The best Instagram ad size depends on the placement. For Instagram Feed image ads, Meta's Ads Guide recommends 4:5 at 1440 x 1800 pixels. For Stories and Reels, use 9:16 at 1440 x 2560 pixels. Carousels need at least 1080 x 1080 pixels, in 4:5 for images or 1:1 if any card is a video.
Every spec and rule on this page comes from Meta's own Ads Guide and Business Help Center, read as of October 2026. Meta updates these pages, so treat this as the October 2026 picture and check the Ads Guide before a big launch.
The detail that trips most people up isn't the pixels. It's the time limits and the text limits, which change a lot between placements. Meta recommends only 44 characters of primary text for a Reels ad, against 125 for a Feed ad. And a video inside an Instagram Feed carousel can run for 2 minutes at most, even though a single Feed video can run for 60 minutes.
Instagram ad sizes at a glance
| Placement and format | Ratio | Recommended size | Max file size | Length |
|---|---|---|---|---|
| Feed image | 4:5 | 1440 x 1800 | 30 MB | Not applicable |
| Feed video | 9:16 | 1080 x 1920 | 4 GB | 1 second to 60 minutes |
| Feed carousel | 4:5 (images only) or 1:1 (any video) | At least 1080 x 1080 | 30 MB image, 4 GB video | Video cards 1 second to 2 minutes |
| Stories video | 9:16 | 1440 x 2560 | 4 GB | 1 second to 60 minutes |
| Reels video | 9:16 | 1440 x 2560 | 4 GB | Up to 15 minutes |
| Explore home | 4:5 images, 9:16 videos | Shown as square tiles in the Explore grid | Not listed separately | Not listed separately |
Meta's minimum image size for Instagram Feed, Stories and Reels is 1080 x 1080 pixels, but that's a floor. Meta's own advice is to use the highest resolution you have.
Text limits by placement
Text limits are where Instagram ads differ most from what you'd guess. These are Meta's recommended text lengths from its Ads Guide.
| Placement | Primary text | Other text |
|---|---|---|
| Feed image | 125 characters | Headline 40 characters, up to 30 hashtags |
| Feed video | 125 characters | Up to 30 hashtags |
| Feed carousel | 125 characters | Up to 30 hashtags, landing page URL required |
| Stories video | 125 characters | Call-to-action sticker placed at the bottom |
| Reels video | 44 characters | Caption sits over the bottom of the video |
The Reels limit is the one to plan around. If you reuse a 125-character Feed caption on Reels, you're well past Meta's recommendation, so lead with the line that matters.
Which aspect ratios each Instagram placement accepts
Meta's aspect ratio table shows what each placement can take, and which ratio it recommends.
- Instagram Feed accepts 1.91:1, 16:9, 1:1, 4:5, 2:3 and 9:16. Meta recommends 4:5 for images and 9:16 for videos, although its best-practice page also says 1:1 is recommended for single-image ads in Instagram Feed.
- Instagram Stories accepts 1.91:1, 16:9, 1:1, 4:5 and 9:16, with 9:16 recommended for images and videos.
- Instagram Reels accepts 1.91:1, 16:9, 1:1, 4:5, 2:3 and 9:16, with 9:16 recommended.
- Instagram Explore home accepts 4:5 (recommended for images) and 9:16 (recommended for videos).
- Instagram search results accepts 1.91:1, 16:9, 1:1, 4:5 and 9:16, with 4:5 recommended for images and 9:16 for videos.
If you upload one size only, Ads Manager adjusts your media to fit more placements using padding, cropping or expansion. Meta's advice is to upload your own square, vertical, portrait and horizontal versions when you can, because that gives you the most control over how the ad looks.
If you're making a video, see Instagram video ad lengths and specs for the limits on each placement.
Video file rules that apply everywhere
- Use MP4, MOV or GIF. Meta supports many more formats, but those three work best.
- Keep files under 4 GB. That's the maximum for every video ad.
- Make the video at least 600 pixels wide. Meta says size is the most common reason videos don't render correctly.
- Match the length to the placement. Instagram Stories and Instagram Feed allow up to 60 minutes. Reels ads allow up to 15 minutes.
- Check the safe zone on 9:16 creative. Meta asks you to keep the top, bottom and sides clear of text and logos.
If you're planning organic carousels too, the Instagram carousel photo limit explains the non-ad rules, and the standard Facebook ad sizes page covers the same campaign on Facebook.
Stories quirks that change your edit
Stories ads have two timing rules that affect how you cut the video. Meta's Ads Guide says Stories play video ads under 16 seconds in full, but a video of 16 seconds or longer may be split into separate Stories cards, and Instagram shows one, two or three of them depending on the viewer. For some performance goals, people may see a Keep watching option to see the rest.
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Images in Stories show for 5 seconds by default, according to Meta's design requirements page. The same page lists the Stories minimum as 600 x 1067 pixels, with a 30 MB limit for photos and JPG or PNG files. If your story has a lot to say, I'd split it into short cards on purpose rather than let Meta decide where the cut falls.
Sizes tell you the canvas, but where text can sit is a separate question, so read about the Reels safe zone in pixels.
What I'd make for one campaign
If you only have time for two versions, make a 4:5 image or video at 1440 x 1800 for Feed and a 9:16 version at 1440 x 2560 for Stories and Reels. Keep your key words in the middle of the vertical one and write a Reels caption that works in 44 characters. That covers every Instagram placement without letting Meta crop your ad for you.
This guide is part of my Instagram Help: 81 Guides to Followers, Hashtags, Money, Accounts and Fixes.
Frequently asked questions
What size is an Instagram Feed ad?
Meta's Ads Guide recommends 4:5 at 1440 x 1800 pixels for Feed image ads, with a maximum file size of 30 MB.
What size are Instagram Story and Reels ads?
Both use 9:16, and Meta's Ads Guide recommends 1440 x 2560 pixels for Stories and Reels video ads.
How long can an Instagram ad video be?
Up to 60 minutes in Instagram Feed and Stories, and up to 15 minutes in Reels. Video cards in a Feed carousel can run for 2 minutes at most.
How much text can an Instagram ad have?
Meta recommends 125 characters of primary text for Feed and Stories ads, and just 44 characters for Reels ads.
What is the minimum image size for Instagram ads?
Meta lists 1080 x 1080 pixels as the minimum for Instagram Feed, Stories and Reels, and recommends using the highest resolution you have.
