Instagram formats 2025: All current image and video formats at a glance
You should use these Instagram formats for Instagram Stories, Reels & Co.
- Instagram profile picture dimensions and Instagram highlight cover
- Instagram story format
- Instagram post format
- Instagram video format
- Instagram Reels format
- Instagram Live format
- Instagram and Facebook ads
Instagram has continually evolved and gained new features. It is no longer a platform where you just upload photos, edit them or interact with others or follow the lives of others. Meanwhile, some Instagram formats and placement options have come – you can record Instagram stories, create reels and set up shopping products. This offers you a lot to extend your time in the app.
New in 2025: In addition to the classic formats, Instagram now also offers broadcast channels for creators and businesses. With these, followers can get behind-the-scenes insights and participate in surveys or discussions in an exclusive channel. The “Collabs” feature, which allows two accounts to publish a post together, has also been expanded and is now available in more countries.
Instagram profile picture dimensions and Instagram highlight cover
So that you do not lose track of the different Instagram formats, we will now introduce you to the current image and video dimensions, explain to you which minimum sizes and size limits exist and what else you need to consider.
What is an Instagram profile picture?
The Instagram profile picture is a small photo of you, which is displayed to the other Instagram users when they are on your Instagram profile or see contributions from you. The profile picture thus shows the users who is behind the account and creates a certain closeness to you.
What is an Instagram highlight cover?
Instagram stories can be saved as Instagram highlight so that your own followers still have access to the recorded stories after 24 hours. With this feature, you can save your stories thematically, giving your followers added value.
These Instagram highlights are displayed in your profile feed above your post feed in small circles. These circles are also referred to as Instagram highlight cover.
The framed circles represent the OMR story highlights on our Instagram profile.
How big can the Instagram profile picture be?
Now you know what the Instagram profile picture and the Instagram highlight cover are. But how big can these two Instagram formats be?
The ideal format has a 1:1 aspect ratio and a recommended resolution of 1080 x 1080 pixels (px). Even though the format of the Instagram profile picture and the highlight cover are square, they are cropped and displayed round by Instagram.
Instagram story format
Instagram Stories are one of the most popular formats on Instagram. You can post short video clips that are visible for up to 24 hours. If you want the Story to remain available longer, you can save it as a highlight.
When creating a Story, you have a variety of creative tools at your disposal, such as text, stickers, GIFs, music, poll stickers, and much more.
- Length: up to 60 seconds
- Aspect ratio: 9:16
- Format: 1080 x 1920 pixels
Update 2025: Instagram is currently testing Story extensions of up to 120 seconds in selected regions. The new tools also make it possible to use AI-based filters and automatically generated captions for Stories.
If you are not yet familiar with the Instagram story format, but would like to learn how to do it, you should definitely check out our article Instagram story creation for beginners.
Instagram post format
Whereas in the past only square posts could be uploaded to Instagram, you now have several formats available:
- Square: 1080 x 1080 pixels (px)
- Landscape: 1080 x 608 pixels (px)
- Portrait: 1080 x 1350 pixels (px)
Square posts are preferably displayed in the profile view. However, it is recommended to use portrait format, as these take up more space in the feed and therefore attract users' attention better.
What you should note with Instagram images in portrait and landscape format is that the most important elements are always placed in the center of the post. The top and bottom edges are not displayed in the profile overview. This ensures that your content is optimally visible.
Instagram post formats from left to right: Square, Landscape, and Portrait
New in 2025: In some test markets, so-called “Extend Posts” are currently being tested. These are vertical posts that occupy an even larger viewing window in the feed and can be displayed in 4K quality on selected devices.
Instagram video format
Although Reels and Stories are now the preferred video formats, the regular Instagram video format remains an alternative for longer clips. Here are the most important details:
- Square: 1080 x 1080 pixels
- Portrait: 1080 x 1350 pixels
- Landscape: 1080 x 608 pixels
- Length: 3 seconds to 60 minutes
- Maximum file size: 4 GB
Update 2025: With the new Instagram TV function (since “IGTV” has now been integrated into the main video feature), individual videos can once again be up to 2 hours long, provided certain criteria (e.g., a verified account) are met. A new chapter feature is also being tested, which allows longer videos to be divided into sections.
Instagram Reels format
Reels are short vertical video clips introduced in 2020 that strongly resemble TikTok. Reels can last from 15 to 90 seconds and offer numerous creative editing options:
- Fullscreen: 1080 x 1920 pixels
- Length: 15 to 90 seconds
- Size limit: 4 GB
New in 2025: The Collab Reels feature makes it possible to post reels simultaneously with up to three other accounts. Additionally, creators can now use Interactive Reels Stickers to add polls or Q&A sessions directly to their short videos.
If you want to learn more about creating Reels, check out this helpful Guide to Creating Reels.
Instagram Live format
The Instagram Live format allows you to communicate with your followers in real time. This format is particularly useful for influencers, businesses, or creators who want to address their target audience directly.
- Video size: 1080 x 1920 pixels
- Length: up to 240 minutes (4 hours)
- Maximum file size: 4 GB
Update 2025: Instagram Live sessions can now be conducted with up to 5 people simultaneously (previously 4). After the Live video has ended, an automatic subtitles feature is available, which can be generated in multiple languages.
Instagram and Facebook ads
Instagram and Facebook offer numerous ways to run ads and specifically reach your target audience. Both platforms belong to Meta, making it particularly easy for you to create ads for both networks at the same time via the Meta Ads Manager.
