Always up-to-date list of Instagram ad sizes & specs

Last updated: February 23, 2024

Creating the perfect Instagram ad can be daunting to the majority of us. Updates, new feature releases and much more make this task intimidating, but having a quick reference to ad sizes makes it much easier.

Some of us have our in-house documents floating around with the appropriate Instagram ad sizes–but who updates it and keeps track of the changes? That’s where we come in. Let us give you a bookmarkable blog post that includes everything for your Instagram ad creation needs.

Here’s the complete list of Instagram ad dimensions:

• Instagram Feed ads
• Instagram Explore ads
• Instagram Stories ads
• Instagram Carousel ads
• Instagram Reels ads

Instagram Feed ads

Instagram is an advertising goldmine because of the unique opportunities to engage with users – there’s nothing quite like taking up the majority of a device’s real estate with a single ad. Think about it: Instagram is really the only “one at a time” scrolling social media platform, so ads get users’ full attention.

Easier said than done–right? Well let us help you by getting the correct image sizes for all the key types of Instagram ads.

Instagram image ads can contain images in various aspect ratios, but the platform recommends a square aspect ratio, which other dimensions may be cropped to fit.

Instagram Feed image ads

Instagram Feed image ad dimensions and guidelines

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 1:1
• Minimum width: 500 pixels
• Minimum aspect ratio: 400×500
• Maximum aspect ratio: 191×100
• Maximum file size: 30MB
• Recommended image formats: JPG, PNG

Instagram Feed image ads character limits

• Primary text: 125 characters
• Headline: 40 characters
• Maximum number of hashtags: 30

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Instagram feed video ads

As with many other platforms, the popularity of video is surging on Instagram. But to make sure you’re on top of your video strategy, you must ensure you’re using the correct sizes and specs.

Similar to in-feed image ads, video ads can appear at different aspect ratios, but brands should be mindful of the platform’s own recommendations when planning content to ensure the best appearance across all devices customers may be using.

Instagram Feed video ad specs

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 4:5.
• Minimum width: 500 pixels
• Maximum file size: 4GB
• Video length: 1 second to 60 minutes
• Recommended video formats: MP4, MOV, GIF
• Video captions are recommended.
• Video sound is recommended.

Instagram Feed video ads character limits

• Primary text: 125 characters
• Maximum number of hashtags: 30

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:

Instagram Explore image ad dimensions and guidelines

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 9:16
• Minimum width: 500 pixels
• Maximum file size: 30MB
• Recommended image formats: JPG, PNG

Instagram Explore image ads character limits

• Primary text: 125 characters

Instagram Explore video ads

Video ads within Explore have few specific limitations, but display similarly to feed posts.

Instagram Explore video ad specs

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 4:5
• Minimum width: 500 pixels
• Maximum file size: 4GB
• Video length: 1 second to 60 minutes
• Recommended video formats: MP4, MOV, GIF
• Video captions are recommended.
• Video sound is recommended.

Instagram Explore video ads character limits

• Primary text: 125 characters

Instagram Stories ad sizes

You didn’t think we would forget Instagram Stories here would you?

There’s real power to using Instagram Stories in your social media advertising strategy. Make sure you have the right Instagram Story ad sizes below:

Instagram Stories image ads

Instagram Stories have a lot of features that make single image ads ideal for your marketing campaign. With GIFs, stickers and marker tools, you can easily direct users to clicking or swiping to find more information.

Instagram Stories ad image dimensions and guidelines

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 9:16
• Minimum width: 500 pixels
• Maximum file size: 30MB
• Recommended image formats: JPG, PNG

Instagram Stories image ads character limits

• Primary text: 125 characters

Instagram Stories video ads

According to Social Media Week, roughly 70% of Instagram Stories videos are watched with sound. It’s really important to make sure your videos drive the right message, all within the correct specs.

Instagram Stories video ad specs

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 9:16
• Minimum width: 500 pixels
• Maximum file size: 4GB
• Video length: 1 second to 60 minutes
• Recommended video formats: MP4, MOV, GIF
• Video captions are recommended.
• Video sound is recommended.

Instagram Stories video ads character limits

Primary text: 125 characters

Instagram Carousel ad sizes

If a carousel option for Instagram advertising sounds familiar, that’s because Facebook has carousel ads, too.

This type of ad format allows brands to showcase multiple images or videos in one single ad. It’s truly the best bang for your Instagram ad buck. See the full specs details below:

Instagram Feed Carousel ads (images and videos)

If you’re like anyone else on Instagram, you flip through content at blinding speeds. Why not try to keep users around for a while with more than one piece of visual content?

Carousel ad image dimensions and guidelines

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 1:1
• Maximum file size (images): 30MB
• Maximum file size (videos): 4GB
• Recommended image formats: JPG, PNG
• Recommended video formats: MP4, MOV, GIF
• Video length: 1 second to 2 minutes
• Number of Carousel cards: 2 to 10

Instagram Carousel ads character limits

• Primary text: 125 characters
• Maximum number of hashtags: 30
• Landing page URL required

Instagram Reels ad sizes

Instagram Reels revolutionized how we consume content, offering captivating short-form videos that entertain and inform. Advertising through Instagram Reels allows brands to connect with users authentically, leveraging the platform’s wide reach and immersive experience to share meaningful stories and messages. Whether it’s behind-the-scenes glimpses, tutorials or product showcases, Reels offers endless possibilities for brands to share their narrative and connect with their target audience on a more personal level.

Instagram Reels image ads

Instagram Reels can be a collection of both images or videos and the inclusion of music or sound. Test different combinations of Reels formats for your audience to find the most engaging combination.

Instagram Reels image ad dimensions and guidelines

• Minimum resolution: 1080×1080 pixels
• Recommended ratio: 9:16
• Minimum width: 500 pixels
• Maximum file size: 30MB
• Recommended image formats: JPG, PNG

Instagram Reels image ads character limits

• Primary text: 72 characters

Instagram Reels video ads

For video-specific Reels, or image and video compilation Reels, review the specs below.

Instagram Reels video specs

• Minimum resolution: 500×888 pixels
• Recommended ratio: 9:16
• Maximum file size: 4GB
• Video length: 1 second to 15 minutes
• Recommended video formats: MP4, MOV
• Video captions are recommended.
• Video sound is recommended.

Instagram Reels ads should not contain:

• Licensed music
• Media that contains a face or camera effect
• Media with a GIF
• Media with product tags
• View more Reels video ads guidelines on Meta for Business

Instagram Reels video ads character limits

• Primary text: 72 characters

To find more information, check out the Facebook Help Center and Instagram Business Help Center. Want to know more visual specs?

Check out our complete guide to all the social media image sizes and our complete social media video specs guide as well!