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Specifications To Creating An Instagram Ad

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Instagram ads have become a popular, effective, and necessary way to reach your target audience. According to Sprout Social, by the end of this year, Instagram ad revenue is projected to be at 30% of the entire company’s ad revenue. With more and more brands actively advertising on Instagram, it is important to understand the different formats available so you can choose the correct one. Below are the different ads and formats you should follow for them to be the most effective.

Specifications for Instagram Single Image Ads 

  • File type: .jpg or .png
  • Maximum file size- 30MB
  • Image size: Instagram recommends you upload the highest-resolution image available that meets ratio requirements (i.e., horizontal, square, or vertical). No minimum resolution
  • Minimum image width- 500 pixels
  • Minimum aspect ratio- 400×500
  • Maximum aspect ratio- 191×100
  • Aspect ratio tolerance- 0.01
  • Two rows of text will be displayed

Specifications for Instagram Video Ads

  • Video formats- .mp4 or .mov – recommended, many more acceptable
  • Recommended resolution: Upload the highest-resolution video available that meets file size and ratio limits
  • Source ratio- 1.91:1 to 4:5 (horizontal 16:9, square 1:1, vertical 4:5)
  • Minimum video dimension- 500 pixels
  • Maximum video file size- 30MB
  • Video Captions- optional
  • Video Ratio- 400×500, max. 191×100
  • Video Duration- 1 to 120 seconds
  • Two rows of text will be displayed
  • Video thumbnail images that consist of more than 20% text may experience reduced delivery

Specifications for Instagram Carousel Ads

  • Number of cards: 2 (minimum) to 10 (maximum)
  • File type: jpg or png (image) or .mp4 or .mov (video – recommended, many more acceptable)
  • Maximum video file size: 4GB
  • Video Duration: 60 seconds maximum
  • Recommended image resolution- at least 1080 x 1080
  • Carousel Ratio: 1:1 
  • Two rows of text will be displayed
  • Headline- One row of text will display
  • Images that consist of more than 20% text may experience reduced delivery

Specifications for Instagram Stories Carousel Ads 

Carousel Storie Ads automatically show up to 3 cards out of the 10 cards in an ad. “Expand Story” is also an option for users to view all. 

  • Minimum number of cards- 2
  • Maximum number of cards- 3
  • Ratio- 9:16
  • Recommended resolution- 1080×1920
  • Maximum video duration- 15 seconds 

Expandable Stories Carousel ads show the first 3 cards automatically but gives users the option to “keep watching” to view the remaining cards. 

  • Maximum number of cards- 10
  • Ratio- same as the newsfeed
  • Images should contain less than 20% text
  • Maximum video duration- 60 seconds 

Specifications for Instagram Slideshow Ads

  • File type: jpg or png for images; wav, mp3, m4a, flac, and ogc for sound files
  • Minimum Image Width: 600 x 600 pixels, max. 1080 x 1080 – any images or videos you use that aren’t square will be cropped to meet that format
  • Text limit: Two rows of text will be displayed
  • Image Duration: up to 50 seconds / image

Specifications for Instagram Stories Image Ads

  • Use: jpg, png
  • Maximum file size: 30MB
  • Recommend image size: 1080 x 1920 pixels
  • Images that consist of more than 20% text may experience reduced delivery

Specifications for Instagram Stories Video Ads 

  • Use: mp4, mov
  • Maximum file size- 4 GB
  • Recommend image size- 1080 x 1920 pixels
  • Resolution- 720p
  • Source ration- 1.91:1 to 4:5 (horizontal 16:9, square 1:1, vertical 4:5)
  • Video length- 15 seconds