Instagram Video Ad Specs & Placements Guide for 2023

While it started as a photo-only platform, Instagram has evolved into a video-focused network. These changes (and others) make it critical to keep track of the Instagram video ad specs and sizes

Though some things have changed with the platform, one thing has remained the same: people love Instagram. With over 2 billion active monthly users, the platform is a significant opportunity to reach current and potential customers for your business. 

Below, we’ll explore Instagram ad sizes so you can implement them within your marketing strategy: 

Benefits of Instagram Video Marketing

Instagram is an incredibly popular social media network, which means there are many benefits when it comes to marketing your business on the platform. Some of these benefits include: 

  • Engaging with your customers. Instagram provides several ways for your consumers to engage with your brand, including likes, comments, and shares to Instagram Stories. Plus, as more users search for an online community, this engagement becomes critical for growing the fans of your brand. 
  • Increasing your sales. With built-in sales tools, Instagram is an incredible platform for businesses eager to highlight their products and increase their sales. Plus, in some cases, customers don’t even have to leave the platform, streamlining the process for buyers and sellers alike. 
  • Reaching new audiences. With users of all ages, Instagram creates a powerful opportunity for businesses in countless industries. 

While these, of course, aren’t all the benefits of video marketing, they are some of the most important to helping businesses grow. With consistent Instagram video marketing on the platform, you’ll be able to expand your audience, engage with your customers, and increase your sales.

Instagram Video Ad Specs & Placements

Instagram marketing needs to be a pillar of your social media video marketing strategy. As the platform’s user demographic evolves, Instagram has become an optimal channel for advertisers to reach new, and increasingly diverse, audiences.

But with over 95 million photos and videos uploaded every single day, your team needs to create a stream of fresh, relevant video content strategy to keep pace in the digital footrace for dominance on the platform. In a sea of competitors vying for consumers’ dispersed attention, your brand needs to have a sustained presence across multiple Instagram touchpoints in order to make a mark. 

Here are the five main Instagram marketing ad placements your brand can leverage with high-quality video content.


Reels, Reels, Reels! This is one of the most critical Instagram video ad sizes to know, since this is the platform’s current focus after sunsetting the placement’s previous incarnation, IGTV.

Advertisers can (and should) focus on making their own and making them seem native to the platform. They can also consider branded content partnerships with current and upcoming Instagram personalities. 

Reels offer insights to creators, so you can see what’s working and what isn’t. If scrollers go to the Reels tab, they may stumble upon yours, too, since this page shows many Instagram accounts. Reels work best when they’re short and move quickly, but they can be up to 90 seconds long now. They can be created in the app or uploaded and should be shot in a vertical, full-screen format. 

Video Ad Specs

  • Aspect ratio: 9:16
  • Max resolution: None, upload the highest resolution video available
  • Min resolution: 500 x 888 pixels
  • Max file size: 4GB
  • Video length: Max 90 seconds
  • Frame rate: 30 fps
  • Recommended file type: .mp4 or .mov

Instagram Feed

Instagram Feed video ads are integrated directly into a user’s feed, appearing in between content as they scroll. Users can engage with the ad by liking, commenting, sharing, or clicking on a CTA.

Because users scroll quickly, be sure to include a captivating hook within the first couple of seconds of your video. Several styles of content work well for this ad placement type, including live-action. 

Video Ad Specs

  • Aspect ratio: 4:5 is recommended, but ratios from 1.91:1 to 9:16 are supported
  • Max resolution: None, upload the highest resolution video available
  • Min resolution: 1080 x 1080
  • Max file size: 250MB
  • Video length: 1 to 60 seconds long
  • Frame rate: 30 fps
  • Recommended file type: .mp4, .mov, or .gif are recommended, but additional types are supported

You can include supporting copy, and 125 characters max is recommended as only two rows of copy will appear below an Instagram Feed video ad. Make note: video captions and sound are optional, but recommended especially for videos with voiceover or dialogue. Use text overlay, like in the QuickFrame-created Rory ad below, to ensure all viewers get the same messaging whether or not they are scrolling with sound on.

Instagram Stories

Over 500 million daily users post Instagram Stories, which consist of either static cards or video content.

