Social Media Ad
Dimensions

About: This photo displays within a circular frame at the top of your Profile and represents your Profile across Instagram when you post.
File Format: .JPG, .PNG, .BMP, or non-animated .GIF
Mobile Resolution: 100 x 100px
Desktop Resolution: 180 x 180px, stored at 320 x 320px

About: These ads feature a single photo asset.
File Format: .JPG or .PNG
Resolution: Highest available
Minimum Resolution: 1080 x 1080px
Aspect Ratio: 16:9 to 9:16
Minimum Aspect Ratio: 400 x 500px
Maximum Aspect Ratio: 191 x 100px
Aspect Ratio Tolerance: 0.01
Maximum File Size: 30MB
Minimum Width: 500px
Primary Text: 125 characters (text over 125 single-byte characters is allowed but may be truncated)
Headline: 40 characters (text over 40 single-byte characters is allowed but may be truncated)

Pro Tip: Infuse Your Brand Into Your ContentMake an old image feel new again by incorporating a text overlay. Explore catchy headlines, taglines, or calls-to-action. Remember, they should enhance your visual, not clutter it.

About: These ads feature a single video asset.
File Format: .MP4, .MOV, or .GIF
Recommended Resolution: Highest available
Minimum Resolution: 1080 x 1080px
Recommended Aspect Ratio: 4:5
Supported Aspect Ratios: 1.91:1 to 9:16
Aspect Ratio Tolerance: 0.01
Maximum File Size: 4GB
Minimum Video Width: 500px
Maximum Video Length: 60 minutes
Primary Text: 125 characters (text over 125 single-byte characters is allowed but may be truncated)
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended

Pro Tip: Make the Most Out of Your Post Captions It’s all about keeping your audience engaged so it’s important to frontload your caption with the event name, dates, and call-to-action. That way, users won’t have to click “see more” to get all of the details.

About: These ads combine 2-10 images or videos into a single ad with multiple cards that users can scroll through. Each card can direct users to a different website URL.
Minimum Resolution: 1080 x 1080px
Recommended Resolution: Highest available
Aspect Ratio: 1:1 (ratios from 1.91:1 to 4:5 are supported but may be masked to 1:1)
Number of Cards: 2-10
Recommended Primary Text: 125 characters (text over 125 single-byte characters is allowed but may be truncated)
Website URL: Required

Carousel Images:

Image File Format: .JPG or .PNG
Maximum Image File Size: 30MB

Carousel Videos:

Recommended Video File Format: .MP4 or .MOV
Maximum Video File Size: 4GB
Video Length: 1 second to 2 minutes

Pro Tip: Spice Up Your Link Destinations Each Carousel card requires a link to a landing page URL, but they don’t all have to be the same destination. Use different URLs to highlight multiple events or products.

In Action: Blend Instagram Into Your Digital Marketing PaletteInstagram is a powerful muse for visual arts organizations. Check out how we helped Minneapolis Institute of Art integrate Instagram into their marketing strategy to run long-running exhibition campaigns as well as shorter event-focused campaigns. Dive In. 

About: These ads feature a full-screen, vertical image that appears between organic Instagram Stories.
File Format: .JPG or .PNG
Recommended Resolution: Highest available
Minimum Resolution: 1080 x 1080px
Aspect Ratio: 9:16 (Image ratios from 16:9 to 4:5 are supported. Dynamic Ads in Stories does not accept the 9:16 ratio and should instead use the 1.91:1 ratio.)
Aspect Ratio Tolerance: 0.01
Maximum File Size: 30MB
Minimum Image Width: 500px
Length: Visible for 5 seconds or until the user swipes out of the story.
Primary Text Recommendation: 125 characters

Pro Tip: Spacing is Key Leave roughly 14% (250 pixels) of the top and 20% (340 pixels) of the bottom of the image free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.

About: These ads feature a full-screen, vertical video that appears between organic Instagram Stories.
File Format: .MP4, .MOV, .GIF, or H.264 encoded
Recommended Resolution: Highest resolution available
Minimum Resolution: 1080 x 1080px
Aspect Ratio: 9:16 (Image ratios from 16:9 to 4:5 are supported. Dynamic Ads in Stories does not accept the 9:16 ratio and should instead use the 1.91:1 ratio.)
Maximum File Size: 4GB
Minimum Video Width: 500px
Video Length:

Video Duration: 1 second to 60 minutes
Video ads that are 30 seconds or less will play for the full duration of the video or until user swipes out.
Video ads that are longer than 15 seconds will be split into separate, but sequential 15-second Stories.
Instagram will display either 1, 2, or 3 cards automatically before giving viewers the option to tap “Keep Watching” to see the remainder of the video. By default, the number of cards automatically displayed before prompting viewers to tap Keep Watching is tailored to each viewer.

Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Primary Text Recommendation: 125 characters

Pro Tip: Spacing is KeyLeave roughly 14% (250 pixels) of the top and 20% (340 pixels) of the bottom of the image free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.

About: These ads feature at least 2 full-screen, vertical images or videos that appear sequentially between organic Instagram Stories.
Recommended Resolution: Highest available
Minimum Resolution: 1080 x 1920px
Aspect Ratio: 1:1 (9:16 and 16:9 to 4:5 are supported)
Number of Frames: 2-10

Carousel Images:

File Format: .JPG or .PNG
Maximum File Size: 30MB

Carousel Videos:

File Format: .MP4, .MOV, or .GIF
Maximum File Size: 4GB
Video Length: 1 second to 15 seconds

Carousel Ad Display:

Instagram Stories will display between 1-5 cards automatically before giving viewers the option to tap “Expand Story” to see the remaining carousel cards.
By default, the number of carousel cards that are automatically displayed is tailored to each individual viewer.
If you’d like a fixed number of frames to show before giving viewers the option to tap “Expand Story,” you can do so by selecting Instagram Stories as the exclusive placement when creating your ad in Ads Manager.

Primary Text Recommendation: 125 characters
Headline: 40 characters

Pro Tip: Spacing is KeyLeave roughly 14% (250 pixels) of the top and bottom of the image or video free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.

In Action: Repurpose Your Content for Instagram StoriesInstagram Stories can have a lasting impact, far past their 24-hour time limit. Discover how we helped ICA/Boston dive into Instagram Stories ads to increase engagement and raise awareness around the Watershed’s grand opening in cost-effective and efficient ways. Take Me There.

About: These are full-screen vertical videos that you can create, edit, and add music to natively on Instagram. Reels can be recorded in a series of clips, as a single video, or using pre-recorded video uploads. While single images and carousels can be supported on Reels, this can only be done through Ads Manager and only when ads are also served to other placements.
File Format: .MP4 and .MOV
Minimum Resolution: 500 x 888px
Recommended Aspect Ratio: 9:16
Aspect Ratio: 4:5 to 191:100
Maximum File Size: 4GB
Video Length: 1 second to 15 minutes
Video Captions: Optional, but recommended
Video Sound: Optional, but recommended
Primary Text Recommendation: 72 characters

Pro Tip: Spacing is Key
Leave roughly 14% of the top, 35% of the bottom, and 6% on each side of your video free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.

In Action: The Arts Marketer’s Guide to Instagram Reels Vertical videos are taking over! Discover some best practices, tips, and advice to help you get started with Reels. Dive In

About: Reels provides various editing tools that you can use to create, edit, and add music to natively on Instagram. These creative tools include:

Audio: Search for a song from Instagram’s music library or use your own original audio by recording your reel with it.
AR Effects: Select an effect from Instagram’s large effect gallery.
Timer and Countdown: Set the timer to record any of your clips hands-free.
Align: Line up objects from a previous clip before recording your next one.
Speed: Choose to speed up or slow down part of the video or audio you select.
Stickers: Include captions, GIFs, the time, or any others from Instagram’s sticker library.

About: This photo displays within a circular frame at the top of your Channel and represents your Channel across YouTube when you comment or post. Updating your profile photo here will also change your account photo across all Google Suite products.
File Format: .PNG, .JPG, .GIF, or .BMP (no animated GIFs)
Resolution: 800 x 800px (renders at 98 x 98px)

About: This photo displays at the top of your Channel. Your banner photo will display differently across devices, so keep in mind the “Safe Area” and “Resolution Display for Devices” details below.
Minimum Resolution: 2560 x 1440px

Resolution Display for Devices:

TV Screens: 2560 x 1440px (Recommended size for all placements.)
Desktop Computers: 2560 x 423px
Mobile: 1546 x 423px

Aspect Ratio: 16:9
Maximum File Size: 6MB
Safe Area: 1235 x 338px (Larger images may get cropped or scaled down on certain views or devices.)

