Format guide
Ad format guide
Every ad image and video size, platform by platform, with the durations and file sizes to respect.
A single campaign often needs to exist in a dozen sizes. This guide brings together, for each major advertising platform, the accepted image and video formats, recommended sizes, maximum file sizes and video lengths. The last column of the image tables shows what Kaleido Ads creates for you.
- Meta (Facebook, Instagram)
- Google Display
- Performance Max and Demand Gen
- YouTube
- TikTok
- X (Twitter)
- Snapchat
✓ Included created automatically by Kaleido AdsCustom create it as a custom size in Kaleido Ads— not created (video, logo)
Meta: Facebook and Instagram
Images
| Placement | Ratio | Recommended size | Minimum | Kaleido Ads |
|---|---|---|---|---|
| Feed, square | 1:1 | 1440 × 1440 px (1080 × 1080 is still the common standard) | 600 × 600 px | ✓ Square |
| Feed, portrait (mobile) | 4:5 | 1440 × 1800 px (or 1080 × 1350) | 600 × 750 px | ✓ Portrait |
| Stories | 9:16 | 1440 × 2560 px (or 1080 × 1920) | 500 px wide | ✓ Story |
JPG or PNG files, 30 MB maximum. Kaleido Ads exports at 1080 px wide. The 20% text rule is no longer enforced, but an image with little text reads better.
Videos
| Placement | Ratio | Recommended size | Length |
|---|---|---|---|
| Feed | 1:1 or 4:5 (mobile) | 1440 × 1440 or 1440 × 1800 px | Up to 241 minutes |
| Stories | 9:16 | 1440 × 2560 px | Up to 2 minutes, shown in 10-second segments |
| Reels | 9:16 | 1440 × 2560 px | No maximum length |
| In-stream | 16:9 or 1:1 | 1080 × 1080 px or larger | Mobile: 5 s to 10 min. Desktop: 5 to 15 s |
MP4, MOV or GIF files, 4 GB maximum. In 9:16 (Stories, Reels), keep text and buttons within the central area of about 1080 × 1420 px: the top and bottom (about 250 px each) are covered by the app interface.
Google Display: uploaded banners
These are the banners you design yourself, pixel by pixel, for the Google Display Network.
| Format | Size | Type | Kaleido Ads |
|---|---|---|---|
| Medium rectangle | 300 × 250 | Square and rectangle | ✓ Included |
| Large rectangle | 336 × 280 | Square and rectangle | ✓ Included |
| Half page | 300 × 600 | Skyscraper | ✓ Included |
| Wide skyscraper | 160 × 600 | Skyscraper | ✓ Included |
| Leaderboard | 728 × 90 | Leaderboard | ✓ Included |
| Billboard | 970 × 250 | Leaderboard | ✓ Included |
| Mobile banner | 320 × 50 | Mobile | ✓ Included |
| Large mobile banner | 320 × 100 | Mobile | ✓ Included |
| Large leaderboard | 970 × 90 | Leaderboard | Custom |
| Banner | 468 × 60 | Leaderboard | Custom |
| Square / small square | 250 × 250 · 200 × 200 | Square and rectangle | Custom |
| Vertical rectangle | 240 × 400 | Square and rectangle | Custom |
| Skyscraper | 120 × 600 | Skyscraper | Custom |
| Portrait | 300 × 1050 | Skyscraper | Custom |
| Mobile banner | 300 × 50 | Mobile | Custom |
| Others (regional) | 250 × 360 · 580 × 400 · 930 × 180 · 980 × 120 | Various | Custom |
JPG, PNG or GIF files, 150 KB maximum per file. Animated GIFs: 30 seconds maximum. See also our Google Ads banner guide.
Google: Performance Max, Demand Gen and responsive ads
Here you provide images and Google assembles the ads itself for Display, YouTube, Gmail and Discover.
| Asset | Ratio | Recommended size | Minimum | Kaleido Ads |
|---|---|---|---|---|
| Landscape image | 1.91:1 | 1200 × 628 px | 600 × 314 px | Custom |
| Square image | 1:1 | 1200 × 1200 px | 300 × 300 px | ✓ Square |
| Portrait image (Performance Max, Demand Gen) | 4:5 | 960 × 1200 px | 480 × 600 px | ✓ Portrait |
| Vertical image (Demand Gen, responsive ads) | 9:16 | 1080 × 1920 px (Demand Gen) · 900 × 1600 px (responsive ads) | 600 × 1067 px | ✓ Story |
| Square logo | 1:1 | 1200 × 1200 px | 128 × 128 px | — |
| Landscape logo (Performance Max) | 4:1 | 1200 × 300 px | 512 × 128 px | — |
JPG or PNG files, 5 MB maximum (Demand Gen logo: 150 KB). Keep the essentials within the central 80% of the image: Google crops it depending on the placement. Google advises against overlaid text, which is often unreadable in small formats.
