Are you investing in social media marketing?

If so, then there’s a good chance that you’re spending at least a portion of your advertising budget on Facebook. After all, 97% of social experts choose Facebook as their number one platform.

There are plenty of reasons why Facebook is such a popular solution for today’s social media marketers. First of all, it’s the biggest social media platform around, outshining everything from Instagram to Twitter. Secondly, it reaches the widest variety of potential customers. If you’re not 100% sure who your target audience is, you’ll find it with Facebook.

Another major benefit of Facebook? There are so many different kinds of ad to choose from. If you’re ready to make the most out of your Facebook marketing strategy, this guide to Facebook Image Ad Format is a must-have for your bookmark list.

When Should You Be Using Facebook Image Ads?

So, why and when should you be using the Facebook image ad format?

Good question.

80% of marketers today are using visual assets in their social media marketing. One of the main reasons for this is that images are more likely to capture audience attention, and they may increase your chances of encouraging people to share your content too.

In one study conducted by Facebook, a series of photo-focused ads outshone every other ad format when it came to driving traffic back to a website. That makes image ads the go-to solution if you’re trying to pull attention back to your site.

Facebook image ads also have the benefit of being super simple to create. You can design and publish an image ad within a matter of seconds from your Facebook profile page. You could even snap a photo on your smartphone and “boost” the post when it goes live.

Whatever you’re promoting, an image can take your Facebook advertising strategy to the next level.

What are the Different Types of Facebook Image Ads?

Facebook image ads come in many different shapes and sizes depending on how you want to connect with your target audience. Facebook even offers guidelines on how to use the image ad format here to help people get started.

Here are some of the most popular formatting options and what you need to know about them.

1. Facebook Feed Ads

A feed ad is a message that shows up naturally in your customer’s feed, just like any other post on Facebook. If you want to capture your audience’s attention in a natural setting, this is a great way to get started. Feed ads are perfect for when you want to stand out from other posts, and attract more conversions, without disrupting your customer too much.


  • No more than 20% text
  • 1:91:1 aspect ratio with a link
  • 9:16 to 16:9 aspect ratio without a link
  • Minimum size: 600 pixels
  • Recommended size: 1200 x 628 pixels
  • JPG or PNG file

2. Facebook Carousel Ads

Carousel ads are an excellent way to showcase various components of your brand in a single place. You can use multiple videos or images in these Facebook ads – although images are much easier for beginners. Carousel posts are an excellent way to show multiple versions of the same product or highlight numerous products within a portfolio. You can even create carousels for different ad types, including the Facebook feed, right column, the marketplace, audience network, messenger inbox, and more.


  • No more than 20% text
  • 1:1 aspect ratio
  • Maximum image size of 30mb
  • Minimum width and height: 600 pixels
  • Recommended image size: 1080 x 1080 pixels
  • PNG or JPG file format

Facebook Instant Experiences

3. Facebook Right Column Images

These unique Facebook image ads appear in the right-hand side of the Facebook page, alongside things like gaming videos, promotions, and trending content. Although they only appear on desktop devices, data suggests that the right column ads have some of the highest cost per click among any Facebook ad type.


  • No more than 20% text
  • 1:91:1 aspect ratio with link
  • Aspect ratio without link of 9:16 to 16:9
  • Recommended minimum size of 600 pixels
  • Recommended image size of 1200 x 628 pixels
  • JPG or PNG file format

right colum

4. Facebook Instant Articles

If you’re looking for a quick way to promote content on Facebook, and you want to add images into the mix, the Instant Article Facebook ad could be the perfect option. The release of this new functionality allows businesses of all sizes to deliver quick-loading interactive content on the Facebook app. You can even place ads within articles too.


  • No more than 20% text
  • Minimum size of 600 pixels
  • Recommended size of 1,200 x 628 pixels
  • Aspect ratio of 9:16 to 16:9
  • Recommended image format of JPG or PNG

5. Facebook Marketplace Ads

If you’ve visited the Facebook marketplace before, you’ll know its an excellent environment for buying and selling items with people in a local community. As you scroll through the items available to buy, you’ll also run across a handful of ads from companies that have chosen to display their content here. If you’re looking for a way to attract customers to your website when they’re looking for a particular product in a certain location, this is a great image ad for you.


  • No more than 20% text
  • Minimum size of at least 600 pixels
  • Recommended image size of 1,200 x 628 pixels
  • Aspect ratio of 1:91:1 with link
  • Aspect ratio of between 9:16 and 16:9 without link
  • PNG or JPG file format

select facebook ads image

6. Audience Network Banner, Native and Interstitial Ads

Facebook is one of the best social networks online for advertising opportunities. If you’re hoping to reach audiences on a range of platforms, through Facebook, Audience Network ads are the perfect solution. These ensure that you always get your content out among trusted publishers, and you can even target the customer that’s right for you using Facebook’s state-of-the-art audience targeting features. This is Facebook’s version of the Display Ads functionality available from Google. While video options are available, images are an easy opportunity for beginners.


