What is the recommended size for an Instagram feed image ad?

A feed image ad is recommended at 1080 by 1080 pixels (1:1) or 1080 by 1350 pixels (4:5). Maximum file size is 30 MB. Keep overlaid text light, as image-heavy text can reduce delivery.

How long can an Instagram video ad be?

Feed video ads can run up to 60 minutes but perform best under 15 seconds. Story and reels ads support up to 120 seconds. Recommended resolution is 1080 by 1920 for vertical placements.

What is the primary text character limit for Instagram ads?

Instagram ads allow up to 125 characters of primary text before truncation in most placements, though the field accepts more. Headlines are limited to about 40 characters. Keep the key message inside 125 characters.

How many cards can an Instagram carousel ad have?

A carousel ad supports 2 to 10 cards. Each card can be an image or video and should share one aspect ratio, normally 1:1 at 1080 by 1080 pixels, so the cards align cleanly as the viewer swipes.

What file formats do Instagram ads accept?

Images should be JPG or PNG and videos MP4, MOV, or GIF. Image file size is capped at 30 MB and video at 4 GB. Use H.264 video with AAC audio for the cleanest re-encode through the ad system.

Instagram Ad Spec Reference

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Instagram ad placements each carry their own pixel dimensions, file-size caps, video-length ceilings, and copy limits, and Ads Manager will reject or truncate creative that misses them. This reference puts the full spec for every Instagram ad format in one place so your creative passes review the first time.

How it works

The tool maps each ad placement to its complete specification: recommended size and aspect ratio, maximum image and video file size, supported video length, and the primary-text and headline character limits. Select a placement and every field updates so you can hand a single sheet to your designer and copywriter.

Key shared limits across placements:

Primary text: ~125 characters before truncation
Headline: ~40 characters
Image file size: up to 30 MB; video up to 4 GB

Tips and notes

Design vertical for story and reels ads (9:16, 1080 by 1920) and reserve the top 14% and bottom 20% for UI so your logo and call to action stay clear of the profile chip and the buttons. Keep primary text under 125 characters so nothing is hidden behind a more link, and lead with the offer. For carousels, lock every card to the same aspect ratio so the set swipes cleanly.