About: YouTube displays videos with different aspect ratios based on the video format and the device you’re viewing on. Given these variations, the video player automatically adapts to the size of each individual video.
Accepted Video Formats Include: .MOV, .MPEG4, .MP4, .AVI, .WMV, .MPEGPS, .FLV, .3GPP, and WebM

Recommended Dimensions:

426 x 240px, resolution 240p
640 x 360px, resolution 360p
854 x 480px, resolution 480p
1280 x 720px, resolution 720p
1920 x 1080px, resolution 1080p
2560 x 1440px, resolution 1440p
3840 x 2160px, resolution 2160p

Aspect Ratio: 16:9 (auto adds pillarboxing if 4:3)
Maximum File Size: 128GB or 12 hours, whichever is less

About: Watermarks appear as a small icon in the bottom right corner of the videos on your Channel. They are clickable and allow viewers to directly subscribe to your Channel when using YouTube on a desktop or laptop computer. If you upload a watermark to your Channel, it will automatically apply to all of your videos.
Minimum Resolution: 150 x 150px
Maximum Image File Size: 1MB

About: Titles are the names of your videos.
Recommendations: When writing your title, keep searchability top of mind. The most searchable terms should come first (i.e. name of the organization, name of the performance, etc.), followed by descriptors (i.e. dates, name of artists, etc.). Ensure that important keywords are included in your YT video title and that those keywords are early on in your title for visibility. Use caps and emojis carefully to emphasize emotion or highlight special elements of your video.
Recommended Character Limit: Under 70 characters

In Action: Optimization Tips for YouTube’s Search Bar Search engine optimization (SEO) isn’t just for your website! With YouTube being the second largest search engine, it’s important to optimize your content and channel to get the most out of YouTube’s search bar. Get the Full Scoop.

About: Descriptions are an overview of what your video is about.
Recommendations: When writing your descriptions, keep searchability top of mind. Use keywords users will search for and use them toward the beginning of your description. Only 2-3 lines (about 100 characters) will appear on the search results page, so make them count. Use the second half of your description to provide more information about your channel and links to other social networks so that your viewers can learn more.

Character Limits:

YouTube Watch: 5,000 characters
YouTube Search: 138 characters
Google Search: 150 to 160 characters

About: Captions make your videos more accessible by allowing users to watch your video and stay engaged without volume. You can add subtitles and closed captions by signing into your YouTube Studio.

3 Ways to Add Captions:

Upload a File: You can upload a closed caption file to your video containing every line of text you want to include and the timestamps for when each line should be displayed.
Type Manually: You can type in every line of text you want to display and set the timestamps for when each line should be displayed.
Auto-sync: You can select closed captions to automatically synchronize to your video using YouTube’s technology system. You can also set the timestamps for when each line of text should be displayed.

About: A thumbnail is the preview image that displays in the embedded player and gives users a quick snapshot of your video. You can choose one of YouTube’s auto-generated thumbnail options or upload your own if your account is verified.
Recommendation: 90% of the best-performing videos on YouTube have custom thumbnails so make sure it looks good when viewed in both small and large sizes.
File Format: .JPG, .GIF, or .PNG
Minimum Resolution: 1280 x 720px
Recommended Resolution: Highest available
Minimum Width: 640px
Aspect Ratio: 16:9
Maximum File Size: 2MB

About: These are pop-up notifications that appear as an overlay during the last 5-20 seconds of your video to encourage users to take another action when your video ends. End screens are visible on all devices and allow you to promote various user actions (see types of elements below).

Types of End Screen Elements:

Video: Feature a video from your channel or any other channel.
Playlist: Feature a playlist from your channel or any other channel.
Subscribe: Encourage users to subscribe to your channel.
Website: Link to an external website if you are part of the YouTube Partner Program.
Channel: Cross-promote another channel.

Minimum Custom Image Resolution: 300 x 300px
Minimum Video Length: 25 seconds

About: Cards help make your videos more interactive and can feature a video, playlist, channel, or link. A total of 5 cards can be added to one video and will display throughout the video a user views.

Card Display:

Desktop: Right-hand side of the video
Mobile: Below the video

Types of Cards:

Video: Link to another public YouTube video.
Playlist: Link to another public YouTube playlist.
Channel: Link to another channel.
Link: Link directly to an external website if you are part of the YouTube Partner program.

About: These ads are videos that allow users to skip ads after 5 seconds, if they choose. They can appear before, during, or after users view a video. Choose Sales, Leads, Website Traffic, Brand Awareness and Reach, Product and Brand Consideration, as a campaign goal, or “create a campaign without a goal’s guidance,” to serve these ads.
Appears On: Desktop, mobile devices, TV, and game consoles
Plays In: Video player (option to skip after 5 seconds)
Recommended File Format: .MPG (MPEG-2 or MPEG-4)

Aspect Ratios:

Horizontal: 16:9
Vertical: 9:16
Square: 1:1

Maximum File Size: 256GB
Minimum Video Length: 11 seconds to 3 minutes
Maximum Video Length: 6 minutes
Recommended Maximum Video Length: 3 minutes

Want more technical specifications? See Google’s specifications for In-Feed ads here.

In Action: Refresh Your Digital Advertising Mix Your new advertising mix just dropped, and YouTube is more than just a backup singer now! Learn why Steppenwolf Theatre and The Joyce Theater are renewing their focus on YouTube — and why it might be right for your organization, too. Read On.

