Marketing

The ultimate guide to digital campaign specs for marketers in 2025

Katy Kurn

Writer

23.1.2025

Here at PlatformAlt5 as content marketing specialists, we know the best campaigns start with a brilliant brief. And the marketers we work with need to meet their budget as closely as possible to achieve the return on investment (ROI) they’re aiming for.

Understanding the exact specs for your digital and social assets is an important part of the briefing and planning phases. It enables us to cost your campaign accurately and means our top-notch creators can deliver exactly what you need.

That’s why we’ve created this complete guide to digital and social media campaign specs in 2025. You can use it when you’re briefing us for your next campaign so we can deliver the distinctive brand assets that will give you the results you’re aiming for.

The latest social media advert sizes in 2025

Facebook ad specifications

**Photo by** **Alexander Shatov** on **Unsplash**

Facebook ad specifications

Facebook image and video ads will appear in the customised stream of posts and activity on a person’s Facebook feed.

The recommended specs for Facebook image ads are:

· File Type: JPG or PNG

· Ratio: 1.91:1 to 4:5

Resolution:

· 1:1 ratio: 1080 x 1080 pixels

· 4:5 ratio: 1080 x 1350 pixels

Text recommendations:

· Primary Text: 50-150 characters

· Headline: 27 characters

Technical requirements

· Maximum File Size: 30MB

· Minimum Width: 600 pixels

· Minimum Height: 1:1 ratio: 600 pixels / 4:5 ratio: 750 pixels

The recommended specs for Facebook video (Reel) ads are:

· File Type: MP4, MOV or GIF

· Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)

· Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps

· Resolution: At least 1080 x 1080 pixels

· Video Captions: Optional, but recommended

· Video Sound: Optional, but recommended

Text Recommendations

· Primary Text: 125 characters

· Headline: 27 characters

· Description: 27 characters

Technical Requirements

· Video Duration: 1 second to 241 minutes

· Maximum File Size: 4GB

· Minimum Width: 120 pixels

· Minimum Height: 120 pixels

Instagram ad specifications

Instagram image and video ads will appear in the customised stream of posts and activity on a person’s Instagram feed.

The recommended specs for Instagram image ads are:

· Image File Type: JPG or PNG

· Ratio: 1:1

· Resolution: At least 1080 x 1080 pixels

Text Recommendations

· Primary Text: 125 characters

· Headline: 40 characters

· Maximum Number of Hashtags: 30

Technical Requirements

· Maximum File Size: 30MB

· Minimum Width: 500 pixels

· Minimum Aspect Ratio: 400 x 500

· Maximum Aspect Ratio: 191 x 100

The recommended specs for Instagram video (Reel) ads are:

· File Type: JPG or PNG

· Ratio: 9:16

· Resolution: At least 1080 x 1080 pixel

Text Recommendations

· Primary Text: 72 characters

Technical Requirements

· Maximum File Size: 30MB

· Minimum Width: 500 pixels

For both Facebook and Instagram, Meta recommends maintaining a consistent visual identity across your ads and using high-quality images or videos that align with your brand.

Design your content with mobile users in mind and make sure text is clear on smaller screens. Always include a clear and compelling CTA in your ads to achieve the result you’re aiming for.

Additional information about advertising with Meta is available on Meta’s Business Help Centre.

LinkedIn ad specifications

LinkedIn text ads appear in the right column of the desktop (not on mobile). Video ads appear in the LinkedIn feed on mobile and desktop.

As LinkedIn is a professional platform, the tone of your ads should reflect this. LinkedIn emphasises the importance of a strong headline to grab attention in the feed. Your headline should be clear, concise and relevant to the audience you want to target.

The recommended specs for LinkedIn image ads are:

· File Type: jpg, png, or gif

· File Size: 5 MB

· Image Ratio:

· 1.91:1 (horizontal, desktop and mobile)

· 1:1 (square, desktop and mobile)

· 1:1.91 (vertical, mobile only)

Text Recommendations

· Ad name (optional): 255 characters

· Headline: 70 characters

· Introductory text: 150 characters

· Description (LAN only): 70 characters. Only required if using LinkedIn Audience Network (LAN)

Technical Requirements

· File Type: jpg, png, or gif

· File Size: 5 MB

Horizontal / Landscape

· Horizontal images will deliver to both desktop and mobile

· Minimum: 640 x 360 pixels

· Maximum: 7680 x 4320 pixels

· Recommended: 1.91:1 - 1200 x 628 pixels

Square

· LinkedIn recommends this aspect ratio for delivery across both desktop and mobile

· Minimum: 360 x 360 pixels

· Maximum: 4320 x 4320 pixels

· Recommended: 1:1 - 1200 x 1200 pixels

Vertical

· LinkedIn recommends this aspect ratio for best performance on CTR on mobile (vertical images do not deliver to desktop).

