Instagram

The complete list of Instagram ad specs

Social media ad dimensions

Facebook | Twitter | LinkedIn | Pinterest | Snapchat | YouTube | Instagram

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 being perfectly built for advertising, and because of 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.

Below, we’ve broken down Instagram ad sizes for you to help you get started advertising on Instagram.

Read more: Instagram stories: everything advertisers need to know

Feed Single Image

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

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: 3 to 5 images
  • Width: 1080 pixels
  • Height: 1080 pixels
  • Format: .jpg or .png
  • Aspect Ratio: 1:1
  • File Size: 30MB per image
  • Caption: 125 characters

Video

  • Media: Video
  • Width: 600 pixels
  • Height: 315 pixels (landscape), 600 pixels (square)
  • Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4
  • Aspect Ratio: 1.9:1 to 1:1
  • File Size: 1.75GB max.
  • Length: 60 seconds
  • Thumbnail Image Ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. See how much text is on your image.
  • Frames: 30 fps max.
  • Bitrate: No limit to bit rate file if using two-pass encoding, so long as the file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Audio: Stereo AAC audio compression, 128 kbps+ preferred
  • Caption: 125 characters

Feed Video Ads

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
  • Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4
  • Aspect Ratio: 1.9:1
  • File Size: 30MB max.
  • Length: 60 seconds
  • Thumbnail Image Ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. See how much text is on your image.
  • Frames: 30 fps max
  • Bitrate: No limit to bit rate file if using two-pass encoding, so long as the file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Audio: Stereo AAC audio compression, 128 kbps+ preferred
  • Caption: 125 characters

Square

  • Width: 600 pixels
  • Height: 600 pixels
  • Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4
  • Aspect Ratio: 1:1
  • File Size: 30MB max.
  • Length: 60 seconds
  • Thumbnail Image Ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. See how much text is on your image.
  • Frames: 30 fps max.
  • Bitrate: No limit to bit rate file if using two-pass encoding, so long as the file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Audio: Stereo AAC audio compression, 128 kbps+ preferred
  • Caption: 125 characters

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.

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.