Latest Instagram Ad Sizes for High-Perfoming Ads

Latest Instagram Ad Sizes for High-Perfoming Ads

Instagram is predicted to reach 1.44 billion monthly active users by 2025, making it one of the most powerful digital marketing platforms. With such a vast audience, creating the perfect Instagram ad has never been more crucial. Step one when designing or editing your nex ad is ensuring you are up to date with the latest instagram sizes. 

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30 Second Summary
  • Instagram ads are advertisements found on the platform, with various formats like photo, video, and carousel ads.
  • Instagram offers different ad sizes and aspect ratios for each format, such as Newsfeed ads, feed video ads, carousel image ads, Stories carousel ads, and Story ads.
  • Foreplay provides a swipe file builder and the ability to save ads from platforms like Facebook and TikTok for inspiration and reference.
  • By using Foreplay, users can create high-converting ads at scale while staying up-to-date with the latest ad specifications.

But unlike the ageless Paul Rudd (seriously, that guy doesn’t age), change is inevitable, especially in today’s digital landscape. And Instagram’s ad size guidelines are no different, which can be challenging for most of us to keep track of.

That’s where Foreplay can help. In this article, we’ll delve into the different ad formats available, the latest ad size guidelines, and the best practices for creating effective Instagram ads. Let’s get started.

infographic of instagram size this year
Instagram size 2023 infographic

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What are Instagram ads?

To put it simply, Instagram ads are advertisements found on the social media platform. Businesses opt for photo, video or carousel ads to pop up on users’ feeds, Stories, and explore pages, using the same style as non-promotional content from other user accounts.

As Instagram is a visual platform, it’s often seen as an advertising jackpot of possibilities. Because of this, it’s not surprising that Instagram is the top choice for online shopping searches, with 15% of U.S. shoppers using it as a jumping-off point.

While Instagram ads boast a similar appearance to regular posts, they always feature a “Sponsored” label to differentiate them. Additionally, they have more functions than regular posts, such as links, call-to-action buttons, and product tags. It’s one of the benefits of Instagram ads for small businesses

Instagram ad sizes & aspect ratios

Instagram offers a variety of ad types, which can be easily incorporated into your content production. So to make things easier, let’s break down the most effective Instagram ad sizes for each format.

Want to find inspiration for every type of Instagram ad format? Foreplay is a platform that saves and allows users to easily organize and discover great Instagram ads across all formats.

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1) Instagram Newsfeed Ad

When it comes to advertising, Instagram stands head and shoulders above the rest. 

Thanks to the size of a single Newsfeed ad, which takes up the majority of a user’s screen, Instagram offers a level of attention not found on other platforms.

And since Instagram's interface only allows for one post to be viewed at a time, using a single, eye-catching ad image encourages users to visit your company’s page, making it a perfect tool for your creative strategy

Instagram offers three distinct formats for Newsfeed ads: vertical, square, and landscape. To ensure your ad reaches its fullest potential, stick to each format’s unique guidelines:

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Instagram Newsfeed Aspect Ratios

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  • Recommended dimensions: 1080 x 1350 px
  • Recommended aspect ratio: 4:5


  • Recommended dimensions: 1080 x 1080 px
  • Recommended aspect ratio: 1:1


  • Recommended dimensions: 1080 x 566 px
  • Recommended aspect ratio: 1.9:1

All ad image files should be 30MB max and either JPG or PNG. We also recommend an ad text limit of 125 words (remember your goal is to keep your audience engaged).

To ensure your images make the most impact, consider uploading posts that are 1080 pixels wide. If you upload an image that doesn't fall within the guidelines, Instagram will have to resize it, meaning you’ll lose some of your aesthetic.

2) Instagram feed video ad

One of the great things about advertising on Instagram is that you're not limited to image-based ads. And if you want to grab attention (and who doesn’t), utilizing video ads provides an outlet for your creativity and ensures you stand out from the crowd.

With Instagram feed video ads, you can demonstrate how your products work (tutorials), highlight unique features and tell your brand story in a captivating and experimental way.

Additionally, you can display video ads on either Instagram Stories or its main feed. What's effective with these posts is that they use motion to grab users' attention, even when the sound is off, thanks to the auto-play feature.

screenshot of instagram feed video ad
Instagram feed video ad example

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With research showing that in-feed videos get 18% more comments than photo posts, video ads are a marketer's dream. And just like Newsfeed ads, you can create landscape, square, or vertical videos for your ads.


  • Landscape recommended dimensions: 1080 x 608 px 
  • Square recommended dimensions: 1080 x 1080 px 
  • Portrait recommended dimensions: 1080 x 1350 px 
  • Aspect ratio: landscape (1.91:1), square (1:1), portrait (4:5)

Even though Instagram has increased its video length to 60 minutes, we recommend a duration length of up to 120 seconds with no more than two lines of text. Additionally, your maximum video file size should be 30MB incorporating mp4 or .mov video formats.

3) Instagram Carousel image ads

Instagram Carousel images are one of the more engaging advertising formats available. Rather than a single image, carousel image ads let you display multiple scrollable images. Because of this, it’s the best return for your ad investment.

