A Complete Guide to Instagram Ad Specs for 2023

instagram ad specs

Over the years, Instagram has experienced remarkable growth and emerged as a dominant force in the social media landscape, boasting an impressive 2 billion monthly active users (2.35 billion) as of July 2023. Notably, statistics indicate that approximately 25.31% of the world’s population actively uses Instagram, a user base equivalent to the combined populations of the EU and North America.

Due to these remarkable figures, businesses and advertisers have increasingly turned to Instagram as a platform for their advertising campaigns. Interestingly, in 2021, Instagram’s ad reach surpassed that of Facebook, with a growth rate of 20.5% compared to Facebook’s 6.5%. These statistics undeniably demonstrate the effectiveness of Instagram advertising and highlight the importance of utilizing the platform’s advertising function to connect with a larger audience and expand your business.

The effectiveness of your Instagram ads depends on your ability to stay up to date with the latest ad specifications and incorporate them into your campaigns. Given the dynamic nature of social media, it can be challenging to find accurate information about the changing ad specs. Therefore, this blog aims to provide reliable insights into the 2023 Instagram ad specs.

What is Instagram Ad Specs?

instagram ad specs 2023

Instagram Ad Specs refer to the specific guidelines and requirements set by Instagram for creating and running advertisements on its platform. These specifications outline the recommended formats, dimensions, file sizes, and other technical details that advertisers must follow to ensure their Instagram ad campaigns appear correctly and function optimally on Instagram.

Instagram Ad Specs cover various ad formats available on the platform, including photo, video, carousel, and Stories ads. The specifications may include aspect ratios, maximum video durations, file formats, image resolutions, and text limitations.

By adhering to Instagram Ad Specs, advertisers can ensure that their ads meet the platform’s standards and display seamlessly across different devices and screen sizes, maximizing their effectiveness in reaching and engaging the Instagram audience. In subsequent paragraphs, we will consider Instagram ad sizes when using the platform.

Instagram Image Ads

instagram image ads

Instagram Image Ads are an advertisement format available on the Instagram platform. These ads consist of single images displayed within users’ Instagram feeds. Image ads are designed to capture attention, convey a message, and drive user engagement.

When creating Instagram Image Ads, advertisers need to follow specific guidelines and specifications provided by Instagram to ensure optimal display and performance. These specifications may include recommended image dimensions, file formats, aspect ratios, and file size limitations.

Here are some guidelines and specifications for creating Instagram Image Ads:

  1. Image Dimensions: The recommended image resolution is 1080 pixels by 1080 pixels (1:1 aspect ratio). However, landscape-oriented images with a resolution of 1080 pixels by 566 pixels (1.91:1 aspect ratio) and portrait-oriented images with a resolution of 1080 pixels by 1350 pixels (4:5 aspect ratio) are also supported.
  2. File Format: JPEG or PNG file formats are commonly used for Instagram Image Ads.
  3. File Size: The maximum file size for Instagram Image Ads is 30 MB.
  4. Image Text Limitation: While there are no specific text limitations for Instagram Image Ads, it is generally recommended to keep text overlays minimal to ensure a visually appealing ad.
  5. Caption Length: The caption accompanying the image can be up to 2,200 characters long, but it is best to keep it concise and engaging.

Instagram Video Ads

instagram video ads

Instagram Video Ads are an advertisement format on the Instagram platform that allows advertisers to showcase their products, services, or brand through dynamic and engaging videos. These ads enable capturing users’ attention and deliver a compelling message.

Here are some guidelines and Instagram video ad specs to consider:

  1. Video Length: Instagram supports videos with a minimum length of 3 seconds and a maximum length of 60 seconds. However, keeping videos between 15 and 30 seconds is recommended for optimal performance.
  2. Video File Format: Instagram supports various formats, including MP4 and MOV.
  3. Video Aspect Ratio: Instagram allows different aspect ratios for video ads. The recommended aspect ratios are:
    • Square (1:1 aspect ratio)
    • Landscape (1.91:1 aspect ratio)
    • Vertical (4:5 aspect ratio)
  4. Video Resolution: The recommended resolution for Instagram Video Ads is at least 720 pixels. Higher resolutions, such as 1080 pixels or higher, are ideal for better image quality.
  5. Video File Size: The maximum file size for Instagram Video Ads is 4 GB.
  6. Caption and Call-to-Action: Advertisers can include captions and a call-to-action button in their Instagram Video Ads to provide additional context and encourage user engagement.

Instagram Carousel Ads

instagram carousel ads

Instagram Carousel Ads are an advertisement format on the Instagram platform that allows advertisers to showcase multiple images or videos within a single ad unit. These ads enable advertisers to tell a more comprehensive story or showcase various products or features visually, engaging, and interactively.