· Minimum: 360 x 640 pixels

· Maximum: 2430 x 4320 pixels

· Recommended:

· 1:1.91 - 628 x 1200 pixels

· 2:3 - 600 x 900 pixels

· 4:5 - 720 x 900 pixels

The recommended specs for LinkedIn video ads are:

· Video File Type: MP4

· Video Sound Format: AAC or MPEG4

· Recommended frame rate: 30 frames per second

· Custom Thumbnail: Optional but recommended

· Ratio:

· 4:5 (vertical, 0.8)

· 9:16 (vertical; 0.57)

· 16:9 (landscape; 1.78)

· 1:1 (square; 1.0)

Text Recommendations

· Ad name (optional): 255 characters

· Headline: 70 characters. Maximum of 200 characters

· Introductory text: 150 characters. Maximum of 600 characters

Technical Requirements

· Video File Size: 75 KB (min) - 200 MB (max)

· Video Duration: 3 seconds - 30 minutes

· Video Captions: Optional

· Video Sound Rate: Less than 64 KHz

· Minimum width: 360 pixels

· Maximum width: 1920 pixels

· Minimum height: 360 pixels

· Maximum height: 1920 pixels

· Minimum aspect ratio: 9:16 (0.563)

· Maximum aspect ratio: 16:9 (1.778)

Recommended Dimensions

· Vertical (4:5): Min 360 x 450 pixels, Max 1080 x 1350 pixels

· Vertical (9:16): Min 360 x 640 pixels, Max 1080 x 1920 pixels

· Landscape (16:9): Min 640 x 360 pixels, Max 1920 x 1080 pixels

· Square (1:1): Min 360 x 360 pixels, Max 1920 x 1920 pixels

Additional information about advertising with LinkedIn can be found on LinkedIn’s marketing for businesses website.

TikTok ad specifications

TikTok is all about short-form, engaging content. Keep videos as concise as you can and make sure you create impact in the first few seconds to stop the scroll. TikTok users prefer authentic, relatable videos over corporate style, heavily produced content.

The recommended specs for TikTok video ads are:

· 1080 x 1920 px

· 9:16 aspect ratio

· MP4 or MOV

· Recommended max length of 60 seconds but can be up to 10 minutes for longer content

· File size up to 287.6 MB

Additional information about advertising with TikTok can be found on TikTok for Business.

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YouTube ad specifications

Unlike TikTok, YouTube encourages brands to create high-quality, well-produced content for their ads. Audio should be clear with good lighting and great storytelling.

The recommended specs for YouTube video ads are:

· Standard HD: 1280 x 720 px

· 16:9 (widescreen), 1:1 (square), 9:16 (vertical for mobile)

· Full HD: 1920 x 1080 px

· 4K: 3840 x 2160 px

· File Size: Up to 128 GB

· File Types: MP4 is preferred, with H.264 codec and AAC audio codec

· Up to 6 seconds for bumper ads, 15-30 seconds for non-skippable ads, up to 3 minutes for skippable ads

Additional guides and advice can be found on YouTube’s creator academy channel.

X (formerly Twitter) ad specifications

Ads on X can be shown in search results, on a user’s timeline, or on the explore tab.

The recommended specs for X text ads are:

· 280 characters (Each link reduces character count by 23 characters)

The recommended specs for X image ads are:

· Post copy: 280 characters

· File types: PNG and JPEG are recommended

· X doesn’t accept BMP or TIFF files

· GIFs uploaded will render as a static image so best not to use those

· File size: Max 5MB

The recommended specs for X video ads are:

· Post copy: 280 characters

· File types: MP4 or MOV

· File size: 1 GB max. For optimal performance it’s recommended to keep files under 30 MB

· Video length: 15 seconds or less is recommended but up to 2:20 is supported

· Video bitrate: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p

The recommended specs for X carousel ads are:

· Number of slides: 2-6 (Images or Videos)

· Image Carousels: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio

· Video Carousels: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio

Additional information about advertising with X can be found on X’s business website.

The most popular banner ad sizes for 2025

Banner ads are shown on web pages to direct people to another website, to take a specific call to action or to increase brand awareness.

Some of the most common banner ad specs are:

· Leaderboard (728x90 px)

· Medium Rectangle (300x250 px)

· Skyscraper (160x600 px)

· Large Rectangle (336x280 px)

· File formats: JPEG, PNG, GIF for images

· MP4 for video

· File size: ideally under 150 KB for faster loading

Recommended email marketing specs

If part of your campaign is likely to involve email marketing, here are some recommended specs:

Image sizes:

· Header Images: 600-800 px width

· Height should be proportional but typically between 200-300 px

· Body images: Around 600 px width

Logo/branding:

· 100 x 100 px to 300 x 100 px, maintaining aspect ratio

File types:

· PNG or JPEG for images, GIF for animations

File size:

· Keep image files under 1 MB to avoid slow load times

Videos:

· Embedded videos are not widely supported, so linking to hosted videos (e.g., YouTube) is usually best

Google ad specifications

Search ads

These are text ads that appear at the top or bottom of Google search results when users search for keywords related to your business.

The recommended specs for basic text ads are:

· Headlines: Up to 3 headlines, each with a maximum of 30 characters

· Descriptions: Up to 2 descriptions, each with a maximum of 90 characters

The recommended specs for responsive search ads are:

Headlines: Up to 15 headlines, each up to 30 characters
Descriptions: Up to 4 descriptions, each up to 90 characters

Display ads

These are ads that appear on websites within Google's Display Network.

The recommended specs for display ads are:

· Landscape: 1200 x 628 px (recommended), 1.91:1 aspect ratio, up to 5 MB

· Square: 1200 x 1200 px, 1:1 aspect ratio

· Logo: 1200 x 300 px (landscape), 1200 x 1200 px (square)

· Headlines: Up to 5 headlines, each up to 30 characters

· Long Headline: Up to 90 characters

· Description: Up to 90 characters

· Business Name: Up to 25 characters

Now you have all the information you need about marketing asset specifications, you’re ready to brief in your next campaign. That’s where we come in. At Platform Alt5, we craft unique content that cuts through the noise.

It's ethically created by extraordinary humans and supported by good technology. Ready to unlock your brand's potential? Discover how our scalable content marketing engine can help your brand reach the next level.

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Katy Kurn

Writer

1.23.2025

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