Dimensions of VK advertising formats - all parameters. VKontakte advertising is a powerful engine for diversified trade. But the key to success is not always only relevant creativity. Therefore, we recommend keeping our cheat sheet of VK advertising formats close to you.
The social network VKontakte is one of the most recognizable platforms in the world. On average, about 97 million people visit it per month. The monthly coverage of the VKontakte application covers 77% of the audience. About 55% enter it daily.
Based on these statistics, most Russian companies turn to the social network to conduct their own advertising and promotions.
You can promote your content on a social network in the following ways:
- Posts and publications from the profile.
- Hidden VKontakte posts.
- Placing and selling your own products.
- Publication of texts and images.
Further in the article, each of the methods will be discussed in detail, indicating the settings.
Design of advertising publications through posts
This function allows users to post any type of content and promote it on the social network, even without using personal account settings.
Tips for creating a VKontakte publication
This method allows you to use any type of attachment for a total of up to 10 images, videos, messages, surveys.
Images:
- The size should start from a resolution of 510X510 pixels.
- If the photo is rectangular then the sides should be 3:2.
- The maximum image resolution is up to 1000x700 pixels.
- It is better to take a picture for the cover of a publication with a size of 510x286 pixels.
- The snippet has an image size with an external link of 537X240 pixels.
- The photo must be extremely compressed to 1280X1024 pixels.
- For pictures, use only JPG or PNG and GIF formats.
Rollers:
- The maximum permissible video size is up to 5 Gigabytes.
- Almost all available video format codecs are supported.
- It is better to use a video resolution of 1280x720 pixels. The quality can be higher. The main thing is that the volume does not exceed the recommended one.
Article:
- Minimize the number of emoticons in a message to 5.
- The post must be no more than 16 thousand characters.
Record with button
This format works best when the audience is passionate and needs to be called to action. Moreover, not only the button itself is clickable, but also the entire image. Despite the text limit of 220 characters, writing with a button is a great option. Promotions and short offers are going great. Use it.
There are no size requirements for a post with a + video button, insert any video.
Hidden posts and advertising carousel on VKontakte
Two types of settings are available:
- Carousel.
- Record with a button.
VKontakte advertising carousel
There are several objects located in the carousel. Each card can contain editable data. For each product in the carousel, it is possible to set prices in pairs for more convenient display of discounts.
- It is better to add up to 10 cards to the carousel at once.
- All photos added to the carousel must be at least 400 pixels wide and square.
- The maximum text size is up to 220 characters.
- The title should not contain more than 25 characters.
- Almost any price can be set. Either all prices on the cards are filled in or none are indicated.
Universal recording
This is the standard post you see on the news. Go to the news feed and look - this format is everywhere. How is it different? You can write a lot of text, a link to your product is indicated in the text, a wide selection of picture sizes.
Universal recording allows you to write great storytelling, which works quite well in some niches. Plus you describe all the benefits in detail. I believe this format is underrated and needs to be tested in all niches.
Maximum number of characters in a universal record: 16,384 including punctuation marks and spaces.
Publishing texts and images
This type of content is located on the left side of the screen. You can view it only by logging into your VKontakte profile through a browser on your PC.
Tips for customizing content
- The image must be 148x85 pixels in size.
- The file size should not be more than 5 megabytes.
- Almost all graphic formats are available.
- The maximum header length is 33 characters.
- The description must be no more than 70 characters long.
Website advertising
Despite the policy of retaining users within the social network, VKontakte still made it possible to fully advertise sites. This format is relatively new. Here's what the site itself writes about it:
Website advertising
Add a title, logo, description and large image, provide a link and attract visitors to your site directly from the news feed. The ad does not require linking to the VKontakte community, and the transition is carried out by clicking on any of its areas.
Format features:
Image size from 1080x607 pixels. Title up to 25 characters. Description up to 90 characters. Text near the button up to 25 characters. It is possible to upload your logo.
