Cheat Sheet to Instagram Ads Specs: Formats & Sizes 2024

Cheat Sheet to Instagram Ads Specs: Formats & Sizes 2024


As an e-commerce business owner or a savvy digital marketer, you already know the significance of advertising your brand. But as social media platforms evolve, so do their ad formats and specifications. One such platform, laced with visual charm and a user-heavy base, is Instagram—a platform too powerful to ignore for advertising needs. Steve, our expert at First Pier, testifies the potential Instagram holds with its visually engaging ad formats in wrangling maximum user attention.

However, the diverse range of Instagram ad formats—image ads, carousel ads, video ads, and the likes—each with their unique specifications, brings in an added layer of complexity for advertisers. A skimpy understanding of these Instagram ad specs wouldn't cut it— you need to get down into the detail, be it the ideal resolution or the best-allowed video duration.

Understanding these specs to the last pixel becomes pivotal to ensure your message is not lost in translation due to incorrect formatting or sizes that detract from the visual appeal. Remember, for your ad to thrive amid a nest of curated and aesthetically pleasing content on Instagram, your design layout must fit the platform's ad settings like a glove.

Importance of Understanding Instagram Ads Specs

Did you know that it is projected that 35% of Instagram users in the US will make purchases via the platform by 2023? Such stats only underscore the immense opportunity that Instagram offers advertisers. However, the potential payoff of Instagram advertising can be hamstrung by a lack of awareness concerning the precise ad specifications required by this platform.

Let's quickly consider a few critical Instagram ad specs to help you grasp their importance:

Images Ads:

  • File Type: JPG or PNG
  • Ratio: 1:1
  • Resolution: At least 1080 x 1080 pixels

Video Ads:

  • File Type: MP4, MOV or GIF
  • Ratio: 4:5
  • Resolution: At least 1080 x 1080 pixels
  • Video Duration: 1 second to 60 minutes

We've designed this guide such that it simplifies and lays bare the essentials of Instagram ad specs. It'll aid you in nailing your Instagram advertising campaigns, ensuring each component of your ad fits the recommended specifications perfectly.

How Instagram Ads Can Boost Your E-commerce Business

Given the past online purchasing behaviors of Instagram users, it's safe to say this platform is an advertising powerhouse for e-commerce businesses. When Instagram ads adhere to the optimal specifications, they have the potential to skyrocket your product visibility and boost your sales exponentially.

Unlock this potential for your online Shopify store with our comprehensive guide.

Infographic about Instagram Ads Specs - instagram ads specs infographic pillar-4-steps

Stay with us as we delve deeper into the fundamental types of Instagram ads and their specifications to ensure your advertising campaigns radiate the effectiveness they truly deserve. After all, you've chosen a premium platform for advertising, so why not make the most of it by understanding the rspectacular range of ad options it offers? Ready to up your Instagram advertising game? Let's get down to brass tacks!

Understanding Different Types of Instagram Ads

Instagram's dynamic and visually-driven platform offers a myriad of ad formats to cater to your diverse marketing goals. From Single Image Ads to the latest Explore Ads, each ad type presents a unique opportunity to connect with your target audience. As our expert at First Pier, Steve, likes to say, "Understanding the spectrum of Instagram ad types and their respective Instagram ads specs is the first step towards creating a winning ad campaign."

Single Image Ads

Single Image Ads are a versatile and powerful tool in your advertising toolkit. They showcase your product, service, or brand with a single photo and an optional footer. This format is ideal for delivering a clear, concise message that prompts users to take action. They can effectively increase interest, raise awareness, and drive engagement.

Single Image Ads - instagram ads specs

Video Ads

Video Ads bring your brand to life through dynamic visuals and engaging audio. These ads can be created using various tools, including the Ads Manager, or by boosting a post with a video on your Facebook Page. With the right creative approach, Video Ads can effectively drive brand awareness and conversions.

Video Ads - instagram ads specs

Carousel Ads

Carousel Ads are perfect for showcasing a variety of products or telling a deeper story about your brand. Users can swipe through a series of images or videos, each with its own link. This format is particularly effective for ecommerce businesses looking to showcase a range of products.

Carousel Ads - instagram ads specs

Slideshow Ads

Slideshow Ads allow you to create lightweight video ads from a series of still images. They're great for businesses that want to create compelling video content but don't have the resources to produce a full-fledged video ad.

Slideshow Ads - instagram ads specs

Instagram Stories Image Ads

Instagram Stories Image Ads offer a full-screen format to capture your audience's attention. These ads appear between user stories and are a great way to create immersive and engaging ad experiences.

