As of February 2025, there are 1.7 billion Instagram users in the world. That's one-fifth of the global population scrolling through hashtags, filters, stories, and Reels. Instagram is consistently ranked among the most popular social networks in the world, and, according to SimilarWeb, it's the 4th most visited website in the world.
With such great numbers to back it up, it only makes sense that Instagram advertising is an attractive proposition for many. Advertisers flock to advertise on Instagram every month, and this platform can help them reach more than 22% of the global population.
If you want to tap into the power of Instagram and run social media ads there, learning about Instagram ad sizes is one of the first and most important steps for you.
What are the best sizes for Instagram ads?
Well, to help you avoid going down the rabbit hole, we brought together all Instagram ad sizes for 2025, so you can create Instagram ads that fit the platform 100%.
Instagram allows you to publish image ads in landscape, square, and vertical format. The resolution and ratio for that are as follows:
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
For all formats, the maximum file size is 30MB, and the allowed file formats are JPG and PNG.
Instagram image ads are great for when you want to create visual campaigns or showcase products and services. The landscape format is more suitable for ads that require more space for content. Square and vertical formats are better suited for ads with a focus on visuals.
2. Instagram Video Ads
Instagram video ads and animations are very engaging and are perfect for those who want to get creative and tell the story behind their brand. The Instagram videos specs and size recommendations are as follows:
Resolution (recommended): 1080 x 1080 pixels
Aspect ratio: 4:5
Video formats: MP4 and MOV
Maximum file size: 30GB
Maximum video length: 2 minutes
3. Instagram Carousel Ads
Instagram Carousel ads are image and video ads that feature multiple images or videos in a single ad. They are interactive and engaging, great for showcasing products or features directly in the feed.
The recommended specs for image carousel ads are:
Image resolution per card: 1080 x 1080 pixels
Aspect ratio: 1:1
File formats allowed: JPG and PNG
Maximum number of cards: 10
Minimum number of cards: 2
Maximum file size per card: 30MB
For video carousel ads, the recommended specs are:
Video resolution per card: 600 x 600 pixels
Maximum resolution: 1080 x 1080 pixels
Aspect ratio: 1:1
File format allowed: MP4
Maximum video size: 4GB per video/card
Maximum video length: 60 seconds
Maximum number of cards: 10
Minimum number of cards: 2
4. Instagram Story Ads
Instagram Story ads allow you to reach your audience in the most engaging way possible. Story ads appear full-screen and are interactive, so they make for great conversions. You can add links, tags, and even polls to your story ad, which makes them one of the most interactive type of ad on Instagram.
The ideal specs for image Instagram Story ads are:
Resolution: 1080 x 1080 pixels
Aspect ratio: 9:16
File formats: JPG or PNG
Max image size: 30MB
For video stories ads, the recommended specs are:
Resolution: 1080 × 1080 pixels
Aspect ratio: 9:16
File format: MP4 or MOV
Maximum video duration: 2 minutes
Maximum file size: 4MB
Furthermore, video Instagram stories allow you to add captions and sound to your ads. While this is not required, it is highly recommended, as it can help you draw your audience's attention more efficiently.
5. Instagram Slideshow Ads
Instagram Slideshow ads are a type of video ad that allows you to combine up to 10 images or videos and sounds into a single ad. They are ideal for those who want to tell stories in an engaging way. These ads are also a great option for those who want to use multiple images in one ad. Unlike carousels, slideshow ads require minimal effort from the users, as they don't even have to click to see the next image or video.
The specs for Instagram Slideshow ads are as follows:
Resolution: 1080 x 1080
Aspect ratio: 1:1
File formats for images: JPG, PNG
File formats for sounds: MP3, WAV, FLAC, OGG
Image duration: up to 50 seconds per image
6. Instagram Explore Ads
Instagram Explore ads are displayed on the Explore page, which is a feed of suggested content tailored to each user. These ads are great for driving brand awareness and reach more people likely to be interested in your business and what it has to offer.
The specs for Instagram Explore Ads are as follows:
Resolution: 1080 x 1080 pixels
Aspect ratio: 9:16
File type: JPG or PNG
Maximum file size: 30MB
Minimum width: 500 pixels
7. Instagram Reels Ads
Reels are among the most popular video format these days, primarily due to the recent popularity of short-form videos. Reels are a great way to engage with the audience, as they make for fun and creative campaigns. Users can swipe up on Reels and get directed to your website or product page.
The specs for Instagram Reels Ads are as follows:
Resolution: 500 x 888 pixels
File type: MP4, MOV
Ratio: 9:16
Video settings: H.2644 compressions, fixed frame rate, square pixels, and progressive scan
Like in video stories, captions and audio are not mandatory for Reels ads, but they are highly recommended. Additionally, please note your Reels ads should not contain:
Reels ads you published before October 15, 2021
Licensed music
Face or camera effects
GIFs
Product tags
8. Instagram Shopping Ads
Instagram Shopping Ads allow you to showcase and promote products from your catalog directly in the feed. They are ideal for those who want to drive sales and conversions with Instagram ads, directly within the app, without making the user leave the app to make a purchase.