About: These ads must be watched before your video can be viewed. They can appear before, during, or after users view a video. Choose Brand Awareness and Reach as a campaign goal, or “create a campaign without a goal’s guidance,” to serve these ads.
Appears On: Desktop, mobile devices, TV, and game consoles
Plays In: Video player
File Format:

Recommended Aspect Ratio: .MPG (MPEG-2 or MPEG-4)

Horizontal: 16:9
Vertical: 9:16
Square: 1:1

Maximum File Size: 256GB
Video Length: 15 or 20 seconds in length, depending on regional standards

Want more technical specifications? See Google’s specifications for In-Feed ads here.

About: These ads are non-skippable videos of up to 6 seconds that users must watch before a video can be viewed. Choose Brand Awareness and Reach as a campaign goal, or “create a campaign without a goal’s guidance,” to serve these ads.
Appears On: Desktop, mobile devices, TV, and game consoles
Plays In: Video player
Recommended File Format: .MPG (MPEG-2 or MPEG-4)

Aspect Ratio:

Horizontal: 16:9
Vertical: 9:16
Square: 1:1

Maximum File Size: 256GB
Maximum Video Length: 6 seconds

Want more technical specifications? See Google’s specifications for In-Feed ads here.

About: These ads are images or videos that users can only view on desktop. They appear to the right of the featured video and above the video suggestions list. For larger players, they may appear below the video player.
Appears On: Desktop
Image File Format: .PNG, .JPG, .GIF, or HTML5 (for Google Ads display)
Resolution: 300 x 250px or 300 x 60px
Maximum Image Size: 150KB
Maximum GIF Length: 30 seconds
Border: Required if your creative has a white background (even partially) to highlight the ad’s clickable area.

About: These ads consist of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, in-feed video ads always invite people to click to watch the video. The video then plays on the YouTube watch page or channel homepage. Use in-feed video ads to promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage. Choose Product and Brand Consideration as the campaign’s goal or choose “create a campaign without a goal’s guidance,” to serve these ads.
Appears On: Desktop, mobile devices, and TV
Placements: YouTube Search Results, Alongside related videos, on the YouTube mobile homepage
Recommended File Format: .MPG (MPEG-2 or MPEG-4)

Aspect Ratios:

Horizontal: 16:9
Square: 1:1

Maximum File Size: 256GB
Video Length: 15 seconds to 3 minutes
Video URL: Must be uploaded to YouTube
Image: Choose from 4 auto-generated thumbnails
Maximum Headline Text: 100 characters (text longer than 25 characters may be truncated on some devices)
Maximum Description Text: Two lines (35 characters for each line)

Want more technical specifications? See Google’s specifications for In-Feed ads here.

About: This is your go-to home for managing your Channel—upload videos, manage playlists, add subtitles to videos, view analytics, and more! YouTube Studio also provides editing features and effects for your videos that you’d normally find on third-party editing software.
Video editing effects include:

Adding an audio track or sound effect
Trimming out parts of your video
Custom blurring
Blurring faces
Adding chapters to a progress bar
Adding cards
Adding end screens
Mentioning Creators in video titles and descriptions

Pro Tip: Discover Your Free Audio Library YouTube has a whole library of high-quality audio tracks and sound effects that you can download royalty-free and add on to your videos. Check it out in the Creative Studio section of your YouTube account and start browsing!

About: This photo displays within a circular frame at the top of your Profile and represents your Profile across Twitter when you tweet or comment.
File Format: .JPG, .GIF, or .PNG
Image Size: 400 x 400px
Maximum File Size: 2MB

About: This photo only displays at the top of your Profile, above your Profile photo.
File Format: .JPG, .GIF, or .PNG
Image Size: 1500 x 500px (up to 60 pixels on the top and bottom can be cropped depending on the display size)
Maximum File Size: 2MB

About: X, formerly Twitter, is a messaging and media-sharing platform where users can share short posts including text, images, and videos. The platform is currently undergoing a transition towards being an “everything” app with all-encompassing functionality similar to WeChat, including a rebrand.
Note: “Tweets” will soon be called something new, but until it’s official, “tweet” is still used in the instructions below. We’ll keep this resource updated with the latest updates from X as we learn more.

Not sure if you want to continue with X? Dig into CI’s platform POV here.

About: These ads are text-based tweets.
Character Count: 280 characters
Links: Reduce the character count by 23 characters

Pro Tip: Keep Your Copy Short and Sweet Make sure your tweet is concise, direct, and focuses on a clear message. The best-performing Tweets are between 50-100 characters.

