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Facebook and Instagram ad text length
Meta recommends primary text of about 50 to 150 characters; in many placements it is cut after about 125. For the headline, Meta’s ads guide recommends about 27 characters. These are recommendations: longer text is allowed but gets shortened.
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Check the same text against X, Instagram, LinkedIn, YouTube, Google and SMS at once, with your own limit set to this one.
Open the character counterFacebook and Instagram ad text: the numbers
| Shown in full up to about | 125 characters |
|---|---|
| Best length | 50–125 characters |
| Headline (Meta’s recommendation) | 27 |
| How it counts | Characters as you see them: an emoji or an accented letter is 1. Spaces and line breaks count. |
| English words that fit | 19–22 |
Last reviewed October 2026. Platforms change their limits; when it matters, check the platform’s help pages.
What counts as a character
- Every character counts, including emoji and spaces.
- How much shows depends on the placement (feed, stories, reels) and the device.
Best length vs the maximum
- Put the offer or the reason to care in the first 125 characters.
- Use the headline for the benefit, not the brand name.
- Check each placement in the ad preview before publishing.
Questions and answers
How long can Facebook ad text be?
Longer than you should use: Meta recommends 50 to 150 characters and cuts many placements around 125.
How long should a Facebook ad headline be?
About 27 characters, as Meta’s ads guide recommends.