The specs for Instagram Shopping ads are as follows:
Resolution: 1080 x 1080 pixels
Ratio: 4:5
File type: MP4, MOV, or GIF
Maximum video duration: 60 minutes
Maximum file size: 4GB
Minimum width: 500 pixels
Captions and sounds are optional, but highly recommended, as they help with engagement.
9. Instagram Collection Ads
Instagram Collection ads are great for creating highly engaging campaigns and showcasing multiple products in a single ad, in a way that allows users to make a purchase from the app. You can add an image or a video as the "cover" for your collection, and then several images of the products you are selling.
The specs for Instagram Collection ads are as follows:
Image file type: JPG or PNG
Video file type: MP4, MOV, or GIF
Resolution: 1080 x 1080 pixels
Ratio: 1:1
Headline: 40 characters max
Image maximum file size: 30MB
Video maximum file size: 4GB
Additionally, remember that you will have to add a landing page URL (to lead people from the ad to your website) and an Instant Experience (an interactive page that opens when a user clicks on your ad).
Other Specs to Consider
In addition to the Instagram ad specs we've mentioned here, you should also pay attention to Instagram’s advertising guidelines. These can vary from country to country, so it's essential to make sure your ads abide by the Meta/Instagram policies in all respects. Some of these rules include:
No images of people under 18
No references to alcohol brands or tobacco products
No profanity or hate speech
No false, misleading, or deceptive claims
No images of weapons or violence
Furthermore, copy and caption-related specs should be kept in mind as well. For primary text, most types of Instagram ads will allow you to add up to 125 characters in captions and a maximum of 30 hashtags.
Ad Placement Strategy
Choosing between automatic and manual placements can significantly impact your ad performance. Automatic placements let Instagram's algorithm decide where your ads appear based on where they're likely to perform best. Manual placements give you more control but require more testing and optimization.
For new advertisers, automatic placements often yield better results while you gather data about what works best for your audience.
A/B Testing Your Ad Formats
Don't assume one size fits all. What works for one campaign might not work for another. Consider testing:
Square vs. vertical image formats
Static images vs. video content
Single images vs. carousel formats
Different ad placements
Many successful advertisers run multiple variations simultaneously to determine which combinations drive the best results.
Accessibility Considerations
Make your ads accessible to everyone by:
Adding alt text to images for visually impaired users
Ensuring sufficient color contrast for readability
Including captions on videos (especially important since many users watch without sound)
Avoiding flashing content that could trigger photosensitive conditions
Common Mistakes to Avoid
Even experienced marketers sometimes make these errors with Instagram ad sizes:
Incorrect Aspect Ratio
Using the wrong aspect ratio is perhaps the most common mistake. When your ratio is incorrect, Instagram will crop your content, potentially cutting off important elements like text or product features.
Using Low-Resolution Images
Grainy, pixelated images signal poor quality to users. Always use high-resolution images that meet or exceed the recommended dimensions.
Ignoring Text Overlay Areas
Instagram may restrict the delivery of ads where text covers more than 20% of the image. While this isn't a hard rule anymore, ads with excessive text typically perform worse.
Exceeding File Size Limits
Large files not only risk rejection but can also lead to slow loading times, causing potential customers to scroll past before your ad fully loads.
Overlooking Mobile Preview
What looks perfect on your desktop may appear differently on mobile devices, where most Instagram browsing happens. Always check how your ad looks on a mobile device before launching.
Using Desktop-Optimized Visuals
Remember that approximately 99% of Instagram users access the platform via mobile. Design with small screens in mind, using bold visuals and larger text than you might for desktop.
FAQ
Why are Instagram ad sizes so important? Ad sizes directly impact how your ad is displayed, affecting visibility, engagement, and professionalism. Using the correct dimensions ensures your ads look their best and function properly.
Where can I find the most up-to-date Instagram ad size specifications? The best sources are Meta's official advertising guidelines, reputable marketing blogs (like this one!), and social media size cheat sheets that are regularly updated.
What happens if I don't use the recommended ad sizes? Your ad may be cropped, stretched, or appear distorted, leading to a poor user experience and reduced effectiveness. Instagram may also reject ads that don't meet their specifications.
Can I use the same image/video for all Instagram ad placements? While you can resize content, it's usually best to tailor your creative assets to each specific placement (Stories, Reels, Feed) to maximize their impact.
Do Instagram ad sizes change frequently? Yes, Instagram occasionally updates its ad specifications. It's crucial to stay informed and regularly check for updates to ensure your ads are optimized.
Conclusion
Instagram ads can be a tremendous opportunity. As one of the biggest social media networks in the world and one of the largest sources of traffic for many businesses, Instagram has become a go-to platform for those who want to drive conversions and sales. By following the specs above, you can create highly effective Instagram ads to help you reach more people and boost your ROI.
Keep in mind, good ads are not just about Instagram ad dimensions and ad specifications. Your ad placement, copy, concept, and graphics bear a lot of weight when getting a good response from your audience. So make sure you put in the extra effort and think about how you can make your audience stop in their scroll and pay attention to what you have to say.
Creating properly sized Instagram ads doesn't have to be complicated. With tools like Creatopy, you can easily design ads that perfectly match Instagram's specifications while maintaining your brand's visual identity across all placements.