About: These ads allow you to showcase your product or service with a single photo, either standalone or in combination with app buttons, conversation buttons, or website buttons.
Character Count: 280 characters
Links: Reduce the character count by 23 characters
File Format: .PNG or .JPEG
File Size Limit: 5MB

Image Ads with App Buttons:

Recommended Image Size: 800 x 418px for 1.91:1 aspect ratio and 800 x 800px for 1:1 aspect ratio
Aspect Ratio: 1.91:1 or 1:1
App Title: Truncated at 200 characters (included from app store; not customizable)
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order

Image Ads with Conversation Buttons:

Recommended Image Size: 800 x 418px
Aspect Ratio: 1.91:1

Conversation Card (original Tweet in timeline):

Tweet Copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character

Pre-populated User Tweet (once user clicks on the CTA):

Tweet copy: 256 characters
Headline: 23 characters

Thank You Tweet (after user has Tweeted out the Tweet):

Thank you text: 23 characters
Thank you URL: 23 characters (optional)

Image Ads with Polls:

Recommended Image Size: 800 x 418px for 1.91:1 aspect ratio and 800 x 800px for 1:1 aspect ratio.
Aspect Ratio: 1.91:1 or 1:1 (1:1 will crop to 1.91:1 in mobile timeline)
GIFs are not supported at this time.
Tweet Copy: Polls can include up to 280 characters of Tweet copy that appear above the image.
Poll Options: 2-4 custom poll options. Once you’ve written your copy and added your image, you can add two to four custom poll responses to create your poll.
Poll Copy: 25 characters each. Each poll option can include up to a maximum of 25 characters of text which do not count against the 280 you can include in Tweet copy.
Poll Duration: Select a time between a minimum of 5 minutes and a maximum of 7 days. Poll duration starts when the Tweet is created, not when promoted.

Standalone Image Ads:

Recommended Image Size: 1200 x 1200px for 1:1 aspect ratio and 1200 x 628px for 1.91:1 aspect ratio (larger images will be better optimized for when users click to expand images)
Aspect Ratio: 1.91:1 or 1:1. (the legacy composer supports any aspect ratio between 2:1 and 1:1)

About: These ads feature a single video asset, either standalone or in combination with app buttons, conversation buttons, or website buttons.
File Format: .MP4 or .MOV
Maximum File Size: 1GB
Maximum Video Length: 2 minutes and 20 seconds
Recommended Video Length: 15 seconds

Standalone Video Ads:

Recommended Video Size: 1200 x 1200px for 1:1 aspect ratio and 1920 x 1080px for 16:9 aspect ratio (larger videos will be better optimized for when users click to expand videos)
Aspect Ratio: 16:9 or 1:1 (the legacy composer supports any aspect ratio between 2:1 and 1:1)

Video Ads with Website Buttons:

Recommended Video Size: 800 x 450px for 16:9 aspect ratio and 800 x 800px for 1:1 aspect ratio.
Aspect Ratio: 16:9 or 1:1
Website Title Length: 70 characters. Depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
URL: Must begin with http:// or https://

Video Ads with App Buttons:

Recommended Video Size: 800 x 450px for 16:9 aspect ratio and 800 x 800px for 1:1 aspect ratio
Aspect Ratio: 16:9 or 1:1
App Title: Truncated at 200 characters (included from app store; not customizable)
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order

Video Ads with Conversation Buttons:

Recommended Video Size: 800 x 450px
Aspect Ratio: 16:9

Conversation Card (original Tweet in timeline):

Tweet Copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character
Pre-Populated User Tweet (once user clicks on the CTA):
Tweet Copy: 256 characters
Headline: 23 characters

Thank You Tweet (after user has Tweeted out the Tweet):

Thank You Text: 23 characters
Thank You URL (optional): 23 characters

Video Ads with Polls:

Recommended Video Size: 800 x 450px for 16:9 aspect ratio and 800 x 800px for 1:1 aspect ratio
Aspect Ratio: 16:9 or 1:1 (1:1 will crop to 16:9 in mobile timeline)
GIFs are not supported at this time.
Tweet Copy: Polls can include up to 280 characters of Tweet copy that appear above the video.
Poll Options: 2-4 custom poll options. Once you’ve written your copy and added your video, you can add two to four custom poll responses to create your poll.
Poll Copy: 25 characters each (this doesn’t count against the 280 you can include in Tweet copy).
Poll Duration: Select a time between a minimum of 5 minutes and a maximum of 7 days

Video Thumbnail:

File Format: .PNG or .JPEG
Recommended Aspect Ratio: Same size of the video
Maximum File Size: 5MB
Tweet copy: 280 characters (each link used reduces character count by 23 characters, electing 257 characters for Twitter copy)