Instagram Stories Image Ads - instagram ads specs

Instagram Stories Video Ads

Similar to Image Ads, Instagram Stories Video Ads occupy the full screen and play in between user stories. They can be up to 15 seconds long and are an excellent way to engage users with captivating video content.

Instagram Stories Video Ads - instagram ads specs

Collection Ads

Collection Ads allow users to discover, browse, and purchase products directly from your ad. They feature a primary video or image with several additional images below in a grid-like layout.

Collection Ads - instagram ads specs

Shopping Ads

Shopping Ads make it easy for users to discover and purchase products directly from your Instagram posts and stories. They're a great way to turn your Instagram business profile into a powerful mobile storefront.

Shopping Ads - instagram ads specs

Reels Ads

Reels Ads are immersive, full-screen ads that appear in between Instagram reels. They're a great way to reach a broader audience and are particularly popular with younger demographics.

Reels Ads - instagram ads specs

Explore Ads

Explore Ads allow you to reach users who are looking to discover new content outside of the accounts they follow. They appear as part of the browsing experience in the Explore section and can be a powerful way to connect with new audiences.

Explore Ads - instagram ads specs

Each of these ad types offers unique benefits, and the best choice for your business will depend on your specific goals, audience, and products. By understanding the strengths and Instagram ads specs for each type, you can create the best ads for your ecommerce business, ensuring your brand resonates with your target audience.

Instagram Ads Specifications and Sizes

As we delve deeper into the world of Instagram ads, it's crucial to understand the different specifications and sizes for each ad type. Just like any other platform, Instagram has particular ad specs to ensure your content looks fantastic and performs well on the platform. Here's our guide to understanding the Instagram ad specs for each ad type.

Specs for Single Image Ads

Single image ads are a powerful tool for advertisers. It's a clean, straightforward ad format that allows you to showcase your product or service in a single, eye-catching image.

The specs for Instagram single image ads are as follows:

  • Image File Type: JPG or PNG
  • Maximum File Size: 30MB
  • Image Size: Minimum 1080 x 1080 pixels (Square), 1080 x 1350 pixels (Vertical), 1080 x 566 pixels (Horizontal)
  • Resolution: At least 1080 x 1080 pixels
  • Text Limit: 125 characters (recommended)
  • Maximum Hashtags: 30

Specs for Video Ads

Video ads are a fantastic way to engage your audience on Instagram, capturing attention with dynamic visuals and sound.

The specs for Instagram video ads are as follows:

  • File Type: MP4, MOV or GIF
  • Maximum File Size: 4GB
  • Aspect Ratio: 4:5
  • Video Duration: 1 second to 60 minutes (short, engaging videos are recommended)
  • Maximum Hashtags: 30
  • Text Limit: 125 characters (recommended)

Specs for Carousel Ads

Carousel ads are a versatile ad format that allows you to showcase up to 10 images or videos in a single ad, each with its own link.

The specs for Instagram carousel ads are as follows:

  • File Type: JPG or PNG for images, MP4 or MOV for videos
  • Maximum File Size: 30MB for images, 4GB for videos
  • Aspect Ratio: 1:1
  • Text Limit: 125 characters (recommended)
  • Maximum Hashtags: 30

Specs for Slideshow Ads

Slideshow ads allow businesses to share a series of photos or videos with text overlays, letting you tell a more comprehensive story about your brand.

The specs for Instagram slideshow ads are similar to video ads with a maximum length of 15 seconds and an aspect ratio of 1:1.

Specs for Instagram Stories Image Ads

Instagram Stories Image Ads are full-screen ads that appear between users' Stories.

The specs for Instagram Stories Image Ads are as follows:

  • Image File Type: JPG or PNG
  • Maximum File Size: 30MB
  • Aspect Ratio: 9:16
  • Resolution: At least 1080 x 1920 pixels
  • Text Limit: 125 characters (recommended)

Specs for Instagram Stories Video Ads

Video Ads in Instagram Stories are a creative way to engage your audience.

The specs for Instagram Stories Video Ads are as follows:

  • File Type: MP4, MOV or GIF
  • Maximum File Size: 4GB
  • Aspect Ratio: 9:16
  • Video Duration: Up to 15 seconds
  • Text Limit: 125 characters (recommended)

Specs for Collection Ads

Collection ads combine video, slideshow, or image with product images directly from your product catalog.

As per Instagram's official guidelines, collection ads should be created in Ads Manager, and the specs are similar to other ad types.

