The Ultimate Social Media Ad Specifications Guide 2025

Ad Formats:

• Single Image Ads: A regular post format with an image and a call-to-action (CTA). These are straightforward and effective for sharing a message with a clear next step.
• Carousel Ads: Multiple images or cards that users can swipe through. These are perfect for storytelling, displaying multiple products or services, or showcasing key features.
• Video Ads: Video content that auto-plays in the feed. Video ads are great for showing behind-the-scenes content, product demonstrations, or telling your brand’s story.

Ad Specifications:

• For Single Image Ads, go for an image size of 1200 x 627 pixels with a 1.91:1 aspect ratio. File types should be JPG or PNG, and the max file size is 5 MB. The headline can be up to 70 characters, with a description of 150 characters max.
• Carousel Ads allow 2-10 images, each 1080 x 1080 pixels (1:1 ratio). Files can be JPG or PNG, max 10 MB per card. Each headline should be 45 characters, and descriptions can go up to 255 characters.
• For Video Ads, you can use 16:9 (landscape), 1:1 (square), or 9:16 (vertical) aspect ratios. Resolutions should be 1080 x 1080 pixels for square and 1280 x 720 pixels for landscape. The file type is MP4, max 200 MB. While videos can be 3 seconds to 30 minutes, aim for 15 seconds for the best engagement. Headlines are 70 characters max, and descriptions should be 150 characters.

Best For:

• Reach professionals while they’re casually scrolling through their feeds.
• Add a CTA that directs users to a form or landing page.
• Share invitations for webinars, conferences, or industry events.

Ad Formats:

• Message Ads: Send personalized messages directly to a user's inbox, with a CTA button included for the next steps.
• Conversation Ads: These are interactive, message-based ads that allow users to choose responses, similar to a chatbot experience.

Ad Specifications: 

Sponsored Messaging lets you send personalized messages to LinkedIn inboxes through Message Ads or Conversation Ads. Message Ads can be up to 1,500 characters, with up to 5 CTA buttons like “Learn More” or “Download Now.” An optional banner (300 x 250 pixels) in JPG or PNG can also be included. Conversation Ads work the same way but let users interact with multiple clickable options to continue the conversation. Both formats support optional banners in JPG or PNG (300 x 250 pixels).

Best For:

• Directly engage with decision-makers and deliver tailored messages.
• Move prospects down the funnel by guiding them through an interactive process.
• Share job opportunities or company information directly with potential candidates.

Ad specs:

Text Ads are simple, cost-effective PPC ads that appear in the sidebar of LinkedIn’s desktop version. The image size is 100 x 100 pixels, and the file type can be JPG or PNG. You have a headline limit of 25 characters and a description limit of 75 characters. These ads link to your website or LinkedIn profile. They're a great choice for businesses on a budget, looking for visibility, traffic generation, or retargeting users who’ve already interacted with your brand.

Best For:

• A cost-effective option for keeping your business visible on LinkedIn.
• Direct users to your website or LinkedIn page.
• Keep your brand in front of users who have previously interacted with your business.

Ad Formats:

• Follower Ads: These encourage users to follow your LinkedIn company page.
• Spotlight Ads: Clickable ads that drive users to a landing page or external website.
• Job Ads: Personalized job recommendations based on a user’s LinkedIn profile.

Ad Specifications: 

Dynamic Ads are personalized ads that pull in data like the user’s profile picture and name, making them feel highly relevant. The image size for these ads is 100 x 100 pixels, and you can use JPG or PNG files. The headline has a 50-character limit, and you can choose from CTA options like “Follow,” “Learn More,” or custom text to encourage engagement. These personalized ads are great for building brand awareness, promoting job openings, or driving website traffic.

Best For:

• Easily grow your followers with personalized ads.
• Promote job openings with dynamic recommendations.
• Use tailored CTAs to drive clicks to your landing page.

Ad Formats:

• Used with Sponsored Content or Message Ads.

Ad Specifications:

• Form Fields: Up to 12 fields (e.g., name, email, company, job title).
• CTA Options: “Sign Up,” “Get Started,” “Request Demo,” and more.
• Thank You Message: Customize a CTA link to thank users after form submission.

Best For:

• Capture leads without requiring users to leave LinkedIn.
• Collect registrations in a seamless, hassle-free way.
• Offer whitepapers, case studies, or reports in exchange for lead information.

