Did you know that Instagram ads have the potential to reach 1.45 billion people? But even if you intend to run advertising campaigns on Instagram, you must know the correct ad sizes and specifications.
You compete with others for your Instagram advertising spot, and you want your ad to stand out from the crowd – for the right reasons. With a wide range of different types of Instagram ads, knowing the recommended sizes will help you design the best-looking and most impactful ads.
We have gathered the different types of Instagram ads and have listed the correct sizes. That way, you can always ensure your ads will be fit for purpose and unlikely to be rejected by Instagram for technical reasons.
- Free Social Media Image Resizer Tool
- Instagram is Part of the Facebook Family of Apps
- Instagram Single Image Ads
- Instagram Video Ads
- Instagram Carousel Ads
- Instagram Stories Carousel Ads
- Instagram Slideshow Ads
- Instagram Stories Image Ads
- Instagram Stories Video Ads
- Instagram Reels Ads
- Instagram Explore Ads
- Best Practices for Creating Instagram Ads
- Conclusion
- Frequently Asked Questions
Free Social Media Image Resizer Tool
Try out the FREE Social Media Image Resizer Tool to resize your images to the correct sizes and formats for Instagram Ads.
Instagram is Part of the Facebook Family of Apps
Facebook purchased Instagram for $1 billion in 2012. Since then, Instagram has become an integral part of Facebook’s growth. That $1 billion figure was considered by some to be ridiculously high at the time – Instagram only had 13 employees. But considering that some analysts now value Instagram as being worth more than $1.6 billion, Facebook probably now considers it a bargain buy.
It took a while for Facebook to integrate Instagram into its internal systems. But now, both apps share much in common, along with other Facebook apps like WhatsApp.
In particular, Facebook and Instagram share a single advertising network. This means that when you make ads for the network, and when you get to the part of the ad creation process that asks you where you want your ads to appear, you can select from a range of places, including both the Instagram main feed and Instagram Stories.
Although Facebook and Instagram advertising can be quite complicated, the ad creation process comes down to six essential steps:
- Select your audience
- Decide where to run your ad
- Set your budget
- Pick a format
- Place your order
- Measure and manage your ad
The 4th pick is a critical stage. You might begin your ad creation with a good idea of how you want your ad to look. Otherwise, you will have to make some decisions about how precisely you want your ads to look. One thing is clear, however. No matter what ad sizes and formats you opt for, you will want your ads to look at their best. You don't want to use images that are the wrong shape or resolution or have to be unceremoniously manipulated by Facebook/Instagram to fit into your allocated space.
Although there are quite a few ad types available for both Facebook and Instagram, not every Facebook ad format is suitable for Instagram.
Instagram Single Image Ads
Instagram image ads are the bread and butter of Instagram advertising. An Instagram single image takes up the full screen of an Instagram user, so you don’t have to compete with everybody else’s status taking the attention – until the user scrolls to the next post, anyway.
Instagram Single Image Ads Specifications
- File type: JPG or PNG
- Maximum file size: 30MB
- Image size (Resolution):
- Landscape: 1200 x 628 pixels, aspect ratio 1.9:1
- Square: 1080 x 1080 pixels, aspect ratio 1:1
- Vertical: 600 x 750 pixels, aspect ratio 4:5
- Instagram recommends you upload the highest-resolution image available that meets ratio requirements. No minimum resolution
- Text limit:
- Primary text: 125 characters
- Headline: 40 characters
- Maximum number of hashtags: 30
Although Instagram started with just square images, you can now make ads with both vertical and horizontal pictures as well.
You will have to consider which image format best suits your picture. Landscape images are wider than square or vertical pictures and can be ideal for a horizontal image like, as the name suggests, a landscape. Square pictures are narrower than landscape ones, but they take up more vertical space, making them ideal for many portraits. You just need to ensure that the square format doesn’t crop your images too severely.
Obviously, the vertical image format is excellent for displaying portrait photos. They can take up quite a lot of real estate on a phone, making your ad almost look full-screen.
You can also buy ads to go on Instagram Explore. The image specs for these are the same as for ads in the Instagram feed.
