If you're running Meta ads in 2025, you've probably noticed carousel ads are everywhere. They're not just popular because they look nice (though they do). They work because they let you pack multiple products, features, or story beats into one scrollable ad unit, and each card can link to a different landing page.
But most advertisers get this wrong: they treat carousel specs like single-image ads. Wrong file size, inconsistent aspect ratios, text getting cut off, videos that won't play properly. Then they wonder why their campaigns underperform.
This guide breaks down exactly what you need to know about Meta carousel ad specifications in 2025. You'll learn Facebook and Instagram requirements, understand the differences between feed and stories placements, and discover how to avoid the technical mistakes that tank campaign performance.
Why Carousel Ads Work Differently Than Single-Image Ads
Carousel ads let you showcase 2-10 images or videos in a single ad unit. Users swipe through on mobile or click arrows on desktop. According to Meta's design specifications, each card can have its own creative, headline, description, and destination URL.
The format shines for e-commerce catalogs, step-by-step tutorials, feature breakdowns, and sequential storytelling. You're not limited to static images either. Mix images and videos in any order across your cards.
But the real power? Each card can drive to a unique landing page. Show five products, link each to its specific product page. That's impossible with single-image ads.
Meta Carousel Ad Specs at a Glance
Let's start with the numbers that matter:
Minimum and Maximum Card Requirements
| Requirement | Specification |
|---|---|
| Cards per carousel | Minimum 2, maximum 10 |
| Content mixing | Images and videos in any sequence |
| Aspect ratio rule | All cards must use same aspect ratio |
Carousel Image Specs for Meta Ads
| Spec Type | Requirement |
|---|---|
| Format | JPG or PNG |
| Recommended resolution | 1080 × 1080 pixels minimum (square) |
| Supported aspect ratios | 1:1 (square) or 4:5 (vertical) for feed |
| Maximum file size | 30 MB per image |
Pro tip: Keep images under 1 MB when possible. Faster loading beats higher file size every time.
Carousel Video Specs for Meta Ads
| Spec Type | Requirement |
|---|---|
| Format | MP4, MOV, or GIF |
| Recommended resolution | 1080 × 1080 pixels for feed carousels |
| Aspect ratio | Match your image cards (1:1 or 4:5) |
| Maximum file size | 4 GB per video |
| Video length (Facebook) | Up to 240 minutes (Meta recommends 15 seconds) |
| Video length (Instagram) | 60 seconds maximum per carousel card in feed |
Text and Character Limits for Carousel Ads
Primary text (caption above carousel):
- Facebook: ~80 characters before truncation
- Instagram: ~125 characters before "...more" appears
Headline (per card):
- 40-45 characters maximum before cut-off
- Appears below each card's image on Facebook
- Not prominently displayed on Instagram feed
Description (Facebook only):
- 18 character limit
- Rarely used except for prices or brief notes
- Appears under the headline
Facebook Carousel Ad Specs 2025
Facebook News Feed is where most carousel ads live, though they also run in Marketplace, Messenger, and Audience Network. Here's what you need to know specifically for Facebook placements.
Facebook Carousel Image Dimensions and Quality
| Dimension Type | Specification |
|---|---|
| Recommended size | 1080 × 1080 px |
| Maximum size | Up to 2048 × 2048 px (Meta scales down) |
| Aspect ratios | 1:1 square or 4:5 vertical |
| Critical rule | All cards must use same aspect ratio |
The critical rule? All cards in your carousel must use the same aspect ratio. If you mix orientations, Facebook defaults to the first card's ratio and crops the rest. Create all images at identical dimensions to avoid cropping issues.
Square (1:1) works universally across desktop and mobile. Vertical (4:5) grabs more mobile screen space and often boosts engagement on mobile feeds, but gets letterboxed on desktop.
Facebook Carousel Video Specs
Videos in Facebook carousel cards should match your image specs. 1080 × 1080 px is the sweet spot. Technically, Facebook allows videos up to 240 minutes per card. Don't do that.
Meta's help center recommends 15-second videos in carousel format for best engagement. Shorter videos perform better. Users swipe quickly through carousels, so respect their attention span.
Use 1:1 or 4:5 aspect ratios to match your images. Videos autoplay muted, so design for sound-off viewing. Add captions if dialogue matters.
Keep file size under 4 GB and use H.264 video codec with AAC audio. MP4 is your safest format. AdManage's upload API supports MP4 and MOV formats with a 100 MB file size limit for streamlined bulk uploads.
Facebook Carousel Text and CTA Setup
Every carousel ad has one primary text (the copy above the carousel). Facebook shows about 125 characters before truncating, but front-load your key message in the first 80 characters.
Each card gets its own headline (45 characters max before cut-off) that appears below the image. You can also add an optional description (18 character limit), though it often doesn't display on mobile.
Your call-to-action button (Shop Now, Learn More, etc.) appears on each card. Most importantly, you can link each card to a different URL. Show five products? Link each to its specific product page.
When launching carousel ads at scale, AdManage's naming convention system automatically applies consistent naming patterns to every ad, ensuring your campaign organization stays clean even when testing hundreds of variations.
Facebook Carousel Placement Variations
Facebook carousel ads run across multiple placements: News Feed, Marketplace, Stories, Messenger Home, and Audience Network. Same creative, different contexts.
Stories placement requires completely different specs. You need 9:16 full-vertical creatives (1080×1920) for each card if you want to run in Facebook Stories. Users tap through story carousel cards like separate panels.
