In order to achieve good PR, marketing and sales effects in social media, we must adapt to the constantly modified environment. The functions, appearance and regulations of social networking sites and advertising services are subject to dynamic changes, and we must keep up with them. The choice of graphics or video for a post can completely change its reach and the feelings of the recipients, so – especially in the case of photos and videos – we should strictly follow the technical recommendations of Facebook and other websites.

Below, we present a clear list of graphics and movie formats that will allow every marketer to achieve good results. What dimensions should photos on Instagram, Twitter, LinkedIn or Facebook have? And what should we decide on in Google Display Network and programmatic Display & Video 360 ads?

Facebook – graphics dimensions

Profile picture
Currently, the Facebook profile picture is displayed in the shape of a circle with the most common dimensions:
– on computers (desktop): 170 x 170 pixels,
– on smartphones and tablets (mobile): 128 x 128 pixels,
– in the light version (older phones): 36 x 36 pixels.

If we use Facebook in the browser, the dimensions will differ depending on the device – for example, in the timeline in the Safari browser on the iPhone SE 2, the avatar has a size of 80 x 80 pixels, while on a computer with a 1920 x 1080 FullD monitor, the photo is displayed in resolution 40 x 40 pixels.

The most important thing is that the profile picture has a 1: 1 (square) aspect ratio, and that the key elements are in the center – Facebook will cut the edges by displaying the picture. The photo should be much larger than its displayed dimensions – even with the aspect ratio of 1000 x 1000 – the website will properly scale it, so we can be sure that the avatar will not be “pixelated” on any device.

Background image
Most desktops display the image at a resolution of 820 x 312 pixels. On smartphones and tablets (mobile), the background photo will be cropped to 640 x 360 format, so it’s good to put the most important elements in the middle area of the photo.

Background video
The recommended background video size is 1250 x 463 pixels, the smallest: 820 x 312 pixels. On mobile devices, the video will not be played – then the role of the background photo will be taken over by one of the still frames from the movie (we can choose it), which will be cropped in the same way as the background photo. Please note that currently only certain profiles can add video as a cover photo. If you can’t, you can try changing the template – if that doesn’t help, the feature is not available for the profile.

Group background image
The recommended photo size is 1640 x 856 pixels. If our photo is larger, it will also be displayed correctly, as long as we keep the aspect ratio of width to height 1.91: 1.

Event background
Recommended size: 1200 x 628 pixels – the photo will not be centered and will look the same on different resolutions.

Photo in the post
– horizontal photo 1200 x 900 pixels
– vertical photo: 800 x 1000 pixels
– square photo: 1080 x 1080 pixels

Video post
The video in your post should have an aspect ratio of 16: 9 (horizontal video) or 9:16 (vertical video) – preferably 1920 x 1080 or 1080 x 1920 or higher. The system will allow us to load a movie up to 240 minutes long and up to 4 gigabytes in size.

Facebook Stories
The dimensions for Facebook Stories are the same as for Instagram Stories – they are full-screen with a 9:16 aspect ratio. Recommended dimensions: 1080 x 1920 pixels.

Collection – instant material
The mobile canvas format is not used very often, but many marketers appreciate its multimedia character and high level of user interaction. The collection should be in square (1: 1) or vertical (9:16) format.

Picture with a link (linkpost)
The best results will be achieved with the size of 1200 x 628 pixels (large horizontal thumbnail) or 1080 x 1080 (square format).

Carousel
From 2 to 10 photos or videos (can be stitched together). Photos and videos will be displayed in square format and should be at least 1080 x 1080 pixels.

The slideshow
The animated format gives us a lot of freedom, allowing you to choose from 3 to 10 photos. You can choose an aspect ratio of 16:9 or 1:1.

A campaign aimed at acquiring likes
In its case, the most popular format is horizontal photos with dimensions of 1200 x 444 pixels or square photos with dimensions of 1080 x 1080 pixels.

Messenger – graphics dimensions

The thumbnail will appear between the conversations in the conversation list and displayed in a 1:1 aspect ratio (preferably choose an image with a resolution of 1080 x 1080 or higher). After clicking, the user will see the full ad.

