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Upload Requirements

Each advertising platform has specific requirements for image and video assets. Before uploading creative assets, verify they meet format, dimension, and file size requirements for your target platforms. This ensures successful uploads and prevents validation errors during ad creation.
What you’ll learn:
  • Supported file formats for each platform
  • Dimension requirements for images and videos
  • File size limits per platform
  • How to prepare assets for upload
  • Upload workflow during ad creation

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Quick Reference: Upload Requirements by Platform

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Image Requirements

PlatformFormatsMin DimensionsRecommended DimensionsMax File Size
MetaJPG, PNG, GIF600x6001080x1080 (square)
1080x1350 (vertical)
1200x628 (horizontal)		30 MB
TikTokJPG, PNG720x12801080x1920 (vertical)
1080x1080 (square)		20 MB
SnapchatJPG, PNG1080x19201080x1920 (vertical)5 MB
GoogleJPG, PNG, GIF600x3141200x628 (horizontal)
1200x1200 (square)		5 MB

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Video Requirements

PlatformFormatsMin DimensionsRecommended DimensionsMax File SizeMax Duration
MetaMP4, MOV600x6001080x1080 (square)
1080x1920 (vertical)
1920x1080 (horizontal)		4 GB241 minutes
TikTokMP4, MOV, AVI720x12801080x1920 (vertical)500 MB60 seconds
SnapchatMP4, MOV1080x19201080x1920 (vertical)1 GB180 seconds
GoogleMP4, MOV, AVI640x4801920x1080 (horizontal)
1080x1920 (vertical)		256 MB30 minutes
For maximum compatibility across all platforms, use JPG or PNG for images (under 5 MB) and MP4 for videos (under 256 MB if including Google, or under 500 MB for Meta/TikTok/Snapchat). These formats work on all platforms.

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Platform-Specific Requirements

Each platform has unique requirements and recommendations for creative assets.

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Meta Upload Requirements

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Image Specifications

Supported formats: JPG, PNG, GIFFile size: Maximum 30 MB per imageDimensions:
  • Minimum: 600x600 pixels
  • Recommended square: 1080x1080 pixels
  • Recommended vertical: 1080x1350 pixels (4:5 ratio)
  • Recommended horizontal: 1200x628 pixels (1.91:1 ratio)
Aspect ratios:
  • Feed: 1:1 (square) or 4:5 (vertical)
  • Stories: 9:16 (vertical)
  • Reels: 9:16 (vertical)
  • In-stream: 16:9 (horizontal)
Meta automatically crops images to fit different placements. Use 1:1 square images for maximum compatibility across feed, stories, and other placements.

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Video Specifications

Supported formats: MP4, MOV (H.264 compression recommended)File size: Maximum 4 GB per videoDimensions:
  • Minimum: 600x600 pixels
  • Recommended square: 1080x1080 pixels
  • Recommended vertical: 1080x1920 pixels (9:16 ratio)
  • Recommended horizontal: 1920x1080 pixels (16:9 ratio)
Duration:
  • Minimum: 1 second
  • Maximum: 241 minutes
  • Recommended: 15 seconds or less for feed ads
Frame rate: 30 fps recommendedAudio: Optional but recommended (AAC audio codec)
Keep Meta video ads under 15 seconds for best performance. Shorter videos have higher completion rates and better engagement.

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Text in Images

Meta recommends keeping text to less than 20% of image area. Images with excessive text may have reduced delivery or higher costs. Use Meta’s Text Overlay Tool to check text percentage before uploading.

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Upload Workflow During Ad Creation

You can upload assets while creating ads in the Campaign Builder.

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Uploading Assets to Ads

1

Open ad configuration

Double-click an ad node on the canvas to open its configuration form.
2

Navigate to creative section

Scroll to the Creative Assets section of the ad form.
3

Click Upload New

Click Upload New to upload files from your computer (or Select from Library to use existing assets).
4

Select files

Choose one or more image or video files from your computer. You can select multiple files at once.
5

Validation

Whathead validates each file against platform requirements (format, dimensions, file size). Invalid files are flagged with specific error messages.
6

Fix validation errors

If files fail validation, fix the issues (compress, resize, convert format) and re-upload.
7

Upload

Valid files upload to the platform’s media library and are automatically selected for your ad.
8

Configure ad

Complete the rest of the ad configuration (copy, call-to-action, destination) and save.
Assets uploaded during ad creation are added to the platform’s media library and can be reused in future ads. You don’t need to re-upload the same asset for each ad.

