Ad Creative Specifications by Channel
This article lists the creative specifications for ads you build in Metadata for LinkedIn, Facebook, Instagram, and Reddit. Each format has two kinds of rules:
- Checked when you upload to Metadata — file type and file size (plus page count and page size for documents, and resolution and duration for CTV). Files outside these limits are rejected at upload.
- Checked by the channel at launch — dimensions, aspect ratio, video length, codec, and similar. Metadata does not block these at upload, so a creative outside the channel's limits will fail when the campaign launches or be delivered poorly. Follow the channel guidance below to avoid that.
Specifications reflect each channel's official documentation as of August 2026 and may change; source links are provided per channel.
Image
Metadata upload limits
- File type: JPG, PNG, or GIF (GIFs up to 250 frames)
- File size: 5 MB (GIF up to 20 MB)
LinkedIn requirements and recommendations
| Orientation | Minimum | Maximum | Recommended | Delivery |
|---|---|---|---|---|
| Horizontal | 640 × 360 | 7680 × 4320 | 1.91:1 — 1200 × 628 | Desktop and mobile |
| Square | 360 × 360 | 4320 × 4320 | 1:1 — 1200 × 1200 | Desktop and mobile |
| Vertical | 360 × 640 | 2430 × 4320 | 4:5 — 720 × 900 | Mobile only |
LinkedIn now recommends vertical (4:5) images for the best mobile click-through. Vertical 1:1.91 (628 × 1200) images are still accepted but get borders added on each side; use 4:5 to avoid borders.
Source: LinkedIn — Single image ads specifications
Video
Metadata upload limits
- File type: MP4 only for LinkedIn video ads
- File size: up to 1 GB in the Metadata library — but LinkedIn's own maximum is 500 MB, so keep files under 500 MB
- Captions: optional
.srtfile; name it<video name>.<locale>.srt(for examplepromo.en_US.srt) - Thumbnail: optional; Metadata generates one automatically if you don't choose an image
LinkedIn requirements and recommendations
- File size: 75 KB – 500 MB
- Duration: 3 seconds – 30 minutes (15–30 seconds recommended)
- Codec: H.264 or VP8; audio AAC or MPEG4, sample rate below 64 kHz; frame rate below 30 fps
- Aspect ratios and pixel ranges:
| Ratio | Minimum | Maximum |
|---|---|---|
| 16:9 landscape | 640 × 360 | 1920 × 1080 |
| 1:1 square | 360 × 360 | 1920 × 1920 |
| 4:5 vertical | 360 × 450 | 1080 × 1350 |
| 9:16 vertical | 360 × 640 | 1080 × 1920 |
Source: LinkedIn — Video ads specifications
Document
Metadata upload limits (all checked at upload)
- File type: PDF
- File size: 100 MB
- Pages: 2 to 300
- Page size: the first page must match one of these layouts (portrait or landscape): Letter 8.5 × 11 in, Tabloid 11 × 17 in, Legal 8.5 × 14 in, Statement 5.5 × 8.5 in, Executive 7.25 × 10.5 in, Folio 8.5 × 13 in, A3 11.69 × 16.54 in, A4 8.27 × 11.69 in, B4 9.84 × 13.90 in, B5 6.93 × 9.84 in
LinkedIn notes
- Flatten multi-layer PDFs; keep all pages the same size.
- Embedded video or animation displays as a static image.
- Hyperlinks are clickable only after the document is downloaded.
- In Metadata, set the number of preview pages on the ad unless the campaign goal is CTR.
Source: LinkedIn — Document ads specifications
CTV (Connected TV)
Metadata upload limits (checked when you upload from the CTV ad builder)
- Resolution: exactly 1920 × 1080 or 1280 × 720
- File size: up to 500 MB
- Duration: 6 to 60 seconds
- File type: MP4
LinkedIn recommendations
- 16:9, H.264, constant frame rate (23.98–30 fps), bitrate 15–40 Mbps
- Audio: 2-channel PCM or AAC, 48 kHz, at least 192 kbps, matching the video length
- Recommended lengths: 6, 15, 30, 45, or 60 seconds
CTV ads in Metadata require Auto Bid and United States or Canada targeting.