Ad Specifications:

Video Ads on LinkedIn can be uploaded in landscape (16:9), square (1:1), or vertical (9:16) formats, with resolutions of 1080 x 1080 pixels for square and 1280 x 720 pixels for landscape. The file type is MP4, with a maximum file size of 200 MB. While video length can range from 3 seconds to 30 minutes, LinkedIn suggests keeping it around 15 seconds for the best engagement. Your ad copy should include a headline of up to 70 characters and a description of up to 150 characters. These specs make Video Ads great for brand storytelling, product demos and thought leadership content.

Best For:

• Share your brand’s message in a compelling visual format.
• Show your product in action with a demonstration video.
• Share interviews, insights, or company updates to establish authority in your industry.

Ad specifications:

Pinterest ads are all about high-quality visuals that grab attention. For the best results, your images should be 1000 x 1500 pixels with a 2:3 aspect ratio. You can use JPG or PNG file formats, with a maximum file size of 20 MB. If you're using video, keep it up to 15 seconds for the best engagement. When it comes to copy, you have up to 100 characters for the headline and up to 500 characters for the description, giving you plenty of space to grab your audience's attention and communicate your message.

Best For:

• Promoted Pins are perfect for reaching a wide audience and getting your brand seen.
• These ads link directly to your website, helping you increase your site’s traffic.
• If you’re selling products, these pins are great for showcasing your offerings.

Ad Specifications:

For video ads on LinkedIn, you have flexibility with aspect ratios, either 16:9 (landscape) or 9:16 (vertical). The recommended resolution is 1080p, but 720p will work too. Your video should be in MP4 or MOV format, with a maximum file size of 2 GB. LinkedIn allows video lengths from 4 seconds to 15 minutes, but it’s best to keep it between 6 and 15 seconds for optimal engagement. For ad copy, your headline can be up to 100 characters, and you have up to 500 characters for the description, giving you ample space to convey your message effectively.

Best For:

• Show how your product works in real life.
• Share your company’s story or values creatively and engagingly.
• Use video to promote events, launches, or campaigns in a more dynamic format.

Ad Specifications:

For carousel ads on LinkedIn, you can include 2 to 5 cards, which can be images or videos. Each image should be 1000 x 1500 pixels with a 2:3 aspect ratio, and supported file types are JPG and PNG, with a max file size of 20 MB per image. If you're using video, each one can be up to 15 seconds long. For the copy, you can write a headline up to 100 characters and a description of up to 500 characters, giving you enough space to engage your audience and showcase multiple aspects of your campaign effectively.

Best For:

• Showcase multiple products or services in one ad.
• Tell a story or walk your audience through a process.
• Highlight different features or benefits of your products in each card.

Ad Specifications: 

For your product ads, you'll need images sized at 1000 x 1500 pixels with a 2:3 aspect ratio, in JPG or PNG format, with a max file size of 20 MB. You’ll also need a product data feed from your e-commerce site, like Shopify or WooCommerce, to sync your products. The ad copy should include a headline of up to 100 characters and a description that’s no longer than 500 characters, giving you enough space to highlight key product details and capture your audience’s attention.

Best For:

• Drive direct sales by showcasing products.
• Perfect for promoting sales or limited-time offers.
• Make it easy for users to find products they want to buy.

Ad Specifications:

You'll want 2-5 video cards for carousel ads with video, either in a 16:9 (landscape) or 9:16 (vertical) aspect ratio. Videos should have a resolution of at least 720p, with 1080p being the recommended option for clarity. The file type can be MP4 or MOV, with a max file size of 2 GB per video. Video length can range from 4 seconds to 15 minutes, but to keep engagement high, aim for a shorter duration. Your headline should be no more than 100 characters, and the description should be concise, with a max of 500 characters.

Best For:

• Telling a longer story with video in each swipeable card.
• Using multiple video snippets to give an in-depth look at an event or product launch.
• Displaying a wide array of products with engaging video content.

Ad Specifications:

For your ad, the primary image or video should be sized at 1000 x 1500 pixels, following a 2:3 aspect ratio, while the secondary image should be 1000 x 1000 pixels with a 1:1 aspect ratio. You can upload images in JPG or PNG format and videos in MP4 or MOV format. The max file size for images is 20 MB, and for videos, it’s 2 GB. Your headline should be concise, with a maximum of 100 characters, and the description should stay within 500 characters to keep it clear and engaging.