How to choose the best photos for creatives
Go to Yandex pictures or stock. Let's unfocus our vision and scroll. We choose images that catch your peripheral vision and force you to focus. Most likely, these are the most noticeable creatives. Since the main task of advertising is to attract attention, and then everything else, feel free to take the most contrasting visuals.
Whoever mastered this longread is well done. Now you're familiar with ad formats and know what creatives work. What are you waiting for? Go for the money! 
Advertising in clips and stories
Viewing stories is one of the daily rituals of social network users. For the advertiser, this is another opportunity to interact with the audience above the news feed and/or in the Clips section.
More often this format is used in addition to the main one. For example, a mobile application collects applications and clicks in a block with application advertising, and its recognition increases in stories. Or there is some kind of activity on the community page, and additional attention is drawn to it in stories. You can also conduct interactive activities there (games, quizzes, surveys).
Advertising in clips and stories helps increase awareness, so it is suitable for small businesses, bloggers, experts, celebrities and anyone interested in promoting a personal brand. Large businesses also often use this type of advertising to maintain interest and attract attention to promotions and competitions.
An example of advertising a competition and a major brand in stories
Technical features
Lyrics
Description up to 200 characters, cannot include links, but can contain hashtags.
Images, videos
In history:
- You can place 3 pictures or videos.
- For a photo or picture, the minimum resolution is 720 by 1280 px.
- As for the video requirements, you can use videos with an aspect ratio of 9 by 16 to 15 seconds and 10 MB each.
- For both photos and videos, the orientation must be vertical.
When choosing placement in Clips (or both stories and clips):
- Only 1 video is allowed.
Most popular formats are acceptable in all options: AVI, MP4, 3GP, MPEG, MOV, FLV, F4V, WMV, MKV, WEBM, VOB and others.
Button
In addition to increasing awareness, the format allows you to collect applications and clicks using a button. The button can redirect to a page or community on VK or to third-party sites.
Picture sizes for Pinterest
The requirements for images on photo hosting are as follows:
— Post (pin): not essential, but optimally 800 x 1200 px.
Screenshot of a pin from a Pinterest profile
— Cover of the pin selection: minimum 225 x 150 px.
The picture shows where the cover for the selection of pins will be and how to set it.
How to change your pin board cover
— Avatar: minimum 165 x 165 px.
— Profile banner: optimally 3000 x 1055 px.
Let's look at the example below of what an avatar and profile banner look like.
Pinterest user profile screen
Image sizes for Pinterest: tips
In the user feed, all images are shown with a width of 235 px :
Pinterest feed, pins appear the same width
Pinterest crops narrow images; the user will see the actual size when they click on the pin.
Teasers (side advertising)
Teasers are rectangular advertisements that loom on the left on the computer version of VKontakte. There were times when for only 1000 rubles. the targetologist attracted 500 subscribers for 2 rubles. Now the bets have warmed up and a subscriber of 12 rubles is considered a good result. if everything is set up well. Let's look at the pros and cons of such advertising.
Pros:
- Teaser advertising is cheaper than promotional posts.
- Only teasers can be configured on a personal page.
- Teasers catch users who do not scroll through the feed (I wonder if there are such things?).
- Teasers are fun:
Minuses:
- Teasers are only visible in the web version, so 80% of the audience will not see them, because people are on mobile devices.
- Limiting the amount of text reduces the message and results in less informed clicks. Hence the problem: there are a lot of clicks, but the conversion rate is low.
- If the user has Adblock or other blocking extensions, he will not see your teasers even from his computer.
- Sometimes the display is cut off, like this:
I hope I didn’t scare you too much and that you haven’t changed your mind about using teasers yet. Let's take a closer look at them.
Teasers come in three types:
- Application.
- Community.
- External site.
Each view has its own display options, here are the main ones:
Image and text
Image size 145x85 pixels. Two blocks of text: title up to 33 characters and description up to 70 characters
Use text on the image if it takes up less than 50% of the image area.