Instagram Video Ads
Video ads are becoming more popular on Instagram as phones improve in capacity, and internet speeds grow. As with still images, you can create landscape, square, or vertical videos. Again, it is advisable to select the format that best suits the topic of your video. Although you may not be particularly familiar with vertical videos, they are becoming more popular, with most people using their phones to view their Instagram videos. They are the standard format for Instagram's IGTV.
Instagram Video Ads Specifications
- Video formats: MP4 or MOV – recommended, many more acceptable
- Recommended Resolution:
- 1080 x 1080 pixels
- Upload the highest-resolution video available that meets file size and ratio limits
- Aspect Ratio: 1.91:1 to 4:5 (horizontal 16:9, square 1:1, vertical 4:5)
- Maximum video file size: 4 GB
- Video Captions: optional
- Video Duration: 1 to 120 seconds
- Text limit:
- Primary text: 125 characters
- Maximum number of hashtags: 30
You can also buy ads to go on Instagram Explore. The video specs for these are the same as for ads in the Instagram feed.
Instagram Carousel Ads
Carousel ads allow you to use up to ten images or videos in your ad. These can be particularly useful when you are trying to advertise more than one product, or if you want to include photos of your product from different angles. Each card can have its own link.
The easiest way to spot a Carousel Ad is that you will see a series of small dots under the visible image. This indicates that there are further images for you to see.
Source: instagram.com
Instagram Carousel Ads Specifications
- Number of cards: 2 (minimum) to 10 (maximum)
- File type:
- JPG or PNG (image)
- MP4 or MOV (video – recommended, many more acceptable)
- Maximum video file size: 4GB
- Video Duration: 60 seconds maximum
- Recommended image resolution: at least 1080 x 1080
- Aspect Ratio: 1:1
- Text limit: Two rows of text will be displayed
- Headline: One row of text will display
Instagram Stories Carousel Ads
Instagram now offers two types of carousel ads within stories. Native Stories Carousel automatically displays up to 3 cards with full-screen creative and can only be bought as a standalone Instagram Stories placement. Expandable Stories Carousel displays 1, 2, or 3 cards automatically but gives people the option to tap "Keep Watching" to see the remaining cards for a total of 10 cards.
Source: instagram.com
Native Stories Carousel Ads Specifications
- Minimum number of cards: 2
- Maximum number of cards: 3
- Ratio: 9:16
- Recommended resolution: 1080 x 1920 pixels
- Maximum video duration in seconds for carousel videos: 15
Expandable Stories Carousel Ads Specifications
- Maximum number of cards: 10
- Ratio: 9:16
- Images that consist of more than 20% text may experience reduced delivery
- Maximum video duration in seconds for prompted carousel videos: 60
Instagram Slideshow Ads
You can create a Slideshow Ad that uses a selection of images and/or videos, overlaid by a musical soundtrack. Make sure that if you use music in your ad, you have all the legal rights necessary to use a song in the ad, either by licensing the song or owning the legal rights to the song. You use up to 10 images to make a looping video.
Instagram Slideshow Ads Specifications
- File type:
- JPG or PNG for images
- WAV, MP3, M4A, FLAC, and OGG for sound files
- Recommended Resolution:
- 600 x 600 pixels minimum
- 1080 x 1080 pixels maximum - any images or videos you use that aren’t square will be cropped to meet that format
- Aspect Ratio: 1:1
- Text limit: Two rows of text will be displayed
- Image Duration: up to 50 seconds/image
Instagram Stories Image Ads
Instagram Stories is rapidly becoming the star of Instagram, so it was inevitable that Instagram would eventually approve ads for that format. Perhaps the greatest advantage of Instagram Stories ads is that you can use many of the same features available to normal Instagram Stories, including stickers, GIFS, and filters. You also have the huge benefit of including a clickable swipe-up link in your ad.
These appear as full-screen vertical ads between Instagram user Stories. Photo stories are visible for five seconds or until the user swipes out of the story.
