As mobile-gaming advertisers compete intensely for attention on a platform with over 1.74 billion potential ad viewers, one incorrectly sized image or video can result in your ad being auto-cropped, blurred, or even rejected, wasting budget and missing out on installs.
In a feed flooded with slick Reels, Stories, and in-app shopping ads, every pixel matters: ads that don’t match Instagram’s exact "Instagram ad size" specs risk lower viewability, reduced click-through rates, and higher Cost Per Install (CPIs). Even misaligned pixels can dilute your brand’s first impression and cost you real dollars on each install.
This blog will guide you through the precise "Instagram ad size" dimensions for every placement, from square in-feed posts to full-screen Stories and vertical Reels. This will ensure that your creative displays crisply, passes Instagram’s review the first time, and delivers peak performance.
Top Instagram Ad Formats & Specs You Need in 2025
It's important to match your creative strategy with the right ad formats at each funnel stage to improve your CPM, CTR, and CVR on Instagram. Start at the top by using immersive, full-screen placements like Reels and Stories to expand your reach and build brand awareness. These formats are ideal for grabbing attention and introducing your brand to new audiences.
As users move down the funnel, keep your messaging consistent with in-feed image and video ads, which perform well across different devices. For retargeting, use Carousel, Collection, and Shopping formats to drive app installs and boost in-app purchases. Explore ads and optimized feed specs can further increase your CTR and reduce CPIs, especially when targeting lookalike audiences.
1. Feed Ads
Instagram feed ads remain a staple for user acquisition (UA) campaigns, offering high-visibility placements in the main scroll. Getting your Instagram ad size right prevents automatic cropping and preserves the integrity of your game’s visuals.
Design Specs
Image: Square 1:1 at 1080 × 1080 px or portrait 4:5 at 1080 × 1350 px. Use these Instagram ad size ratios to maximize screen real estate in users’ feeds.
Video: recommended portrait 4:5 at 1080 × 1350 px (supports from widescreen 1.91:1 to vertical 9:16)
Technical Specs
Images: JPG/PNG up to 30 MB
Videos: MP4/MOV (GIF for very short animations), up to 4 GB, duration from 1 s to 60 min.
Copy Limits
Primary text: up to 125 chars
Headline: up to 40 chars
Hashtags: up to 30
Keeping text concise around core gameplay hooks helps drive higher click-to-install rates.
2. Stories Ads
Full-screen vertical ads in Stories deliver immersive UA hooks, but only if your creative meets Instagram’s ad size guidelines.
Design Specs
Aspect ratio: full-screen 9:16 at 1080 × 1920 px
Safe zones: leave ~14% (≈250 px) at top and ~20% (≈340 px) at bottom clear of user-interface (UI) or text to avoid Call to Action (CTA) overlap
Technical Specs
Images: JPG/PNG ≤ 30 MB
Videos: MP4/MOV, up to 4 GB, 1s–60 min
Copy Limits
Primary text: ≤ 125 chars
Stories don’t support a separate headline field, so lead with your strongest UA message.
3. Reel Ads
Reels ads blend seamlessly into organic content; short, native-style videos drive the best UA outcomes.
Design Specs
Aspect ratio: vertical 9:16 at 1080 × 1920 px (minimum 1080 × 1080 px)
Technical Specs
Videos only: MP4/MOV ≤ 4 GB; duration up to 15 min, but prioritize 15–60 s hooks for maximum engagement
Copy Limits
Primary text: ≤ 72 chars
Short, native-style cuts (15s) often outperform longer edits. A/B test 15s vs 30s loops to discover your best UA creative.
4. Explore Ads
Ads in Explore reach highly engaged players who are hunting for new content. If your media respects Instagram’s ad size mandates, it won’t be blurred or letter-boxed.
Design Specs
Image: 1:1 at 1080 × 1080 px or vertical 9:16 at 1080 × 1920 px
Video: square 1:1 at 1080 × 1080 px
Technical Specs & Copy
Images: JPG/PNG ≤ 30 MB
Videos: MP4/MOV/GIF ≤ 4 GB, 1s–60 min
Primary text: ≤ 125 chars
Explore placements that reach users actively discovering new game content, and use eye-catching visuals sized precisely to these Instagram ad size specs.
5. Carousel Ads
Sequential cards let you unfold a mini-story or tutorial, perfect for mobile-game UA funnels, when each card’s Instagram ad size is exactly 1:1 (1080 × 1080 px).
Design Specs
Format: 2–10 cards; each 1:1 at 1080 × 1080 px
Technical Specs
Images: JPG/PNG ≤ 30 MB/card
Videos: MP4/MOV ≤ 4 GB/card; up to 2 min/card
Copy Limits & UA Note
Primary text: ≤ 125 chars; Hashtags: ≤ 30
Landing URL required per ad set
Use sequential carousel cards for storytelling funnels, tease gameplay, show features, then drive to install.
