Facebook Publishing

This page contains high-level specifications for scheduling and publishing Facebook posts through Publisher.

If your post does not meet the requirements to publish, Publisher informs you so you can correct the post.

Text

Text properties	Guidelines	More information
Maximum number of mentions (@username)	`50`	Only Facebook business pages can be mentioned. If the page does not have a username set, then you cannot mention the page.

Link

This information is valid for when you use the Import preview link option.

Link properties	Guidelines	More information
Maximum number of links	`1`	-
Link title character limit	`1 to 255`	The link title and thumbnail for the post are created from information provided by the target web page. Without domain verification in Meta Business Manager, Publisher is unable to change the link title or thumbnail.
Thumbnail	Maximum image dimensions: `30,000px x 30,000px` Maximum file size: `10 MB`

Photo

Before publishing a post, Facebook removes all location metadata from photos and resizes them to different dimensions to better support rendering the image in multiple sizes.

Photo properties	Guidelines	More information
Allowed extensions	`jpg`, `jpeg`, `png`, `bmp`, `tif`, `tiff,` `gif`	-
Maximum number of files	`200` of any combination of supported file types. `1` animated gif	A `gif` renders as a static image when it is uploaded with more than one file. Upload a `gif` by itself to render the animation.
Maximum file size	`10 MB`	-
Maximum image dimensions	`30,000px x 30,000px`	-
Maximum total pixel size	`80,000,000px`	-
Alt text character limit	`5,000`	-

Carousel

Carousel properties	Guidelines	More information
Allowed extensions	`jpg`, `jpeg`, `png`, `bmp`, `tif`, `tiff,` `gif`	Animated `gif` files are not supported. Videos are not supported.
File count	`2 to 10`	To preserve the order of the files in your carousel, upload a maximum of 5 files.
Maximum file size	`8 MB`	-

Reels

It is not possible to use the Emplifi Mobile app to publish Facebook reels. However, published Facebook reels do appear in the mobile feed.

Reel properties	Guidelines	More information
Allowed extensions	`.mp4 (recommended)`, `.mov`	`.mov` files may experience issues passing validation due to how the format stores aspect ratio/resolution information. Meta recommends using `.mp4`.
Maximum number of files	`1`
Maximum file size	`1`
Minimum and maximum duration	`3 to 90 seconds`
Resolution	`1080 x 1920 pixels (recommended)` `540 x 960 pixels (minimum)`
Aspect ratio	`9:16 (0.56 - 0.6)`
FPS (frames per second)	`24 to 60 FPS`
Video settings	Chroma subsampling 4:2:0 Closed GOP (2-5 seconds) Compression – H.264, H.265 (VP9, AV1 are also supported) Fixed frame rate Progressive scan
Audio settings	Audio bitrate – 128kbs+ Channels – Stereo Codec – AAC Low Complexity Sample rate – 48kHz
Thumbnail	Allowed extensions: `jpeg` Maximum file size: `8 MB` You can also select a frame from the video.	Use the Edit asset option to customize the video thumbnail in Publisher.

Video

Video properties	Guidelines	More information
Allowed extensions	`avi`, `mpeg`, `mp4`, `ogg`, `mov`, `qt`, `webm`, `wmv`, `flv`, `m4v`	-
Maximum number of files	`1`	-
Maximum file size	`1 GB`	-
Video description character limit	`255`	-
Thumbnail	Allowed extensions: `jpeg`, `png` Maximum file size: `10 MB`	Use the Edit asset option to customize the video thumbnail in Publisher.

Story (Auto-publishing)

It is not possible to use the Emplifi Mobile app to publish Facebook stories. However, published Facebook stories do appear in the mobile feed.

Story properties	Guidelines	More information
Maximum number of files	`1 photo or video asset`	-
Resolution	`1080 x 1920 pixels (recommended)` `540 x 960 pixels (minimum)`	-
Aspect ratio	`9:16 (0.56 - 0.6)`	-
Photos	Allowed extensions: `.jpeg`, `.bmp`, `.png`, `.gif`, `.tiff` Maximum file size: `4 MB`	For `.png` files, Meta recommends not exceeding 1MB or the image may appear pixelated.
Videos	Allowed extensions: `mp4 (recommended)`, `mov` Maximum file size: `100 MB` Minimum and maximum duration: `3 to 60 seconds` FPS (frames per second): `24 to 60 FPS` Video codec: HEVC or H264, progressive scan, closed GOP, 4:2:0 chroma subsampling Audio codec: AAC, 48khz sample rate maximum, 1 or 2 channels (mono or stereo) Maximum audio bitrate: `128kbps`	`.mov` files may experience issues passing validation due to how the format stores aspect ratio/resolution information. Meta recommends using `.mp4`.

Additional Publisher options

Branded content
Targeting: Gating and Feed targeting
Label
Dark posts
Dark posts cannot be scheduled. The Publish date must be Now.
Mention pages: using "@" (there is autocomplete)
Scheduling
Scheduling with PrimeTime AI Recommendations
Uploading cloud-shared assets directly from cloud storage applications
Schedule directly on Facebook and generate a post ID.
To learn more, see Scheduling Options.
Additional video options (no story, secret, social actions)
Not available for reels

To learn more, see Content Options in Publisher.