Source: LinkedIn — CTV ads specifications
Image
Metadata upload limits
- File type: JPG or PNG (a GIF is treated as a video ad on Facebook — 20 MB, up to 250 frames)
- File size: 5 MB
Meta requirements and recommendations
- Recommended: 4:5 vertical, 1440 × 1800 pixels (Feed); 9:16, 1080 × 1920 (Stories, Reels)
- Also supported: 1:1 square, 1080 × 1080 (works across all placements); 1.91:1 landscape, 1200 × 628 (Feed only)
- Minimum width: 600 pixels; aspect ratio tolerance 3%
- Use at least 1080 pixels on the short side for sharp delivery
| Ratio | Size | Placements |
|---|---|---|
| 4:5 | 1080 × 1350 / 1440 × 1800 | Feed, Stories (Meta's recommended Feed ratio); optional Search Results |
| 9:16 | 1080 × 1920 | Stories, Reels (full-screen) |
| 1:1 | 1080 × 1080 | Feed, Stories, Reels; optional Search Results |
| 1.91:1 | 1200 × 628 | Feed; optional Search Results (not recommended for Stories/Reels) |
Video
Metadata upload limits
- File type: MP4 or MOV
- File size: 1 GB
- Thumbnail: generated automatically; you can choose a custom image (up to 2 MB)
- Captions: optional
.srtfile
Meta requirements and recommendations
- Duration: 1 second – 241 minutes
- Minimum size: 120 × 120 pixels; recommended 4:5, 1440 × 1800 (Feed) or 9:16, 1080 × 1920 (Stories, Reels); at least 1080 pixels on the short side
- Encoding: H.264, square pixels, fixed frame rate, progressive scan, stereo AAC audio at 128 kbps or higher
- Sound and captions optional but recommended
- Placement by ratio: same table as Facebook Image (16:9/1.91:1 for Feed only)
Sources: Meta Ads Guide — Facebook Feed image · Meta Ads Guide — Facebook Feed video
Placement and campaign structure (Facebook and Instagram)
Meta applies placements at the ad set level. In Metadata the placement setting lives on the campaign's Meta channel and is applied to each ad set at launch, so your campaign structure affects how it behaves:
- Automatic placement in Metadata selects placements from the dimensions of the first image in the campaign (Feed, Stories, and Reels when no ratio matches). Because only the first image is examined, don't mix different aspect ratios in one campaign or ad set — some ads would be sent to placements that don't fit their dimensions.
- 1x1x1 (Metadata structure): automatic placement is available while each ad group contains a single ad. Once you group more than one ad into an ad group, automatic placement is disabled and you must choose placements manually.
- NxNxN (Native structure): automatic placement is available. Create a separate ad set for each image dimension, the same way you would natively in Meta, so each ad set controls the placement of the ads under it.
- Placement can also be set per ad group (1x1x1) or per ad set (NxNxN), overriding the campaign default.
Available placements: Facebook Feed, Stories, Reels, Search Results; Instagram Feed, Profile Feed, Explore, Explore Home, Stories, Reels, Search Results. Some placements require a companion (for example Stories requires Feed), and carousel ads can't use Instagram placements — the placement picker enforces these.
