Instagram Ad Specs

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Your image and video dimensions matter. If you uploaded an image for an Instagram photo ad without the right dimensions, the results could be ugly. To avoid these aesthetic problems, follow this guide to Instagram ad specs.

App Engagement

Mobile App

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image should include minimal text. See how the amount of text in your ad image will impact the reach of your ad.
  • Caption: Text only, max 2200 characters

Mobile App Carousel

Design Recommendations

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Recommendations

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image should include minimal text. 
  • Caption: Text only, max 2,200 characters

App Installs

Instagram Mobile App

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Caption: 2,200 characters Max
  • Your image may not include more than 20% text.

Design Recommendations

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Recommendations

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image should include minimal text. 
  • Caption: Text only, max 300 characters

Brand Awareness

Instagram Photo

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image should include minimal text. 
  • Caption: Text only, max 2200 characters

Instagram Video

Design Recommendations

  • Aspect Ratio: 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading mov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Caption length text: 2,200 characters Max
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 3 seconds
  • Maximum length: 60 seconds
  • File type: Full list of supported file formats
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 4GB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your image should include minimal text.

Instagram Carousel

Design Recommendations

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Recommendations

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image should include minimal text. 
  • Caption: Text only, max 2,200 characters

Clicks to Website

Instagram Links

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Caption: Text only, max 2,200 characters
  • Limited support for landscape format
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image may not include more than 20% text. 

Instagram Carousel

Design Recommendations

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Recommendations

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image should include minimal text. 
  • Caption: Text only, max 2,200 characters

Local Awareness

Instagram

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Caption: Text only, max 2,200 characters
  • Limited support for landscape format
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image may not include more than 20% text. 

Page Post Engagement

Instagram

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image should include minimal text. 
  • Caption: Text only, max 2200 characters

Instagram Video Views

Design Recommendations

  • Aspect Ratio: 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading mov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Caption length text: 2,200 characters Max
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 3 seconds
  • Maximum length: 60 seconds
  • File type: Full list of supported file formats
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 4GB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your image should include minimal text. 

Website Conversions

Instagram Links

Design Recommendations

  • Image ratio: 1:1
  • Image size: 1080 x 1080
  • Caption: Text only, 125 characters recommended

Technical Requirements

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image should include minimal text. 
  • Caption: Text only, max 2,200 characters

Website Conversions

Instagram Carousel

Design Recommendations

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Recommendations

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image should include minimal text. 
  • Caption: Text only, max 2,200 characters

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