For your video ads to stand out in a feed full of curated content on Instagram, understanding the Instagram ad specifications is critical for your ad to deliver its possible maximum output. With its popularity and visually-driven nature, Instagram provides brands an excellent opportunity to reach socially engaged audiences through advertising. However, keeping track of what’s required can be challenging with a wide range of ad types available, each with different recommended sizes and specifications.
According to Hubspot, 62.4% of social media users turn to Instagram to follow or research brands and products they’re interested in. Instagram’s visually engaging content has made it a prime platform for advertisers to connect with their target audience. With millions of users, advertisers have an enormous opportunity to leverage Instagram’s inventory to create effective campaigns.
Brands that effectively utilize Instagram’s advertising capabilities have the potential to generate significant sales and revenue from their campaigns. To avoid ad rejection due to a mismatch of design requirements, we’ve created a comprehensive guide to Instagram Ad Specs that breaks down the specifications by ad type. Don’t let ad specifications prevent you from creating visually appealing and effective Instagram ads. Whether new to Instagram advertising or a seasoned pro, this guide provides the best practices and tips for optimizing your Instagram ad campaigns.
Instagram ad types and specs
For a comprehensive overview of the specified sizes, ad aspect ratios, and recommendations for your Instagram campaigns, we have organized the information by creative type and ad format:
Image Ads
Image ads are a versatile and powerful tool for advertisers. They showcase products, services, or brands with a single photo and optional footer. Image ads can increase interest, raise awareness, and deliver a clear message that prompts users to take action. They appear on multiple platforms and support various aspect ratios.
Advertisers can use the same image with multiple placements and ratios using Facebook’s recommended image ratios and asset customization feature. In summary, image ads are an excellent way for advertisers to drive engagement and conversions.
Instagram Feed
- Design Specs:
- Image File Type: JPG or PNG
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Maximum Number of Hashtags: 30
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Minimum Aspect Ratio: 400 x 500
- Maximum Aspect Ratio: 191 x 100
- Aspect Ratio Tolerance: 1%
Instagram Profile Feed
- Design Specs:
- Image File Type: JPG or PNG
- Recommended Ratio: 1:1
- All Supported Ratios: 1.91:1 to 4:5
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Maximum Number of Hashtags: 30
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Minimum Height: 400 pixels
- Minimum Aspect Ratio: 400 x 500
- Maximum Aspect Ratio: 191 x 100
- Aspect Ratio Tolerance: 1%
Instagram Reels
- Design Specs:
- File Type: JPG or PNG
- Ratio: 9:16
- Resolution: At least 1080 x 1080 pixels
- Safe zone tip: Leave about 14% at the top, 35% at the bottom, and 6% on each side of your image clear of text, logos, or other essential creative elements.
- Text Limitations:
- Primary Text: 72 characters
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Instagram Stories
- Design Specs:
- Image File Type: JPG or PNG
- Ratio: 9:16
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Instagram Explore home
- Design Specs:
- Image File Type: JPG or PNG
- Ratio: 1:1
- Resolution: 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Maximum number of hashtags: 30
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Minimum Aspect Ratio: 400 x 500
- Maximum Aspect Ratio: 191 x 100
- Aspect Ratio Tolerance: 1%
Instagram Explore
- Design Specs:
- Image File Type: JPG or PNG
- Ratio: 9:16
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Technical Specs:
- Maximum File Size: 30MB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Video Ads
Video ads effectively showcase a product, service, or brand through a captivating video. Advertisers can create video ads using various tools, including the Ads Manager, or boost a post with a video on their Facebook Page.
The ability to include dynamic visuals and engaging audio makes video ads an ideal choice for brands looking to capture the attention of their target audience. With the right messaging and creative approach, video advertising can effectively drive brand awareness and conversions.
Instagram Feed
- Design Specs:
- File Type: MP4, MOV or GIF
- Ratio: 4:5
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
- Text Limitations:
- Primary Text: 125 characters
- Maximum Number of Hashtags: 30
- Technical Specs:
- Video Duration: 1 second to 60 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Instagram Profile Feed
- Design Specs:
- File Type: MP4, MOV or GIF
- Recommended Ratio: 4:5
- All Supported Ratios: 1.91:1 to 9:16
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Maximum Number of Hashtags: 30
- Technical Specs:
- Video Duration: 1 second to 60 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Minimum Height: 500 pixels
- Minimum Aspect Ratio: 4:5
- Maximum Aspect Ratio: 1.91:1
- Aspect Ratio Tolerance: 1%
Instagram Profile Reels
- Design Specs:
- File type: MP4, MOV
- Recommended ratio: 9:16
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps and over
- Resolution: At least 500 x 888 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
- Text Limitations:
- Primary text: 72 characters
- Technical Specs:
- Video duration: 0 seconds to 15 minutes
- Maximum File Size: 4GB
Instagram Reels
- Design Specs:
- File Type: MP4, MOV
- Ratio: 9:16
- Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 500 x 888 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but strongly recommended
- Reels ads should not contain:
- Reels published before October 15, 2021.
- Licensed music; use original audio or royalty-free music from the Meta Sound Collection instead.
