An Instagram ad that is cropped badly, covered by interface buttons or blurry on a phone wastes budget. Getting sizes and formats right is the quickest way to improve ad quality before touching targeting or bids.
In this guide we explain what an ad format is and why sizes matter, give a summary table of recommended sizes, cover the specs for single-image, video, carousel, Story, Reels, collection, catalog, partnership, Explore and profile feed ads, explain safe areas, compare formats by campaign goal and list common mistakes.
What Is an Instagram Ad Format?
The type and layout of an ad: a single image, a video, a carousel, a Story, a Reel, a collection and so on.
Why Are Instagram Ad Sizes Important?
- They prevent the image being cropped.
- They use the mobile screen efficiently.
- They preserve ad quality.
- They make sure the message displays correctly.
Instagram Ad Size Summary
| Placement | Recommended size | Aspect ratio | Content type |
|---|---|---|---|
| Feed, vertical | 1080 × 1350 px | 4:5 | Image or video |
| Feed, square | 1080 × 1080 px | 1:1 | Image, video or carousel |
| Feed, landscape | 1080 × 566 px | 1.91:1 | Image or video |
| Story | 1080 × 1920 px | 9:16 | Image or video |
| Reels | 1080 × 1920 px | 9:16 | Vertical video or image |
| Feed carousel | 1080 × 1080 px | 1:1 | 2-10 images or videos |
| Vertical feed carousel | 1080 × 1350 px | 4:5 | Suitable campaigns and placements |
| Story carousel | 1080 × 1920 px | 9:16 | Image or short-video cards |
| Collection ad | At least 1080 × 1080 px | Mostly 1:1 | Cover image or video |
| Explore ad | 1080 × 1080 or 1080 × 1350 px | 1:1 or 4:5 | Image, video or carousel |
These are practical values for design. Meta Ads Manager may offer different cropping options depending on goal, format and placement. Always check the preview of every placement before publishing.
Single-Image Ads
Feed Image Ad Sizes
- Vertical: 1080 × 1350 px (4:5) takes the most feed space.
- Square: 1080 × 1080 px (1:1) is a safe, flexible choice.
- Landscape: 1080 × 566 px (1.91:1) uses less screen space.
Technical Specs
| Property | Value |
|---|---|
| File type | JPG or PNG |
| Maximum file size | 30 MB |
JPG or PNG?
JPG usually gives a smaller file for photo-heavy ads; PNG suits graphics with sharp text. Balance quality against file size, and avoid low-resolution images that look pixelated when enlarged.
Video Ads
Feed Video Sizes
The same ratios as images: 4:5, 1:1 or 1.91:1.
Technical Specs
| Property | Value |
|---|---|
| File type | MP4 or MOV |
| Maximum file size | 4 GB |
| Video ratio | Between 1.91:1 and 4:5 |
| Recommended resolution | At least 1080 px wide |
| Compression | H.264 |
| Audio | Stereo AAC |
| Frame rate | Constant frame rate recommended |
| Scan | Progressive |
Longer videos are technically allowed, but short, direct videos are easier to watch. The longer the video, the more important it is to give the key message in the first seconds.
Carousel Ads
A carousel has several swipeable image or video cards.
- Square carousel (1080 × 1080, 1:1): safe and consistent.
- Vertical carousel (1080 × 1350, 4:5): more screen space where supported.
- Story carousel (1080 × 1920, 9:16).
Specs: 2-10 cards, images up to 30 MB, videos up to 4 GB, safe feed size 1080 × 1080. Use the same ratio on every card and put the strongest card first.
Story Ads
Size 1080 × 1920 px, 9:16, JPG/PNG up to 30 MB or MP4/MOV up to 4 GB.
Safe Area in Story Ads
Keep text, logos and key visuals away from the top and bottom, where the profile name and CTA button appear.
Reels Ads
Full-screen vertical ads shown between organic Reels, usable for awareness, video views, product discovery, traffic, app installs, messages, sales and remarketing.
Size: 1080 × 1920 px, 9:16. MP4 or MOV up to 4 GB, H.264, stereo AAC, sound recommended and captions helpful.
Safe Area in Reels Ads
The right side holds like, comment, share, profile and audio icons, and the bottom holds the caption and CTA. Keep the product, price and text clear of them.
How to Prepare Reels Ads
A Reel ad should feel native. Over-polished, TV-style videos get skipped. Show the problem in the first two seconds. For organic production basics, see how to make Instagram Reels.
Collection Ads
A cover image or video with product thumbnails below. Use at least 1080 × 1080 px, mostly 1:1.
Catalog and Dynamic Product Ads
Use product data from a catalog. A safe catalog image size is 1080 × 1080 px.
Partnership Ads
Ads made from a creator’s or partner’s content. See how to get Instagram ad permission.
Explore and Profile Feed Ads
Ads can appear in Explore and in the profile feed. Use 1:1 or 4:5 for Explore.
Comparing Ad Formats
| Format | Strength |
|---|---|
| Single image | Fast, simple |
| Video | Demonstration and story |
| Carousel | Several products or steps |
| Story | Full-screen impact |
| Reels | Reach and native feel |
| Collection | Catalog browsing |
Choosing a Format by Campaign Goal
Awareness suits video, Reels and Stories; traffic suits image and carousel; sales suit catalog, collection and carousel; messages suit image or video with a clear CTA.
Can One Design Be Used on All Placements?
Not well. A feed design (4:5 or 1:1) and a full-screen vertical design (9:16) need separate versions.
What Is the Safe Area?
The part of the design where important elements won’t be covered by Instagram’s interface. Keep logos, text and products inside it, especially in Stories and Reels.
Mistakes in Instagram Ad Formats
- Using a square image in the Reels area: a 1080 × 1080 image doesn’t fill the full screen and looks small.
- Not checking a Story design in the feed: a 9:16 design may be cropped and the key text hidden.
- Placing text at the very bottom: the CTA button or caption can cover it.
- Putting the product on the right edge: Reels buttons can cover the product or price.
- Using low-resolution images: they pixelate when enlarged.
- Using different ratios across carousel cards: cropping and visual inconsistency.
- Placing landscape video in a vertical space: most of the screen stays empty.
- Using too much text: viewers can’t grasp the ad in seconds.
- Not checking the preview: a design that looks fine in a design tool may break in the interface.
Pre-Launch Checklist
Check file types, the 30 MB image limit, the ratio per placement, the safe area, readable text, a clear CTA and the previews.
For next steps, see how to advertise on Instagram, Facebook Pixel, how to get Instagram ad permission, what is a target audience, Call to Action, what is a landing page, opening a Facebook Business Manager account, A/B testing, Instagram ad costs, Instagram content creation techniques and digital ad management.
Frequently Asked Questions
What size are Instagram ads?
It depends on the placement: 1080 × 1350 (4:5) or 1080 × 1080 (1:1) for the feed, and 1080 × 1920 (9:16) for Stories and Reels.
What is the best size for feed ads?
1080 × 1350 px (4:5) takes the most screen space; 1080 × 1080 (1:1) is a safe all-round choice.
What file types are allowed?
JPG or PNG for images (up to 30 MB) and MP4 or MOV for video (up to 4 GB).
Can I use the same creative for feed and Reels?
It’s better to prepare separate versions. A 9:16 design may be cropped in the feed and a square image looks small in Reels.
How many cards can a carousel have?
Between 2 and 10.
What is the safe area?
The part of the design the Instagram interface won’t cover. Keep logos, text and products inside it.
