The Complete Guide to Social Media Image Sizes

Facebook

If you’re planning on running ads on Facebook, your single images must have a dimension of 1200 x 628 px. Photo dimensions for carousel ads on Facebook are 1080 x 1080 px. The maximum image size for a Facebook ad is 30MB, so choosing the right picture format is important. Aspect ratios between 1.91:1 to 4:5 are supported for Facebook ads.

Instagram

Single image Instagram ads should be 1200 x 628 px with an aspect ratio of 1.9:1, while square images must be 1080 x 1080 px. Vertical ad images for Instagram can be 600 x 750 px, giving them an aspect ratio of 4:5. Moreover, carousel images have a minimum dimension size of 600 x 600 px and 1080 x 1080 px maximum.

Google remarketing

There are several image sizes you can choose for Google remarketing ads, but the important thing to remember is that the file size limit is 1MB. Landscape images for Google remarketing ads can be 1200 x 628 px, while square photos must have a dimension of 1200 x 1200 px.

Best practices for social media ad images

No matter what and where you sell, whether in the Facebook marketplace or through an Instagram ad, you’ll want to use images that best capture your product and are tailored to a specific advertising platform.

On Instagram, for example, a product-focused image of a succulent against a plain background is more likely to see engagement. But on Facebook, a lifestyle image that shows someone potting a succulent tends to be more effective than one that only focuses on the plant.

Below, we’ll go over a few best practices for social media ad images.

Focus on the product

Detailed close-ups of a product in Instagram and Google remarketing ads usually perform well.

Here are a few things to keep in mind when taking your product-focused images:

• Light vs. neutral backgrounds. A light or neutral background is the standard for most product-focused photography, but it’s not always the best choice. Chris Daley, owner of 1250Ships.com, found that using product-focused images with dark backgrounds in his retargeting ads led to a greater ROI than images with light backgrounds. It’s best to do some testing and choose the background that makes your products pop.
• Get detailed. Show as much of your product in a shot as you can. The more your customers see, the sooner they’ll be ready to buy.
• Make your own studio. Place your product on a stable surface to make it easier to photograph, and set up your photoshoot in a place where you can get good natural light. Studio lighting, if you have it, is also a great option.

Show your products in the real world

Lifestyle images show what your products look like out in the world. They focus on the people and environment that represent a brand to tell a story. These slice-of-life photos usually perform well on Facebook, because they fit naturally with the types of photos your friends post. Here are some things to think about:

• Include people. Putting people in your product photos can help boost trust in your brand. It’s a great way to show your customers how something fits, works, or can become part of their everyday lives. If hiring models for a photoshoot isn’t in your budget, you can always ask your friends for help.  
• Find the right location. Pick a spot that gives customers context about what you’re selling. If you sell swimsuits, find a pool where you can take some photos. If you sell blenders, choose a kitchen.

Use stock photos wisely

Stock photos are ready-to-use images you can pay a fee to use for your own projects. On the internet, it’s a running joke that there’s a stock photo to represent pretty much anything (and you can often tell when you’re looking at a stock) photo for every occasion imaginable. That’s not to say that you should never use stock images. If you know what to look for, finding the right stock photos can save you some time.

The ad on the left uses a good example of a stock lifestyle image: It’s vibrant, high-quality, and natural.

The ad on the right uses a stock image that looks dated, posed, and generic. Which ad would you rather click on?

Tip: If you need to use a stock photo, find one that looks genuine and relatable. Start with free services like Unsplash and Shopify’s Burst.

Zoom in or out just right

Zoom in on your products to help your customers make up their mind about buying—sometimes the decision is in the details.  

The ad image on the left does a good job focusing on the plants. We see some background to make it feel more natural, but the emphasis is on the product.

The image on the right is zoomed in too much on the succulents, to the point where one of the plants is cut off. While your photos should focus on the stuff you’re promoting, you don’t want to zoom in so much that your product is obscured.

Tip: Forget to zoom in when you were taking your photos? Editing tools like Photoshop and mobile apps like Snapseed and Autodesk Pixlr help you crop images so you get a closer view of your products.

Limit your text

Having too much text in your images can negatively impact your ad’s performance. Most platforms have a limit for the amount of text that can be in a photo, so we suggest keeping it to a small corner of the image or not using it at all.

Don’t treat your ad image like a flier. The example on the right includes copy that would be more effective as a caption, description, or headline. Not only is the text covering the products, but there’s also a good chance the ad won’t run or reach its intended audience.

The image on the left, however, doesn’t include any text, keeping the focus on the products. If there’s a special discount code you want your customers to use, you can highlight it in your ad’s description.

Tip: If the amount of text in your image is 20% or more of its pixels, your ad could be rejected. Take a look at a few more examples for guidance.

Tips for social media ad images

From Facebook 101 to understanding the basics of photography, there’s much to learn if you want to optimize your social media ad images. Here are some tips to help you take great photos for social media ads:

• Frame your shot with the rule of thirds. Use 2 intersecting vertical and horizontal lines to divide your image into 9 equal squares, so you can place your subject off to the side instead of in the center. This adds interest to your photo by drawing attention to the composition.
• Focus on what’s important. Get a close-up of your subject or product to make sure it stands out against everything else in the photo. Be sure to adjust your camera’s depth of field or hold your smartphone steady to get a clear shot.
• Find the right light. Natural light will cost you nothing, and it doesn’t take much skill to master. The downside is that it can be unpredictable. While artificial light gives you more control, it can also be costly and has a steep learning curve. Choose the lighting option that works best for your budget and skill level.
• Keep the background neutral. Neutral backgrounds help keep the focus on your subject. If you want to use a more interesting or textured background, zoom in on your subject to make it bigger and clearer than anything else in the shot.

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The ideal social media graphic size depends on the platform as well as the type of post. Plus, it's important to capture or find high-quality images to make your social media ads and posts stand out.

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