Specs for Shopping Ads

Shopping ads allow businesses to showcase their products directly in Instagram's feed or through Stories.

The specs for Instagram Shopping Ads are similar to single image or carousel ads but with the addition of product tags.

Specs for Reels Ads

Reels Ads are full-screen, vertical ads that appear in between Instagram Reels.

The specs for Instagram Reels Ads follow the same guidelines as Instagram Stories Video Ads, with a video length of up to 30 seconds.

Specs for Explore Ads

Explore Ads allow businesses to reach users who are looking to discover new content.

The specs for Instagram Explore Ads are similar to the feed ads with an image resolution of at least 1080 x 1080 pixels and a text limit of 125 characters.

The key to crafting successful Instagram ads lies in understanding these specifications and optimising your content accordingly. Remember, it's not just about creating visually appealing content, but also ensuring that it adheres to Instagram ad specs to deliver the best possible performance.

How to Optimize Your Instagram Ads for Maximum Impact

Crafting an effective ad that grabs attention and prompts action is more than just ticking the boxes of Instagram ads specs. It involves careful optimization of your content, use of high-quality images, choosing the right aspect ratios, and incorporating persuasive call-to-actions.

Let's dive into these critical factors, as recommended by our expert Steve at First Pier, to give your Instagram ads the edge they need.

Using High-Quality Images and Videos

The visually-rich platform of Instagram demands equally engaging content from advertisers. Crisp, high-resolution images and videos, ideally at least 1080 x 1080 pixels, can significantly enhance the attractiveness of your ads. Remember, Instagram users are used to scrolling through high-quality, curated content, so your ads need to stand out in the crowd.

Moreover, use visually appealing images and engaging narratives to illustrate how your product enhances lives. Highlight the benefits and experiences your products deliver, rather than just listing features. This approach helps potential customers visualize using your product, increasing the likelihood of a purchase.

Utilizing the Right Aspect Ratios

Selecting the right aspect ratio for your content is vital in ensuring your ad fits well in the user's feed and delivers its message effectively. For instance, a 1:1 ratio is recommended for image ads, while a 4:5 ratio is suitable for video ads. Be mindful of these ratios when creating your ads to ensure they appear as intended and resonate with your audience.

Incorporating Effective Call-to-Actions

A well-crafted call-to-action (CTA) can significantly increase engagement and conversions. Your CTA should be clear, concise, and compelling, encouraging users to take the desired action. Whether you're urging users to 'Shop Now', 'Learn More', or 'Sign Up', your CTA should align with your ad's objective and offer.

Remember, your CTA is the bridge between your ad and the action you want your audience to take. Make it count!

In conclusion, understanding and implementing Instagram ad specs is crucial, but equally important is the strategic optimization of your ads. By focusing on the quality of your images and videos, selecting the right aspect ratios, and crafting persuasive CTAs, you can significantly enhance the impact of your Instagram ads.

At First Pier, we specialize in providing comprehensive digital solutions, including crafting effective Instagram ad campaigns. Our expertise can guide you through the nuances of Instagram ads specs and help you create ads that resonate with your audience and drive results.

Setting Up and Designing Instagram Ads Using Facebook Ads Manager

To harness the full potential of Instagram ads, you'll need to understand how to set up and design ads using Facebook Ads Manager. Facebook Ads Manager is a powerful tool that allows you to create, manage, and track the performance of your ads across Facebook and Instagram.

Step-by-Step Guide to Setting Up Instagram Ads

The first step in setting up Instagram ads is to create a Facebook Business Manager account. This is the command center for all your Facebook and Instagram marketing activities. When your Business Manager account is set up, your ad account will be created automatically, and you can access it via the Ads Manager in your Facebook sidebar.

Next, you'll need to set up an advertising account. This is where you'll create and manage your Instagram Ad campaigns. When setting up your advertising account, you'll be asked to select the correct business account. This step ensures that all your ad activities are linked to the correct business.

Once your ad account is set up, you can start creating your Instagram ads. Here are the steps:

  1. Select 'Create' in the Ads Manager.
  2. Choose an objective that aligns with your campaign goal.
  3. Define your audience based on demographics, interests, and behaviors.
  4. Select 'Instagram' as your placement.
  5. Set your budget and schedule.
  6. Choose your ad format and enter your ad content.

Remember to follow the specific instagram ads specs for each ad format to ensure your ad looks its best and delivers optimal results.

