Instagram, the most popular photo and video sharing app, is also a wonderful place to invest your ad dollars. Instagram advertising has begun to take off in the last few years given the visual nature of the app — it is perfectly built for advertising and has Facebook’s robust analytics software backing it.

Instagram offers multiple advertising options and works especially well to reach young audiences. Six in ten online adults ages 18-29 (59%) use Instagram.

We’ve broken down below Instagram ad sizes by ad unit to help you get started advertising on the platform.

Instagram ad types

Related: How to use Snapchat for business


Instagram ad specs

Feed Single Image Ads     Back to top

Instagram-photo-ad

These are ads that emulate the format of Instagram posts. Native formatting is the key here. Placing a single, striking ad image for users to see is a surefire way to attract them to your company’s Instagram page. A pro tip: study the rules of a good Instagram post and try applying them to your ad.

Landscape

  • Width: 1200 pixels
  • Height: 628 pixels
  • Format: JPG or PNG
  • Aspect ratio: 1.9:1
  • File size: 30MB
  • Caption: 125 characters

Square

  • Width: 1080 pixels
  • Height: 1080 pixels
  • Format: JPG or PNG
  • Aspect ratio: 1:1
  • File size: 30MB
  • Caption: 125 characters

Related: The best social media ad units to drive sales


instagram-carousel

Carousel ads are the perfect option when you have multiple images or videos to display in one sponsored post. If you’re trying to advertise a vacation getaway to the Bahamas, for example, you could use the carousel feature to showcase all of the different things that consumers can experience by going there.

Image

  • Media: Two to ten cards
  • Width: 1080 pixels
  • Height: 1080 pixels
  • Format: JPG or PNG
  • Aspect ratio: 1:1
  • File size: 30MB per image
  • Caption: 125 characters

Video

  • Media: Two to ten cards
  • Width: 600 pixels
  • Height: 315 pixels (landscape), 600 pixels (square)
  • Minimum resolution: 600 pixels by 600 pixels
  • Maximum resolution: 1080 pixels by 1080 pixels
  • Format: MP4
  • Aspect ratio: 1:1
  • File size: 4GB per card
  • Length: 60 seconds maximum
  • Thumbnail image ratio: Should match the aspect ratio of your video (1:1). Your thumbnail image may not include more than 20% text.
  • Caption: 125 characters

RELATED ARTICLE Everything you need to know about Instagram stories Get to know the feature that now has over 250 million viewers daily. READ MORE


Feed Video Ads     Back to top

Instagram-video-ad

The beauty of advertising on Instagram is that your efforts are not solely relegated to image-based advertising. Since you can post videos as well, try leveraging those features to give some diversity to the ad content you post on there.

Landscape

  • Width: 600 pixels
  • Height: 315 pixels
  • Format: MP4
  • Aspect ratio: 1.9:1
  • File size: 4GB maximum
  • Length: 60 seconds maximum
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.
  • Caption: 125 characters

Square

  • Width: 600 pixels
  • Height: 600 pixels
  • Format: .MP4
  • Aspect ratio: 1:1
  • File size: 4GB maximum
  • Length: 60 seconds maximum
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.
  • Caption: 125 characters

Related: A comprehensive guide to advertising on Instagram


Stories Ads     Back to top

instagram-story-ad-marc-jacobs

With over 250 million users, Instagram Stories Ads provide a wealth of opportunities for advertisers. These ads appear in between the stories users watch from the people they follow within the app. They run full-screen for five seconds as a photo and for up to 15 seconds as a video.

Image

  • Width: 1080 pixels
  • Height: 1920 pixels
  • Format: JPG or PNG
  • Image ratio: 9:16
  • File size: 30MB maximum
  • Tip: Use images with little or no overlay text to maximize ad delivery.

Video

  • Width: 1080 pixels
  • Height: 1920 pixels
  • Format: .MOV or MP4
  • Resolution: at least 720p
  • File size: 4GB maximum
  • Recommended aspect ratio: 9:16

Related: The cost of Instagram advertising


Leverage your knowledge about Instagram ads

The ad potential on Instagram is great. The most crucial thing is to understand it first before diving in thoroughly.

There are a variety of ways you can advertise on Instagram that suits most business needs. Now that you’re equipped with the technical knowledge provided here, try incorporating it into your Instagram advertising efforts and see what it can do for you.

Social media ad dimensions

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Ligia Aguilhar

Ligia Aguilhar

Ligia Aguilhar is a Content Specialist at Strike Social and holds an MS from Medill. She was born in Brazil and has traveled the world, from Silicon Valley to Seoul, to cover tech.