Meta enables advertisers to use a 4:5 aspect ratio for ads
TL;DR
- Meta's new 4:5 aspect ratio increases ad engagement by up to 13% during testing says Vasyl Sergienko, Meta’s Client Solutions Manager.
- The format is recommended for use in Facebook Feed, Instagram Feed and Explore, and Facebook Marketplace.
- For carousel ads, 1:1 images and videos remain the preferred choice.
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Meta has unveiled a new 4:5 aspect ratio for static feed ads, aiming to boost ad performance and increase user engagement across its platforms. According to Vasyl Sergienko, Meta’s Client Solutions Manager, this updated format has shown a significant improvement in click-through rates (CTR) during testing.
Sergienko reports that the new 4:5 aspect ratio delivers up to a 10% higher CTR compared to the previously used formats. “During tests, advertisers saw a 5-13% improvement in CTR, compared to 1:1 or 1.91:1 images,” Sergienko noted while emphasizing the benefits of this change.
This aspect ratio is recommended for Facebook Feed, Instagram Feed, Explore, and Facebook Marketplace and is accessible to advertisers all over the world. However, it’s important to note that while this aspect ratio enhances static ads, video ads on Facebook Feed will appear in a 1:1 ratio on desktop versions, potentially showing black bars on the sides.
For carousel ads, Meta continues to recommend using 1:1 (square) images and videos to maintain consistency and effectiveness.