Instagram Specifications

Instagram Specifications

INSTAGRAM ADVERTISING UNITS – LINK ADS (single image or video)

For Single Image campaigns, you must upload the following assets:

  • Body text
  • One image or video
  • URL(s)

Additional details on requirements below.

Instagram Image Requirements:

  • Square image size 1080 x 1080 pixels
  • Maximum fi le size: 30MB
  • File Type: jpg or png
  • Text limit: 2200 characters (125 is recommended)

Body:

  • Maximum 125 characters, including spaces
  • Include strong CTA and ensure that photo is in alignment with the CTA

Instagram Video Requirements:

  • 1080 x 1920
  • Ratios: 9:16 and 4:5 to 1.91:1
  • Max duration: 15 secs
  • Max fi le size: 250MB
  • File types: .mp4, .mov
  • Sound: Optional
  • Captions: Not available; subtitles or captions must be part of video file

CTA:

  • Shop Now 
  • Book Now
  • Learn More
  • Check Availability
  • Watch More
  • Call Now
  • Sign Up
  • Listen Now
  • See Menu
  • Get Showtimes
  • Get Quote

 
TourismOH IG layout example: cabin in the winter woods

Not Acceptable:

  • Cannot contain two punctuation symbols in a row (e.g., “Buy now!!” or “Save 20%.”)
  • Cannot start with punctuation, be all capital letters or contain special characters

INSTAGRAM ADVERTISING UNITS – CAROUSEL ADS (3-5 images)

For Carousel campaigns, you must upload the following assets:

  • Body text
  • 3-5 images
  • URL

Additional details on requirements below

Instagram Image Requirements:

  • 1080 x 1080 pixels
  • Image ratio should be 1:1 (square)
  • File Type: jpg or png
  • Instagram’s rule used to be that an image must have less than 20% text or it will not run on the Instagram platform. Even though they no longer require the “less than 20% text” rule, it is still a best practice to have minimal text. We recommend no text or graphics at all on images.

Body:

  • Maximum 125 characters, including spaces
  • Include strong CTA and ensure that photo is in alignment with the CTA

CTA:

  • Shop Now
  • Book Now
  • Learn More
  • Check Availability
  • Watch More
  • Call Now
  • Sign Up
  • Listen Now
  • See Menu
  • Get Showtimes
  • Get Quote

 
TourismOH IG Carousel example: summer activities on the lake

Not Acceptable:

  • Cannot contain two punctuation symbols in a row (e.g., “Buy now!!” or “Save 20%.”)
  • Cannot start with punctuation, be all capital letters or contain special characters

 

INSTAGRAM ADVERTISING UNITS – STORIES (up to 5 images OR one video)

For Instagram Story campaigns, you must upload the following assets:

  • Up to 5 images OR one video Additional details on requirements below.

Instagram Image Requirements:

  • 1080 x 1920 pixels
  • Image ratio should be 9:16 and 4:5 to 1.91:1
  • File Type: jpg or png

Instagram Video Requirements:

  • 1080 x 1920 pixels
  • Image ratio should be 9:16 and 4:5 to 1.91:1
  • Length: 15 seconds
  • File Type: mp4 or mov
  • Sound: optional
  • Captions: not available; subtitles or captions must be part of video file

 

Instagram Stories

  • Story content should feel candid and show off personality.
  • Stories are immersive for the audience, so authenticity is key.
  • Creative should be sized for mobile only (vertical images or video!).
 StoriesStories 2

Anatomy of an Instagram Ad