If you're running cross-placement, you have two options:
- Provide separate creatives per placement using Meta's asset customization
- Stick to feed-only placements
AdManage's multi-placement system handles this automatically by mapping the correct creative format to each placement.
Instagram Carousel Ad Specs 2025
Instagram carousels function similarly to Facebook's, but with platform-specific differences. The format appears in Instagram Feed, Stories, and even Reels (in limited fashion as of 2025).
Instagram Feed Carousel Requirements
| Spec Type | Requirement |
|---|---|
| Supported aspect ratios | 1:1 square or 4:5 vertical |
| Recommended resolution (square) | 1080 × 1080 pixels |
| Recommended resolution (portrait) | 1080 × 1350 px (4:5) |
| File types | JPG or PNG |
| Maximum file size | 30 MB |
For more vertical screen space on mobile, use 4:5 portrait (1080×1350 px). Both formats work, but all cards must match to maintain visual consistency.
Keep actual file sizes much smaller than the limit for faster mobile loading. AdManage automatically optimizes creative grouping by aspect ratio to prevent format mismatches across carousel cards.
Instagram Carousel Video Specs
Instagram allows up to 60 seconds per video card in carousel ads. Some objectives may allow slightly longer, but one minute is your practical maximum.
| Video Spec | Requirement |
|---|---|
| Maximum length | 60 seconds per card |
| Aspect ratios | 4:5 or 1:1 |
| Format | MP4 or MOV |
| Maximum file size | 4 GB |
| Looping behavior | Videos don't automatically loop |
Unlike images, videos don't automatically loop in Instagram carousel cards. A video plays when its card appears, then stops at the end. Users have to swipe back for a replay.
Instagram Stories Carousel Specs
Yes, you can run carousel ads in Instagram Stories. Users tap through up to 10 cards like a multi-page story.
The spec here is completely different:
| Stories Spec | Requirement |
|---|---|
| Format | 9:16 full-vertical |
| Recommended size | 1080 × 1920 pixels |
| Video length per card | 15 seconds |
| Number of cards | 2-10 cards |
| Safe zone padding | ~250px top and bottom |
Each story card video can be up to 15 seconds (standard story segment duration). If you upload a longer video, Instagram splits it into 15-second segments automatically. Design with 15 seconds per card in mind.
Leave ~250px padding at top and bottom of your 9:16 assets to avoid interface elements covering critical content.
Instagram Carousel Text and Linking
Instagram ads rely on the primary text caption, which can be up to 2,200 characters technically. But only ~125 characters show before truncation in feed. Treat 125 as your practical limit.
You should still fill out headlines in Ads Manager (40 characters is safe) because they'll show on Facebook placements. But don't rely on them being visible on Instagram feed.
Instagram carousel ads support linking each card to different URLs, just like Facebook. Users swipe and tap the CTA to go to that card's specific link. Perfect for product catalogs where each card drives to a different product page. AdManage's UTM management system ensures every carousel card link maintains consistent tracking parameters across all your campaigns.
Carousel Ad Mistakes That Tank Performance
Now that you know the specs, let's talk about where advertisers actually mess up.
The Aspect Ratio Trap
The most common mistake: Mixing aspect ratios within one carousel.
You upload three square images and two vertical videos, then wonder why everything looks cropped and weird. Facebook defaults to the first card's aspect ratio and forces all other cards to match. Cards that don't match get cropped or padded. Your beautiful 4:5 product photo becomes a square with cut-off top and bottom.
Solution? Pick one aspect ratio and stick to it across all cards. If you want both square and vertical versions, create separate ad sets for different placements. AdManage's creative grouping feature automatically organizes assets by aspect ratio to prevent these mixing errors.
File Size Mistakes
Yes, Meta allows 30 MB images and 4 GB videos. No, you shouldn't use those limits.
A 3 MB image looks just as good as a 30 MB image at 1080px if you compress properly. But it loads 10 times faster, especially on mobile data. That matters for ad performance.
For videos, aim for compression that yields a few MB maximum for a 15-60 second clip. Heavy files mean slower loading, which means users swipe past before your ad even displays.
Text Placement Issues
| Problem | Impact | Solution |
|---|---|---|
| Critical text at edges | Crops differently across placements | Keep text in center 80% |
| Logos near borders | May get cut off | Leave padding around edges |
| Desktop vs mobile cropping | Inconsistent display | Test in Creative Hub |
Putting critical text at the edges of your images causes problems across placements. Desktop might crop differently than mobile. Stories placement definitely crops differently than feed.
Keep important text and logos in the center 80% of your creative. Leave padding around the edges. Test your creatives in Meta's Creative Hub or AdManage's preview system to see how they actually render across placements.
Video Length Overconfidence
Just because Facebook technically allows 240-minute videos in carousel cards doesn't mean anyone will watch them. Meta recommends 15 seconds for a reason.
Short, focused videos outperform long ones in carousel format. Users are swiping through multiple cards. They're not settling in for a documentary on card three.
If you have more story to tell, split it across cards. Five 10-second videos (one per card) will outperform one 50-second video every time.
Carousel Ad Strategies That Actually Work
Meeting technical specs is table stakes. Here's how to actually win with carousel ads.
First Card Strategy
Your first card is your hook. On Facebook, it displays by default in feed. On Instagram, it's the thumbnail if you run ads as sponsored posts.