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Common Validation Errors

When uploading assets, you may encounter validation errors. Here’s how to resolve them:
Error: “File size (8 MB) exceeds Snapchat’s limit (5 MB)”Cause: File is too large for the selected platform.Resolution:
  • Compress the image using tools like TinyPNG, ImageOptim, or Photoshop
  • For videos, reduce resolution, bitrate, or duration using video editing software
  • Or use a different file that meets size requirements
Use online compression tools to reduce file size without significant quality loss. Most images can be compressed to 50-70% of original size with minimal visual impact.
Error: “Image dimensions (800x600) are below Snapchat’s minimum (1080x1920)”Cause: Image or video resolution is too low for the platform.Resolution:
  • Resize the image or video to meet minimum dimensions using image editing software
  • Or use a higher-resolution version of the asset
  • Avoid upscaling low-resolution images as this reduces quality
Upscaling low-resolution images to meet minimum dimensions results in blurry, pixelated ads. Always use high-resolution source files when possible.
Error: “GIF format is not supported by TikTok”Cause: File format is not supported by the platform.Resolution:
  • Convert the file to a supported format (JPG or PNG for images, MP4 for videos)
  • Use image editing software or online converters to change format
  • Or use a different file in a supported format
For maximum compatibility, use JPG for images and MP4 for videos. These formats work on all platforms.
Error: “Aspect ratio 16:9 is not optimal for TikTok. Use 9:16 vertical format.”Cause: Image or video aspect ratio doesn’t match platform recommendations.Resolution:
  • Crop or resize the asset to the recommended aspect ratio
  • For TikTok and Snapchat, use 9:16 vertical format
  • For Meta and Google, use 1:1 square or 16:9 horizontal format
  • Or create platform-specific versions of the same creative
While some platforms accept multiple aspect ratios, using the recommended ratio ensures your ads display optimally without cropping or letterboxing.
Error: “Video duration (90 seconds) exceeds TikTok’s maximum (60 seconds)”Cause: Video is too long for the platform.Resolution:
  • Trim the video to meet maximum duration using video editing software
  • Or create a shorter version of the video specifically for the platform
  • Focus on the most engaging moments to maintain impact in shorter duration
Error: “TikTok requires audio in video ads”Cause: Video file has no audio track (required by TikTok).Resolution:
  • Add background music or voiceover to the video using video editing software
  • Or use a different video that includes audio
  • Ensure audio codec is AAC for compatibility
TikTok rejects videos without audio. All TikTok video ads must include sound, even if it’s just background music.
Error: “Image contains more than 20% text (Meta recommendation)”Cause: Image has too much text overlay (Meta-specific guideline).Resolution:
  • Reduce text in the image using image editing software
  • Move text from image to ad copy fields instead
  • Or use Meta’s Text Overlay Tool to verify text percentage before uploading
This is a warning, not a hard error. Meta allows images with more than 20% text, but they may have reduced delivery or higher costs.

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Preparing Assets for Upload

Follow these best practices to prepare assets before uploading:

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Image Preparation

1

Check dimensions

Verify image dimensions meet minimum requirements for your target platform. Use 1080x1080 for square, 1080x1920 for vertical.
2

Optimize file size

Compress images to reduce file size while maintaining quality. Aim for under 5 MB for maximum compatibility.
3

Use correct format

Save images as JPG or PNG. Use JPG for photos, PNG for graphics with transparency.
4

Minimize text

Keep text overlays minimal (under 20% of image area for Meta). Move text to ad copy fields when possible.
5

Test on mobile

Preview images on a mobile device to ensure they’re readable and impactful at small sizes.

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Video Preparation

1

Check dimensions and duration

Verify video dimensions and duration meet platform requirements. Use 1080x1920 vertical for TikTok/Snapchat, 1920x1080 horizontal for Meta/Google.
2

Add audio

Ensure video includes audio (required for TikTok, recommended for all platforms). Use AAC audio codec.
3

Optimize file size

Compress video to reduce file size. Aim for under 500 MB for maximum compatibility across all platforms.
4

Use correct format

Export video as MP4 with H.264 compression. This format works on all platforms.
5

Add captions

Include captions or subtitles for accessibility and for users watching without sound.
6

Front-load engagement

Place the most engaging content in the first 3 seconds to capture attention quickly.
Create a master version of each asset at the highest quality and dimensions, then export platform-specific versions as needed. This ensures you always have high-quality source files.

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Cross-Platform Upload Considerations

When uploading assets for use across multiple platforms, consider these factors:

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File Size Constraints

When uploading to multiple platforms, assets must meet the strictest requirements. For images, this means under 5 MB (Snapchat and Google’s limit). For videos, this means under 256 MB (Google’s limit) if including Google, or under 500 MB (TikTok’s limit) for Meta/TikTok/Snapchat only.

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Dimension Optimization

For maximum compatibility:
  • Images: Use 1080x1080 square format
  • Videos: Create both 1080x1920 vertical and 1920x1080 horizontal versions
Platform-specific optimization:
  • TikTok/Snapchat: Prioritize 9:16 vertical format
  • Meta: Use 1:1 square or 4:5 vertical format
  • Google: Use 16:9 horizontal or 1:1 square format
Use Bulk Media Upload to upload the same assets to multiple platforms simultaneously. This saves time compared to uploading to each platform individually.

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Tools for Asset Preparation

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Image Optimization Tools

  • TinyPNG: Compress PNG and JPG images without quality loss
  • ImageOptim: Mac app for image compression
  • Photoshop: Professional image editing and optimization
  • Canva: Create and resize images for different platforms
  • GIMP: Free alternative to Photoshop

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Video Optimization Tools

  • HandBrake: Free video compression and format conversion
  • Adobe Premiere: Professional video editing and export
  • Final Cut Pro: Mac video editing software
  • DaVinci Resolve: Free professional video editing
  • FFmpeg: Command-line video processing tool
Many online tools offer batch processing to optimize multiple assets at once. This saves time when preparing large numbers of images or videos.

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Next Steps

Now that you understand upload requirements, explore these related topics:

Media Library

Browse and select uploaded assets from platform media libraries.

Bulk Media Upload

Upload assets to multiple platforms simultaneously.

Cross-Platform Assets

Learn about asset compatibility when transferring campaigns.

Zip Extraction

Upload multiple assets efficiently using zip files.