What ad formats can I use on Facebook and Instagram?
Meta's own ads guide lists four core formats: Image, Video, Carousel, and Collection — plus Instant Experience, the full-screen view a Collection ad opens into. GIFs aren't a separate format; Meta accepts them as a file type within its video specs, alongside MP4 and MOV.
ShoaibUpdated 3 min read
What does each format actually do?
| Format | What it is |
|---|---|
| Image | A single static image ad |
| Video | A single video ad (MP4, MOV, or GIF as the file) |
| Carousel | Multiple image or video cards, side by side, each with its own link |
| Collection | A cover image or video that opens into a full-screen Instant Experience |
Where do GIFs actually fit?
Meta's own video specifications for Instagram Stories and Instagram Feed list accepted file types as MP4, MOV, or GIF — so a GIF is uploaded and handled as a video-type ad, following video rules (duration, encoding), not treated as its own static format.
Which format should I use?
Carousel suits showing multiple products or steps in one ad, each clickable on its own. Video usually earns more attention in-feed than a still image. Collection is worth the extra production effort when you want someone to browse a small catalog without leaving the app. There's no single "best" format — it depends on what you're selling and what a person needs to see before they act.
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