About: These ads feature up to 6 images or videos and link to a website URL. You cannot combine image and videos assets within a single Carousel.
Number of Cards: 2 to 6 image or video cards
Link: One URL or app destination for single-destination Carousels. Up to six unique web destinations for multi-destination Carousels.
Aspect Ratio: 1:1 or 1.91:1 (can’t combine aspect ratios in a single Carousel)
Website Title Length: 70 characters
App Title Length: Truncated at 200 characters (included from app store; not customizable)
Recommended Website Title Length: 50 characters

Carousel Images:

File Format: .PNG or .JPG
Resolution: 800 x 418px or 800 x 800px
Aspect Ratio: 1.91:1 or 1:1
Maximum File Size: 3MB (per image)

Carousel Videos:

File Format: .MP4, .MOV, H.264 encoded
Maximum File Size: 30MB
Recommended Video Length: Under 15 seconds
Maximum Video Length: 2 minutes and 20 seconds
Frame Rate: 29.97fps or 30fps

Carousel Video Thumbnails:

File Format: .PNG or .JPG
Aspect Ratio: Same as video
Maximum File Size: 5MB

About: This photo displays within a circular frame at the top of your Profile and represents your Profile across TikTok when you post or comment.
File Format: .JPG, .JPEG, or .PNG
Recommended Resolution: 200 x 200px
Minimum Resolution: 20 x 20px
Aspect Ratio: 1:1
Maximum File Size: 50KB

About: These ads are full-screen videos that appear in the “For You” feed. If a user watches the video for 5 seconds, a CTA button appears at the bottom left of your video underneath the business name and ad copy. At the end of the video, a transparent overlay appears with the profile image, business name, ad copy, CTA, and an option to replay the ad in the center of the screen.
File Format: .MP4, .MOV, .MPEG, or .AVI

Video Resolution Requirements:

Greater than or equal to 540 x 960px
Greater than or equal to 640 x 640px
Greater than or equal to 960 x 540px

Aspect Ratio: 9:16, 1:1, or 16:9
Maximum File Size: 500MB
Video Length: 5-60 seconds (if you are boosting organic posts or using them in a campaign rather than creating an ad from scratch, the video length can be as long as video lengths supported by the platform)
Recommended Video Length: 9-15 seconds
Minimum Bitrate: 516kbps

Character Limits:

App Name: 4-40 (Latin characters) and 2-20 (Asian characters)
Brand Name: 2-20 (Latin characters) and 1-10 (Asian characters)
Ad Description: 1-100 (Latin characters) and 1-50 (Asian characters)
Text cannot contain “{}” or “#” characters.

Video Color: The text color and UI icons appear on top of the video asset in white, without a background color. Avoid white/light/transparent colors toward the bottom of the video asset where ad copy appears so that the ad copy remains legible.

About: These ads combine 2-35 images into a single ad with multiple frames that users can scroll through.

File Format: .JPG, .JPEG, or .PNG

Image Resolution Requirements:

Vertical: 720 x 1280px
Square: 640 x 640px
Horizontal: 120 x 628px

Minimum File Size: 100KB

Music Requirements:

Carousel ads are required to have music and will have a loop playback.
You can choose music from the Commercial Sound Library or upload your own music.

Recommended File Format: .MP3
Supported File Format: .WAV, .M4A, and .FLAC
Maximum File Size: 10M
Minimum Duration: 2 seconds

Considerations:

One ad caption for all images
One call-to-action for all images
One URL for all images (Not powered by a feed/product catalog)
Available for Traffic, Web conversion, Lead generation, and App promotion objectives

Benefits:

Showcase Multiple Products or Services: Each image on the Carousel can feature a different item and give users a broader view of what your [organization] offers.

Tell a Deeper Story: Carousel Ads provide you with the opportunity to showcase a single [program] with the ability to share more in-depth [program] information. The opportunity to share additional information can create a more engaging narrative that enriches the audience’s knowledge of a specific [program].

Test and Learn: Carousel Ads allow you to experiment and observe which elements resonate most with the audience. You can measure the CTR on each image to gain insights into the effectiveness of different images and headlines.

About: This tool makes it easier and faster to create video ads with a library of customizable templates to choose from. These templates allow you to upload your own photo assets, text, and logos.

Features:

Choose from a diverse library of templates for 9:16, 1:1, or 16:9 aspect ratios.
Choose from thousands of free background music tracks without worry of copyright issues.

Recommended Resolution: Highest Available
Aspect Ratio: 9:16, 16:9, or 1:1

About: These tools help to ensure important information in your video doesn’t get covered or cropped by the business name, ad copy, CTA, or UI icons overlayed on the video.

Features:

The Safe Zone size is determined by the dimension (vertical, horizontal or square) and the ad caption length; the longer the caption, the smaller the safe zone will be. Please select the corresponding safe zone files that match your asset.