With the carousel format, you can showcase up to 10 images within a single ad and assign each one its own link. It’s an ideal opportunity to highlight more of your brand, increasing the chances of having your voice heard. 

graphic displaying the instagram carousel options
Instagram carousel ads

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As we’re all guilty of scrolling through Instagram content at lightning-fast speeds (here at Foreplay, we’ve become experts), keeping users engaged with multiple pieces of content at once is a light-bulb idea!


  • Landscape recommended dimensions: 1080 x 566px 
  • Square recommended dimensions: 1080 x 1080 px 
  • Portrait recommended dimensions: 1080 x 1350 px 
  • Aspect ratio: landscape (1.91:1), square (1:1), portrait (4:5)

Instagram allows 2-10 images per ad, with a max image size of 30 MB per image. If you’re still on the fence about Carousel image ads, research shows they boast an average engagement rate per post of 1.92%, compared to 1.74% for images and 1.45% for videos.

4) Instagram Stories Carousel ads

Instagram Stories Carousel ads can be used in both Instagram’s feed and Stories and can include a swipe-up link to drive traffic to your website. And just like Instagram Carousel image ads, users have the option to swipe through video content. 

Marketers can include up to ten videos in a single Instagram ad, allowing you to craft a story that spans multiple videos and unleash your inner James Cameron (just remember not to overwhelm your audience).

instagram stories graphic
Instagram story - carousel ads

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There are two types of carousel video ads available on Instagram Stories. Native Stories Carousel features up to three full-screen videos, whereas Expandable Stories Carousel automatically displays up to three videos but gives users the option to tap "Keep Watching" to see the remaining videos (ten videos in total).


  • Recommended dimensions: 1080 x 1080 px
  • Aspect ratio: 1:1
  • All formats: MP4

As with Carousel image ads, its video counterpart provides 2-10 videos per ad. Its maximum video length is 60 seconds, with a max video size of 4 GB.

5) Instagram Story ads

Instagram Story ads boast a fullscreen mobile experience that has the potential to capture your audience's undivided attention (think of it like Rhianna at the Super Bowl). 

For video ads on Stories, you have 15 seconds to display your message and five seconds for single images. Research shows audiences respond well to links attached to Instagram Story ads, with 15% to 25% of people swiping up to visit a site.

Instagram Stories image ads provide a wide range of features that make single-image ads an excellent option for your marketing campaign. By using GIFs, stickers, and markers, you can easily guide users to click or swipe for more information.

Screenshot of a instagram story ads
Instagram story video ads

Instagram Stories video ads offer all the advantages of Instagram Stories image ads but with the added appeal of video content to capture viewer attention. 

These full-screen, vertical ads appear between the Instagram stories of users and can be up to 120 seconds long, with a call-to-action button that encourages viewers to engage with the content.

Additionally, 70% of Instagram stories are viewed with the sound on, so advertisers can craft an immersive ad experience. It’s why at Foreplay, we created the tool AdTrax, allowing users access to purpose-built royalty-free music for their ads.


Instagram Stories image ads

  • Recommended dimensions: 1080 x 1080 px
  • Aspect ratio: 9:16
  • All formats: JPG or PNG
  • Max image size: 30MB

Instagram Stories video ads

  • Recommended dimensions: 1080 x 1080 px
  • Aspect ratio: 9:16
  • All formats: MP4 or MOV
  • Max image size: 4MB

A Final Thing about Facebook Ad Policies

If you’re wondering how Facebook's ads library intertwines with Instagram, it’s worth noting that Mark Zuckerberg’s brainchild purchased Instagram for $1 billion in 2012. As a result, both platforms fall under the same umbrella and must follow the same rules.

Let’s take a closer look at why it’s important to understand Facebook’s ad policies when uploading your content:

  • Optimal viewing experience

You don't need to worry if your photo is larger than the recommended size, as Instagram will automatically reduce it when you post. However, it's best to avoid posting smaller images, as the image quality may be compromised when viewed on most devices.

  • Avoid formatting issues

Uploading images directly from your device can result in reduced image quality. One major cause is the failure to comply with Instagram's maximum resolution guidelines, which are currently set at 1080 pixels. Instagram will resize any image that exceeds this limit, potentially affecting its quality.

  • Adhere to platform guidelines

By adhering to specific guidelines for ad size and format on Instagram, you demonstrate professionalism, credibility, and alignment with industry standards. Following these guidelines helps guarantee that your ads are approved and can effectively reach your intended audience.

Initially, ads were only available to specific businesses, but in 2015, they became accessible to anyone. With its vast user data, marketers can fine-tune their ad campaigns by selecting target demographics, such as age, location, and engagement history.

Wrapping up

Staying on top of the latest trends in the ever-changing world of social media is crucial. However, it's even more vital to be aware of the current ad specifications, otherwise, your content risks falling behind and disappearing.

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Whatever the future holds for online ads, it’s clear Instagram will play a pivotal role. And that’s where Foreplay comes into play. With our swipe file builder, you can create mood boards and save ads from Facebook and TikTok with a single click.

Sign-up to Foreplay today for free and produce high-converting ads at scale without compromising quality.

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Zachary Murray

Founder of