In the expanded view (i.e. after clicking), the full image will be shown – it may have an aspect ratio from 16: 9 to 1: 1, vertical images will not be accepted by the system. According to the official guidelines, the minimum dimensions are 254 x 133 pixels, but in practice Facebook rejects such small images in this advertising format – the image sent must have a resolution of at least 500 x 262 pixels.

Maximum file size: 30 MB. You must also add text to the image – up to 150 characters with spaces in the content and up to 40 characters with spaces in the header.

Messenger – Relationships
As with other relationship formats, the image should have an aspect ratio of 9:16 and a high resolution, optimally 1080 x 1920 or higher.

Instagram – image dimensions and formats

Unlike Facebook, Instagram as a portal doesn’t have that many different formats.

Standard posts:
– Square photo – still the most popular photo format on Instagram, until 2015 the only one. Recommended dimensions: minimum 1080 x 1080 pixels.
– Landscape photo – Recommended aspect ratio is 1.91: 1 with a width of 1080 pixels.
– Vertical photo – should have an aspect ratio of 4: 5 (this way it will not be cropped) with a width of 1080 pixels and a height of 1350 pixels.

InstaStories
As the vast majority of users view Instagram on their phones, the best InstaStories aspect ratio will be 9:16 with the dimensions 1080 by 1920.

Video Posts
Videos that you want to post on Instagram can range from 1.91: 1 to 4: 5.

IGTV
We will achieve the best visual effects by using a 9:16 or 4: 5 ratio.

Twitter – image dimensions and formats

Twitter is the third social networking site in terms of the number of real users. Due to its specificity, the profiles of politicians, marketers and journalists are the most visible on Twitter, but the portal offers much more. It is a great place to browse news (many news appear there faster than on news websites), comment, create a personal brand or build an expert image of the company.

To take full advantage of Twitter’s marketing potential, we must not only comply with the regulations, but also take into account the technical aspects. Posts and graphics tailored to the platform’s requirements will not only look more aesthetically pleasing, but will probably also achieve better results.

Profile picture
1: 1 format, the fields in the square angles will be cropped so that Twitter can display the circular avatar. The officially recommended size is 400 x 400 pixels, and the image can be uploaded in JPG, PNG or GIF format (maximum 2 MB).

Background photo – cover photo
File in 3: 1 format, recommended by Twitter dimensions is 1500 x 500 pixels. It will look the same on each device (except for rescaling, of course) – Twitter does not cut off fragments of photos in the background.

Photos in posts
Twitter also allows you to publish photos and animations in GIF format. The maximum file size is 5 MB when publishing from a mobile application and 15 MB when publishing via the website. The image in the timeline is displayed at a 16: 9 aspect ratio and graphics with higher height will be cropped. GIFs and videos can be square.

You can post up to 4 photos at a time in a traditional post. They will be displayed in the form of a gallery:
– 2 photos: side by side, aspect ratio 7: 8,
– 3 photos: one photo 7: 8, the other two photos 4: 7,
– 4 photos: 2 x 2 grid with images with a displayed aspect ratio of 2: 1.

Twitter feed – Twitter Fleets
The format is available worldwide only from November 2020, introduced on Twitter, similar to such portals as Instagram or Facebook. Stories are called Fleets here and they disappear 24 hours after publication. Unlike standard posts, it is not possible to share or leave a “like” – as a recipient, however, we can choose one of the 7 reactions presented using emoji icons or write a message to its author from the relationship level, if he has not previously blocked the DM (Direct Message) function.

Fleet can contain text (like a standard entry, up to 280 characters), video, animated GIF or photo.

Fleet is displayed vertically on mobile devices at 1080 x 1920 pixels. This is also the optimal size of a photo or video to be published in the Twitter feed. Currently, it is not possible to publish or read Fleet in the desktop version.

Twitter Cards
Twitter Cards is a simple Twitter link appearance modifier. After pasting the address into the content of the post, the website searches for the relevant metadata in the code of the website, so that instead of a standard text link, we can choose one of the following types.

Summary card – such links include a photo (minimum dimensions are 120 x 120 pixels, square format, maximum 1 MB), page title (up to 70 characters), short description (up to 200 characters) and a fragment of the URL address.

Summary with large image card – a format similar to the above, but with a different image size. It is larger and better exposed, which, combined with the right choice of graphics, may result in a greater number of clicks on the link. The description is truncated to 3 lines in the desktop version and is not displayed if the card is displayed on a mobile device with iOS or Android.