Community promotion
Image size 145x145 pixels. It differs in that the name of your community is automatically inserted into the title, which can only be abbreviated. The rest of the settings are the same as everywhere else.
Large image
An image with a format of 145×165 pixels with a title, but without a description block.
You can also use text on an image on less than 50% of the image area.
My favorite format, because it’s the most convenient for creativity. For example, making “caricatures” is a great option for promoting a personality while targeting your subscribers. These are contrasting and funny images that do not go unnoticed, even if the audience is not familiar with you.
Speaking of headlines...
How to increase the effectiveness of advertising campaigns on VKontakte
When promoting a business on social networks, problems often arise with the prompt processing of applications. In order not to lose customers, you can use special services that help collect and process applications from different social networks in one place, for example, K50 Lead Form Processor.
The service automatically collects applications from lead forms and immediately processes them using one of the available methods. You can receive applications by email, in CRM, process them with a call back, pick them up via API, or simply store them in the K50 interface.
The second difficulty that advertisers often face is objectively assessing the effectiveness of advertising campaigns on social networks. The analytical service K50:BI will help with this. It allows you to compare and analyze advertising campaigns and creatives based on effectiveness, cost of an attracted lead, and other important parameters. You can use and transform data from different reports and social networks in one report. We tell you more about how to evaluate the effectiveness of targeted advertising using a BI system here.
Goals and formats
First, you need to decide why you plan to launch a specific ad/advertising campaign.
- Event/course promotion, retargeting
- Promotion of an online store, products and services
- Recruitment of subscribers, targeted calls
- Collection of applications - registration for an event, service, trial period of use, vacancies
- Website promotion, website traffic
- Increasing brand awareness and increasing reach
- Promotion of games and mobile applications
- Personal brand promotion
Selecting an ad format in the VKontakte advertising account
Promoted through Facebook, therefore:
Advertisements like on Facebook:
- Ring gallery - 1080 x 1080. Several images replace each other when you click on the arrow.
- One image - 1200 x 628. Standard advertising format on Instagram.
- Slideshow - 1280 x 720. This is a video that is created from images.
Plus…
- Stories - 1080 x 1920
Profile design
There are not many elements here: the entire profile consists of posts and an avatar.
- Post - 1080 x 1080. The standard image should be square, but other formats can be posted, but they may not stretch or shrink properly.
- Avatar - 110 x 110. It is round, so look for an image in which the most important thing is in the center.
Are you interested in running advertising campaigns on Instagram?
LinkedIn Image Dimensions
LinkedIn is a professional social network with 500 million users. With the help of the service, brands find new employees, and personal accounts are connected with other professionals in the field. Properly selected image sizes will demonstrate your professionalism and seriousness of intentions.
- LinkedIn profile photo.
- Personal profile background image.
- Company `s logo.
- Company logo image.
- Company cover.
- Banner size.
- Employee search image.
- Media with link.
LinkdIn profile photo: 400x400
LinkedIn. Avatar: 400x400
Upload a square photo that will retain important content after being cropped into a circle. The photo will be shown on the account page in the background of the cover.
Recommendations:
- Minimum 400x400 pixels.
- You can upload photos with a resolution of up to 20000x20000.
- Allowed weight – 10 MB.
- Formats: JPG, PNG, GIF without animation.
LinkdIn personal profile background image: 1584x396
LinkedIn. Background image: 1584x396
It's not always easy to figure out which illustration will suit the background of a page. But a good choice will help set you apart from millions of other users.
Recommendations:
- The optimal resolution is 1584x396.
- Allowed file weight is 4 MB.
- Formats: JPG, PNG, GIF without animation.
Company logo on LinkedIn: 300x300
LinkedIn. Business account logo: 300x300
A standard logo will help you quickly identify and remember the brand. He is featured on the company's home page and in the list of followers of other accounts. An interesting, enticing logo will help attract customers and employees.
Recommendations:
- 300x300 is the minimum and recommended image size.
- Maximum file weight is 4 MB.
- Formats: JPG, PNG, GIF without animation.
