Instagram is a visual-first platform where image quality directly impacts performance. Using the wrong ad dimensions leads to cropped content, blurry images, and wasted ad spend. This guide covers every Instagram ad format with the exact specifications you need.
Why Instagram Ad Dimensions Matter More Than Other Platforms
Instagram users expect high-quality visuals. The platform was built around photography and aesthetics, so poorly sized or low-quality ads immediately stand out — in the worst way. Getting dimensions right means:
- Professional appearance that matches organic content quality
- Maximum screen real estate on mobile devices
- Proper display across all placements without cropping
- Higher engagement rates and better CTR
Instagram Feed Ad Sizes
Square Posts (Recommended)
- Size: 1080 x 1080 pixels
- Aspect ratio: 1:1
- File type: JPG or PNG
- Maximum file size: 30MB
Portrait Posts
- Size: 1080 x 1350 pixels
- Aspect ratio: 4:5
Portrait (4:5) takes up more screen space than square, making it ideal for stopping scrollers. This is often the best choice for maximum impact in the feed.
Landscape Posts
- Size: 1080 x 566 pixels
- Aspect ratio: 1.91:1
Landscape is rarely recommended for Instagram — it takes up less screen space and looks out of place among predominantly square and vertical content.
Instagram Stories Ad Sizes
Stories are full-screen, immersive experiences that demand vertical formatting:
- Recommended size: 1080 x 1920 pixels
- Aspect ratio: 9:16
- Safe zone: Keep text and key elements in the center 1080 x 1420 pixels
- Video length: Up to 120 seconds (recommended: 5-15 seconds)
Stories Safe Zone Guidelines
Instagram Stories overlay UI elements at the top and bottom of the screen. To ensure your message isn't obscured:
- Keep your brand logo and key message in the middle 70% of the screen
- Leave approximately 250 pixels clear at the top (for profile info)
- Leave approximately 250 pixels clear at the bottom (for CTA swipe-up)
Instagram Reels Ad Sizes
Reels ads appear between organic Reels content. They should feel native to the experience:
- Recommended size: 1080 x 1920 pixels
- Aspect ratio: 9:16
- Video length: Up to 90 seconds (15-30 seconds performs best)
- File type: MP4 or MOV
- Maximum file size: 4GB
Making Reels Ads Feel Native
The most effective Reels ads don't look like ads. Consider:
- Using trending audio (when licensing permits)
- Adopting the casual, authentic aesthetic of organic Reels
- Starting with a strong hook in the first second
- Adding captions for sound-off viewing
Instagram Carousel Ad Sizes
- Recommended size: 1080 x 1080 pixels per card
- Aspect ratio: 1:1 (all cards must match)
- Number of cards: 2-10
Carousel ads are highly effective for:
- Showcasing multiple products
- Telling a sequential story
- Highlighting different features or benefits
- Before/after demonstrations
Instagram Explore Ad Sizes
Explore ads appear when users browse the Explore tab. They should match the quality of the curated content around them:
- Recommended size: 1080 x 1080 pixels
- Aspect ratio: 1:1
- Alternative: 1080 x 1350 pixels (4:5)
Instagram Video Ad Specifications
Feed Video
- Aspect ratio: 4:5 recommended (1:1 and 16:9 supported)
- Resolution: 1080 x 1350 pixels (4:5)
- Length: Up to 60 minutes (but shorter is better)
- Format: MP4 or MOV
- Frame rate: 30fps or below
Video Ads Best Practices
- Capture attention in the first 3 seconds
- Design for sound-off viewing with captions
- Use movement to stop the scroll
- Keep important elements in the safe zone
Image Quality Guidelines
Beyond dimensions, image quality matters for Instagram success:
Resolution
Always upload the highest quality images possible. Instagram compresses images during upload, so starting with high resolution ensures the final result looks sharp.
Colour Profile
Use sRGB colour profile for consistent display across devices. Avoid CMYK as it can result in colour shifts.
Compression
If saving as JPG, use quality setting of 80% or higher. PNG is preferred for graphics with text or sharp edges.
Instagram Ad Size Quick Reference
| Placement | Size (pixels) | Aspect Ratio |
|---|---|---|
| Feed (Square) | 1080 x 1080 | 1:1 |
| Feed (Portrait) | 1080 x 1350 | 4:5 |
| Stories | 1080 x 1920 | 9:16 |
| Reels | 1080 x 1920 | 9:16 |
| Carousel | 1080 x 1080 | 1:1 |
| Explore | 1080 x 1080 | 1:1 |
Create Perfect Instagram Ads Instantly
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