To better ensure that the creative presentation will meet your expectations, we suggest you use TikTok’s Preview Tool to view the actual effects before launching it. The preview tool lets you see how your ad fits within the safe zones in real-time. You can adjust the ad text, business name, CTA, and additional creative elements to see what will look best!

About: This tool helps manage your ads more efficiently by automatically finding high-performing combinations of your creative assets.

Features:

Automatically create multiple ad combinations with your image and video assets, texts, and call-to-actions.

Automatically optimize ads based on their performance.

Match your target audience and improve traffic quality.

About: This tool makes it easier to create video ads by auto-editing your creative assets for you. It uses AI software to analyze the image and video assets you upload and produces a finalized, edited video.

Features:

• Automatically analyze and keep the major elements of videos.
• Automatically selects music from TikTok’s audio library and analyzes the tracks and the rhythm of the music to sync with your video.
• Automatically add video transition effects to match with the music beat.
• Create batches of videos and expand your video library.

Aspect Ratio: 9:16 or 16:9
Maximum Image File Size: 10MB
Maximum Video File Size: 500MB
Maximum Number of Images to Upload: 20
Maximum Number of Videos to Upload: 10

About: This tool helps you create ads by taking a single video asset and automatically adding various visual effects, intro frames, and music. Because it generates a variety of options for your final ad, you’ll be able to choose which version of the ad you’d like to feature in your campaign.

Features:

• Create a variation of up to 12 creative videos from one video asset.
• Convert all horizontal footage into a vertical video.

About: CapCut is a free video editing tool that makes it easy to create and edit TikTok videos. It’s available on mobile, desktop app, web browsers, and in the TikTok ads manager.

Access CapCut options here.

About: This photo displays within a circular frame at the top of your Profile and represents your Profile across Threads when you post.
File Format: .JPG, .PNG, .BMP, or non-animated .GIF

About: Threads is a forum for sharing text updates and joining public conversations. Posts can include links, photos, carousels, and videos. Please note that advertising on Threads is not yet supported.

Want to know more? Get the latest on Meta’s new platform, powered by Instagram here.

Feed Formats: Links, photos, carousels, and videos
Maximum Video Length: 5 minutes
Character Limit: 500 characters

In Action: Should Your Arts Organization Join Threads? Learn more about Threads and whether or not your arts organization should join this new platform. Dive In

About: These ads require you to upload multiple images and text options. Google will then use machine learning to automatically identify the highest-performing image and text assets, and then serve those asset combinations to users at a place and time optimal for driving conversions.
Appears On: The Google Display Network and Google-owned properties

Text:

File Format: .PNG, .JPG, .GIF
At least 1 and up to 5 short headlines, 30 characters or fewer
At least 1 long headline, 90 characters or fewer
At least 1 and up to 5 descriptions, 90 characters or fewer

Images:

At least 1 square image and 1 landscape image is required. If advanced options are available to you, you may also use a vertical image. Up to 15 total images can be uploaded.

Square:

Minimum Resolution: 300 x 300px
Maximum File Size: 5120KB
Aspect Ratio: 1:1

Landscape:

Aspect Ratio: 1.91:1
Minimum Resolution: 600 x 314px
Maximum File Size: 5120KB

Vertical:

Aspect Ratio: 9:16
Minimum Resolution: 900 x 1600px
Maximum File Size: 5MB

Logos: Logos are optional but recommended.
File Format: .PNG, .JPG, .GIF

Square:

Minimum Logo Resolution: 128 x 128px
Aspect Ratio: 1:1
Maximum File Size: 5120 KB

Landscape:

Aspect Ratio: 4:1
Minimum Logo Resolution: 512 x 128px
Maximum File Size: 5120 KB

Videos

You can add a video to your Responsive Display ad by providing a link to a previously uploaded YouTube video.
If you do not have a video, Google can generate one for you using at least 3 landscape images or 4 square images.

Want more technical specifications? Learn more here about Google Responsive Display ad specs and best practices.

About: These are ads you design yourself according to the size specifications provided by Google. Use these ads if you’d like complete creative control over how these ads will look when placed in front of users.
Appears On: The Google Display Network
File Format: .PNG, .JPG, or .GIF

Square and Rectangle Resolutions:

Small Square: 200 × 200px
Vertical Rectangle: 240 × 400px
Square: 250 × 250px
Triple Widescreen: 250 × 360px
Inline Rectangle: 300 × 250px
Large Rectangle: 336 × 280px
Netboard: 580 × 400px

Skyscraper Resolutions:

Skyscraper: 120 × 600px
Wide Skyscraper: 160 × 600x
Half-Page Ad: 300 × 600px
Portrait: 300 × 1050px

Leaderboard Resolutions:

Banner: 468 × 60px
Leaderboard: 728 × 90px
Top Banner: 930 × 180px
Large Leaderboard: 970 × 90px
Billboard: 970 × 250px
Panorama: 980 × 120px

Mobile Resolutions:

Mobile Banner: 300 × 50px or 320 x 50px
Large Mobile Banner: 320 × 100px

Animated .GIF:

Maximum Length: 30 seconds
Looping: Animations can be looped, but the animations must stop after 30 seconds
Maximum Frame Rate: 5 FPS

Other Ad Types: AMPHTML, HTML5

Learn more about uploaded banner ads here.

