The document provides specifications and guidelines for various social media advertising formats on platforms like Facebook, Instagram, Twitter, and LinkedIn. It discusses image sizes, video lengths, character limits for headlines and text, and best practices for when and how to use different ad formats. The goal is to help create effective social media ads and content that inspire, sell products, have conversations, and generate traffic, engagement, conversions, and reach.

1. Social Media | Let`s create killer assets!

2. The first thing we need to understand is the difference between
ORGANIC vs PAID

3. Let`s review

4. Social Media
as Community
Social Media
as media channel

5. Social Media
as Community
Social Media
as media channel
Engagement
& Advocacy

6. Social Media
as Community
Traffic
Engagement
& Advocacy
Social Media
as media channel

7. Social Media
as Community
Traffic
Conversions
Engagement
& Advocacy
Social Media
as media channel

8. Social Media
as Community
Social Media
as media channel
Traffic
Reach
Engagement
& Advocacy
Social Media
as media channel
Conversions

9. CONTENT ADVERTISING

10. Inspire Sell
Content has to
Advocacy

11. Inspire Sell
Content has to
Advocacy
Conversations

12. Inspire Sell
Content has to
Advocacy
Conversations
Funny Moments

13. Inspire Sell
Content has to
Advocacy
Conversations
Funny Moments
Core Message

14. Sell Content
Advertising has to
Products

15. Sell Content
Advertising has to
Products
Offers

16. Sell Content
Advertising has to
Products
Offers
Events

17. Sell Content
Advertising has to
Products
Offers
Events
Solutions

18. CONTENT ADVERTISING

19. How?

21. Feel Free

22. Social Media
as Community
Social Media
as media channel
To sell, you have to follow some guidelines.

25. Social Media
as media channel
• The supplied URL will automatically scrape in title and
image, but you can also upload images manually.
• Recommended 1.91:1 ratio (1200 pixels by 627 pixels)
• Image upload maximum weight: 5MB
• Image upload supported types: JPEG, GIF, PNG
• Image must be more than 200 pixels in width
• If your image width is below 200 pixels it will appear as
a thumbnail on the left side of the post (see below).
Sponsored Content
When? Traffic
Don`t Too much text
Yes! People facing
Clear CTA
Keep it short

26. Social Media
as media channel
• 300 pixels by 250 pixels banner ad
• File type: JPEG, GIF (non-animated), or PNG
(no flash)
• Maximum file size: 40 KB
• Body copy: Suggested 1,000 character maximum
(including spaces)
When? Traffic / Leads
Don`t Too much content
Yes! CTA
Offers
Lead Gen
Sponsored InMail

27. Social Media
as media channel
• Minimum logo/image size is 100 pixels by 100
pixels
• Primary CTA (below images): Maximum 50
characters including spaces.
• Secondary CTA (above images): Maximum 70
characters including spaces.
• Custom background image (optional): 300 pixels
by 250 pixels.
When?
Followers /
Behavior
Don`t To much text
Yes! CTA
Offers
Followers
Dynamic Ads

28. Social Media
as media channel
• Image size: 300 pixels by 250 pixels
• File Type: HTML5 – must be third party served
GIF, JPG, PNG
• Image size: HTML5: 200 KB, Other: 40 KB.
• Animation limit: 15 seconds for video quality
autoplay; 30 seconds otherwise.
When? Reach
Don`t To much text
Yes! CTA
Animation
People
Disply

31. Social Media
as media channel
• Image size: 1200 pixels by 628 pixels
• Image ratio: 1.91:1
• Text: 125 characters
• Headline: 25 characters
• Link description: 30 characters
Photo Ad
When? Traffic
Don`t Too much text
Yes! Big images
Clear CTA
Keep it short

32. Social Media
as media channel
• Recommended image size: 1080 pixels by
1080 pixels
• Image ratio: 1:1
• Text: 125 characters
• Headline: 40 characters
• Description: 20 characters
Carrousel
When? Traffic
Don`t Many images
Yes! Stories
Offers
Storytelling

33. Social Media
as media channel
• Image size: 1200 pixels by 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Headline: 45 characters
Canvas
When? Story
Don`t More than 20sec
Yes! Reach
Storytelling
Quizz

34. Social Media
as media channel
• Image size: 1200 pixels by 628 pixels
• Image ratio: 1.9:1
• File type: may be video or photo
• Headline: 25 characters
• Text: 90 characters
Collection
When? E-Commerce
Don`t More than 10 prod.
Yes! Conversion
Offers
Sell

35. Social Media
as media channel
• Image size: 1200 pixels by 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
Desktop Mob. Apps
When? App Download
Don`t Too much text
Yes! Conversion
Downloads
Sell Apps

36. Social Media
as media channel• Video: H.264 video compression, high profile preferred, square pixels, fixed frame
rate, progressive scan
• Format: .MP4 container
• Audio: Stereo AAC audio compression, 128kbps + preferred
• Aspect Ratios Supported: 9:16 to 16:9
• Length: 240 minutes maximum
• Recommended resolution: Minimum width 600 pixels
• Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail
image may not include more than 20% text.
• File size: Up to 4GB maximum
• Text: 125 characters
• Headline: 25 characters
• Link description: 30 characters
Desktop Mob. Apps
When? Every time
Don`t More than 30’
Yes! Reach
Conversion
Etc

