How does Carousell generate income

Facebook has the most sophisticated advertising system of all social networks. That makes sense. Facebook has by far the most users of all social platforms. They have also invested the time, investment, and resources in developing an advertising system that is both powerful and easy to use for their business customers. But if you advertise on Facebook, you will have more competition than on smaller niche networks. This means that you need to make your ads stand out from the competition. You need to make your ads the optimal size and meet all of Facebook's specifications.

Facebook could lose its luster, in part because of the Cambridge Analytica scandal followed by Christchurch Terrorism live streaming. Teens can leave because they find it too established and a place for their parents to hang out in. But that doesn't mean people are leaving Facebook in droves.

It still has some amazing values:

  • 1.52 billion daily active users
  • 2.32 billion monthly active users
  • 2.7 billion people now use Facebook, Instagram, WhatsApp or Messenger every month.
  • $ 55 billion in advertising revenue for the fiscal year ended December 31, 2018
  • Mobile advertising revenue accounted for around 93% of advertising revenue in the fourth quarter of 2018.

If you choose to advertise on Facebook, you will find a surprising number of advertising options. Most of these are covered below.

Relevant: Leading Facebook Ad Agencies You Should Check Out


Facebook ad sizes and specifications:


Facebook feed ad sizes

Undoubtedly the most popular advertising position is in the user's feed. It is therefore the most controversial. You may find that your competitors are after the exact same slot too. You can think of it as a Main Street social media property.

You can either opt for an image ad or a video ad. Facebook has rules for both the image / video and the text of your ad.

Note that these are ads that are in line with the user's main feed - not the less popular ads in the right column that are a separate type.

Facebook Feed Image Ads

Although video is rapidly growing in popularity, the bulk of Facebook ads still contain a single image. This is unlikely to change as it is clearly a lot easier to use a photo than it is to go through the process of making a video.

Facebook has always made a big problem with text in pictures. If your picture contains more than 20% text, you will receive a "reduced delivery" (according to the official Facebook ad requirements). Note that Facebook will ignore the text in the body of your ad, if it does then the calculation will be 20%. Facebook offers a tool to make sure you don't have too much text in your picture.

Note that there are a few exceptions to the text rule on Facebook:

  • Book and album covers
  • Product images (shows the entire product - no enlargement of logos or text on the packaging)
  • Games
  • Event poster

Be careful with a text-based logo. Any logo that is primarily text is counted as text regardless of its size or orientation. Watermarks and numbers also count as text for these calculations.

The formal sizes and specifications for Facebook Feed Image Ads are:

  • Recommended image size: 1200 x 628 (1080 x 1080 for a 1: 1 image). No maximum size restrictions
  • Aspect ratio: 9:16 to 16: 9 (without link), 1.9: 1 to 1: 1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or.png (Note: Animated GIFS should be uploaded as Videoad)
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (more will appear truncated)
  • Link description: 30 characters

Facebook Feed Video Ads

Video has grown in popularity in recent years, so unsurprisingly, there has been a sharp increase in Facebook feed video ads. Note that these are different from Facebook In-Stream Video Ads (which have a 10-second video limit). Effectively, Facebook Feed Video Ads are the same as Facebook Feed Image Ads, but they use a video instead of a still image.

The formal sizes and specifications for Facebook Feed Video Ads are:

  • We recommend uploading the highest definition source video available without letterboxing or pillarboxing (no black bars).
  • Minimum dimensions 600 x 315 (1.9: 1 landscape) or 600 x 600 (square)
  • The recommended aspect ratio is between 9:16 and 16: 9 (horizontal: 16: 9, square: 1: 1, vertical: 4: 5 or 2: 3 and full format: 9:16).
  • Several video formats are allowed, but .MP4 or .MOV are recommended.
  • Maximum video file size: 4 GB
  • Maximum video length: 240 minutes
  • Captions and sound: optional but recommended
  • Video thumbnail image no more than 20% text
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

Facebook carousel ads

Facebook Carousel Ads enables brands to showcase images (or videos) of multiple products in one ad. Users can swipe through the different slides of a carouselad to see the different items on offer. Carouselads can contain a mixture of still images and videos.