6. Collection & Shopping Ads
Though e-commerce-focused, Collection ads can showcase in-app purchases or game merch, using familiar “Instagram ad size” dimensions to engage fans.
Design Specs
Cover: 1:1 at 1080 × 1080 px; Product images: 1:1; Collection page thumbnails: 1.91:1–4:5
Technical Specs
Video covers: MP4/MOV/GIF ≤ 4 GB, 1 s–60 min
Images: JPG/PNG ≤ 30 MB
Copy Limits
Headline: ≤ 40 chars; Primary text: ≤ 125 chars; URL required
Feature limited-edition skins or bundles on the cover, then let players scroll through item cards. Proper Instagram ad size adherence keeps each asset crisp, driving higher “Learn More” clicks.
By aligning your creative to these exact Instagram ad size specifications, your mobile gaming UA campaigns will run smoothly, load quickly on all devices, and maximize conversions. Keep your key install message front and center, test short vs. longer cuts in Reels/Stories, and use carousel sequences to guide potential players through your value proposition.
Incorporating AI-driven creative agents can further enhance performance by automatically tagging creative elements, such as backgrounds, calls to action, and emotional cues, that resonate most with your audience. This allows for more effective optimization across various ad formats.
Also Read: A Simple Guide to Creating Awesome Playable Ads: Level Up Your Marketing
Best Practices & Optimization Strategies
To consistently elevate campaign performance on Instagram, it’s crucial to follow these proven optimization strategies:
Systematic A/B Testing: Rotate static vs. video, square vs. vertical, single vs. carousel, always using the correct Instagram ad size, and double down on dimensions that move the needle on CPM, CTR, and CVR.
Safe-Zone Compliance: Preview every asset on a mobile device or emulator to ensure no crucial visuals fall into Instagram’s UI overlays.
Accessibility:
Alt Text: Add descriptive alt text to all images so screen-reader users understand your creative.
Captions: Embed video subtitles or captions for sound-off viewers; Instagram defaults to mute in-feed.
4.Concise Copy: Keep primary text under 125 chars and headlines under 40 chars; focus on a single, substantial gameplay benefit per ad.
Creative Automation to Scale “Instagram Ad Size” Variants
Implement tools like Creatopy and QuickFrame to generate high-volume asset variations and scale without manual resizing:
Creatopy: Use its template system to push one master design into all key Instagram ad size formats (1:1, 4:5, 1.9:1, 9:16) in bulk, no manual resizing.
QuickFrame: Batch-produce video cuts matched to each placement’s spec (Feed, Stories, Reels) via API, so your UA team can run multivariate tests in hours instead of days
By unifying format selection, exact Instagram ad size adherence, and automation, your UA campaigns will deliver crisp, UI-safe creative that maximizes reach and drives installs across every funnel stage.
Also Read: Emerging Trends in Creative Strategy: What’s Shaping the Future of Advertising?
Conclusion
By aligning creative production with Instagram’s 2025 specifications, from precise aspect ratios to safe-zone guidelines, you can eliminate ad rejections, maintain workflow efficiency, and ensure each asset drives maximum performance. Remember to keep images under 30 MB, videos under 4 GB, and primary text concise.
Prioritize short, vertical videos in Stories and Reels for best engagement, and leverage Carousel and Collection formats for deeper funnel storytelling.
Finally, implement rigorous A/B tests across formats and placements to continually refine your UA campaigns and lower CPAs. Regularly revisit these specs; Instagram updates happen frequently, and staying current is the surest path to sustained ad success.
Start optimizing your campaigns today with a 14-day free trial of Segwise.
FAQs
1. What are the ideal dimensions for Instagram feed ads?
Instagram feed images work best at 1080×1080 px (1:1) or 1080×1350 px (4:5), and videos should use portrait 4:5 (1080×1350 px) to avoid cropping and maximize screen real estate.
2. How should I size Stories and Reels to ensure full-screen coverage?
Use a 9:16 aspect ratio at 1080×1920 px for both Stories and Reels; leave the top 14% and bottom 20% clear of text/UI in Stories, and keep Reels between 15 s and 60 s for best engagement.
3. What formats and specs apply to Carousel ads?
Each card in a Carousel must be 1080×1080 px (1:1), support JPG/PNG up to 30 MB or MP4/MOV up to 4 GB (max 2 min), and include concise copy (≤ 125 chars).
4. Can I use Explore placements for gaming ads, and at what size?
Yes, Explore ads should be 1080×1080 px for images (1:1) or 1080×1920 px (9:16) to avoid blurring or letterboxing when users are discovering new content.
5. How do Collection and Shopping ads differ in sizing?
To showcase in-app purchases or merch effectively, use a 1:1 cover image at 1080×1080 px and 1:1 product thumbnails; collection page thumbnails can range from 1.91:1 to 4:5.
