What image sizes do Instagram, Facebook and TikTok ads need?

Meta's ads guide recommends 1440 × 1800 pixels at 4:5 for both feeds, as a JPG or PNG of up to 30 MB. The minimums and the tolerances differ between the two apps:

The tolerance is how far a file may miss the exact ratio and still count as that ratio. The Instagram feed takes shapes from 4:5 (the tallest) to 1.91:1 (the widest), so a square image runs too, but 4:5 is the recommended shape and covers the most screen.

Meta's text recommendations differ as well: on the Facebook feed, 50 to 150 characters of primary text and a 27-character headline; on the Instagram feed, 125 characters of primary text and a 40-character headline.

Stories and Reels image ads fill the screen: Meta recommends 1440 × 2560 pixels at 9:16, as a JPG or PNG of up to 30 MB, on both apps.

The app's own buttons sit on top of the picture. Meta asks you to keep roughly 14% of the top, 35% of the bottom and 6% of each side free of text, logos and other key elements. On a 1440 × 2560 canvas that is about 358 px at the top, 896 px at the bottom and 86 px on each side. A price or a headline in those areas ends up under the profile icon, the caption or the call-to-action button.

On Facebook Stories, an image ad shows for eight seconds or until the viewer swipes on.

TikTok ads are mostly video (see TikTok's ad video specs). For still images, use a carousel ad, which TikTok specifies like this:

• JPG or PNG, 2 to 35 images per ad, of which up to 20 are shown.
• TikTok suggests keeping each file at or under 100 KB.
• Music is required: the carousel plays over a looping soundtrack.
• One caption and one call-to-action cover all the images.

In-feed video ads use the same three shapes: 9:16 (recommended, at least 540 × 960 px), 1:1 (at least 640 × 640 px) and 16:9 (at least 960 × 540 px).

Plan two shapes for every ad: 4:5 for the Facebook and Instagram feeds, and 9:16 for Stories, Reels and TikTok. Those are the shapes Meta and TikTok recommend, and one layout rarely fits both without changes.

• Keep the product and the headline in the middle of the frame. In 9:16 that keeps them clear of the areas Meta asks you to leave free; in 4:5 it keeps them clear of a crop.
• Design at the recommended size, 1440 × 1800 or 1440 × 2560 px, not at the minimum. A small file that is scaled up looks soft.
• Crop, never stretch. The free Image resizer fills and crops a picture to any size you type, or fits it on a white background, in your browser. It does not enlarge a picture that is too small.

A square (1:1) version is optional: the Instagram feed accepts it, but it gives up the height that 4:5 would use.

ProduktShot makes both shapes from one upload. Product photos come in 1:1, 4:5, 3:4, 2:3, 9:16 and 16:9, so a 4:5 feed image and a 9:16 Stories image are one setting apart. Ad mode turns the same photo into a finished ad poster from 122 templates, with the headline and the offer written for you, from 3 credits a poster.

Each poster template has its own fixed shape: square 1:1, portrait 3:4 or 2:3, or story 9:16. Pick a story template for Stories, Reels and TikTok. There is no 4:5 poster template yet, and 3:4 and 2:3 are taller than the Instagram feed accepts, so for a feed slot use a square poster, or crop a portrait one to 4:5 with the Image resizer.