Using the Ads Manager, you can upload ad images or video ads tailored to your target audience and your offering. You can define campaign objectives, budget, duration, and target group in detail.
Tip: For beginners, it can be worthwhile to let Meta automatically determine the placements to achieve the best results.
Recommendation: The agency adcologne supports you in the development and implementation of successful performance marketing strategies with a national and international focus. adcologne develops an integrated, cross-channel marketing mix to achieve set goals and takes care of the conception and continuous optimization of campaigns.
Placement options for Instagram and Facebook ads:
- Feed Ads: These ads appear directly in the Instagram or Facebook feed, looking like regular posts. You can choose between image, video, or carousel ads. Feed ads are ideal for visually appealing content since they capture users’ full attention.
- Stories Ads: These appear in the Story format and run between other users’ stories. Since they occupy the entire screen, they are particularly eye-catching and effective in quickly and visually conveying your message. Story ads have a 9:16 aspect ratio and should use the full space.
- Reels Ads: Similar to TikTok, Reels ads can appear in the Reels tab and between other users’ reels. This format is especially suitable for creative, dynamic content that entertains and captivates viewers.
- In-Stream Ads: These short commercials run before, during, or after videos on Facebook and Instagram. They are particularly effective for conveying a message succinctly, as they do not lose the viewers’ attention as easily.
- Search Results Ads: These ads appear in the search results on Facebook and can specifically target users who are looking for certain content or products.
- Messenger Ads: These ads appear directly in the inbox of Facebook Messenger and offer a personal way to interact with potential customers.
- Placement in External Apps: Meta also allows you to place ads in apps and on websites that belong to the Meta Audience Network. This increases the reach of your campaigns and brings your ads to external platforms.
What formats are available?
- Image Ads: Simple yet effective, these ads consist of an image and a short description. They are ideal for straightforward messages and product photos.
- Video Ads: These ads use moving images to grab attention and tell more complex stories. The videos can be up to 60 minutes long, although shorter videos often prove more effective.
- Carousel Ads: This format lets you showcase multiple images or videos in a single ad, allowing users to swipe through them. Carousel ads are perfect for presenting several products or features in one post.
Tips for optimal use:
- A/B Testing: Test different ad formats, target groups, and placements to find out what works best. The Meta Ads Manager offers detailed analysis tools to help you monitor and optimize your ads’ performance.
- Use of Call-to-Action (CTA): Use strong CTA buttons like “Buy now,” “Learn more,” or “Sign up now” to get your audience to take direct action.
- Optimization for Mobile Devices: Since the majority of Instagram and Facebook users access the platforms via mobile devices, your ads should be optimized for mobile in terms of loading time and format.
New in 2025: Meta has further developed AI-supported targeting, allowing ads to be automatically adapted to various creative variants. A Dynamic Reels Ad will also be introduced, where the system automatically chooses the best reels format for your ad (e.g., length, sound, and effects).
Useful Tools for Creating and Planning Various Instagram Formats
You have now learned a lot about the different Instagram formats. To help you get started, here are a few social media tool suggestions. After all, with the right tools, it’s much easier to implement and track any social media strategy.
With these social media tools, you can easily design and create your Instagram formats. You can also schedule and automatically post your finished Instagram posts. Of course, you should not overlook analyzing your social media performance – with the following tools, you can track it in a clear and straightforward manner.
Some tool providers (e.g., Hootsuite and Later) have already integrated AI-based assistants that automatically make suggestions for posting times, hashtags, and even image themes. This can further simplify your content planning.
Tip: If you want to further educate yourself in this area, check out OMR Education. There, you’ll find numerous continuing education opportunities, including an Academy and a Deep Dive dedicated specifically to Instagram marketing.
Conclusion
Instagram and Facebook offer you a wide variety of formats and advertising options to precisely reach your target audience. From Stories and Reels to different feed formats, you can use creative content to achieve greater reach and engagement.
By strategically placing ads in various areas, you can further enhance your campaigns’ success. It is crucial to be aware of the technical requirements of the formats and to use them strategically.
With the right mix of organic content and ads, you can effectively increase brand awareness and successfully achieve your marketing goals.
FAQ on the New Functions on Instagram
What does “Post directly to the grid” mean?
This allows you to place posts directly in your profile grid without them appearing in your followers’ feed. That way, certain content is displayed exclusively on your profile.
What is it particularly useful for?
For instance, you can display a short “About me” note only on your profile or create a multi-part banner, without the individual images cluttering your followers’ feeds.
What changes with the highlight covers?
In the future, story highlights may also be placed directly in the grid. This will make them more visible and can shape the overall layout of your profile more prominently.
How can I revert format changes?
Officially, you cannot. However, for a post you can use the “Preview” or “Customize preview” function to add a single-colored background. This makes your image appear square again, but with black or white borders at the top and bottom.
What can I do if I don’t like the changes?
Many users are unsettled by constant changes. Since Instagram is continually evolving, you usually cannot permanently revert to an older layout. If you have issues or feedback, it’s worth checking the official announcements or waiting until all the new features have been rolled out. Adam Mosseri has already indicated that more changes could be on the way.
Recommended social media software
On our comparison platform OMR Reviews you can find more recommended social media software. We present over 100 solutions that are perfectly tailored to the needs of SMEs, start-ups and large corporations. Our platform supports you in all areas of social media management. Take the opportunity to compare different software and consult real user reviews to find the ideal solution for your requirements:
Lukas Marx completed his MBA in Digital and Media Management at the Hamburg Media School and now works as SEO Content Manager at OMR Reviews. He previously gained experience in digital marketing at NDR Media GmbH.