Here are the guidelines and specifications for creating Instagram Carousel Ads:

  1. Image/Video Count: Instagram Carousel Ads can contain 2 to 10 images or videos within a single ad. Users can swipe left or right to view each image or video in the carousel.
  2. Image/Video Dimensions: The recommended image and video dimensions for Carousel Ads are the same as for regular Image Ads and Video Ads on Instagram. These include:
    • Square: 1080 pixels by 1080 pixels (1:1 aspect ratio)
    • Landscape: 1080 pixels by 566 pixels (1.91:1 aspect ratio)
    • Vertical: 1080 pixels by 1350 pixels (4:5 aspect ratio)
  3. File Format: Instagram supports JPEG and PNG for images and MP4 or MOV for videos within Carousel Ads.
  4. File Size: The maximum file size for each image or video within a Carousel Ad is 30 MB.
  5. Caption and Call-to-Action: Advertisers can include captions and a call-to-action button that appears below the Carousel Ad to provide additional information and drive user engagement.
  6. Order and Narration: Advertisers can determine the order of images or videos within the Carousel Ad, allowing them to create a specific storytelling sequence or present different products or messages.

Instagram Story Ads

instagram story ads

Instagram Story Ads are an advertisement format on the Instagram platform that allows advertisers to deliver immersive, full-screen vertical ads within users’ Instagram Stories. These ads provide a seamless, engaging experience that integrates with the organic Stories content.

Here are some guidelines and specifications for creating Instagram Stories Ads:

  1. Aspect Ratio: The recommended aspect ratio for Instagram Story Ads is 9:16. This vertical format ensures that the ad fully utilizes the available screen space on mobile devices.
  2. Image/Video Dimensions: The recommended dimensions for Instagram stories image ads are 1080 by 1920 pixels. These dimensions are also applicable to Instagram stories video ads. This size ensures high-quality and clear visuals when displayed in Stories.
  3. Video Length: Instagram Story Ads can have a maximum video length of 15 seconds. It is essential to capture attention quickly and deliver the message effectively within this time frame.
  4. File Format: Instagram supports JPEG and PNG file formats for images and MP4 or MOV file formats for videos within Story Ads.
  5. File Size: The maximum file size for each image or video within an Instagram Story Ad is 30 MB.
  6. Captions and Call-to-Action: Story Ads can include captions or text overlays to provide context and reinforce the message. Advertisers can also have a call-to-action button to encourage users to take desired actions, such as swiping up for more information or visiting a website.

Instagram Slideshow Ads

instagram slideshow ads

Instagram Slideshow Ads are an advertisement format on the Instagram platform that allows advertisers to create dynamic ads by combining multiple images or videos into a slideshow. With the ability to select up to ten images on Facebook Ads Manager, these ads provide an interactive and visually engaging way to tell a story, showcase products, or highlight different features.

Here are the guidelines and specifications for creating Instagram Slideshow Ads:

  1. Image/Video Count: Instagram Slideshow Ads can include 2 to 10 images or videos within a single ad. Each image or video represents a slide in the slideshow.
  2. Image/Video Dimensions: The recommended image and video dimensions for Slideshow Ads are the same as for regular Image Ads and Video Ads on Instagram. These include:
    • Square: 1080 pixels by 1080 pixels (1:1 aspect ratio)
    • Landscape: 1080 pixels by 566 pixels (1.91:1 aspect ratio)
    • Vertical: 1080 pixels by 1350 pixels (4:5 aspect ratio)
  3. File Format: Instagram supports JPEG and PNG for images and MP4 or MOV for videos within Slideshow Ads.
  4. File Size: The maximum file size for each image or video within a Slideshow Ad is 30 MB.
  5. Slide Duration: Each slide within the Slideshow Ad can have a specific duration, ranging from 0.5 to 5 seconds. Advertisers can choose the duration to ensure the content is displayed effectively.
  6. Transition Effects: Advertisers can add transition effects, such as fade, slide, or zoom, between slides to create a visually appealing and seamless transition within the Slideshow Ad.
  7. Captions and Call-to-Action: Slideshow Ads can include captions or text overlays to provide additional context and messaging. Advertisers can also have a call-to-action button to encourage users to take desired actions, such as visiting a website or purchasing.

Instagram Explore Ads

instagram explore ads

Instagram Explore Ads are an advertisement format that appears within the Explore tab of the Instagram app. The Explore tab allows users to discover content and accounts that align with their interests. Explore Ads enable advertisers to reach a wider audience and showcase their products, services, or brand in a relevant context.

Here are some key points to understand about Instagram Explore Ads:

  1. Placement: Explore Ads appear as sponsored posts within the Explore feed, interspersed with organic content.
  2. Targeting: Advertisers can target their Explore Ads based on various factors, such as demographics, interests, and behaviors.
  3. Ad Format: Explore Ads can consist of either single images or videos. They follow regular Instagram feed ads’ image and video specifications, including recommended dimensions, aspect ratios, and file formats.
  4. Engagement Options: Explore Ads allow users to engage with the content, such as liking, commenting, or sharing the ad.
  5. Performance Metrics: Advertisers can track the performance of their Explore Ads through Instagram’s advertising tools and platforms.

Instagram Reels Ads

instagram reels ads

Instagram Reels Ads are a type of advertisement format that appears within the Reels feature of the Instagram app. Reels are short, entertaining videos that users can create and share, and Reels Ads allow advertisers to leverage this popular format to reach a broader audience.

