Instagram Ad Dimensions by Placement
Use the recommended dimensions and aspect ratios below to ensure your creative displays correctly and performs well on each Instagram ad placement. These evergreen specifications help avoid cropping, distorted images, and suboptimal positioning.
| Placement | Recommended Dimensions | Aspect Ratio | Notes |
|---|---|---|---|
| Feed (Image) | 1080 x 1080 px | 1:1 | Square performs reliably; min width 64 px, max 2048 px. |
| Feed (Landscape Video) | 1920 x 1080 px | 16:9 | Supported up to 60 fps; keep key content within safe zones. |
| Feed (Portrait Video/Carousel) | 1080 x 1350 px | 4:5 | Recommended for Stories and Reels-style feeds; min text 15%. |
| Stories & Reels Full Screen | 1080 x 1920 px | 9:16 | Vertical full-bleed; keep critical text and logos within center 85%. |
| Explore (Portrait) | 1080 x 1350 px | 4:5 | Similar to Feed portrait; strong clear visual near top. |
| Shopping Ads | 1080 x 1080 px | 1:1 | Product image clarity matters; use clean background. |
| Audience Network (varies) | Flexible, target 1080 px width | Dependent on inventory | Scale artboards to common banners; test on key placements. |
Image Ads: Specifications and Best Practices
Static image ads are among the simplest to set up, but precise sizing and safe-area planning reduce distortion and improve readability. Follow these specifications to keep visuals crisp across devices.
Recommended Specs for Photo Ads
- Format: JPG or PNG
- Color profile: sRGB
- File size: Under 4 MB
- Minimum text by area: Keep essential text within the center 85% of width to avoid cropping on smaller screens
- Safe zones: Avoid key messaging in extreme top, bottom, or edges
Video Ads: Format, Length, and Technical Details
Video content tends to outperform static imagery in engagement, so getting the format right is essential. Instagram supports several video specs depending on where the ad appears.
Video Specs by Objective
- Format: MP4 or MOV (H.264 recommended)
- Aspect ratios: 9:16 for Stories/Reels; 1:1 and 4:5 for Feed
- Duration: 6–15 seconds for Stories; 15–30 seconds typically performs well for Feed and Reels; up to 60 seconds is supported
- Captions: Add closed captions where possible to support sound-off viewing
- File size: Up to 8 GB; aim for under 4 GB for reliable delivery
- Frame rate: 24–30 fps for most content; 60 fps supported for higher motion fidelity
- Bitrate guideline: Use a VBR 2-pass for stable quality
Aspect Ratio and Placement Considerations
Instagram serves your ads across multiple environments, from the main Feed to Stories, Reels, and the Audience Network. Each placement has shape preferences, and designing with flexibility in mind ensures consistent branding.
- 1:1 (Square): Ideal for Feed image ads and Shopping product shots; offers balanced framing.
- 4:5 (Portrait): Recommended for Feed carousel and single image posts; provides more vertical space for headlines and product details.
- 9:16 (Vertical full-screen): Required for Stories and Reels; keep core visuals and text toward the center to preserve visibility on small mobile screens.
- 16:9 (Landscape): Supported for video in Feed; best used when the content is landscape-native, such as tutorials or demos.
File Formats and Compression Guidelines
Choosing the right format and compression settings affects load times, rendering quality, and overall ad performance. These evergreen guidelines help you deliver clean, professional-looking ads.
- Photo formats: JPG for photographs with gradients; PNG for graphics needing transparency or sharp edges.
- Video formats: MP4 or MOV using H.264 encoding for wide compatibility.
- Compression: Avoid multiple re-encodings; export at final delivery specs with minimal generation loss.
- Color: Use sRGB as the standard color space for consistent appearance across devices.
- Accessibility: Include clear visual contrast and captions or text alternatives for audio-free viewing contexts.
Text, Logos, and Safe Areas
Instagram crops differently on each placement, especially on Stories and Reels, so planning safe areas for critical content is vital. Use the center zone for essential messaging and ensure logos remain legible at small sizes.
- Keep primary text and calls to action within the center 85% of the width on vertical placements.
- Place logos in the bottom center or within the safe zone to maintain visibility across feeds and stories.
- Test creatives on both mobile and desktop previews to confirm readability.
Performance and Creative Best Practices
Correct dimensions are necessary, but they work best alongside strong creative strategy. Pair accurate sizing with clear messaging, compelling visuals, and consistent branding to maximize impact.
- Use high-resolution assets to avoid pixelation when scaled.
- Limit heavy visual clutter around key messages to preserve clarity on small screens.
- Apply platform-specific best practices for text-to-image ratio, especially where ads may appear with minimal context.
- Run A/B tests on aspect ratios and placements to identify top-performing combinations for your audience.
- Preview ads using native Ads Manager previews before launching to catch potential cropping or readability issues.