
A successful Facebook Story ad starts with fitting your content to the format your audience is actually using. With vertical, full-screen viewing quickly becoming the norm among mobile users, the correct specifications can professionalize your content and avoid common issues like cropping or distortion.
Facebook Stories are a favorite tool for brands to share quick, mobile-friendly content, but not all media is right for this format. Whether you’re creating something new or updating older content, using the best specs helps your ad perform as intended. This guide covers up-to-date Facebook Story specifications, including image and video requirements, placement tips, and other Facebook ad sizes that are worth knowing.
What are Facebook Story ads and why do specs matter?
Facebook Stories launched in 2017 following the success of Instagram Reels and Snapchat’s video-based formats. Since then, they’ve become an increasingly popular way for businesses to share content using full-screen visuals and sound.
Facebook Stories differ from static feed posts because they allow users to share photos and videos in a feature that appears at the top of the Facebook news feed and Messenger. These posts also disappear after 24 hours, so there’s a short window to make a big impact.
Stories are immersive, mobile-first experiences that take up the entire screen, so using the right specs matters. If your image or video is stretched or cropped, it can break the viewing experience. Following best practices for dimensions, resolution, and file size ensures your content appears correctly and professionally to drive the best engagement possible.
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Facebook Stories specs for images, videos, and ads
You can publish Stories through your brand account or Meta Ads Manager. Possible formats include videos, images, carousels, and interactive elements like polls or links (which can be posted alone or placed over an image). However, your ad must meet Meta’s technical requirements to function properly. Follow these official guidelines from Meta to make sure your Stories display correctly.
Image Stories
A static image is a familiar way to showcase a product or launch a campaign quickly as users tap through Stories posts. Here are the best practices for image creation.
Aspect ratio and tolerance
Your Facebook Stories aspect ratio determines how your ad appears on different screens. The wrong ratio can stretch and distort your ad, or add unprofessional-looking bars to make it fit.
- Recommended: 9:16 (vertical fullscreen)
- Acceptable range: 1.91:1 to 9:16
- Aspect ratio tolerance: 1%
Size in pixels
The recommended Facebook Story size fills the screen without stretching or cropping your image.
- 1440 x 2560 px
File type and size
Prevent compression by choosing the correct file format and staying under Meta’s size limit.
- Accepted formats: .JPG and .PNG
- Max file size: 30MB
Suggested text or logo placement
Keeping important content out of the UI zones ensures your message isn’t cut off.
- Avoid placing critical content in the top or bottom 250 pixels.
- Leave roughly 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of the image blank.
Ad-specific considerations
Paid Story image ads can include interactive features but clarity and brevity are key.
- Use swipe-up links or CTA buttons like “Shop Now” or “Learn More,” with clear, legible text.
- Focus on one CTA button or link so the viewer’s next step is clear.
Video Stories
From September 2021 to June 2025, there were two types of videos one could post on Facebook: Reels or videos. Reels were short-form videos designed for mobile users based on the success of platforms like TikTok, and videos were a broader category of longer-form on-demand video content.
However, in June 2025, Facebook consolidated the two. All videos posted to Facebook are now called Reels, but the time and size limitations placed on Reels have been lifted to simplify your posting strategies and maximize your reach. Here are the recommended specs for Facebook video ads.
Aspect ratio and tolerance
Your video’s aspect ratio should fit the vertical screen to deliver the best experience.
- Recommended: 1:1 (desktop or mobile) or 4:5 (mobile only)
Size in pixels
The right pixel dimensions avoid black bars or resolution loss.
- 1:1 ratio: 1440 x 1440 px
- 4:5 ratio: 1440 x 1800 px
File type and size
Follow these file requirements to maintain video quality and avoid upload issues.
- Accepted formats: .MP4, .MOV, or .GIF
- Max file size: 4GB
Suggested placement
These safe zones prevent overlap with Facebook's interface and improve legibility. They’re identical to the spacing recommendations for Story images.
- Avoid placing critical content in the top or bottom 250 pixels.
- Leave roughly 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of the video blank.
Video duration
How long a Facebook Story can be depends on its format: Videos can be up to 240 minutes (four hours), but images only flash for five seconds. And while a video can technically last longer than the latest blockbuster, short, focused videos perform best in Stories.
- Minimum: One second
- Maximum: 240 minutes (15 seconds per story card)
- For longer videos, use multiple cards or automatic sequencing through Ads Manager.
Ad-specific considerations
Use these best practices to make sure your Facebook video ad is both effective and accessible.
