Social Media Specs
Instagram Specs
Everything I need to brief an Instagram production, in one place. Instagram is the platform where the gap between what is accepted and what looks good is widest, so I have flagged where the technically valid option is still the wrong one.
| Placement | Aspect ratio | Recommended pixels | Notes |
|---|---|---|---|
| Portrait feed | 4:5 | 1080 x 1350 | Tallest feed crop, best screen share |
| Square feed | 1:1 | 1080 x 1080 | Safest for cross posting |
| Landscape feed | 1.91:1 | 1080 x 566 | Smallest footprint, use sparingly |
| Stories | 9:16 | 1080 x 1920 | Keep text inside safe area |
| Profile photo | 1:1 | 320 x 320 | Displayed as a circle |
| Carousel slide | 1:1 or 4:5 | 1080 x 1350 | All slides must share one ratio |
| Placement | Aspect ratio | Resolution | Length guidance |
|---|---|---|---|
| Reels | 9:16 | 1080 x 1920 | Up to 3 minutes for most accounts |
| Stories video | 9:16 | 1080 x 1920 | 15 seconds per card, auto split |
| Feed video | 4:5 or 1:1 | 1080 x 1350 | Published as a Reel by default |
| Item | Limit |
|---|---|
| Caption | 2,200 characters |
| Bio | 150 characters |
| Hashtags per post | 30 |
| Carousel slides | Up to 20 |
| Preferred video codec | H.264 with AAC audio, MP4 or MOV |
| Preferred frame rate | 30fps, 60fps accepted |
Notes
Reels length caps have moved several times and vary by account and region, so treat the maximum as a moving target and design for the first three seconds instead. Retention in the opening seconds is the variable that predicts distribution, and no length setting compensates for a slow open.
Cover images and thumbnails are undervalued. A Reel is displayed as a 9:16 card in your feed grid but cropped toward the centre on the profile grid, so any cover text should sit in the middle third or you will publish a grid of half cut words.
Vertical video uploaded to feed is treated as a Reel on most accounts, which means it is eligible for the same recommendation surfaces. That is usually what you want. If you specifically need a static grid aesthetic, upload stills rather than fighting the video pipeline.
Instagram ships product changes constantly and documents them slowly. Before a large shoot, confirm current limits in the Instagram Help Center rather than relying on any third party table, including this one.
Frequently asked questions
Does posting a Reel hurt my grid?
Not in reach terms. Reels get more distribution than static posts on most accounts. The tradeoff is visual: Reel covers are cropped on the profile grid, so plan covers rather than accepting the auto frame.
How many hashtags should I use?
Instagram allows 30 but relevance beats volume. I use three to five that genuinely describe the content. Hashtag stuffing has not been a meaningful reach lever for years.
What resolution should I export at?
1080 pixels on the short edge. Higher resolutions are downsampled by Instagram, and you generally get a better result controlling the downsample in your own editor.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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More Social Media Specs
Social Media Image Sizes
Current image dimensions and aspect ratios for Instagram, Facebook, LinkedIn, X, TikTok, YouTube and Pinterest, in one scannable table.
Social Media Character Limits
Character limits for posts, bios, captions and headlines across Instagram, LinkedIn, X, TikTok, Facebook and YouTube.
LinkedIn Specs
LinkedIn image dimensions, video specs, character limits for posts, headlines and articles, plus document post requirements.
TikTok Specs
TikTok video dimensions, aspect ratio, length limits, caption and bio character counts, and safe zone guidance for creators.
YouTube Specs
YouTube video resolutions, thumbnail and banner sizes, title and description limits, and Shorts requirements in one table.
X (Twitter) Specs
X post character limits, image and video dimensions, header and profile sizes, and card requirements for marketers.