Instagram Specs

Advertising Objectives

Reach + CTAEngagement + CTATraffic + CTA
Single Image Post
Video Post


  • English

Text in Images and Video Thumbnails

  • Images and video thumbnails that consist of more than 20% text may experience reduced delivery

  • Some images may qualify for an exception, e.g. book covers and product images

  • To determine how much text is in the image please use the tool provided by Facebook


  • 50 words max.

  • 27 hashtags max. (search keywords with a prefixed number sign #)

  • Without URLs, they will not be clickable in the caption text

  • Two rows of text will be displayed


Each Instagram Post requires

  • a destination URL for the CTA button

  • your Instagram username and corresponding URL

 Single Image

  • JPEG or PNG

  • Width must be at least 1’080 pixel

  • Square, landscape, or portrait format

  • Landscape and portrait formats will automatically be cropped to square format in the preview


  • Highest resolution available, that meets file size and ratio limits

  • Without letter or pillar boxing (no black bars)

  • MP4 or MOV recommended, other file formats are also supported 

  • GIF is not supported. Please convert to a video file format (with a minimum length of 3 seconds).

  • File size: 4 GB max.

  • Length: 3 to 60 seconds

  • Minimum width: 500 pixel

  • Aspect ratio: 4:5 to 1.91:1

  • Captions: recommended

Delivery of Data

Please send your data in full, at least 14 days before the planned publication of your campaign (via file-hosting service, download link, email, etc.).

The non-delivery of required data may prevent the publication of your campaign. Should this be the case, no claim for a refund or a waiver of costs may be made. As soon as we have received your data, publication will follow within a reasonable period.


All copyright issues regarding images and texts must be clarified. Publication of any materials may not infringe upon any third-party rights.