Instagram recommends that you leave roughly 14% (250 pixels) of the top and bottom of the image free from text and logos to avoid covering these key elements with the profile icon or call to action.
Source: instagram.com
Instagram Stories Image Ads Specifications
- File type: JPG or PNG
- Maximum file size: 30MB
- Recommend image size (resolution): 1080 x 1920 pixels
- Aspect Ratio: 9:16
- Images that consist of more than 20% text may experience reduced delivery
Instagram Stories Video Ads
Instagram Stories Video Ads include all of the benefits of Instagram Stories Image Ads, combined with the attention-grabbing of video ads. You can also include sound in these ads, as studies show that many people watch these ads with the sound turned on. Full-screen vertical ads appear between the stories of Instagram users, and people can take action to watch up to 120 seconds.
As with image ads on Instagram Stories, Instagram recommends that you leave roughly 14% (250 pixels) of the top and bottom of the image free from text and logos to avoid covering these key elements with the profile icon or call to action.
Source: business.instagram.com
Instagram Stories Video Ads Specifications
- File type: MP4 or MOV
- Maximum file size: 4 GB
- Recommend video size (resolution): 1080 x 1920 pixels
- Aspect Ratio: 1.91:1 to 4:5
- 16:9 for horizontal
- 1:1 for square
- 4:5 for vertical
- Recommended video length: 15 seconds
- Maximum video length: 2 minutes
Instagram Reels Ads
Instagram Reels Ads are a dynamic way to engage with your audience using short, engaging videos. These ads appear in the Reels section of Instagram and can help you reach a larger audience with creative, immersive content. Here’s what you need to know to create effective Instagram Reels Ads:
Instagram Reels Ads Specifications
- Recommended Resolution: 1080 x 1920 pixels
- File type: MP4, MOV
- Aspect Ratio: 9:16
- Video settings:
- H.264 compression
- Fixed frame rate
- Square pixels
- Progressive scan
- Audio settings: Stereo AAC audio compression, 128kbps+
- Primary text: 72 characters
- Maximum video duration: 15 minutes
- Maximum file size: 4GB
Pro Tip
To make your Instagram Reels Ads stand out, focus on creating visually appealing content that aligns with the vertical format and adheres to the specifications. This ensures your ads look professional and perform well across devices.
Instagram Explore Ads
Instagram Explore ads offer businesses a unique avenue to connect with users who are actively seeking new content and inspiration. These ads seamlessly blend into the Explore feed, appearing alongside organic content based on users’ interests and behavior. By leveraging the power of Instagram’s data-driven targeting, advertisers can deliver relevant content to users who are most likely to be interested in their products or services.
Instagram Explore Image Ads
Ads that appear within Instagram’s Explore discovery feature have slightly different dimensions than standard in-feed ads. Here are the specifications for creating effective Instagram Explore image ads:
Instagram Explore Image Ad Specifications
- Minimum resolution: 1080×1080 pixels
- Recommended ratio: 9:16
- Maximum file size: 30MB
- Recommended image formats: JPG, PNG
- Text limit:
- Primary text: 125 characters
Instagram Explore Video Ads
Video ads within Explore have few specific limitations, but they display similarly to feed posts. Here are the specifications for Instagram Explore video ads:
Instagram Explore Video Ad Specifications
- Minimum resolution: 1080×1080 pixels
- Recommended ratio: 4:5
- Maximum file size: 4GB
- Video length: 1 second to 60 minutes
- Recommended video formats: MP4, MOV, GIF
- Video captions: Recommended
- Video sound: Recommended
- Text limit:
- Primary text: 125 characters
Best Practices for Creating Instagram Ads
Creating effective Instagram ads requires a blend of strategic planning, creative design, and a deep understanding of your audience. Here are the best practices to ensure your ads stand out and drive engagement:
Use High-Quality Visuals
High-quality visuals are crucial in capturing attention and making a strong first impression. Use high-resolution images (1080 x 1080 pixels) to ensure your ads look sharp and professional. This resolution prevents pixelation and maintains image clarity across different devices.