Facebook carousel ads are very versatile and brands can place them in numerous places:

  • Facebook feed (picture and video)
  • Facebook right column
  • Facebook Instant Articles
  • Facebook marketplace
  • Facebook Audience Network Native, Banner and Interstitial

The formal sizes and specifications for Facebook carousel images are:

  • Minimum image size: 600 x 600
  • Recommended image size: At least 1080 x 1080. No maximum size restrictions
  • At least 2 cards and a maximum of 10 cards per carouselad.
  • Recommended aspect ratio: 1: 1
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters (others are shown truncated)
  • Link description: 20 characters (optional for instant articles)

The formal sizes and specifications for Facebook Carousel Videos are:

  • Recommended resolution (Facebook Carousel Video): 1080 x 1080 pixels
  • At least 2 cards and a maximum of 10 cards per carouselad.
  • correct aspect ratio: 1: 1
  • All video formats should be either .MP4 or .MOV.
  • Maximum video size: 4 GB per video
  • Maximum video length: 240 minutes
  • Video thumbnail image no more than 20% text
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters (others are shown truncated)
  • Link description: 20 characters (optional for instant articles)

Facebook right column Ads

Facebook right-column ads used to be the standard for Facebook ads. With the increase in mobile usage, there is now less demand for pure desktop advertising for the right column of Facebook. In the fourth quarter of 2018 data, it's noteworthy that the CFC of an ad in the right column (around $ 0.57) is about half that of an ad in a newsfeed.

Ads in the right column contain information similar to news feed ads, but are smaller and limited to a still image (landscape).

The formal sizes and specifications for Facebook feed ads are:

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628 pixels
  • Aspect ratio: 9:16 to 16: 9 (no link involved), 1.91: 1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

Facebook in-stream video ads

You may be wondering what the difference between a Facebook Feed Videoad and a Facebook In-Stream Videoad is. The most important distinction is the term "instream".

Facebook In-stream Video Ads allow advertisers to deliver 5-15 seconds of non-skippable mid-roll video ads to people who are already watching Facebook videos on a mobile device. They are like the types of ads that YouTube has been serving for a while.

They have a high success rate because they take at least 60 seconds to appear in the main video. At this point, people are housed in their video and probably won't stop watching just because of an ad. They're practically short commercials in the main video.

The main difference between Facebook Feed Video Ads and Facebook In-stream Video Ads is that Facebook Feed Video Ads are standalone ads that appear in users' news feeds rather than any other video.

The formal sizes and specifications for Facebook Feed Video Ads are:

  • It is recommended that you upload the highest definition source video possible.
  • The recommended aspect ratio is 16: 9 (but it can be between 9:16 and 16: 9 (depending on the aspect of the main video).
  • Multiple video formats allowed, but .MP4 or .MOV recommended.
  • Maximum video file size: 4 GB
  • Maximum video length: 5 to 15 seconds
  • Captions and sound: optional but recommended (it makes sense to coordinate these with the main video).
  • Video thumbnail image no more than 20% text

Facebook Marketplace Ads

The Facebook marketplace is where people can buy and sell things - just like eBay or Craigslist. It has the advantage of having access to Facebook's huge user base.

Since Facebook Marketplace is about sales, it is important to distinguish these ads from other marketplace offers here. Listing your product for sale on the Facebook Marketplace will not count as an Ad. When you advertise on the Marketplace, you advertise the same way you advertise anywhere else on Facebook.

While a Facebook Marketplace ad is essentially the same as any other ad on Facebook, there is one major difference for the advertiser. People go to the Facebook marketplace with the intent to buy so they are more likely to see your ad than they are anywhere else on Facebook. However, you need to think about the intention. Most people go to the Facebook marketplace to buy something locally. While an ad is technically separate from the marketplace (and therefore can be for anything), it is most likely successful if it sells a local good or service.

