Working in marketing can feel like you’re constantly playing catch up. With new trends and algorithms to keep up with, it can be hard to find consistent success with your strategies.
One area that’s always changing is social media. But between uploading a blog and composing a drip campaign to nurture new leads, getting started with your Instagram ad campaign can seem daunting.
However, Instagram ad campaigns are still a powerful way to reach your audience. According to Sprout Social, Instagram’s ad revenue will bring in nearly a quarter of Facebook’s total ad revenue by the end of 2019, and 30% of total ad revenue by the end of 2020.
However, before you can get started with your ads, we want to ensure you have professional-looking images and avoid pesky error messages like “image is too small.” With more than one billion monthly active users, you want to put your best foot forward.
Here, you’ll find Instagram ad specs and sizes to help you get started, plus examples of different types of ads.
Instagram Ad Sizes
Image ads: Feed — Minimum width - 500 pixels. Minimum aspect ratio - 400x500. Maximum aspect ratio - 191x100. Stories — Minimum width - 500 pixels. Maximum aspect ratio - 90x160.
Whether you’re using an image or video ad on Instagram Feed or Stories, a few guidelines apply at all times:
Avoid using URLs in captions since they aren’t clickable in Instagram.
Captions can be up to 2,200 characters.
Do not include text or logos on 14% of the top and bottom of your ads. If you do, these will be covered by other ad elements like the CTA or profile icon.
Below, we’ll cover more detailed specifications and examples on each type of ad.
Image ads consist of an image that promotes your business, brand, or product. These ads are an effective way to convert social media followers. According to Omnicore, 60% of people say they discover new products on Instagram, and 70% of shoppers turn to Instagram for product discovery.
Below are the detailed specs from Facebook Business (reminder that Facebook owns Instagram):
Images with more than 20% text may experience reduced delivery.
Minimum width: 500 pixels
Image aspect ratio
Maximum aspect ratio: 90 x 160
Aspect ratio tolerance: 0.01
Below is an example of an image ad for Grubhub. Note how the “Order Now” text on their ad is not blocked by the CTA, because they made sure it was not in the bottom 14% of the image. In addition, the text on the Pick Up Stix logo on the top is pushed further down so it isn’t in the top 14% of the image. This is what an image ad will look like on the Instagram Feed.
Carousel ads are the ads that display multiple images. Instagram users can swipe to see a series of images in these ads, both in the feed and in Stories. These ads give you more space to creatively tell a story to promote your business or product.
In Stories, there are two types of Carousel ads: native or expandable. Native stories display three cards. Expandable stories display one to three cards that give people the option to “keep watching” to see the rest of the cards (up to 10 total).
Below are the detailed specs from Facebook Business:
Below is an example of a video ad from Stitch Fix. Stitch Fix uses video footage of their products to showcase fun outfits, plus the benefits of their service. This ad also had better engagement than the image ad example. It had 2,761 likes compared to 32 likes from Grubhub’s image ad.
Instagram ads as a marketing strategy are here to stay. That’s why it’s important to understand the image sizes and requirements for your ad campaigns. Besides ad specs and sizes, Instagram also has other ad policies online.