Image company logo in LinkedIn: 60x60
LinkedIn. Business account logo image: 60x60
When users search for a company, they also see an image logo on the company page. A small illustration plays an important role in identifying a brand among users.
Recommendations:
- Recommended 60x60 pixels.
- Maximum weight 2 MB.
- Formats: JPG, PNG, GIF without animation.
LinkedIn company cover size: 1536x768
LinkedIn. Business account cover: 1536x768
The background image of the business profile occupies the entire top area of the site and is overlapped with company data: logo and basic information. Therefore, brands can play with the background image to create an engaging LinkedIn page.
Recommendations:
- Minimum 1192x220 pixels.
- Recommended 1536x768 pixels.
- Maximum file weight is 4 MB.
- In a web browser, the cover image is displayed at 1400x425 pixels.
- Formats: JPG, PNG, GIF without animation.
LinkedIn banner size: 646x220
LinkedIn. Main banner: 646x220
When users go to a brand page, they see a banner under the main information. This is the largest picture on your profile, so you need to use it to attract the maximum audience.
Recommendations:
- Minimum resolution – 646x220. This is how the banner is displayed on the page.
- Maximum banner weight is 2 MB.
- Formats: JPG, PNG, GIF without animation.
Image of employee search on LinkedIn: 1128x376
LinkedIn. Image for employee search: 1128x376
If a company urgently needs a new employee, it can post a large ad that will be shown at the top of the page. The banner attracts more potential employees and decorates the company page.
Recommendations:
- The minimum and recommended banner size is 1128x376 pixels.
- Maximum file weight is 2 MB.
- Formats: JPG, PNG, GIF without animation.
Media with link to LinkedIn: 1104x736
LinkedIn. Picture with link: 1104x736
If you need to present a link in an attractive way, attach a bright illustration to it. Users also have the opportunity to immediately repost a picture from another resource.
Recommendations:
- Maximum resolution – 1104x736.
- The site is displayed with a resolution of 552x289.
- Formats: JPG, PNG, GIF without animation.
To make sure you're on the right track, check out the LinkedIn Help.
Efficiency of carousels
In our experience, with medium and large budgets, placing carousels allows you to increase CTR, reduce the cost of a click and the cost of a targeted action. The difference in efficiency between carousels and other VKontakte formats is clearly shown by the results of a test that we conducted together with the online furniture hypermarket HomeMe.ru.
We launched three advertising campaigns: with TGB, promotional posts and carousels. Each campaign used similar creatives and the same targeting. The average CTR for carousels was 1.8 times higher than for promotional posts. The conversion rate for promotional posts and carousels was approximately the same, but the latter significantly benefited due to the cost of the click. As a result, orders attracted through carousels were cheaper than those brought by promotional posts.
Now is the time to talk about the different types of carousels and which one is right for you. Inside the agency, we conditionally divide all carousels into product and information ones.
Grocery carousels
What is this?
Ads with cards to which the advertiser’s products are added: individual products or entire categories. Product carousels are divided into two groups: category and product. A category carousel is a carousel whose cards show categories of goods or services, and links lead to pages of the corresponding categories on the site. If the cards contain products and the links lead to product pages, we are dealing with a product carousel.
What industries are they suitable for?
Online trading, cars, real estate, tourism and travel, any other business with a wide range of goods or services.
How to format them correctly?
While working with food carousels, we developed three golden rules:
1. The more, the better.
The product photo or illustration must fill out the entire card. The carousel takes up quite a lot of space in the news feed, but the cards themselves are not that big. Don't make users stare painfully at what you're advertising.
2. It’s even better if it’s the same amount.
The sizes of the goods in the photo should match: such advertisements look more aesthetically pleasing and show better results.
3. A single style is simply super.
Photos and illustrations in all cards must be designed in the same style. A mix of sofas on a white background, against a gray wall and under a carpet is unlikely to lead you to success.
When to use category carousels?