YouTube: video formats
| Format | Length | Skipping |
|---|---|---|
| Skippable in-stream | No maximum, under 3 minutes recommended | Possible after 5 seconds |
| Non-skippable in-stream | 15 to 60 seconds depending on the campaign type | Not possible |
| Bumper | 6 seconds maximum | Not possible |
| In-feed | No maximum | Viewers choose to watch |
| Shorts | Under 60 seconds recommended | Viewers can swipe away immediately |
Images can also run on YouTube (home feed, Shorts) through Demand Gen campaigns: see the Performance Max and Demand Gen table above.
TikTok
In-Feed videos
| Ratio | Minimum resolution | Files | Length |
|---|---|---|---|
| 9:16 vertical (recommended) | 540 × 960 px | MP4, MOV, MPEG, 3GP or AVI · 500 MB maximum | Up to 10 minutes |
| 16:9 horizontal | 960 × 540 px | ||
| 1:1 square | 640 × 640 px |
Images (partner app network)
| Ratio | Minimum size | Kaleido Ads |
|---|---|---|
| 9:16 vertical (recommended) | 720 × 1280 px | ✓ Story |
| 1:1 square | 640 × 640 px | ✓ Square |
| 16:9 horizontal | 1280 × 720 px | Custom |
TikTok image ads run in partner apps (such as CapCut), as JPG or PNG. In the TikTok feed itself, ads are video.
Images (Single Image Ads)
| Format | Ratio | Recommended size | Minimum | Kaleido Ads |
|---|---|---|---|---|
| Horizontal | 1.91:1 | 1200 × 628 px | 640 × 360 px | Custom |
| Square | 1:1 | 1200 × 1200 px | 360 × 360 px | ✓ Square |
| Vertical (mobile) | 4:5 | 720 × 900 px | 360 × 640 px | ✓ Portrait |
| Vertical (mobile) | 2:3 or 1:1.91 | 600 × 900 · 628 × 1200 px | 360 × 640 px | Custom |
JPG, PNG or GIF files, 5 MB maximum. Headline: 70 characters. Introductory text: 150 characters. Vertical images only run on mobile; LinkedIn recommends 4:5.
Videos
| Ratios | Files | File size | Length |
|---|---|---|---|
| 4:5, 9:16, 16:9, 1:1 | MP4, 30 fps recommended | 75 KB to 500 MB | 3 seconds to 30 minutes |
| Format | Ratio | Size / limits | Kaleido Ads |
|---|---|---|---|
| Standard image Pin | 2:3 | 1000 × 1500 px · PNG or JPEG · 20 MB (32 MB in the app) | Custom |
| Carousel | 1:1 or 2:3 | 2 to 5 images · 20 MB per image | ✓ Square |
| Video | Square or vertical (2:3, 4:5, 9:16) recommended | MP4, MOV or M4V · 2 GB · 4 seconds to 15 minutes, 6 to 15 s recommended | — |
A ratio taller than 2:3 may be cut off in the feed.
X (Twitter)
Images
| Ratio | Size | Kaleido Ads |
|---|---|---|
| 1:1 | 800 × 800 px recommended (up to 1080 × 1080) | ✓ Square |
| 1.91:1 | 800 × 418 px recommended (up to 2064 × 1080) | Custom |
| 4:5 | 1440 × 1800 px | ✓ Portrait |
| 9:16 | 1080 × 1920 px | ✓ Story |
| 2:3 · 16:9 | 1080 × 1620 · 1920 × 1080 px | Custom |
PNG or JPEG, 5 MB maximum. Carousel: 2 to 6 images, all with the same ratio.
Videos
| Ratios | Files | File size | Length |
|---|---|---|---|
| 1:1, 4:5, 2:3, 1.91:1, 16:9, 9:16 | MP4 or MOV | 1 GB (under 30 MB advised) | Up to 2 min 20 s (10 minutes for some advertisers, on request). 15 seconds or less recommended |
Snapchat
| Format | Ratio | Size / limits | Kaleido Ads |
|---|---|---|---|
| Full-screen image | 9:16 | 1080 × 1920 px (minimum 720 × 1280) · JPG or PNG · 5 MB | ✓ Story |
| Full-screen video | 9:16 | 1080 × 1920 px · MP4 or MOV (H.264) · 1 GB · 3 seconds to 30 minutes | — |
Leave about 10% clear at the top and 15% at the bottom of the screen, and avoid putting key elements in the lower part of the image, which the interface covers.
Sources and updates
Specifications checked on October 9, 2026. Platforms change them regularly: before an important campaign, always check their official documentation.
- Google Ads: uploaded display ads, Performance Max, Demand Gen, responsive display ads, YouTube video formats
- LinkedIn Ads Guide (images and videos)
- Pinterest Business: product specs
- X: creative ad specifications
- TikTok Business Center: In-Feed Ads and image ads
- Meta: Hootsuite summary (July 2026) of the Meta ads guide
- Snapchat: AdNabu summary (August 2026) of Snapchat specifications