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How Many Characters Is Allowed In Facebook Ads Manager? We've Got You.

by Caity Santoriello | Updated Nov 9, 2021

Today's tip is brought to you by Facebook's character limit in Ads Manager. Recently we noticed that the typical character restriction for Facebook advertising isn't what it used to be. In the past ad headlines had to be under 25 characters, text had to be under 90 characters and the link description had to be under 30 character. Facebook's Ad Guidelines now detail different requirements, specific to the format and ad placement you are using. Take a look at the list below for the Image format to make sure you are meeting all requirements across each placement.


Facebook Feed
-Image ratio: 9:16 to 16:9
-Text: 125 characters

Screen Shot 2019-05-21 at 9.57.15 AM 

Facebook Right Column  
-Image ratio: 9:16 to 16:9
-Text: 125 characters
 Screen Shot 2019-05-21 at 10.07.30 AM
 Facebook Instant Articles
-Image ratio: 9:16 to 16:9
-Text: Image must have < 20% text

Screen Shot 2019-05-21 at 10.09.07 AM

Facebook Marketplace
-Image ratio: 9:16 to 16:9
-Text: Image must have < 20% text

Screen Shot 2019-05-21 at 10.12.43 AM

Facebook Stories
-Image ratio: 1.91 to 9.16
-Text: Image must have < 20% text

Screen Shot 2019-05-21 at 10.15.09 AM

Messenger Stories
-Image ratio: 1.91 to 9.16
-Text: Image must have < 20% text

Screen Shot 2019-05-21 at 10.18.07 AM

Audience Network Native, Banner, and Interstitial
-Image ratio: 16:9
-Text:125 characters

 Screen Shot 2019-05-21 at 11.35.51 AM

 Sponsored Image
-Image ratio: 9:16 to 16:9
-Text: 125 characters

Screen Shot 2019-05-21 at 11.39.39 AM

Messenger Inbox
-Image ratio:16:9 to 1:1
-Text: 125 characters

Screen Shot 2019-05-21 at 11.42.31 AM


The video ratio and text requirements remains the same as the image ratio and text requirements for the Facebook Feed, Instant Articles, Marketplace, Stories (both messenger and facebook), and the Audience Network placements. Additionally, videos across these placements can have a minimum length of 1 second and a maximum length of 240 minutes. The right column placement option is replaced by Facebook In-Stream Video which has a 16:9 to 9:16 ratio with 16:9 recommended.



With the Carousel option you can showcase up to 10 images or videos within a single ad. For this format option you must use a minimum of 2 cards (e.g. images/videos), a maximum of 125 characters for text, a 1:1 ratio is recommended, and the video length can be a maximum of 240 minutes. This is standard across the following supported placement options: Facebook Feed, Facebook Right Column, Facebook Instant Articles, Facebook Marketplace, Audience Network, and Messenger Inbox.

Facebook Carousel Ad


A collection usually includes a cover image (or video), and then a few product images. When a user clicks on a Collection ad, they land on an Instant Experience which is a full screen experience designed specifically to drive engagement and nurture interest. This ad format option is only available on Facebook in the Feed placement and has a 90 character text maximum. 

Screen Shot 2019-05-21 at 2.02.38 PM

Do you have questions about ad requirements, or the best format for you? Comment below and one of our social media team members will follow up with you.

Getting the character count on you ad is an important function when working to engage your audience. However, making sure the messaging is focused on your targeted persona is even more crucial.  Need help identifying your target persona? Download the Digital Utopia Methodology Blueprint to better identify your target persona and the role your company plays in his or her life.

Persona Alignment Workbook

Topics:Social Media