Best For:

• Businesses that want to showcase a variety of products to inspire purchases.
• A great format for online retailers looking to get their products in front of users.
• Promoting seasonal product collections or gift guides.

Ad Specifications:

For video specs, the video length can be up to 60 seconds, though TikTok recommends keeping it around 15 seconds for the best engagement. The aspect ratio should be 9:16 (vertical), with a resolution of at least 720p (1080p is recommended for higher quality). You can use MP4 or MOV file formats, with a max file size of 500 MB. The ad can include a CTA button like "Shop Now" or "Learn More" to guide users to your next step. 

Best For:

These ads are great for brand awareness and direct user engagement, allowing you to measure performance through views, clicks, and conversions.

Ad Specifications:

The video length is up to 60 seconds, and as with In-Feed Ads, the aspect ratio is 9:16 (vertical) with a recommended resolution of 1080p. You can use MP4 or MOV formats, with a file size limit of 500 MB. These ads also come with customizable CTA options like "Shop Now" or "Learn More." 

Best For:

TopView Ads are ideal for brand launches or events, providing maximum exposure and making a big impact from the moment users open the app.

Ad Specifications:

The challenge usually involves a short video, typically 15 seconds long, that users can easily replicate and share. While there’s no specific file size or resolution requirement for the videos (since they’ll be user-generated), the challenge should come with clear instructions and a strong CTA to get people involved. 

Best For:

This format is best for building engagement and fostering user-generated content that can go viral, making it ideal for brand awareness and interactive campaigns. You can track the success of the challenge by monitoring how many users participate and share their videos.

Ad Specifications:

There are no specific ad specs for Branded Effects in terms of file types or sizes since the focus is on creating the effect itself. 

Best For:

These ads are great for campaigns where you want to engage users and increase brand interaction in a more fun, creative way. They work well for brands looking to create a lasting impression with their audience through a memorable experience.

Ad Specifications:

The video length, aspect ratio, and file specs follow the same rules as In-Feed Ads, with the video being up to 60 seconds long and a 9:16 aspect ratio. File types allowed include MP4 and MOV, and the maximum file size is 500 MB. Spark Ads are effective when you want to give your brand’s organic content more reach and drive more engagement from audiences who have already shown interest in your brand.

Best For:

These ad formats offer a variety of ways to connect with your TikTok audience, whether through direct ads or user-generated content. Each one has its strengths, so it’s important to pick the right format depending on your goals and target audience.

Ad Specifications:

You have the flexibility to use a variety of file types, including MP4 and MOV, and YouTube recommends an aspect ratio of 16:9 for a smooth viewing experience. The key here is that you only pay when viewers watch your ad for at least 30 seconds or engage with it. 

Best For:

TrueView In-Stream ads are great for both brand awareness and direct response because viewers who find the content relevant will stay longer, and you won’t be paying for people who skip your ad after 5 seconds.

Ad Specifications:

They typically consist of a thumbnail image (640 x 360 pixels) and a short headline with a description. These ads are designed to grab attention in a non-intrusive way, helping you drive traffic to your content. 

Best For:

TrueView Discovery ads are perfect if you want to boost views on your videos, whether you’re promoting tutorials, demos, or entertainment content. The ads run across YouTube, but they only show up when users are actively looking for something similar, making it an excellent way to attract an interested audience.

Ad Specifications:

With an aspect ratio of 16:9 and a minimum resolution of 720p (1080p is preferred for best quality), these ads can be in MP4 or MOV formats with a file size up to 1 GB. While there’s no need for a headline, the message should be concise and clear, as the entire ad is just a few seconds long. 

Best For:

Bumper Ads are perfect for brand awareness campaigns where the goal is to make a strong, memorable impression without interrupting the viewer’s experience. They work well when combined with other ad formats, creating a full-funnel marketing approach to drive engagement.

Ad Specifications:

These ads run for 15 to 20 seconds, and the recommended aspect ratio is 16:9, with a minimum resolution of 720p (1080p for better quality). The file type should be MP4 or MOV, and the maximum file size allowed is 1 GB. Since these ads are non-skippable, they are charged per view, which means you pay for every interaction, even if the viewer only watches a portion of the ad. 

Best For:

Non-Skippable In-Stream Ads are best used for crucial messages, such as new product launches or important announcements, where you want to ensure the viewer sees the complete ad without interruption.