- Media featuring face or camera effects.
- Media containing GIFs.
- Media with product tags.
- Videos with edit lists or special boxes in file containers.
- Safe zone tip: Leave about 14% at the top, 35% at the bottom, and 6% on each side of your image clear of text, logos, or other essential creative elements.
- Text Limitations:
- Primary Text: 72 characters
- Technical Specs:
- Video Duration: 0 seconds to 15 minutes
- Maximum File Size: 4GB
Instagram Stories
- Design Specs:
- File Type: MP4, MOV or GIF
- Ratio: 9:16
- Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
- Safe zone tip: Leave approximately 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of the image clear of text, logos, or other creative elements.
- Text Limitations:
- Primary Text: 125 characters
- Technical Specs:
- Video Duration: 1 second to 60 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Instagram Explore
- Design Specs:
- File Type: MP4, MOV or GIF
- Ratio: 4:5
- Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
- Text Limitations:
- Primary Text: 125 characters
- Technical Specs:
- Video Duration: 1 second to 60 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Carousel Ads
The carousel ad format displays multiple images and videos with headlines, descriptions, and call-to-action. It’s perfect for showcasing products or services, and users can swipe through on mobile or click arrows on a desktop. Ideal for increasing reach and engagement.
Instagram Feed
- Design Specs:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
- Technical Specs:
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 2 minutes
- Aspect Ratio Tolerance: 1%
Instagram Profile Feed
- Design Specs:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Recommended Ratio: 1:1
- All Supported Ratios: 1.91:1 to 4:5
- Resolution: At least 1080 x 1080 pixels
- Additional tip: Upload the highest resolution image or video that meets the required aspect ratio. There is no maximum resolution limit.
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Maximum Number of Hashtags: 30
- Landing Page URL: Required
- Technical Specs:
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 2 minutes
- Aspect Ratio Tolerance: 1%
Instagram Stories
- Design Specs:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1920 pixels
- Safe zone tip: Leave approximately 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of the image clear of text, logos, or other creative elements.
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
- Technical Specs:
- Number of Carousel Cards: 2 to 10
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Video Duration: 1 second to 15 seconds
- Aspect Ratio Tolerance: 1%
Instagram Reels
- Design Specs:
- Image file type: JPG or PNG
- Resolution: At least 1080 x 1080 pixels
- Aspect ratio: 9:16
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
- Technical Specs:
- Maximum number of carousel cards: 10
- Minimum number of carousel cards: 2
- Image maximum file size: 30MB
- Aspect Ratio Tolerance: 1%
Instagram Explore home and Instagram Explore
- Design Specs:
- Image file type: JPG or PNG
- Ratio: 1:1
- Resolution: 1080 x 1080 pixels
- Text Limitations:
- Primary text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
- Technical Specs:
- Number of carousel cards: 2-10
- Maximum file size: 30MB
- Minimum width: 500 pixels
- Minimum Aspect Ratio: 400 x 500
- Maximum Aspect Ratio: 191 x 100
- Aspect ratio tolerance: 1%
Collection Ads
The collection format creates an immersive shopping experience with a cover image or video and multiple products. It drives product discovery, provides seamless browsing on mobile, converts demand into sales, and showcases product catalogs. It can be delivered on various platforms and adjusts the number of products displayed based on placement.
Instagram Feed
- Design Specs:
- Image File Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1.91:1 to 1:1
- Resolution: At least 1080 x 1080 pixels
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
- Technical Specs:
- Instant Experience: Required
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Minimum Image/Video Width: 500 pixels
- Minimum Image/Video Height: 500 pixels
Instagram Reels
- Design Specs:
- Image file type: JPG or PNG
- Video file type: MP4 or MOV
- Cover ratio: 9:16
- Product image ratio: 1:1
- Resolution: At least 500 x 888 pixels
- Text Limitations:
- Primary Text: 125 characters
- Headline: 40 characters
- Landing Page URL: Required
- Technical Specs:
- Instant Experience: Required
- Image maximum file size: 30MB
- Video maximum file size: 4GB
Instagram Stories
- Design Specs:
- Image Type: JPG or PNG
- Video File Type: MP4, MOV or GIF
- Ratio: 1.91:1 to 1:1
- Resolution: At least 1080 x 1080 pixels
- Safe zone tip: Leave approximately 14% (250 pixels) at the top and 20% (340 pixels) at the bottom of the image clear of text, logos, or other creative elements.
- Text Limitations:
- Primary Text: 125 characters
- Landing Page URL: Required
- Technical Specs:
- Instant Experience: Required
- Image Maximum File Size: 30MB
- Video Maximum File Size: 4GB
- Minimum Image/Video Width: 500 pixels
- Minimum Image/Video Height: 500 pixels
Instagram ads made easy
Advertisers must know the Instagram ad specs to optimize their advertising efforts for the platform. Testing different ad sizes, formats, and specifications can help determine which ones produce the best results and are preferred by the target audience.
By doing so, advertisers can create a well-informed advertising strategy that resonates with their audience. Utilizing tools such as Meta Ads Manager simplified the process of creating Instagram ads.
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.
To learn more about the ad specs for other social media platforms, click on the menu below.