Image
Metadata upload limits
- File type: JPG or PNG
- File size: 5 MB
Meta requirements and recommendations
- Recommended: 4:5 vertical, 1440 × 1800 (Feed); 9:16, 1080 × 1920 (Stories, Reels)
- Also supported: 1:1, 1080 × 1080; 1.91:1 landscape, 1080 × 566 (Feed only)
- Minimum width: 500 pixels; aspect ratio tolerance 1%
| Ratio | Size | Placements |
|---|---|---|
| 4:5 | 1080 × 1350 / 1440 × 1800 | Feed (Meta's recommended Feed ratio); optional Search Results, Explore Home |
| 9:16 | 1080 × 1920 | Stories, Reels |
| 1:1 | 1080 × 1080 | Feed, Stories, Reels; optional Search Results, Explore Home |
| 1.91:1 | 1080 × 566 | Feed; optional Search Results, Explore Home |
Video
Metadata upload limits
- File type: MP4 or MOV
- File size: 1 GB
- Thumbnail generated automatically; captions optional (
.srt)
Meta requirements and recommendations
- Duration: Feed 1 second – 60 minutes; Reels up to 15 minutes (short videos perform best)
- Recommended: 9:16, 1080 × 1920 (Feed and Stories); Reels 1440 × 2560; 4:5 and 1:1 also supported for Feed, 16:9 for Feed only
- Minimum width 250 pixels (500 for Reels ads of 30 seconds or longer)
- Encoding: H.264, AAC audio, 30 fps recommended, about 3,500 kbps for 1080p
- Reels safe zone: keep the top 14%, bottom 35%, and 6% on each side free of text and logos
- Sound and captions optional but recommended
Sources: Meta Ads Guide — Instagram Feed image · Instagram Feed video · Instagram Reels video
Placement behaviour by campaign structure is the same as for Facebook — see the note above.
Image
Metadata upload limits
- File type: JPG, PNG, or GIF
- File size: Metadata accepts up to 5 MB, but Reddit's limit is 3 MB — keep images under 3 MB or the launch fails
- Thumbnail (optional): JPG, PNG, or GIF; keep under 500 KB, 400 × 300 recommended (300 × 300 or 400 × 225 acceptable). Used for conversation placement and compact view.
Reddit recommendations
- Recommended: 1440 × 1080 (4:3) for cross-device delivery
- Also supported: 1080 × 1080 (1:1), 1080 × 1350 (4:5), 1920 × 1080 (16:9); minimum 220 × 150
- Headline: up to 300 characters (Metadata enforces this); keep it under about 100–150 characters so it displays fully on every placement
Video
Metadata upload limits
- File type: MP4 or MOV (ProRes and AVI are not accepted)
- File size: 1 GB
- Thumbnail: required — choose an image from your library before the ad can be created (JPG or PNG, under 500 KB, matching your video's aspect ratio)
Reddit recommendations
- Duration: 5 seconds – 15 minutes (5–30 seconds recommended); maximum 30 fps
- Recommended: 1440 × 1080 (4:3) or 1920 × 1080 (16:9) for cross-device; 1200 × 1200 (1:1) or 1200 × 1500 (4:5) for mobile
- Headline: up to 300 characters, shorter is better
- Playback: autoplays in the feed on desktop and mobile (users can opt out); plays on click in conversation view; compact view and app placements open the landing page
Carousel
Metadata rules
- 2 to 6 cards, each with its own image; the same image can't be used on more than one card
- Per-card image guidance is the same as Reddit Image above (under 3 MB, 1:1 or 4:5 recommended)
- Headline up to 300 characters
Source: Reddit Ads Help — Ad unit specifications
Quick reference — what Metadata checks at upload
| Format | File types | Max size | Other upload checks |
|---|---|---|---|
| Image (all channels) | JPG, PNG | 5 MB | — |
| GIF | GIF | 20 MB | ≤ 250 frames |
| Video (all channels) | MP4, MOV (LinkedIn video ads: MP4 only) | 1 GB (LinkedIn's own max is 500 MB) | Reddit video needs a thumbnail |
| LinkedIn document | 100 MB | 2–300 pages, standard page size | |
| LinkedIn CTV | MP4 | 500 MB | 1920 × 1080 or 1280 × 720; 6–60 s |
Everything else — dimensions, aspect ratio, video length, encoding — is validated by the channel at launch, so build to the channel guidance above.