About: These ads require you to upload multiple image and text options. Google will then use machine learning to automatically identify the highest-performing image and text assets, and then serve those asset combinations to users at a place and time optimal for driving conversions.
Appears On: The YouTube Home and Watch Next feeds, Google Discover feed, and GMail

Text:

Headlines: 3 to 5 short headlines
Character Limit: 40 characters

Images:

Requirements: At least 1 landscape image and 1 logo (portrait images are optional but recommended)
If advanced options are available to you, you may also use a vertical image.
File Format: .PNG and .JPG
Maximum File Upload: 20 total images and 5 logos

Square:

Minimum Resolution: 300 x 300px
Aspect Ratio: 1:1
Maximum File Size: 5MB

Landscape:

Minimum Resolution: 600 x 314px
Aspect Ratio: 1.91:1
Maximum File Size: 5MB

Portrait:

Minimum Resolution: 480 x 600px
Aspect Ratio: 4:5
Maximum File Size: 5MB

Vertical:

Minimum Resolution: 900 x 1600px
Aspect Ratio: 9:16
Maximum File Size: 5MB

Logos:

File Format: .PNG and .JPG
Requirements: At least 1 square logo
Recommendations: Transparent background
Minimum Resolution: 128 x 128px
Aspect Ratio: 1:1
Maximum File Size: 5MB

Want more technical specifications? Learn more about Demand Gen ads here.

About: These ads combine 2-10 images into a single ad with multiple frames that users can scroll through and are paired with multiple text options. Google will then use machine learning to automatically identify the highest-performing image and text assets, and then serve those asset combinations to users at a place and time optimal for driving conversions.
Appears On: The YouTube Home and Watch Next feeds, Google Discover feed, and GMail

Text:

Headline: 1
Headline Character Limit: 40 characters
Description: 1
Description Character Limit: 90 characters

Images:

Requirements: At least 2 images (landscape or square) of the same aspect ratio
Maximum File Upload: 10 total images
File Format: .PNG and .JPG

Square:

Minimum Resolution: 128 x 128px
Aspect Ratio: 1:1
Maximum File Size: 5MB

Landscape:

Minimum Resolution: 600 x 314px
Aspect Ratio: 1.91:1
Maximum File Size: 5MB

Logos:

Requirements: At least 1 square logo
Recommendations: Transparent background
File Format: .PNG and .JPG
Minimum Resolution: 128 x 128px
Aspect Ratio: 1:1
Maximum File Size: 5MB

Want more technical specifications? Learn more about Demand Gen ads here.

About: Asset Groups are required to run Performance Max campaigns. Asset Groups consist of several visual and written creative assets which Google can use to create an ad depending on the channel where it’s being served.
Appears On: YouTube, Display, Search, Discover, Gmail, and Maps

Text:

Maximum Headlines: 15
Headline Character Limit: 30 characters
Description: 1 short description or up to 4 long descriptions
Short Description Character Limit: 60 characters
Long Description Character Limit: 90 characters

Images:

Requirements: At least 1 landscape image and 1 portrait image
File Format: .PNG, .JPG, and .GIF
Maximum File Upload: 20 total images

Square:

Minimum Resolution: 300 x 300px
Aspect Ratio: 1:1
Maximum File Size: 5MB

Landscape:

Minimum Resolution: 600 x 314px
Aspect Ratio: 1.91:1
Maximum File Size: 5MB

Portrait:

Minimum Resolution: 480 x 600px
Aspect Ratio: 4:5
Maximum File Size: 5MB

Logos:

File Format: .PNG, .JPG, and .GIF
Requirements: At least 1 square logo
Maximum File Upload: 5 square or landscape logos

Square:

Resolution: 128 x 128px
Aspect Ratio: 1:1
Maximum File Size: 5120KB

Landscape:

Resolution: 512 x 128px
Aspect Ratio: 4:1
Maximum File Size: 5120KB

Video:

You can add a video to your Asset Group by providing a link to a previously uploaded YouTube video.

These can be in horizontal, square, or vertical format and must be at least 10 seconds in length.

If you do not have a video, Google can generate one for you using the images in your Asset Group.

Want more technical specifications? Learn more about Performance Max ads here.