Instagram has rapidly evolved into one of the world’s most dynamic social media platforms, attracting over 1.6 billion users worldwide. With its vast audience, Instagram isn’t just a place to share photos and videos; it’s a powerful advertising tool that enables businesses to connect with their target markets on a personal level. Every month, around two million advertisers leverage Instagram to reach a massive audience—about 22% of the global population.
For brands looking to enhance their Instagram post-game, understanding the correct post sizes is crucial. Posts that are optimized for size and format stand out in a crowded feed, engaging viewers and driving better results. Below, we’ll break down the latest specifications and guidelines for Instagram posts, helping you create high-impact visual content that resonates with your audience.
1. Instagram Image Posts: Capture Attention with the Right Dimensions
Image posts remain a cornerstone of Instagram advertising, offering businesses a versatile way to showcase products, services, or brand stories. Instagram supports three primary image formats—landscape, square, and vertical—each with specific dimensions and use cases.
- Landscape Image Posts:
- Resolution: 1200 x 628 pixels
- Aspect Ratio: 1.9:1
- File Formats: JPG, PNG
- Max File Size: 30MB
Landscape posts are ideal for broad, content-rich images that tell a story. Use them when you need extra horizontal space, such as in real estate listings, wide product shots, or lifestyle photography that showcases a setting or environment.
- Square Image Posts:
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 1:1
- File Formats: JPG, PNG
- Max File Size: 30MB
The square format is the most commonly used post size, providing a balanced frame that naturally fits into Instagram’s grid layout. It’s perfect for direct product shots, promotional graphics, or posts that aim for high engagement.
- Vertical Image Posts:
- Resolution: 600 x 750 pixels
- Aspect Ratio: 4:5
- File Formats: JPG, PNG
- Max File Size: 30MB
Vertical posts dominate more screen space, capturing immediate attention as users scroll. This format works exceptionally well for bold visuals and call-to-action prompts that need extra emphasis.
2. Instagram Video Posts: Engage Your Audience with Moving Content
Video posts offer a dynamic way to tell your brand’s story, bringing your message to life through motion, sound, and visual effects. Whether it’s a quick product demo, a behind-the-scenes look, or a customer testimonial, video posts can significantly boost engagement.
- Resolution: 1080 x 1080 pixels (recommended)
- Aspect Ratio: 4:5
- File Formats: MP4, MOV
- Max File Size: 30GB
- Max Length: 2 minutes
Video posts can be tailored to various goals, from driving traffic to your website to enhancing brand awareness. Always aim for high-quality visuals and sound to capture viewers’ attention immediately.
3. Instagram Carousel Posts: Tell a Visual Story with Multiple Images or Videos
Carousel posts are highly engaging because they allow users to swipe through multiple images or videos within a single ad. This format is perfect for showcasing different products, features, or steps in a process.
- Image Carousel Posts:
- Resolution: 1080 x 1080 pixels per card
- Aspect Ratio: 1:1
- File Formats: JPG, PNG
- Max File Size: 30MB per card
- Cards: 2 to 10
- Video Carousel Posts:
- Resolution: 600 x 600 pixels to 1080 x 1080 pixels per card
- Aspect Ratio: 1:1
- File Formats: MP4
- Max File Size: 4GB per video/card
- Max Length: 60 seconds per card
Carousel posts are a great way to feature collections, highlight various uses of a single product, or narrate a brand story in a step-by-step format.
4. Instagram Story Posts: Full-Screen, Immersive Experiences
Story posts have emerged as one of the most engaging post types on Instagram. They appear between users’ Stories, offering an immersive, full-screen experience that grabs attention instantly.
- Image Story Posts:
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 9:16
- File Formats: JPG, PNG
- Max File Size: 30MB
- Video Story Posts:
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 9:16
- File Formats: MP4, MOV
- Max Length: 2 minutes
- Max File Size: 4MB
Story posts are perfect for brands looking to drive immediate action, such as website visits or product purchases, by incorporating clickable elements like links and interactive features like polls.
5. Instagram Slideshow Posts: Low-Bandwidth Video Alternatives
Slideshow posts let you combine multiple images or videos with sound to create a video-like experience that requires less bandwidth. These posts are a great option when targeting regions with slower internet speeds.
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 1:1
- Image Formats: JPG, PNG
- Sound Formats: MP3, WAV, FLAC, OGG
- Image Duration: Up to 50 seconds per image
Slideshow posts are particularly effective for brands that want to narrate a sequential story without the higher production costs of a full video ad.
6. Instagram Explore Posts: Capture the Curiosity of Explorers
Explore posts appear in the Explore tab, where users browse personalized content recommendations. These posts are great for brand discovery and expanding reach to new audiences who have shown interest in similar content.
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 9:16
- File Type: JPG, PNG
- Max File Size: 30MB
- Minimum Width: 500 pixels
Explore posts are an excellent choice for increasing brand visibility, as they target users actively searching for new and engaging content.
7. Instagram Reels Posts: Tap into the Short-Form Video Craze
Reels have become one of the most popular video formats on Instagram, especially among younger audiences. With a focus on creativity and entertainment, Reels posts can be a powerful tool for boosting engagement.
- Resolution: 500 x 888 pixels
- Aspect Ratio: 9:16
- File Formats: MP4, MOV
- Max Length: 15 minutes
- Max File Size: 4GB
Reels posts can include audio and captions, making them more interactive and accessible. Use Reels to highlight product features, showcase quick tutorials, or present entertaining brand stories.
8. Instagram Shopping Posts: Drive Sales Within the App
Shopping posts allow businesses to feature products directly within the Instagram feed, making it easy for users to browse and shop without leaving the app.
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 4:5
- File Types: MP4, MOV, GIF
- Max Length: 60 minutes
- Max File Size: 4GB
- Min Width: 500 pixels
These posts are ideal for e-commerce brands looking to drive conversions by integrating the shopping experience into the social media platform.
9. Instagram Collection Posts: Showcase Products in a Swipeable Format
Collection posts combine images and videos to create an interactive browsing experience. A primary image or video serves as the “cover,” drawing viewers into a curated selection of products.
- Image File Type: JPG, PNG
- Video File Type: MP4, MOV, GIF
- Resolution: 1080 x 1080 pixels
- Aspect Ratio: 1:1
- Headline: Max 40 characters
- Image Max File Size: 30MB
- Video Max File Size: 4GB
Collection posts make shopping easy and engaging, allowing users to discover, browse, and buy products all within the app.
10. Key Considerations: Instagram’s Advertising Guidelines
While following the correct specs is crucial, adhering to Instagram’s advertising guidelines is equally important. Posts must comply with Meta’s policies, which vary by region. Common restrictions include:
- No images of individuals under 18 in certain post types.
- Avoid content related to alcohol, tobacco, or other restricted substances.
- Steer clear of profanity, hate speech, or misleading claims.
- Refrain from using violent imagery or depictions of weapons.
Ensure that your captions and primary text align with platform standards. Instagram typically allows up to 125 characters in captions and a maximum of 30 hashtags per post. Keeping these details in mind will help you create compelling, policy-compliant posts that perform well.
Creating Instagram posts that fit perfectly within the platform’s specifications is more than just a technical requirement—it’s a strategic move that can significantly.
