A guide to the complex world of social media




Download Guidelines



Last Updated:


2.1 Facebook Feed (Images & Videos)

The Facebook News Feed is a constantly updated list of status updates, photos, videos and more in the middle of the Facebook home page. The News Feed includes updates and posts from friends, Pages, groups and advertisers.

2.2 Facebook Story (Images & Videos)

Facebook Stories can bring your business to life in an immersive format, with options to add stickers, emojis and other creative elements. These full-screen vertical ads appear to viewers between organic Facebook Stories. Image ads in Facebook Stories will show for 5 seconds, or until the user swipes out of the Story. Stories will show play video ads that are 15 seconds or less for the full duration of the video. Video ads that are longer than 15 seconds will be split into separate Stories cards. Facebook will display either 1, 2 or 3 cards automatically before giving viewers the option to tap "Keep Watching" to see the remainder of the video.

2.3 Facebook reels

Reels are fun and inspiring short videos consisting of music, audio, AR effects, text overlays and more, and can be created on the Facebook mobile app. Reels are shared directly to your fans in their core News Feed and to new audiences in a dedicated Reels section in News Feed that gives people who are new to you the opportunity to discover and enjoy your creations.

2.4 Facebook Reels Overlay

Facebook Reels Overlay ads render on Facebook Reels content in the form of a single static image ad that can appear after one second of the Facebook Reel elapsing. Your ad can appear as a banner at the bottom of the Reel or as a sticker towards the top.

2.5 Facebook carousel (Images & Videos)

The carousel format in the Facebook News Feed showcases up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion or tell a story about your brand that develops across each carousel card.

2.6 Facebook poll

Poll ads allow you to use a two-answer poll to interact with your audience. When you add a poll to your video ad, it appears in the Facebook Feed and Instagram Stories on mobile devices.

2.7 Facebook Right Column

Facebook right column ads are a desktop-only format. These ads most commonly appear in the right-hand column of Facebook Pages, but they may appear in other areas of the site.

2.8 Facebook Instant experience (Images & Videos)

In an Instant Experience, people can watch engaging videos and photos, swipe through carousels, quickly view your products, and explore lifestyle images with tagged products. It can be used with all Facebook ad formats–Carousel, Single Image, Video and Collection.

2.9 Facebook Collection (Images & Videos)

A collection ad in Facebook Feed includes a cover image or video followed by 3 product images. When someone taps on a collection ad, they see a full-screen landing page that drives engagement and nurtures interest and intent. When you create your Instant Experience, you can use the Storefront, Lookbook or Customer Acquisition templates, or build a custom Instant Experience.

2.10 Facebook In-Stream (Images & Videos)

Facebook In-stream allows you to deliver video or image ads to people watching videos on Facebook from familiar publishers and digital-first creators. Your ads can also appear in Facebook Live streams from a select group of approved gaming, entertainment and sports partners. These ads only appear on mobile devices and only after 60 seconds of the main video content.

2.11 Facebook Marketplace (Images & Videos)

Facebook Marketplace makes it easy to discover, buy and sell goods, either in your community or dispatched from around the world. Advertisers can use the Facebook Marketplace placement to reach an active community of people who are already interested in purchasing products.

2.12 Facebook Search Results (Images & Videos)

Every day, millions of searches take place on Facebook and Marketplace. These searches help create opportunities for advertisers to reach and connect with audiences in the discovery mindset, across both Facebook and Marketplace search results. These ads have the exact same layout as those in the Facebook Feed, with the same flexibility of being a video or image.

2.13 Facebook Business Explore (Images & Videos)

Facebook Business Explore is a contextual discovery experience that puts your business in front of interested consumers who are actively looking for business content. In this experience, people can browse a mix of ads and organic posts from related businesses on topics such as beauty, fitness or clothing.

2.14 Facebook Messenger Inbox

Messenger Inbox is where people receive private and group messages from others on Facebook and Instagram. Ads in Messenger Inbox appear between conversations. When someone clicks on an ad, they will be sent to a detailed view of that ad within the Messenger app.

2.15 Facebook Messenger story

Messenger Stories can bring your business to life in an immersive format, with options to add stickers, emojis and other creative elements. These full-screen vertical ads appear to viewers between organic Messenger Stories.