Image Specs
Feed — Square
| Dimensions | 1080 × 1080 px |
|---|---|
| Aspect Ratio | 1:1 |
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
Feed — Portrait
| Dimensions | 1080 × 1350 px |
|---|---|
| Aspect Ratio | 4:5 |
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
| Notes | Standard portrait crop; feed photos can be as tall as 3:4 (see below) |
Feed — Tall Portrait
| Dimensions | 1080 × 1440 px |
|---|---|
| Aspect Ratio | 3:4 |
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
| Notes | Tallest supported feed photo; Instagram accepts ratios between 1.91:1 and 3:4 |
Feed — Landscape
| Dimensions | 1080 × 566 px |
|---|---|
| Aspect Ratio | 1.91:1 |
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
Story / Reel Cover
| Dimensions | 1080 × 1920 px |
|---|---|
| Aspect Ratio | 9:16 |
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
| Notes | 30 MB applies to a Story image post; the Reels cover thumbnail uploaded via the Graph API is capped separately at 8 MB |
[Ad]
Video Specs
Reel
| Aspect Ratio | 9:16 |
|---|---|
| Max File Size | 4 GB |
| File Formats | MP4, MOV |
| Resolution | 1080 × 1920 px |
| Max Duration | Up to 20 minutes (in-app recording and camera-roll upload; rollout varies by account) |
| Notes | Vertical format only; keep key content within centre safe zone. Reach drops sharply beyond ~3 minutes in Explore/Reels tab. Feed video posts were merged into Reels in 2022 — this is now the only video post format. Third-party publishing via the Graph API has separate, lower limits: 15 min / 300 MB |
Story Video
| Aspect Ratio | 9:16 |
|---|---|
| File Formats | MP4, MOV |
| Resolution | 1080 × 1920 px |
| Max Duration | Up to 60 seconds |
Text & Character Limits
Caption
| Character Limit | 2,200 characters |
|---|---|
| Notes | Only first ~125 characters visible without tapping 'more'; maximum 5 hashtags per post |
Bio
| Character Limit | 150 characters |
|---|
Username
| Character Limit | 30 characters |
|---|
Comment
| Character Limit | 2,200 characters |
|---|
Profile & Cover Assets
Profile Photo
| Dimensions | 320 × 320 px |
|---|---|
| File Formats | JPG, PNG |
| Displayed As | 110 × 110 px in-app |
| Notes | Displayed as a circle; upload at 320×320 for best quality |
Story Highlight Cover
| Dimensions | 1080 × 1920 px |
|---|---|
| Aspect Ratio | 9:16 |
| File Formats | JPG, PNG |
| Notes | Only the centre circle is visible on the profile |
Ad Specs
Feed Single Image Ad
| Dimensions | 1440 × 1800 px recommended (4:5) — 1080 × 1080 px (square) also supported |
|---|---|
| Max File Size | 30 MB |
| File Formats | JPG, PNG |
| Notes | Meta's current Ads Guide recommends 4:5 1440×1800 as the primary Instagram Feed image-ad spec |
Carousel Ad
| Dimensions | 1080 × 1350 px (4:5) for image-only carousels; 1080 × 1080 px (1:1) if any card is video |
|---|---|
| Notes | 2–10 cards per carousel; minimum 1080 × 1080 px; video cards 1 second – 2 minutes |
Stories Ad
| Dimensions | 1440 × 2560 px recommended (9:16) |
|---|---|
| File Formats | JPG, PNG, MP4, MOV, GIF |
| Notes | Minimum width 500 px (image) / 250 px (video); video 1 second – 60 minutes |
Reels Ad
| Dimensions | 1440 × 2560 px recommended |
|---|---|
| Aspect Ratio | 9:16 |
| File Formats | MP4, MOV |
| Max Duration | 0 to 15 minutes maximum |
| Notes | Minimum width 250 px for videos under 30 seconds, 500 px for 30 seconds or longer. Updated from an older 30-second cap — Meta's current Ads Guide lists 15 minutes as the maximum (facebook.com/business/ads-guide/update/video/instagram-reels) |
Ad Primary Text
| Character Limit | 125 characters |
|---|
Ad Headline
| Character Limit | 40 characters |
|---|