They work especially well when you first launch an advertising campaign - when you don’t yet know what exactly your products or services are of interest to users. By showing products from different categories in one ad, you can collect valuable statistics about the real demand for your product range. These carousels are also suitable when advertising is shown to a wide audience. For example, if you target ads from an online furniture store to users with an interest in “home improvement.” Another working option is additional sales. Users who have already ordered something on the site can be shown cards with categories from which they have not yet purchased products.
When to use product carousels?
The most obvious case is when your website has only one category of goods or services. A less obvious option is to run product carousels that target a narrow audience (so narrow that they are interested in products from a specific category). If, say, you managed to gather an audience of users interested in buying table lamps, a product carousel will help show them specific offers.
When launching product carousels, you must check the correctness of the ads. Most often, errors in them appear due to irrelevant prices or products that are out of stock. This problem is solved by the “advanced” version of product carousels - dynamic retargeting. Ads in this format are generated automatically, and relevant information is pulled into cards from the product feed.
Case: interaction of category and product carousels
Product and category carousels complement each other perfectly and increase the overall effectiveness of advertising. Therefore, in practice, we often use different types of carousels within one campaign.
We recently conducted an advertising campaign for a large developer selling apartments in Moscow and the Moscow region. At the first stage, category carousels were shown to a wide audience (users interested in purchasing real estate). The cards displayed different residential complexes of the same class, and links led to the landing pages of these objects.
We collected users who went to the site, but did not leave a request or call, into a separate database. And then they were shown product carousels with specific apartments or layouts - exactly those that they had recently viewed on the residential complex website (dynamic retargeting, mentioned above, came in handy here). The applications that the developer received as part of this campaign cost him half as much: the CPO was 52% lower than when placing promotional posts.
Information carousels
What is this?
Ads aimed at promoting a single product or service. The cards in them convey to the audience the main advantages or USP of the product.
What industries are they suitable for?
Financial services, insurance, b2b, consulting services.
When to use?
When working with a complex product, when potential customers need a lot of information and one advertising message is clearly not enough to interest them.
The effectiveness of such carousels largely depends on the order in which cards with key benefits or main messages are arranged. The key to success is to collect the most popular questions that people ask when deciding to buy a product or order a service. And then put the answers to these questions on the first three cards of the carousel.
The fact is that it is the third card that users click on most often (it accounts for 34% of all clicks). The next most popular are the first and second cards (19 and 17% of clicks, respectively). We obtained this data by summarizing the annual statistics of carousels placed for fifteen clients.
Case: working with a complex financial service
Refinancing consumer loans is a complex financial product, and the target audience usually knows very little about it. As a result, the user does not trust such offers too much, and it is problematic to promote them using a regular advertisement. So when the Zenit Bank team came to us with the task of increasing the number of applications for refinancing from VKontakte, the first thing we thought about was information carousels.
At the application stage, people are usually interested in three things: loan amount, rate and term. We have arranged all this information on cards in descending order of its importance to consumers. Carousels were launched instead of promotional posts, which by that time had been posted for three months; We did not change targeting or other campaign settings.
Three months later, the cost of a lead from VKontakte (a completed form on a social network or an application on a website) decreased by 26%, while the volume of attracted leads increased by 10%. The dream of any advertiser has come true: we have increased the number of conversions and at the same time reduced their cost!
Image sizes for Tumblr
The microblogging platform Tumblr does not provide for a variety of sizes of visual content. To post on Tumblr, you need to register and create a microblog. There can be several microblogs; it is in them that you can upload an avatar and profile cover.
— Avatar: minimum 128 x 128 px.
— Profile cover: optimally 3000 x 1055 px.
Microblog interface where you can add an avatar and profile cover
— Post image: not important, optimal 500 x 750 px.
Tumblr works like this: the feed displays posts/news that were published or reposted by your friends, microblogs that are interesting to you.
Tumblr feed view
Through the service you can also make animated posts in GIF format, up to 540 px in width, weighing up to 3 MB; and video posts in MOV and MP4 formats, weighing up to 100 MB.