Pro Tip
Maintaining the recommended aspect ratio of 9:16 is essential for optimizing your ads for mobile viewing. This vertical format takes advantage of the full screen, providing an immersive experience that can hold viewers' attention longer.
Craft Compelling Content
Crafting compelling content is key to resonating with your target audience. Your message should be clear, concise, and directly address the needs or interests of your audience. In a crowded social media landscape, you have only a few seconds to capture attention, so deliver your key points quickly and effectively.
Pro Tip
Use captivating visuals that complement your message and strong calls-to-action (CTAs) to drive user engagement. The combination of eye-catching visuals and a powerful message can significantly increase the likelihood of users interacting with your ad.
Maintain Brand Consistency
Brand consistency helps build trust and recognition. Ensure your ad visuals and messaging align with your overall brand identity. This includes using consistent color schemes, fonts, and logos across all your ads.
Pro Tip
Consistent branding reinforces brand recognition and creates a cohesive brand experience for your audience. It also helps in building a strong brand presence on Instagram, making it easier for users to recognize and connect with your brand.
Run A/B Tests
A/B testing is a powerful tool for optimizing ad performance. By conducting A/B tests, you can compare different ad variations to determine which elements perform best. This involves testing various components such as images, headlines, and CTAs to identify the most effective combinations.
Pro Tip
A/B testing allows you to make data-driven decisions, continuously improving your ads based on real user feedback and performance metrics. This iterative process helps in refining your ads to maximize engagement and conversions.
Create Vertical Stories
Instagram Stories offer a unique opportunity to create immersive, full-screen ads that stand out. Stories are viewed in a vertical format, making them ideal for capturing attention in a mobile-first environment.
Pro Tip
Use features like polls, quizzes, and swipe-up links to increase interactivity and engagement. These interactive elements not only make your ads more engaging but also encourage users to take action, whether it's visiting your website, making a purchase, or following your account.
Create Video Ads
Video content is highly engaging and effective in capturing attention. Incorporate video ads to deliver dynamic content that stands out in the Instagram feed. Ensure videos are optimized for mobile, with a recommended duration of 15 seconds or less to maintain viewer interest.
Pro Tip
Short, concise videos are more likely to be watched in their entirety, increasing the chances of delivering your full message. Use compelling visuals and clear CTAs within your videos to guide viewers toward the desired action.
Conclusion
Instagram ads offer a powerful way to reach a vast audience, but knowing the correct ad sizes and specifications is crucial. By adhering to the recommended guidelines for each ad type, you can ensure your ads look their best and achieve maximum impact. Use this guide to optimize your Instagram ads and stand out in a competitive market.
If you found this article helpful, check out other similar articles we have on:
Frequently Asked Questions
Can Instagram ads be 16:9?
Instagram ads should have an aspect ratio between 9:16 to 16:9. All file formats used for Instagram ads should be JPG or PNG. All image files used for Instagram ads should be maximum 30 MB.
Does Instagram have the 20% rule?
Instagram and Facebook adhere to the 20% text rule. That means that Facebook or Instagram will reject your ad - or significantly reduce the reach - if you have text on more than 20% of your image. On Instagram, the 20% rule is even stricter. It’s important to remember that ads should not look like actual ads.
What are the image sizes for Instagram?
Images uploaded to Instagram should be 1080 pixels wide by 566 pixels to 1350 pixels high. The maximum resolution that Instagram supports for images is 1080 pixels wide. Instagram ads can also feature images that are not just square. You can post landscape images in a 1.91 to 1 aspect ratio, the same size as a Facebook link preview image.
What are the requirements for Instagram ads?
The technical requirements for Instagram ads include:
- JPG or PNG for images
- MOV or MP4 for videos
- A maximum file size of 30 MB
- Maximum image width of 600 pixels
- An image ratio of 4:5 minimum, or 16:9 maximum
- 60 seconds maximum of video length
Are carousel ads effective, and what size should they be?
Carousel ads are effective as they allow the viewer to scroll through several images/videos to see everything the product has to offer. They should be at least 1:1 aspect ratio with the highest possible resolution or 1080 x 1080 pixels.
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