The formal sizes and specifications for Facebook Marketplace image ads are:

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628 pixels
  • Aspect ratio: 9:16 to 16: 9 (no link involved), 1.91: 1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

The formal sizes and specifications for Facebook Marketplace video ads are:

  • It is recommended that you upload the highest definition source video possible.
  • The recommended aspect ratio is between 9:16 and 16: 9.
  • Multiple video formats allowed, but .MP4 or .MOV recommended.
  • Maximum video file size: 4 GB
  • Maximum video length: 240 minutes
  • Video thumbnail image no more than 20% text
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

Facebook Instant Articles Ads

A relatively new opportunity on Facebook that is now open to all publishers is the creation of instant articles. Instant Articles is a tool designed for media publishers to distribute quick, interactive articles to their readers within the Facebook mobile app and messenger. Instant Articles can load up to ten times faster than traditional mobile web articles.

Advertisers on Facebook can choose instant articles for new or existing campaigns, or publishers can embed their own direct sale campaigns. Ads can be either still images or videos (which by nature, due to their format, load faster than usual).

The formal sizes and specifications for the Facebook Instant Answers Ads images are:

  • Minimum image size: 600 x 600 x 600
  • Recommended image size: 1200 x 628 pixels
  • Aspect ratio: 9:16 to 16: 9 (no link involved), 1.91: 1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

The formal sizes and specifications for Facebook Instant Answers Ads videos are:

  • It is recommended that you upload the highest definition source video possible.
  • The recommended aspect ratio is between 9:16 and 16: 9.
  • Multiple video formats allowed, but .MP4 or .MOV recommended.
  • Maximum video file size: 4 GB
  • Maximum video length: 240 minutes
  • Video thumbnail image no more than 20% text
  • Headline: 25 characters (others are shown truncated)
  • Link description: 30 characters

Facebook Stories Ads

Snapchat started the trend of uploading pictures or videos that disappear after 24 hours. Instagram has had great success with its version - Instagram Stories. Facebook stories have also become very popular.

You can create full-screen vertical ads that slide between stories. Photo story images are visible for 5 seconds unless the user pulls out of the story, videos last for the duration of the video (up to 15 seconds).

Facebook Stories can use a mix of still images and short videos, and these ads can do the same.

Remember to leave about 250 pixels at the top and bottom of each slide as that is where the profile picture and call to action are located.

The formal sizes and specifications for the Facebook Stories Ads images are:

Recommended image size: 1080 x 1920 (but keep your text within 1080 x 1420)

  • Aspect ratio: 1.91 to 9:16
  • Images no more than 20% text
  • Image file types: .jpg or .png

The formal sizes and specifications for Facebook Stories Ads videos are:

  • It is recommended that you upload the highest definition source video possible.
  • The recommended aspect ratio is between 1.91 and 9:16.
  • Leave 250 pixels at the top and bottom free of text and logos.
  • Multiple video formats allowed, but .MP4 or .MOV recommended.
  • Maximum video file size: 4 GB
  • Maximum video length: 15 seconds
  • Video thumbnail image no more than 20% text

Facebook Collection Ads

Facebook Collection Ads make it easier for users to search through a product catalog on their smartphone. Each ad in the Facebook Collection contains a main video or image as well as four smaller accompanying images in a grid-like layout. When someone clicks on a collection, they are led to a fast-loading visual post-click experience with Instant Experience without leaving Facebook.

Facebook has a number of templates that you can use depending on the goals of your ad. This includes:

  • Instant storefront
  • Instant lookbook
  • Instant customer acquisition
  • Instant storytelling

The formal sizes and specifications for the Facebook Collection Ads images are:

  • Minimum image size: 600 x 600
  • Image format: 1: 1 for square, 9:16 for landscape
  • Maximum size of the image file: 30 MB
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 90 characters
  • Headline: 25 characters (others are shown truncated)

The formal sizes and specifications for Facebook Collection Ads videos are:

  • Recommended minimum resolution: 1200 x 628
  • Multiple video formats allowed, but .MP4 or .MOV recommended.
  • Maximum video file size: 4 GB
  • Recommended video length: less than 2 minutes
  • Maximum video length: 120 minutes
  • Video thumbnail image no more than 20% text
  • Text: 90 characters
  • Headline: 25 characters (others are shown truncated)