- Video captions: Optional, but recommended
- Video sound: Optional, but recommended
- Include a strong CTA
- Thumbnail in the ad footer is sourced from the video thumbnail, which you choose
4 other Facebook ad sizes you should know
Facebook Stories might be a standout format, but they’re not the only ad option. Here are four other formats that offer flexibility and a wide reach.
Facebook news feed ads (single image and single video)
The classic Facebook news feed advertisement remains one of the most visible forms on the platform. However, the older setup means it supports a more limited range of options: single-image and single-video ads.
- Image and video size: 1080 x 1080 px
- Video length: One second to 240 minutes
- Aspect ratio: 1:91:1 to 1:1 (image)
- Max file size: 30MB (image) or 4GB (video)
This format works well for awareness campaigns, promotions, and retargeting people who may not watch Stories. When creating these ads, aim for clear visuals and concise text to make users stop as they scroll.
Facebook carousel ads
Carousel ads on Facebook allow users to swipe through multiple cards, each with its own image, video, and link, in a single ad.
- Image and video size: 1080 x 1080 px
- Aspect ratio: 1:1
- Max cards: Up to 10 per ad
- Max video length: 240 minutes per card
Carousel ads are ideal for project collections and multi-step tutorials. Use a consistent visual theme, like background color and font, and logical narrative progression to guide viewers through the sequence.
Messenger inbox ads
Facebook Messenger ads appear directly in a user’s Messenger inbox, offering a personal and conversational experience.
- Image size: At least 1080 x 1080 px
- Aspect ratio: 1:1
- Max file size: 30MB
- Note: Messenger inbox ads aren’t available in the United States, Australia, Canada, and France.
Messenger ads are best for one-on-one engagement or lead generation, especially for brands with a personable, down-to-earth approach. They can prompt direct responses or start chat-based conversions.
Audience Network ads
Meta Audience Network extends a Facebook ad’s reach to third-party apps and mobile websites. These ads appear in native placements like banners, interstitials, and rewarded videos.
- Image sizes: 1200 x 628 px (interstitial), 398 x 208 px (banner)
- Aspect ratio: Varies by placement
- Max file size: 4GB (video)
- Video length: Up to 60 seconds (standard), longer for rewarded video
The Meta Audience Network helps advertisers scale by showing content off-platform, but it has low conversion rates despite a wide reach.
Despite these ads showing off Facebook, it’s still important to follow the recommended specs for each variation to maintain quality and consistency. With Vimeo’s free online video editor, you can resize content in seconds to format videos for different placements.
Try Vimeo’s free video resizer →
Best practices for avoiding mistakes with Meta Ad specs
Even with accurate technical specs, formatting issues and messaging missteps can undermine ad performance. These best practices help your Facebook Stories ads not only meet Meta ad spec requirements, but also effectively engage viewers.
Design for the format
When your team is brainstorming what to put in an ad for Facebook, it’s essential to consider the format of your ad. Facebook Stories are built for vertical, full–screen viewing, so avoid reusing horizontal or square content as-is. Instead, design your visuals specifically for a 9:16 aspect ratio to prevent empty space, awkward cropping, or text being cut off. Native formats look more professional and perform better with mobile-first audiences.
Keep text concise and legible
Viewers often tap and scroll through Stories quickly, so compelling social media messaging must be brief and easy to read. Use large, high-contrast fonts that are clearly visible against your background. Stick to one key idea per Story, and place all essential text within the center “safe zone” on the upper half of the ad where a viewer’s eye naturally rests. Avoid the top and bottom 250 pixels where UI elements or buttons might overlap.
Use captions and visual cues
Because many people watch Stories without sound, captions make sure everyone still gets your message. Either add text into the video itself or create automatic captions with a video editing platform before uploading. You can also include visual cues like arrows, animated icons, or movement to guide attention and improve clarity.
Leverage templates for speed and consistency
Creating Stories from scratch can be time-consuming, especially when you’re managing multiple campaigns or placements. Tools like Vimeo’s ready-made video templates simplify ad production while keeping your designs brand-consistent. With options for text overlays, music, and aspect ratio adjustments, you can create polished videos that align with Meta’s guidelines, even without advanced editing skills.
Expand your reach on Facebook with Vimeo’s video tools
A high-performing Story ad starts with the right tools. Vimeo’s video editing suite allows marketers and creators to resize, crop, and caption videos with ease. Optimize your content across platforms without needing complex software or external editors.
Use Vimeo’s free video editor to tailor your video to the correct resolution, add text, and adjust audio. Then, use Vimeo’s Meta integration to publish your polished content directly to Facebook without switching apps.