Instagram video ads in Stories are fullscreen vertical ads that appear between Stories. Most are 15 seconds or less, though Instagram can accommodate videos up to 60 seconds long. Videos longer than 10 seconds will appear on separate cards with a “Keep Watching” option. 

Stories can now be used to drive consumers directly to an Instagram shop by using such anticipation-building tips as stickers featuring countdowns to new product drops.

All Instagram Stories video ads are skippable, so be sure to employ a captivating hook in the first seconds of your ad. Several video styles work well here, including live-action and stop motion. You can employ several CTAs, which users can respond to by swiping up on your ad.

Video Ad Specs

  • Aspect ratio: 9:16 is recommended, but ratios from 16:9 to 4:5 are accepted
  • Max resolution: None, upload the highest resolution video available
  • Min resolution: 1080 x 1080
  • Max file size: 250MB
  • Video length: 1 to 60 seconds
  • Frame rate: 30 fps 
  • Recommended file type: .mp4, .mov, or .gif. Additional types are supported

Video captions and sound are optional, but highly recommended. Most users consume Instagram Stories with sound on, so think of ways your sonic elements can best capture and sustain a viewer’s attention to help increase completion rates. You can include supporting copy up to 125 characters. Text over this recommendation is allowed but may be truncated.

Instagram also suggests leaving 14% (250 pixels) at the top of your ad and 20% (340 pixels) at the bottom of your ad to avoid covering them with logos, profile photos, and other elements. 

This video from Freshpet shows how text with 9:16 creative and a focus on entertainment and storytelling can be used for both Instagram Stories and Instagram Reels.

Instagram Explore

The Explore page (reached by tapping the magnifying glass in the app menu) allows a user to discover content from creators that they do not yet follow. Instagram Explore video ad placements appear amongst the content Instagram specifically curates for a user based on their interests.

Video Ad Specs

  • Aspect ratio: 4:5 or 9:16 is recommended, but ratios from 1.91:1 to 9:16 are supported
  • Max resolution: None, upload the highest resolution video available
  • Min resolution: 1080 x 1080
  • Max file size: 250MB
  • Video length: 1 to 60 seconds long
  • Frame rate: 30 fps
  • Recommended file type: .mp4, .mov, or .gif. Additional types are supported

Make note: video captions and sound are optional, but recommended especially for videos with voiceover or dialogue. The primary text for the ad can be longer, but we suggest capping your text at 125 characters to avoid truncation. 

Creator Alliances

Meta is heavily investing in creators who can either earn bonuses by adding in-stream ads or take part in setting up shops and “drive excitement with exclusive product launches from the Instagram app” by linking their account with an IG merchandise partner. 

These ads are generally selected by Meta, but consider if your ads make sense for a specific creator or personality and suggest a partnership. 

With the demise of the third-party cookie, this kind of targeting will make sense now and in the future. Having an influencer tag a product on their video may be one of the most effective ways of reaching consumers out there. And if you’re creating your own ad, consider mimicking the style of user-generated content (UGC) to create a sense of warmth and connection — or forge an alliance with a personality to generate those spots yourself. 

The line between posts and ads is going to become an increasingly fine one, as Instagram tells potential advertisers they can “turn any of your posts into an ad instantly”.

Making Instagram Videos at Scale

Instagram is an incredible opportunity for brands of all sizes to connect with their audiences, but creating video content isn’t always easy. And with so many video types to choose from, selecting the perfect style can be a challenge. The traditional process often requires significant time and money, making it difficult for small and medium-sized businesses to create the content they need. 

But, we don’t think that should be the case. At QuickFrame by MNTN, we created an agile video production platform to help businesses of all sizes create custom video content. By matching your brand with top Creators and production teams, you can get your videos delivered fast, at scale, and backed by exclusive performance data.

Contact us today to get started! 

Instagram Ad Sizes: Final Thoughts

As Instagram (and social media in general) continues to advance, it’s critical to keep up with the changes. By familiarizing yourself with Instagram video ad specs and ad sizes, you can ensure your business is always sharing native advertising in your video marketing strategy.

Need help with other networks? Check out our complete Social Media Video Ad Specs & Placements Guide

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