The short answer
- Produce 1080 × 1350 (4:5) first. Portrait is roughly two thirds of what advertisers ship.
- Add 1080 × 1920 (9:16) for Stories and Reels — keep text out of the top and bottom ~14%.
- 1080 × 1080 (1:1) for carousel cards, about a fifth of live creative.
- 1200 × 628 (1.91:1) is now a minority shape, mostly right column and in-stream.
The spec table
| Placement | Ratio | Pixels | Notes |
|---|---|---|---|
| Feed image / video | 4:5 or 1:1 | 1080 × 1350 / 1080 × 1080 | 4:5 takes the most screen without cropping |
| Stories & Reels | 9:16 | 1080 × 1920 | Keep text clear of top and bottom ~14% |
| Carousel card | 1:1 | 1080 × 1080 | Same ratio on every card in the set |
| Right column | 1.91:1 | 1200 × 628 | Desktop only, small surface |
| In-stream video | 16:9 → 1:1 | 1280 × 720+ | Captions essential, sound off by default |
What advertisers actually ship
Specs tell you what is allowed. These are live ads at each ratio, so you can see what the shape does in a feed:
Sprites' proprietary marketing agent reads the split as roughly two thirds portrait, a fifth square, an eighth landscape. If you produce one shape, produce 4:5. If you produce two, add 9:16. Landscape is an accommodation, not a default.
Three sizing mistakes that cost delivery
- One asset for every placement. A 1:1 stretched into Stories wastes half the screen and reads as an afterthought.
- Text in the safe zone. On 9:16, the profile row and CTA eat the top and bottom — burned-in captions land under the interface.
- Upscaled exports. Meta compresses hard; anything below 1080 on the long edge arrives soft in the feed.
Next
- Carousel ad examples — the card counts and patterns that keep running.
- The Sprites ads library — every creative at its native shape with its run dates.
- Meta ads library — live Facebook and Instagram creatives by brand and industry.