Ad Specifications:

They typically consist of images (480 x 70 pixels) and work best when paired with other ad formats. 

Best For:

Overlay ads are ideal if you want to give users an option to learn more without interrupting their video experience. They work well for driving site visits or raising awareness with minimal disruption to the user experience.

Ad Specifications:

These can range from 3 to 10 seconds in length and are shown in a 9:16 vertical format, which fits the mobile-first audience perfectly. Snapchat has a unique feature that allows users to swipe up to learn more, which can direct them to a website, app install page, or video. 

Best For:

Snap Ads are perfect for quick engagement, making them ideal for driving app installs, website traffic, or promoting a limited-time offer. If you want something visually engaging and fast-paced to fit into Snapchat’s culture of quick consumption, Snap Ads are a great option.

Ad Specifications:

Each Snap within the story can be 3 to 10 seconds long, and these ads can contain both videos and images. You can include both images and videos in these ads. The recommended image size is 1080 x 1920 pixels with a 9:16 aspect ratio, and video files should ideally be in MP4 or MOV format. The maximum file size for images is 32 MB, while videos can go up to 1 GB. 

Best For:

Story Ads are an excellent way to encourage interaction, whether you’re offering promotions, showcasing new products, or telling a more immersive story. Since users actively engage with stories, these ads perform well when you want to build anticipation or drive a more targeted, interactive experience.

Ad Specifications:

With dimensions of 1080 x 1920 pixels, these filters allow users to overlay branded artwork or special effects onto their content. The recommended dimensions for these filters are 1080 x 1920 pixels, maintaining a 9:16 aspect ratio. Filters allow for creative customization and are typically designed in JPG or PNG format. There is no specific maximum file size mentioned, but keeping the file size under 1 MB is ideal for faster loading and user experience.

Best For:

 Filter Ads are all about engagement, and they're a fun way to get users interacting with your brand. These are best for promoting events, launches, or brand activations. Think about creating an interactive experience that encourages people to share it with their followers, creating a viral effect.

Ad Specifications:

The recommended dimensions for images are 1080 x 1920 pixels, adhering to a 9:16 aspect ratio. These ads can include animated graphics or special effects to enhance the user experience. File formats typically used are JPG, PNG, or GIF for images, and MP4 or MOV for videos. There's no official file size limit, but it's best to keep it under 1 MB for faster loading and optimal performance. 

Best For:

These ads are perfect for campaigns that want to go beyond traditional advertising and create something highly immersive and fun. Lens Ads work great for increasing brand awareness in a way that directly engages users, especially when you want to encourage creativity and sharing.

Ad Specifications:

With image sizes of 1200 x 628 pixels and the option to include up to 300 characters in the headline and 2,000 characters in the body text, these posts allow you to craft compelling, informative messages. 

Best For:

Sponsored Posts are perfect for targeting niche subreddits with specific interests. If you want to engage with a highly targeted community, these ads allow you to connect on a more personal, relevant level, whether you're promoting a product, article, or a contest.

Ad Specifications:

They can range from 10 seconds to 30 seconds in length and are displayed directly within the feed, allowing users to watch and interact with your video content. With an aspect ratio of 16:9 or 4:3, and a file size limit of 1 GB, Sponsored Video Ads are an ideal format for explaining complex concepts, demonstrating products, or telling a story more visually. 

Best For:

These ads are great for engaging users who are likely to watch and interact with video content within the Reddit community.

Ad Specifications:

They can be in a variety of sizes (300 x 250 or 728 x 90 pixels) and are static or animated images. These are great for generating broad awareness or driving traffic to your website, and they can be targeted to specific subreddits or topics. For the best performance, it’s recommended that image file types be JPG, PNG, or GIF, with a maximum file size of 150 KB. 

Best For:

Display Ads are best when you need to keep your brand top of mind while users are browsing, and you want to catch their attention without interrupting their experience too much.

Carousel Ads

Carousel Ads allow you to showcase up to 10 images or videos in a single ad unit. 

Ad Specifications:

Each card can link to a different landing page, giving you the flexibility to display multiple products or services. The recommended image size for each card is 1200 x 628 pixels, and each can have a file size up to 20 MB. 

Best For:

Carousel Ads are perfect for e-commerce businesses or any brand that wants to display a range of products or services in one ad, without bombarding the user with too much at once. These ads are a great way to visually showcase your offerings in an engaging, swipeable format.

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