  • No more than 20% text
  • Minimum height of 133 pixels and minimum width of 254 pixels
  • Recommended image size 1,200 x 628 pixels
  • Aspect ratio of 1:91:1 with link
  • Aspect ratio of 9:16 to 16:9 without a link
  • JPG or PNG file format

7. Facebook Messenger Image Ads

Want a quick way to make a direct connection with your target audience? Facebook can help with that. Even if your customers don’t visit their Facebook news feed every day, there’s a good chance that they’re still active on Facebook Messenger. Facebook Messenger is one of the most popular ways for people to stay connected online today. You can advertise your business through this separate Facebook app, using the same images you’d rely on for your feed.


  • No more than 20% text
  • Minimum height of 133 pixels and a minimum width of 254 pixels
  • Recommended image size of 1,200 x 628 pixels
  • Aspect ratio of 1:91:1 with a link
  • Aspect ratio of 9:16 to 16:9 without a link
  • PNG or JPG format

8. Facebook Collection Ads

Facebook Collections are very similar in style to Facebook Carousel Ads. There’s the option to use videos or images in your carousel. Either way, you’re going to be giving your customers an excellent opportunity to interact with your content, browse through products in your portfolio, and more. Collection ads come with a cover photo, as well as the option to show several photos and videos underneath that cover. When users click on the full-screen version of an ad, they’ll brought directly to an “Instant Experience”. Here, your users can check out more information about your brand.


  • No more than 20% text
  • Minimum image height and width of 600 pixels
  • Recommended ratio of 1:1 for square images
  • Recommended ratio of 16:9 for landscape images
  • Maximum image size of 30MB
  • Images should be in PNG or JPG

Facebook Image Ads Guidelines

If you’re not sure which Facebook image ad you want to use yet, but you need to make sure that you’re ready for anything, the following information should help. Regardless of what kind of image-based ad you want to post on Facebook, you’ll need:

  • To keep your text to 125 characters or less
  • To avoid more than 20% text in your ads – this reduces your chance of a successful delivery.
  • To stick to the highest resolution for your image available
  • An image ratio of between 1.91:1 and 4:5
  • A file that’s either PNG or JPG format

If you’re posting a model with a link, the image ratio is usually 1.91:1 to 1:1, and you’ll need a resolution of at least 1,080 x 1080 pixels to deliver the best quality to your customers. You can also use a headline that takes up to 25 characters, and the link description can be up to 30 characters in length.

If you want to be particularly fancy with your Facebook image ads, there’s also the option to create an interactive experience using a panorama or 360-degree video. This is a little more complicated than just taking and promoting a standard photo with Facebook. However, there’s the 360 photo editing and posting guide available to help you.

Best Practices for Facebook Image Ads

Facebook image ads are one of the simplest ways for brands to capture the attention of their target audience through social media. However, while it’s relatively easy to design an active Facebook image ad, you may need some time to master the skill of attracting and delighting your audience. Some of the recommendations that Facebook offers to help you make the most out of your image campaigns include:

  • Use images as social proof: If you want to convince people to use your product or service – show other people that have already used it in the past. If you can share a picture of someone using your product, this will act as social proof, convincing future customers that you deserve their trust. This is particularly beneficial if you can demonstrate how the person in the picture benefitted from your product.
  • Remember that less text is often more: You’re very restricted when it comes to the amount of text that you can use on an Image ad. While copy has its place in the marketing world – it can be too distracting on a social platform like Facebook. What’s more, the content may also lead to your ad showing to fewer people. Stick with sharing only the most important details.
  • Don’t make your ad too cluttered: Each Facebook image ad should come with a single focal point, to prevent your audience from getting confused and overwhelmed. Don’t include too much content at once. If you need to show multiple pictures, use a carousel or collection ad instead.
  • Make it consistent: If you’re running a wide range of ads within a single campaign, make sure that your content remains consistent. Use the same brand colours in each of your pictures and avoid adding too many filters that might make it difficult to recognize your sense of style.
  • Always go for quality: While snapping photos on your smartphone might be easy, it won’t always be the best way to get the right quality of image for your audience. Remember that you want to create a professional experience for your customers. Keep your image quality high, and upload in the highest resolution possible.

Make the Most of your Image Ads

This guide to Facebook image ads will hopefully give you all the information you need to start marketing your products and services on Facebook with confidence. Don’t be afraid to experiment with multiple different image and format types before you settle for just one. You can use Facebook’s creative hub to check out how your ad will look in various formats before you publish it.

Over time, you’ll even be able to use the analytics you get from each ad to find out which format speaks best to your target audience. Now all you need to do is get out there and put your images to work!

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