The image should be cropped to a 2: 1 aspect ratio (minimum dimensions: 300 x 157 pixels, maximum: 4096 x 4096 pixels). Available formats: JPG, PNG, WEBP and GIF (in the latter case the first frame of the image will be used as the thumbnail, if the GIF is animated).

Player card – Summary Card with a graphic thumbnail of the audio or video file that can be played. If you click on a link in the Player Card in the mobile application, we will be taken to a simulated Twitter browser, where we can start playback. Clicking on the desktop version will allow us to see the content directly on the timeline.

The thumbnail in the Player Card should have an aspect ratio of 1: 1 or 16: 9 and a minimum size of 640 x 360 pixels, while the playable file itself should not exceed 5 MB.

App Card – a format adapted to promote applications. Clicking on the link will take the mobile user directly to the website of the application in the Google Play Store or Apple Store, where it can be purchased or downloaded for free. A post in this format includes the title, description, and app icon, and optionally, price and average user ratings.

LinkedIn – Image dimensions and formats

LinkedIn is definitely different from Facebook or Instagram, but due to specific target groups in many industries, it is a great advertising tool.

Profile photo: 400 x 400 pixels, although it is definitely better to choose slightly larger dimensions in the 1: 1 aspect ratio.

Background photo on Linkedin
Cover photo 1584 x 396 pixels (4: 1 aspect ratio). Depending on the screen, the background image on the LinkedIn profile may be cropped by the website, so it’s better to place important elements closer to the center and test the display on different devices.

LinkedIn Stories
As with InstaStories and Facebook Stories, 1080 x 1920 pixels (9:16 aspect ratio) will be the best size.

Company websites:
– Company profile picture (logo): 300 x 300 pixels,
– Page background photo: 1128 x 191 pixels.

– “corporate culture” tab – main photo: 1128 x 376 pixels,
– “corporate culture” tab – non-standard modules: 502 x 282 pixels,
– “corporate culture” tab – company gallery: 900 x 600 pixels (recommended size, minimum 264 x 176).

Photos in posts:
– Graphics in the post: aspect ratio 1: 1, dimensions 1200 x 1200 pixels (in the form of a square it will be displayed on the desktop) and 1200 × 628 pixels (this will be displayed on mobile devices),
– Line art: 1200 x 628 pixels.

Video:
from 256 x 144 pixels to 4096 x 2304 pixels.

Advertising formats:
Single photo ad: In 1: 1 aspect ratio, the maximum image size is 7680 x 7680 pixels.

Carousel:
the maximum image size is 6012 × 6012 pixels, and the recommended size of a single image is 1080 × 1080 pixels, with a 1: 1 aspect ratio.

Video ads:
width: between 640 and 1920 pixels, height: between 360 and 1920 pixels, aspect ratio: between 1.778 and 0.5652.

Dynamic ads:
100 x 100 pixels.

Promoted content:
1200 x 627 pixels.

Business Banner image:
646 x 220 pixels.

TikTok – advertising formats and graphics dimensions

TikTok is an application that has gained immense popularity in recent years, especially in the youngest age group.

Profile picture on TikTok
Profile photo: 200 x 200 pixels, 1: 1 aspect ratio, JPG or PNG format.

In Feed ads
Video from 5 to 60 seconds that “fakes” organic content in the “for you” tab. Video with sound. Video aspect ratio: 1: 1 or preferably 9:16 – resolution 1080 x 1920 pixels. Formats: MP4 / MPEG / 3GP / AVI / MOV.

Brand Takeover Ads
Ads shown to users immediately after launching the application. Video aspect ratio: preferably 9:16 – resolution 1080 x 1920 pixels. Video length: 3-5 seconds with no sound, can be .gif or static .jpg image.

TopView Ads
Ads shown to users immediately after launching the application. Video aspect ratio: preferably 9:16 – 1080 x 1920 pixels resolution. Video length: 5-60 seconds.

TopView Lite
A format similar to TopView, but starts without sound, and the ad is displayed in much less time – up to 5 seconds. Video aspect ratio: preferably 9:16 – resolution 1080 x 1920 pixels. Video length: 3-5 seconds or JPG image displayed for 3 seconds.