Designing Effective Instagram Ads

The design of your Instagram ad plays a crucial role in its success. Here are a few tips to make your ads visually appealing and effective:

Use High-Quality Images and Videos: High-resolution images and videos can make your ad stand out in the feed and capture the attention of your audience.

Follow Instagram Ads Specs: Adhere to the recommended image and video sizes and formats for each ad type to avoid issues with ad delivery.

Keep Your Message Clear and Concise: Instagram users typically scroll through their feeds quickly, so it's essential to make your ad message clear and easily digestible.

Include a Strong Call-to-Action: Encourage users to take action by including a clear and compelling CTA.

At First Pier, we understand that creating effective Instagram ads can be a complex task, especially when you're juggling other aspects of your business. That's why we're here to help you navigate through the process. Our team of experts can guide you in setting up and designing Instagram ads that align with the platform's specifications and resonate with your target audience.

In the next section, we'll delve into cost considerations for Instagram ads and provide tips for maximizing your ad budget.

Cost Considerations for Instagram Ads

A crucial aspect of any advertising campaign is budgeting. Ensuring that your spending aligns with your campaign goals and overall business objectives is critical. Here at First Pier, we've seen many businesses struggle with understanding Instagram ad pricing and maximizing their ad budgets. We're here to simplify these topics for you.

Understanding Instagram Ads Pricing

Instagram, like its parent company Facebook, follows a bidding model for ad pricing. This means the cost of your ads will depend on several factors, including your target audience, the competition for ad space, and the time of your ad placement. Unfortunately, Instagram does not provide a standard rate card for ads, making it hard to predict exact costs. However, Steve from First Pier recommends setting a daily or lifetime budget that aligns with your advertising goals and financial constraints.

Remember, the key to a successful ad campaign is not just about how much you spend, but how well you spend it. It's crucial to monitor your ad performance and adjust your spend to ensure you're getting the most value out of your budget.

Tips for Maximizing Your Instagram Ads Budget

To make the most of your Instagram ad budget, consider these tips:

  1. Create Ad Sets: Group your ads based on demographics, interests, and behaviors. Tailoring your ads to specific groups can improve conversion rates.

  2. Test Different Ad Placements: Instagram offers several placement options, including feeds, stories, in-stream videos, and more. Testing different placements can help identify what works best for your brand.

  3. Monitor and Adjust Your Budget: Keep a close eye on your ad performance and adjust your budget as necessary. This ensures you're maximizing your return on investment.

  4. Leverage Instagram's Explore Feature: Ads that appear within Instagram’s Explore discovery feature may have different dimensions than standard in-feed ads but can reach a wider audience.

Remember, the goal is not only to reach as many people as possible but to engage with users who are most likely to convert. Therefore, it's essential to create compelling ad content that resonates with your target audience.

In the next section, we'll recap everything we've covered and remind you of the importance of staying updated with Instagram ad specs.


As we wrap up this comprehensive guide on Instagram ads specs, let's take a moment to recap the most critical points.

Recap of Instagram Ads Specs

Understanding the various Instagram ad specs is crucial to the success of your marketing campaigns. From Single Image Ads with their simple and powerful JPG or PNG images, to the dynamic Video Ads that can last up to 60 minutes, each ad type serves a unique purpose and reaches your audience in different ways. Carousel Ads allow you to showcase multiple products or tell a layered story, while Instagram Stories Image Ads and Stories Video Ads take advantage of the platform's popular Stories feature.

Collection Ads, Shopping Ads, Reels Ads, and Explore Ads offer even more ways to engage users and drive conversions. Each of these ad types has its own set of specifications and sizes, which you must adhere to for optimal performance and visibility.

Importance of Staying Updated with Instagram Ads Specs

Instagram, like all social media platforms, is dynamic and constantly evolving. The company regularly updates its ad specs to provide a better user experience and meet the changing needs of advertisers. As Steve, our expert at First Pier, often emphasizes, staying updated with these changes is key to maintaining effective and cost-efficient ad campaigns.

Remember, an ad that fails to meet Instagram's specifications may not display properly, potentially leading to lower engagement and conversion rates. Regularly reviewing updates to Instagram ad specs ensures your ads look their best and reach as many potential customers as possible.

As you continue to use Instagram to grow your business, always remember the importance of crafting high-quality, engaging ads that resonate with your target audience. By mastering Instagram's ad specs, you'll be well on your way to optimizing your campaigns and boosting your online sales.

Remember, if you need any help with your Instagram ad campaigns or any other aspect of your online business, we at First Pier are always here to help. Contact us anytime for expert advice and support.

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