Instagram carousel ads show 2 to 10 images or videos in one ad, and each card gets its own link. Meta's Ads Guide recommends 4:5 for image-only carousels in Instagram Feed and at least 1080 x 1080 pixels, but the moment you add a video card, Meta currently supports only 1:1.
Every spec and rule on this page comes from Meta's own Ads Guide and Business Help Center, read as of October 2026. The specs below are for carousel ads in Instagram Feed unless I say otherwise.
That video rule is the catch nobody mentions. Build a lovely set of 4:5 cards, swap one for a video, and the whole carousel has to be square. If you boost a post instead of using Ads Manager, Meta says video carousels can be 1:1 or 4:5. So the tool you use changes the shape you're allowed.
Instagram carousel ad specs
| Spec | Instagram Feed carousel |
|---|---|
| Number of cards | 2 to 10 |
| Ratio, images only | 4:5 |
| Ratio, with any video card | 1:1 (1:1 or 4:5 when you use Boost) |
| Resolution | At least 1080 x 1080 pixels |
| Image file type and size | JPG or PNG, up to 30 MB |
| Video file type and size | MP4, MOV or GIF, up to 4 GB |
| Video card length | 1 second to 2 minutes |
| Primary text | 125 characters |
| Hashtags | Up to 30 |
| Landing page URL | Required |
Note the video length. A single video ad in Instagram Feed can run for up to 60 minutes, but a video inside a Feed carousel stops at 2 minutes. If you're repurposing a long video, cut a short version for each card.
Where Instagram carousel ads can run
Meta's table of formats by objective shows carousels are allowed in most Instagram placements, with a few limits worth knowing before you plan the creative.
- Instagram Feed and Instagram profile feed: carousels are supported.
- Instagram Stories: carousels are supported.
- Instagram Reels: only carousel image ads are supported, so video cards won't run there.
- Instagram Explore home: carousels only support a 1:1 ratio.
- Instagram search results: carousels are supported, but this placement only appears if you choose placements yourself at the ad set level.
If you're running mostly video cards, plan on Feed and Stories. If Reels matters to you, an image carousel is the version that can deliver there.
The settings that change how your carousel looks
Meta can change the order people see without you touching the ad. On Instagram, carousel ads may have custom positioning applied automatically. Meta says this starts the carousel on the card a person is most likely to respond to, while the card order and creative stay the same. Your carousel ad may also be shown as a slideshow video when Meta thinks that format will perform better.
In Ads Manager you may also see these optimisation options:
- Automatically show the best performing cards first.
- Display carousel cards as a video.
- Add a card at the end with your Page profile picture.
- Add music.
- Add a map card showing your nearest stores.
If your carousel tells a story in order, a step-by-step process for example, switch off the option that reorders cards. Otherwise someone may start at step four.
Before you publish a carousel, it's worth seeing it on every placement, so read about previewing an Instagram ad.
How to make a carousel that earns its clicks
Meta's best practices are short and useful. Use images from the same shoot so the cards feel like one ad. Give each card its own link when you're showing different products, so a click on the blouse goes to blouses, not your homepage. Meta also suggests product images for people who've already visited your product pages, and lifestyle images for new prospects.
If you use a product set from a catalog, the products must be in stock, not rejected and not variants of the same product. If fewer than 2 items are available, Meta says the carousel turns into a single image ad or stops running. That's a quiet way for a campaign to change shape mid-flight, so keep the set broad.
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For the Facebook version of this format, the Facebook carousel ads guide covers Facebook Feed specs. If you want to put money behind an organic carousel you've already posted, start with how to boost a post on Instagram, which is where the 4:5 video option lives.
How to set up a carousel ad in Ads Manager
- Go to Meta Ads Manager and click + Create campaign, then choose the objective closest to your goal.
- Set your budget, schedule, audience and placements. To control where it runs, switch Advantage+ placements to Manual placements and tick the Instagram placements you want.
- In the Ad setup section, choose Carousel as the format. If you don't see it, click More options.
- Add 2 to 10 cards, each with its own image or video, headline, description and link.
- Open the preview for Instagram Feed and Stories, check every card, then publish.
Meta notes that the Ad setup screen is changing for some accounts, so the labels may look slightly different on yours.
Cards sit inside the same placements as other ads, so keep Instagram ad sizes by placement handy.
My verdict
Carousels suit a small business with more than one thing to show, because each card is a second chance to get the click. I'd build image-only carousels in 4:5 for Feed, keep them to the number of cards you've got something to say about, and only add video when the video is the point. Then let the first card do the selling, because that's the one most people see.
If you want the full set, start at the Instagram Help: 81 Guides to Followers, Hashtags, Money, Accounts and Fixes.
Frequently asked questions
How many cards can an Instagram carousel ad have?
Between 2 and 10 cards, each with its own image or video and its own link.
What size is an Instagram carousel ad?
At least 1080 x 1080 pixels. Use 4:5 for image-only carousels in Instagram Feed and 1:1 when any card is a video.
Can Instagram carousel ads include videos?
Yes. Video cards can be MP4, MOV or GIF, up to 4 GB and up to 2 minutes long, but a carousel with any video has to be square in Ads Manager.
Can carousel ads run on Instagram Reels?
Only carousel image ads are supported in the Instagram Reels placement, so video cards won't deliver there.
Why did my carousel start on a different card?
On Instagram, Meta may apply custom positioning, which starts the carousel on the card a person is most likely to respond to. The card order itself stays the same.