In addition, there are also Branded Effects Ads / Branded Hashtag Challenge / Branded Hashtag Challenge Plus.

It is worth remembering that usually in ads on TikTok, the content itself is often slightly covered, for example by buttons on the right side, logo or description. Therefore, it is good practice to center the most important elements to make sure that they will be visible in every situation and on every device.

YouTube – image dimensions and advertising formats

Banner dimensions on YT
The recommended minimum banner size for YouTube is 2048 x 1152 pixels with an aspect ratio of 16: 9. With such dimensions, the “safe zone” in which we can place different elements and be sure that they will not be cropped on different devices is 1235 x 338 pixels. The maximum file size is 6MB.

Profile picture / channel picture
Square or round image with the recommended dimensions of 800 x 800 pixels.

Movie thumbnail
The recommended thumbnail dimensions are 1280 x 720 pixels (16: 9 aspect ratio) with a minimum width of 640 pixels – the higher the resolution, the better.

Community posts
1: 1 aspect ratio, no minimum dimensions. In such posts, apart from static images, we can also place animated images in .gif format.

Display ads
Resolution: 300 x 60 pixels or 300 x 250 pixels.

Advertising overlays
Resolution: 468 x 60 or 728 x 90 pixels.

Video ads
Aspect ratio: preferably 16: 9 or 1: 1, FullHD resolution – 1920 x 1080 pixels in the first case, 1080 x 1080 pixels in the second or higher. Format: preferably MPEG-2, MPEG-4 or .AVI.

Google Display Network and Display & Video 360 (programmatic) – graphics dimensions

Google Display Network ad uploads – dimensions
The available formats are GIF, JPG, PNG, the file size cannot exceed 150 KB. The same dimensions apply to HTML5 display ads uploaded.

Square and rectangular format
– 200 × 200 pixels Small square,
– 240 × 400 pixels Vertical rectangle,
– 250 × 250 pixels Square,
– 250 × 360 pixels Triple wide screen,
– 300 × 250 pixels In-text banner,
– 336 × 280 pixels Large rectangle,
– 580 × 400 pixels Netboard.

Skyscraper (portrait format)
– 120 × 600 pixels Skyscraper,
– 160 × 600 pixels Wide skyscraper,
– 300 × 600 pixels Half page advertisement,
– 300 × 1050 pixels Vertical.

Long banner (landscape format)
– 468 × 60 pixels Banner,
– 728 × 90 pixels Long banner,
– 930 × 180 pixels Top banner,
– 970 × 90 pixels Enlarged long banner.

– 970 × 250 pixels Billboard.
– 980 × 120 pixels Panorama.

For mobile devices
– 300 × 50 pixels Banner for mobile devices,
– 320 × 50 pixels Banner for mobile devices,
– 320 × 100 pixels Large banner for mobile devices.

Selected Rich Media formats (programmatic)

Lightbox
– Logo: at least 50 x 50 pixels (maximum: 1024 x 1050 pixels), image up to 200 kb,
– Image gallery: aspect ratio 1.9: 1,
– Video: posted on YouTube with public access.

Flipbook (kineograph)
– Logo: maximum dimensions are 170 x 65 pixels, maximum size: 20 kb, JPG or PNG file,
– Movie: aspect ratio 16: 9, length up to 1 minute, maximum size: 1 GB. Available formats: AVI, M4V, MOV, MP4, MPEG, MPG, OGV, WEBM and WMV.

Blank slate, cuecard (clue card), and panorama formats
They can be displayed in the following variants:
– 160 x 600 pixels,
– 250 x 250 pixels,
– 300 x 50 pixels,
– 300 x 250 pixels,
– 300 x 600 pixels,
– 320 x 50 pixels,
– 320 x 320 pixels,
– 320 x 480 pixels,
– 336 x 280 pixels,
– 728 x 90 pixels.

The exact dimensions and proportions of individual elements (graphics, fonts, accent images, etc.) in this type of ad are best seen on the Google support site.

At the end

Internet marketing platforms, including social networking sites, provide great opportunities. Of course, this is only one of the hundreds of aspects that a marketer must pay attention to when planning a given campaign, but a good fit of the files to the guidelines of a given website will allow – at least to some extent – to avoid wasting budgets. Have a nice design!