If you’re running Instagram ads, getting the size and aspect ratio right isn’t optional—it’s essential. Poorly sized ads can lead to awkward cropping, reduced visibility, or worse, rejection from the platform. Whether you’re promoting via stories, reels, or feed posts, using the correct dimensions ensures your content appears polished and professional.
In this guide, we break down the best Instagram ad sizes and specs for every major format. From image and video dimensions to file formats and aspect ratios, consider this your ultimate cheat sheet to making your ads look their best—and perform even better.
Table of Contents
ToggleWhy Instagram Ad Specs Matter
Instagram’s visual-first design means formatting errors are glaringly obvious. An ad that doesn’t fit properly might be cut off or appear distorted. That affects not only aesthetics but also engagement and ROI. By aligning your creative assets with Instagram’s official specs, you ensure seamless presentation, better performance, and compliance with Meta’s advertising guidelines.
Instagram Feed Ads
Image Feed Ads
Feed ads are the traditional in-feed placements that appear as users scroll. They support both square and vertical images.
- Recommended Size: 1080 x 1080 px (1:1 aspect ratio)
- Supported Aspect Ratios: 1.91:1 to 4:5
- Formats: JPG or PNG
- Max File Size: 30MB
- Text Guidelines: Primary text should be 125 characters or less to avoid truncation
Tip: Use minimal text overlays—Instagram penalizes images overloaded with text.
Video Feed Ads
Videos in the feed allow for more dynamic storytelling.
- Recommended Size: 1080 x 1080 px
- Aspect Ratios: 4:5, 1:1, or 1.91:1
- Length: Up to 60 seconds
- Formats: MP4 or MOV
- Max File Size: 250MB
- Captions/Subtitles: Optional but recommended for sound-off viewing
Instagram Story Ads
Instagram Stories provide full-screen vertical real estate—ideal for immersive, time-sensitive ads.
- Recommended Size: 1080 x 1920 px
- Aspect Ratio: 9:16
- Max File Size: 30MB (image), 250MB (video)
- Video Length: Up to 15 seconds per slide
- Formats: JPG, PNG, MP4, MOV
Pro Tip: Leave about 250px at the top and bottom free of text or logos to avoid UI overlays like the profile name or CTA.
Instagram Reel Ads
Reels are rapidly gaining traction for ad placements due to their organic feel and high engagement rates.
- Recommended Size: 1080 x 1920 px
- Aspect Ratio: 9:16
- Max File Size: 4GB
- Length: Up to 30 seconds for ads
- Format: MP4 or MOV
Tip: Make the first few seconds count. Hook viewers early to boost retention.
Instagram Carousel Ads
Carousel ads let you showcase multiple images or videos in a single ad unit that users can swipe through.
- Recommended Size: 1080 x 1080 px
- Aspect Ratio: 1:1
- Number of Cards: 2 to 10
- Formats: JPG, PNG, MP4, MOV
- Max File Size: 30MB (images), 250MB (videos)
Strategy Tip: Use the first card to spark curiosity and drive swipe-through engagement.
Instagram Explore Ads
Ads in the Explore tab help you reach users actively searching for new content.
- Recommended Size: 1080 x 1080 px
- Aspect Ratios: 1:1 or 4:5
- Formats: Image or video
- Video Length: Up to 60 seconds
Note: These ads appear after a user taps on a post in Explore—not directly in the grid.
Instagram Shop Ads
Perfect for eCommerce brands, these ads blend into the Instagram shopping interface.
- Recommended Size: 1080 x 1350 px
- Aspect Ratio: 4:5
- Formats: JPG, PNG, MP4, MOV
Tip: Tag your products directly to streamline the purchase journey.
Summary Table: Instagram Ad Sizes and Specs
| Format | Recommended Size | Aspect Ratio | Max File Size | Length | Format |
| Feed Image | 1080 x 1080 px | 1:1, 4:5 | 30MB | N/A | JPG, PNG |
| Feed Video | 1080 x 1080 px | 1.91:1–4:5 | 250MB | Up to 60 sec | MP4, MOV |
| Story Ads | 1080 x 1920 px | 9:16 | 30MB (img), 250MB (vid) | 15 sec/slide | JPG, PNG, MP4, MOV |
| Reels | 1080 x 1920 px | 9:16 | 4GB | Up to 30 sec | MP4, MOV |
| Carousel | 1080 x 1080 px | 1:1 | 30MB/250MB | Varies | JPG, PNG, MP4, MOV |
| Explore | 1080 x 1080 px | 1:1, 4:5 | 30MB/250MB | Up to 60 sec | JPG, PNG, MP4, MOV |
| Shop | 1080 x 1350 px | 4:5 | 30MB/250MB | Varies | JPG, PNG, MP4, MOV |
Common Questions About Instagram Ad Sizes
Can I use the same size for all formats?
While it’s possible to repurpose content, it’s not ideal. Each placement has unique dimensions and user behaviors. Optimizing for each format ensures the best visual fit and performance.
What happens if my aspect ratio is incorrect?
Your content may be automatically cropped, distorted, or rejected. Always adhere to Instagram’s recommended specs to avoid these issues.
Do Instagram ads require sound?
No, but including subtitles is wise. Most users view ads with the sound off, so adding captions ensures your message is still communicated effectively.
Final Tips for Instagram Ad Success
- Use Templates: Use platforms like Canva or Creatopy for pre-sized Instagram ad templates.
- Test Variations: Run A/B tests on different sizes, aspect ratios, and formats.
- Stay Updated: Specs can change. Always check the latest Meta Business Help Center for up-to-date guidelines.
Conclusion
Getting your Instagram ad size and aspect ratio right is more than a technicality it’s a key component of campaign success. Each ad format has specific requirements, and tailoring your creative to match them will help you stand out, engage users, and maximize ROI.
Make it a habit to review ad specs before launching your next campaign and bookmark this guide so you always have the right dimensions at your fingertips.
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Last Updated on February 13, 2026
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At MantraM we strongly believe that every business or brand is unique and has its own blueprint. Just like we all have a unique purpose, so does every business. We specialize in Marketing, Social Media, & Facebook Ads.
