A while back, I discussed how using 4:5 instead of 1:1 was more effective for some placements.

Well, Meta actually recommends it now. Let’s discuss…

Creative Upload Process

When you upload your ad creative, Meta recommends three aspect ratios:

Meta applies these aspect ratios to different placement groups. But this process desperately needs to be updated because these groups conflict with many of Meta’s own recommendations.

Meta’s Recommendations

An example is the Facebook Feed placement. In the Best Practices for Aspect Ratios, Meta says:

Vertical 4:5 is recommended for single-image ads to be delivered to the ad placement Facebook Feed.

There’s also a helpful grid that provides the accepted and recommended aspect ratios.

Meta recommends 4:5 for the following placements:

• Facebook Feed
• Instagram Feed
• Facebook Video Feeds
• Instagram Explore Home
• Facebook In-Stream Videos

In most cases, this is for both images and videos.

The Process Needs Updating

It doesn’t mean that the square creative won’t work, but 4:5 will take up more real estate. That should help performance.

Of course, this highlights how much of a mess the current process is for uploading different aspect ratios for different placement groups. To remain consistent with what Meta actually recommends, you’ll need to individually customize placements. That defeats the purpose of the placement groups.

Side note: Many advertisers have been using 1:1 for the Right Hand Column placement for a while now, despite Meta putting it into the group that suggests 1.91:1. Well, the grid clarifies that Meta actually recommends 1:1 for that placement.