When creating images for Facebook ads, the image file format you choose can have a big impact on the performance of your ads. The most important factors to consider when selecting an image format for Facebook ads are image quality, file size, and compatibility across platforms and devices.
TL;DR
For most Facebook ads, JPG is the best image format due to its combination of good image quality, small file size, and universal compatibility. PNG is also a good option if you need transparency or lossless compression. Stay away from BMP and TIFF as they tend to produce very large files. Always aim for high-resolution, high-quality images, regardless of format.
JPG/JPEG
JPG, also known as JPEG, is likely the best and most versatile image format for Facebook ads for several reasons:
- Excellent image quality at relatively small file sizes. JPG uses “lossy” compression that slightly reduces image quality, but makes the file size much smaller compared to other lossless formats like PNG.
- Universal compatibility on all operating systems, browsers, and devices.
- Supports millions of colors. Important for photographic images.
- Widely supported across all Facebook ad surfaces like the news feed, stories, etc.
The downside to JPG is the lossy compression can create artifacts and degrade quality if compressed too aggressively. However, if created properly, JPGs can look perfectly sharp and crisp for Facebook ads while keeping file sizes low.
PNG
PNG is another good choice for Facebook ad images, with a few advantages over JPG:
- Lossless compression. Retains full image quality.
- Supports transparency. Great for images with rounded corners or transparent backgrounds.
- Good lossless alternative to JPG for images like logos and illustrations.
The tradeoff is PNG files are usually much larger in file size than JPGs. For photographic images, the JPG format will usually produce better results.
GIF
GIF can be used for Facebook ads, but has some limitations:
- Animated GIFs are supported in Facebook ads. Useful for short video-like ads.
- Limited to 256 colors. Not great for photographic images.
- Lossless compression similar to PNG. Can limit use for high-resolution images.
- Lack of transparency unlike PNG. Needs a rectangular boundary.
GIF is best reserved for simple images, logos, or animated content. For most high-quality ads, JPG or PNG will be better options.
BMP
BMP files are large, uncompressed raster images. They should generally be avoided for Facebook ads:
- No compression leads to very large file sizes.
- Lack of compression also means no advantages in image quality.
- Large files mean much slower upload/download times.
- Only supported on Windows operating systems.
BMP provides no real benefits over the more flexible, compressible formats. Stick to JPG or PNG for best results.
TIFF
Like BMP, TIFF images are typically very large which makes them a poor choice for Facebook ads:
- Often even larger file sizes than BMPs.
- Compression support is optional, not widely used.
- Primarily used for high resolution print graphics.
- Unnecessary image information for digital ads.
Avoid TIFF images for Facebook. TIFF is overkill for web graphics and creates needlessly large files.
Recommended Image Sizes
In addition to choosing the right format, your image sizes also need to be optimized for the Facebook ad placement. Here are the recommended image dimensions:
| Ad Placement | Image Size |
|---|---|
| Facebook Feed | 1200 x 628 pixels |
| Facebook Stories | 1080 x 1920 pixels |
| Facebook Carousel | 1080 x 1080 pixels |
Aim for high-resolution images when possible. Larger images can be scaled down by Facebook, but small images cannot be enlarged without quality loss.
Image Quality Best Practices
To get the best results with your Facebook ad images, follow these quality and optimization tips:
- Start with a high-quality image. Shoot photos in the highest resolution possible with your camera.
- Use image editing software to touch up and refine images. Remove noise, adjust brightness, etc.
- When saving as JPG, use minimal compression levels to preserve quality.
- Carefully compress images to balance quality and file size.
- Always resize and optimize images for the intended ad placement.
- Double check images on both desktop and mobile to ensure proper display.
Conclusion
JPG is the best overall image format for Facebook ads due to its versatile compression capabilities and universal support. PNG can be used if you need transparency or lossless compression for special images like logos. Always aim for high-resolution, optimized images to deliver the maximum visual impact for your ads, regardless of format.