specifications:
Top View Format:
- Aspect Ratio 9:16, 1:1, 16:9
Takeover Format
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Aspect Ratio 9:16, 1:1, 16:9
In addition, you should be aware of the TikTok Safe Zone. The TikTok Safe Zone is an area in the centre of the screen where content and creatives are easily and safely viewed. To find out which is the safe zone for your content, you can plan your ads in the ad preview tool in TikTok. Make sure that text and logos are within the safe zone. All elements that appear outside the safe zone, be it text, creative or logos, can be cut off or covered.
The size of the safe zone is determined by the dimension, whether vertical, horizontal or square; and the length of the ad's caption or any additional formatting usage. The longer the caption, the smaller the safe zone.
TikTok requires minimum resolutions of ≥540 x 960p, ≥960 x 540p, or ≥640 x 640p depending on the aspect ratio, but we advise you to use the highest resolution possible while keeping the file size low. As long as the file size is less than 500 MB, the content will be of good quality.
Snapchat
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 launched dynamic ad campaigns, if you haven't tried it yet, we recommend it (we have already launched it with great sales results!).
Image Format or Single Video:
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Aspect ratio 9:16, Resolution 1080x1920
Collection Format:
- Aspect ratio 9:16, Resolution 1080x1920
History Format:
- Aspect ratio 9:16, Resolution 1080x1920
Commercial Format:
- Aspect ratio 9:16, Resolution 1080x1920
This is the latest addition to our Social Media Ad Formats Guide. A live streaming platform in continuous growth and with a very high number of active users, making it a very attractive channel for brands. If you want to advertise on Twitch, these are the advertising specifications you must follow for image and video ads:
Premium Live Video Format:
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Premium Video: Resolution 1920x1080
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First Impression Take Over: Resolution 1920x1080
Display Format:
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Homepage Headline: Resolution 450x350
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Super Leaderboard: Resolution 970x66
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Medium Rectangle: Resolution 300x250
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Stream Display Ads: Resolution 728x90
The progression of Linkedin ads in recent years is one of the most remarkable. They are important when the objectives are campaigns focused on training centres and courses (masters, face-to-face courses, online courses) or in the search for leads and potential clients of improvement programmes for companies. We detail their measures:
Image Format:
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Aspect Ratio1.91:1, Minimum Resolution 360x640
Carrousel Format:
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Aspect Ratio 9:16, Resolution 1080x1920
Video Format:
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Relación de aspecto 1:1
Text Format:
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Resolution 100x100
Document Format
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Resolution 100x100
Campaigns in the gaming vertical or branded content find one of their best expressions in native Twitter content: If you want to advertise on Twitter, these are the ad specs you should follow:
Promoted Ads Format:
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Image: Aspect Ratio 1:1 o 1.91:1
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Video: Aspect Ratio 1.91:1 o 1:1, Resolution 628x1200 o 1200x1200
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Carrousel: Aspect Ratio 1.91 o 1:1
Amplify Format:
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Pre-Roll: Aspect Ratio 1:1, Resolution 1200x1200
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Sponsorships: Aspect Ratio 1:1, Resolution 1200x1200
Live Format:
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Resolution 1280x720
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.
