As previously mentioned, Facebook offers numerous advertising objectives, from clicks-to-website to app installs to local awareness. Before you can begin creating an ad, however, you must first choose an objective; otherwise, you will not be able to proceed to the next steps. Why does Facebook insist that you choose an objective before starting an ad campaign? Because Facebook optimizes your ad based on the objective you select. For example, if you choose brand awareness as your objective, Facebook will serve your ads to those likely to pay attention. It does this by balancing attention and reach.

If you want your audience to recall your ad, then you should choose brand awareness as your Facebook advertising objective. After analyzing hundreds of brand awareness ads, Facebook found that the longer an individual spends looking at the ad, the more likely the individual will recall it. Early tests also showed that the brand awareness objective has a 60% ad recall lift than the average page post engagement.

Which platforms support the brand awareness objective?

You can serve all brand awareness ads on Facebook (mobile, desktop, newsfeed, and right column) and Instagram’s platform. When creating an ad in Ads Manager, you can choose where you want to serve your ads in the “Placements” section.

Which ad formats can I choose from with a brand awareness objective?

A brand awareness ad is eligible for the video, carousel, photo, canvas, and slideshow format. You can choose your format in the “Format” section when creating the ad. Note that some objectives are not eligible for all formats. For instance, the local awareness objective is ineligible for the canvas format.

Brand awareness ad specs

When creating a brand awareness ad, follow these Facebook ad specs.

Facebook Photo

Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20% text.

Facebook Video

Design Recommendations

Text: 90 characters
Headline: 25 Characters
News Feed description: 30 characters
Aspect Ratios Supported: 16:9 (full landscape) to 9:16 (full portrait)
Mobile in feed: Videos will be rendered as is up to 2:3, with masking to 2:3 for aspect ratios between 2:3 to 9:16
Desktop in feed and desktop player: For desktop in feed, vertical video will continue to be letter-boxed to 1:1. For desktop player, vertical video will be 9:16 with no black bar letter-boxing
Recommended Aspect Ratio for Vertical Video: 9:16 (full portrait), ensuring core content falls in the 2:3 mask for mobile News Feed
Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
Format: .mp4 container ideally with leading moov atom, no edit lists
Audio: Stereo AAC audio compression, 128kbps + preferred

Technical Requirements

Caption length text: Text only, max 2,200 characters
Recommended Aspect Ratio: 1.77:1 / 16:9 / HDTV, 2:39:1 or 2:40:1 / Widescreen / 9:16, 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.85:1 / Film, no pillar boxing or letter boxing
Length: 120 minutes max
Minimum resolution: minimum width 600 pixels, length dependent on video aspect ratio
File Size: Up to 4GB max
Frames: 30fps max
Format: Full list of supported file formats here
Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Facebook Carousel

Design Recommendations

Recommended image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 40 characters
Link description: 20 characters
Your image may not include more than 20% text.

Facebook Canvas

Design Requirements

Image Ratio: 1.9:1
Image Size: 1,200 x 628 pixels recommended
Your image may not include more than 20% text.
Text: 90 characters recommended
Headline: 45 characters recommended
Note that the feed unit may have either an image or video.

Instagram Photo

Design Recommendations

Image ratio: 1:1
Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB
Caption: Text only, max 2200 characters

Instagram Video

Design Recommendations

Aspect Ratio: 1:1
Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
Format: .mp4 container ideally with leading mov atom, no edit lists
Audio: Stereo AAC audio compression, 128kbps + preferred
Caption: Text only, 125 characters recommended

Technical Requirements

Caption length text: 2,200 characters Max
Video aspect ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
Minimum length: 3 seconds
Maximum length: 60 seconds
File type: Full list of supported file formats
Supported video codecs: H.264, VP8
Supported audio codecs: AAC, Vorbis
Maximum size: 4GB
Frame rate: 30fps max
Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
Thumbnail image ratio: Should match the aspect ratio of your video. Your image should include minimal text.

Instagram Carousel

Design Recommendations

Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended

Technical Recommendations

Minimum number of images: 3
Maximum number of images: 5
Image ratio: 1:1
Minimum resolution: 600 x 600 pixels
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB per image
Caption: Text only, max 2,200 characters

If you want to create a brand awareness ad, visit Facebook Power Editor.

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