Key Takeaways
- What is the 4:5 Aspect Ratio?
- Why Meta Made This Change
- The Benefits of the 4:5 Aspect Ratio for Advertisers
- How to Optimise Ads for the 4:5 Aspect Ratio
- How to Implement the New Aspect Ratio in Your Ads
Meta has introduced a 4:5 aspect ratio for static feed ads, a shift that could impact how advertisers design and optimise their campaigns. This format change is aimed at enhancing user engagement by occupying more screen space on mobile devices, offering a visually compelling experience. But how does this new Meta feature compare to existing ad formats, and what does it mean for brands looking to maximise performance? Let’s break it down.
What is the 4:5 Aspect Ratio?
The 4:5 aspect ratio means that for every four units of width, the image has five units of height. This vertical format is taller than the traditional Facebook ads aspect ratio (1.91:1) and the widely used square (1:1) ratio.
With mobile users accounting for the vast majority of social media traffic, Meta’s feed ads update is a response to evolving content consumption habits. By taking up more vertical space, this format can reduce distractions and increase focus on the ad itself, leading to potentially higher engagement rates.
Why Meta Made This Change
Meta continually experiments with social media ad dimensions to improve the user experience and drive better results for advertisers. The introduction of the 4:5 aspect ratio aligns with these efforts by:
- Maximising screen usage: A taller format ensures the ad captures more real estate on mobile screens, reducing competing distractions.
- Enhancing visual storytelling: The extra vertical space allows for more impactful imagery and text placement, making it ideal for product showcases and brand storytelling.
- Standardising formats across placements: Since Instagram feed ads ratio already supports 4:5, this update creates consistency across platforms.
The Benefits of the 4:5 Aspect Ratio for Advertisers
This new Meta feature offers several key benefits for advertisers:
- Increased Engagement – More screen space means more visibility, potentially leading to higher click-through rates (CTR) and conversions.
- Better Mobile Optimisation – With over 90% of Facebook users accessing the platform via mobile, a vertical format ensures ads are more effective.
- Seamless Instagram Integration – Many advertisers create cross-platform campaigns, and the 4:5 aspect ratio aligns well with Instagram’s existing feed ad dimensions.
- Improved Aesthetics – The vertical format allows for more creative flexibility, enabling advertisers to display products in a more visually appealing way.
How to Optimise Ads for the 4:5 Aspect Ratio
If you’re looking to make the most of Meta’s advertising updates for 2025, here are some performance tips to optimise your ads for this new format:
1. Use High-Quality Visuals
With the best aspect ratio for feed ads now offering more vertical space, low-resolution or poorly cropped images will stand out even more. Ensure that your visuals are high resolution and formatted correctly to prevent distortion.
2. Keep Text Minimal and Clear
While the 4:5 aspect ratio provides more room for text overlays, it’s still crucial to keep copy concise. Meta recommends using minimal text on images for better engagement.
3. Test Your Creatives
Not all brands will see the same performance improvements with the format change. A/B testing different aspect ratios can help determine whether 4:5 outperforms 1:1 or 1.91:1 for your specific audience.
4. Follow Meta’s Ad Guidelines
Meta has strict guidelines for text density, file size, and resolution. Before launching a campaign, review the latest ad specifications to avoid rejected ads.
5. Make Use of Full-Screen Impact
Since this format takes up more space on mobile devices, use engaging visuals and direct call-to-actions (CTAs) that stand out. Vertical images with a clear product focus tend to perform better in static feed ads Meta placements.
How to Implement the New Aspect Ratio in Your Ads
Advertisers can now select the 4:5 aspect ratio when creating feed ads on Facebook and Instagram. To ensure your ad appears correctly:
- Upload images with a recommended resolution of at least 1200 x 1500 pixels.
- Use Meta’s Ad Preview tool to check how your ad looks before launching the campaign.
- Consider creating separate versions of your ad for desktop vs. mobile users, as the experience may differ.
Is the 4:5 Aspect Ratio Right for You?
While the Meta 4:5 aspect ratio offers several advantages, its effectiveness will depend on your audience and campaign objectives. If your target audience primarily browses on mobile and engages with visual-heavy content, this update could significantly improve performance. However, brands that rely on text-heavy ads or landscape imagery may need to test before fully adopting the format.
Final Thoughts
The feed ads update is part of Meta’s ongoing efforts to refine advertising options for businesses. With a format change designed to enhance mobile ad performance, brands have a fresh opportunity to capture audience attention more effectively.
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