37. Social Media
as media channel
• Image size: 1280 pixels by 720
pixels
• Aspect ratio: 16:9, 1:1 or 2:3
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters
Video Slideshow
When? Every time
Don`t More than 30’
Yes! Reach
Conversion
Etc

38. Social Media
as media channel
• Image size: 1280 pixels by
720 pixels
• Aspect ratio: 16:9, 1:1 or 2:3
• Text: 90 characters
• Headline: 25 characters
• Link description: 30
characters
Video Slideshow
When? Every time
Don`t More than 10’
Yes! Reach
Conversion
Etc

39. Social Media
as media channel
Facebook Messenger Ads
When? Every time
Don`t More than 10’
Yes! Reach
Conversion
Etc
Image Specifications:
• Image size: 1280 pixels by 628 pixels
• Aspect ratio: 9:16 to 16:9
• Text: 125 characters
• Headline: 25 characters
Video Specifications:
• Aspect Ratios Supported: 9:16 to 16:9
• Length: 240 minutes maximum
• Recommended resolution: upload the highest resolution video available that meets file
size and ratio limits.
• Thumbnail image ratio: Should match aspect ratio of your video. Your thumbnail image
may not include more than 20% text.
• File size: Up to 4GB maximum
• Text: 125 characters
• Headline: 25 characters
• Link description: Not supported
Carousel Specifications:
• Image size: at least 1080 pixels by 1080 pixels
• Image file size: 30MB
• Maximum number of cards: 10
• Aspect ratio: 1:1
• Text: 125 characters
• Headline: 40 characters

41. Social Media
as media channel
• Title: 70 characters
• Tweet copy: 280 characters
• Description: 200 characters
• Image size: at least 120 pixels by 120 pixels; 1MB
maximum
• Formats accepted: PNG, JPEG, GIF
• Aspect ratio: 2:1
Summary Card
When? Traffic
Don`t Too much text
Yes! Big images
Clear CTA
Keep it short

42. Social Media
as media channel
• Title: 70 characters
• Tweet copy: 280 characters
• Description: 200 characters
• Image size: 280 pixels by 150 pixels
(minimum); 1MB maximum
• Formats accepted: PNG, JPEG, GIF
• Aspect ratio: 2:1
Summary Large
When? Traffic
Don`t Too much text
Yes! Big images
Clear CTA
Keep it short

43. Social Media
as media channel
• Tweet copy: 280 characters
• Website Title Length: 70 characters
• Media: image
• Size: 800 pixels by 418 pixels for 1:91:1 aspect
ratio and 800 pixels by 800 pixels for 1:1 (3MB
maximum)
• Formats accepted: JPEG, PNG
• Aspect ratio: 1.91:1, 1:1 (1:1 not available for self-
serve advertisers)
Website Card
When? Traffic
Don`t Too much text
Yes! Big images
Clear CTA
Keep it short

44. Social Media
as media channel
• Tweet copy: 280 characters
• Size: 800 pixels by 418 pixels for 1:91:1 aspect
ratio and 800 pixels by 800 pixels for 1:1 (3MB
maximum)
• Title/price: pulled from link to the app store
• Formats accepted: JPG, JPEG, PNG, GIF
• CTA options: install (default if app is not
installed), open (default if app is installed),
play, shop, book, connect and order
App Card
When? Traffic
Don`t Too much text
Yes! Big images
Clear CTA
Keep it short

45. Social Media
as media channel
• Tweet copy: 280 characters
• Title (under video): 70 characters
• Description (under video): 200 characters
• Media: video
• Formats accepted: MP4 or .MOV
• File size: under 1GB for optimal performance
• Video: 2 minutes and 20 seconds maximum
• Aspect ratio: 16:9
Player Card
When? Various
Don`t More than 30s
Yes! Content
Always On

46. Social Media
as media channel
• Tweet copy: 280 characters
• Hashtag: 21 characters
• Pre-populated user tweet: 256 characters
• Headline: 23 characters
• Thank you text: 23 characters
• Thank you URL (optional): 23 characters
• Video (if used): same specifications mentioned in
“Video App Card” or “Player Card” sections
• Image (if used): 800 pixels by 320 pixels
• File size: 3MB
• File formats: JPEG, PNG, non-animated GIFs
Conversational Ad
When? Various
Don`t More than 30s
Yes! Content
Always On

47. Social Media
as media channel
• Tweet copy: 256 characters (24 characters used for the
card)
• Size: Minimum width 800 pixels
• Video specs (if used): same as Player Card, 16:9 aspect
ratio required
• File size: 3 MB, apsect ratio 5:2 or 1:91:1
• Call to action text: 24 characters (emojis supported)
Direct Message
When? Various
Don`t More than 30s
Yes! Content
Always On

48. Let`s Engage