Instagram has six main ad formats: Photo Ads, Video Ads, Carousel Ads, Stories Ads, Reels Ads, and Explore Ads. Each uses different image sizes and suits different goals. Feed images use 1:1 or 4:5, while Stories and Reels use full-screen 9:16. This article covers every format, the correct sizes, and how to choose the right one so your ads render cleanly and never get cropped.
Many people run IG ads only to see images cropped, text cut off, or blurry video. These issues usually come from using the wrong size for the format. Understanding which size each placement needs is just as important as the content itself.
This article covers every Instagram ad format, with the correct 2026 sizes, and tells you which goal each suits. To understand the full picture of running IG ads, read the main article what Instagram Ads are.
How Many Instagram Ad Formats Are There?
Instagram has six main ad formats: Photo Ads (single image), Video Ads (video in feed), Carousel Ads (2 to 10 swipeable cards), Stories Ads (full-screen in Stories), Reels Ads (short vertical video), and Explore Ads (shown in the discovery tab). Each uses different sizes and suits different goals.
Choosing a format isn’t just about preference; it should follow your campaign goal, whether that’s building awareness, explaining a product, or driving sales, because each format performs differently against different objectives.
Correct Image and Video Sizes
Just two or three sizes cover almost every placement: 1:1 (1080×1080) for feed, 4:5 (1080×1350) for portrait feed that takes more mobile screen space, and 9:16 (1080×1920) for Stories and Reels (Adspirer, 2026).
Images support JPG and PNG up to 30 MB, while video uses MP4 or MOV with the H.264 codec (AdManage, 2026). A key caution: every card in a Carousel must share the same aspect ratio, or the images will distort.
Safe Zones
For vertical formats like Stories and Reels, leave roughly the bottom 20 to 35 percent clear, because that’s where Instagram’s UI overlays sit. Text or buttons placed too close to the edge will get hidden.
How Do You Choose the Right Format for Your Goal?
Choose based on what you want people to do. To explain multiple products in one ad, Carousel tells a sequential story well. For urgent promotions, Stories Ads create a sense of needing to decide fast. And Reels is the number-one choice for 2026 thanks to broad reach and low cost.
Reels and Stories each have their own strengths. Read the deep dives in what Reels Ads are and what Stories Ads are. Costs also differ clearly by format; see how much Instagram ads cost.
Conclusion
Instagram has six main ad formats suited to different goals, and the sizes to remember are 1:1 and 4:5 for feed, and 9:16 for Stories and Reels. Choosing the right format and using the correct size helps your ads render well and perform better.
The key tip is not to force one creative into every placement, because each needs a different size and pacing. If you’d like advice on tailoring creative to each format, our team is happy to help.