Facebook & Instagram Ad Specs

With the platforms constantly updating, it can be tricky to know how to format copy for your ads. That’s why we’ve compiled (and will continually update) the ad specs you need to optimize copy for each platform.

Photo/Video Ads

Primary Text

Appears at the top of the ad 
Can be long or short-form
Text truncates at different points for different views

Desktop: Truncates at 415 characters
Mobile: Truncates at 90 characters
Instagram: This is the only visible copy. Truncates at 60 characters

Mobile

Desktop

Instagram

Headline

Appears below the visual content in bold
Truncates at 55 Characters and cannot be expanded

Desktop: Truncates at 55 Characters
Mobile: Truncates at 55 Characters
Instagram: NOT VISIBLE

Mobile

Desktop

Instagram

Description

Only visible on desktop underneath the headline
125 characters max

Desktop: Truncates at 60 Characters
Mobile: NOT VISIBLE
Instagram: NOT VISIBLE

Mobile

Desktop

Instagram

Carousel Ads

Text – 125 characters Headline – 40 characters Link Description – 20 characters

Mobile

Desktop

Instagram