Here are some key points to understand about Instagram Reels Ads:

  1. Placement: Reels Ads are seamlessly integrated into the Reels feed, appearing between organic Reels content. This allows advertisers to connect with users while they are engaged in discovering and consuming short video content.
  2. Ad Format: Reels Ads can be up to 30 seconds long and include both single videos or a series of multiple videos. They offer an opportunity for advertisers to showcase their brands, products, or services creatively and engagingly.
  3. Targeting: Advertisers can target their Reels Ads based on various factors such as demographics, interests, and behaviors. This helps ensure that the ads are shown to users likely interested in the promoted content.

Instagram Shopping Ads

instagram shopping ads

Instagram Shopping Ads are an advertisement format on the Instagram platform that enables businesses to promote their products directly within the app. These ads allow users to discover, browse, and purchase products seamlessly without leaving the Instagram app.

Here are the key points to understand about Instagram Shopping Ads:

  1. Product Showcase: Shopping Ads showcase products in a visually appealing format, typically with high-quality images or videos.
  2. Product Tags: Shopping Ads include product tags that provide additional information when tapped. T
  3. Call-to-Action: Shopping Ads include a call-to-action button, such as “Shop Now” or “Learn More.”
  4. Shopping Collection Ads: Instagram also offers Shopping Collection Ads, where businesses can showcase multiple products within a single ad.
  5. Product Catalog Integration: Advertisers must connect their product catalog to their Instagram Business Account to run Shopping Ads.
  6. Targeting and Measurement: Advertisers can target Shopping Ads to specific audiences based on demographics, interests, and behaviors.

Instagram Collection Ads

instagram collection ads

Instagram Collection Ads are an advertisement format on the Instagram platform that allows businesses to showcase multiple products or images within a single ad. These ads provide users with an immersive and interactive experience, encouraging them to explore and engage with the content.

Here are the key points to understand about Instagram Collection Ads:

  1. Format: Collection Ads consist of a cover image or video and a collection of product images or videos below it. Users can swipe through the collection to view more products or images.
  2. Product Display: Each product image or video within the collection can include a title, price, and a call-to-action button that directs users to the product page or a relevant landing page.
  3. Immersive Experience: Collection Ads are designed to provide users with a seamless and visually engaging experience. They enable businesses to tell a story, showcase a product line, or demonstrate different features within a single ad unit.
  4. Interactive Elements: Advertisers can incorporate interactive elements, such as product tags or labels, to highlight specific details or offers within the collection.
  5. Targeting and Measurement: Advertisers can target Collection Ads to specific audiences based on demographics, interests, and behaviors.
  6. Mobile-Optimized: Collection Ads are designed for mobile devices and provide a seamless experience within the Instagram app.

It’s essential to stay updated with Instagram’s guidelines and specifications, as they may change over time. Always refer to the official Instagram resources or the Instagram Help Center for the most accurate and up-to-date information regarding content specifications and best practices.

Other Instagram Specs to Consider

When creating content for Instagram, several additional specifications and guidelines exist. Here are some important ones:

1. Instagram Profile Picture:

instagram profile picture

The recommended dimensions for an Instagram profile picture are 110 x 110 pixels. However, it is displayed as a circle with a diameter of 180 pixels. Ensure that your profile picture is clear and recognizable, even at a small size.

2. Instagram IGTV Video Dimensions:

instagram igtv video dimensions

IGTV videos can be uploaded in either vertical (9:16 aspect ratio) or horizontal (16:9 aspect ratio) orientations. The recommended resolutions are 1080 x 1920 pixels for vertical videos and 1920 x 1080 pixels for horizontal videos. Check out Instagram categories to get reach the right audience.

3. Instagram Live Video:

instagram live video

Instagram Live videos can be broadcasted in portrait or landscape orientation, but the recommended aspect ratio is 9:16. Ensure a stable internet connection and consider engaging with viewers through comments during the live session.

4. Instagram Reels Dimensions:

instagram reels dimensions

For Instagram Reels, the recommended dimensions are 1080 x 1920 pixels with a 9:16 aspect ratio. This ensures the best viewing experience for Reels content.

5. Hashtag Usage:

hashtag usage

Instagram allows up to 30 hashtags per post. Consider using relevant and popular hashtags to increase the discoverability of your content.

6. Instagram Lead Ads Dimensions

Instagram allows a photo size of 1080 x 1080 pixels (standard Facebook ad picture) or 1200 x 628 pixels and up to 125 characters for the caption.

How Can All Time Design Help You Create The Perfect Instagram Ad?

All Time Design is a creative design agency equipped with professional designers who can assist you in creating the perfect Instagram ad. With our expertise, we can bring your vision to life and tailor it specifically for the Instagram platform.

Our professional designers deeply understand Instagram’s design guidelines, ensuring your ad meets all necessary specifications. By collaborating with All Time Design, you can expect high-quality, attention-grabbing Instagram ads that effectively communicate your brand message and drive meaningful results. Click here to get started.


July 17, 2023
10 min read
7 reads

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