7 minutes read

As of May 2023, there are 1.6 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 Hootsuite, it’s the 8th most visited website in the world.

With such great numbers to back it up, it only makes sense Instagram advertising is an attractive proposition for many. Two million advertisers flock to 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 2024, so you can create Instagram ads that fit the platform 100%. 

1. Instagram Image Ads


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
  • Audio settings: stereo AAC audio compression, 128kbps+
  • Primary text: 72 characters
  • Maximum video duration: 15 minutes
  • Maximum file size: 4GB

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.


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.

Octavia Drexler
Octavia is a content marketer who lives and breathes digital creativity. She reads, writes, tries stuff, and drinks coffee -- and she'll probably love a good chat about pretty much anything under the Sun.

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