Instagram Publishing

This page contains high-level specifications for scheduling and publishing Instagram posts through Publisher.

If your post does not meet the requirements to publish, Publisher informs you so you can correct the post.

The Instagram API allows only 50 posts within 24 hours. This period of time starts from when the first post is made through the API. Publisher keeps track of your publishing history and will warn you when the limit is reached.

Text

Text properties	Guidelines	More information
Post character limit	`2,200`	-
Maximum number of mentions (@username)	`50`	-
Maximum number of hashtags (#example)	`30`	-

Photo

Photo properties	Guidelines	More information
Allowed extensions	`jpg`, `jpeg`, `png`, `bmp`, `tif`, `tiff`	`gif` files are not supported.
Maximum number of files	`1`	-
Maximum file size	`8 MB`	-
Aspect ratio	`4:5 to 1.91:1 (0.8 to 1.91)`	-

Reels

Reel properties	Guidelines	More information
Allowed extensions	`mp4`, `mov`	-
Maximum number of files	`1`	-
Maximum files size	`1 GB`	-
Minimum and maximum duration	`3 seconds to 15 minutes`	-
Maximum width	`1920px`	-
Aspect ratio	`1:10 to 10:1 (0.1 to 10)`	We recommend `9:16 (0.56)` to avoid cropping or blank spaces.
FPS (frames per second)	`23 to 60 FPS`	-
Video codec	HEVC or H264, progressive scan, closed GOP, 4:2:0 chroma subsampling	-
Maximum video bitrate	`25 Mbps`	-
Audio codec	AAC, 48khz sample rate maximum, 1 or 2 channels (mono or stereo)	-
Maximum audio bitrate	`128 Kbps`	-
Thumbnail	Allowed extensions: `jpeg` Maximum file size: `8 MB`	You can customize the video thumbnail in Publisher.

Story (Auto-publishing)

This information is valid for when you schedule and publish a post through Publisher.

Story (automatic) properties	Guidelines	More information
Maximum number of files	`16`	Up to 16 files can be scheduled in a single story post in Publisher, and each file will become its own story at the time of publication.
Aspect ratio	`1:10 to 10:1 (0.1 to 10)`	We recommend 9:16 to avoid cropping or blank spaces.
Photos	Allowed extensions: `jpg`, `jpeg` Maximum file size: `8 MB`	-
Videos	Allowed extensions: `mp4`, `mov` Maximum file size: `100 MB` Minimum and maximum duration: `3 to 60 seconds` FPS (frames per second): `23 to 60 FPS` Video codec: HEVC or H264, progressive scan, closed GOP, 4:2:0 chroma subsampling Audio codec: AAC, 48khz sample rate maximum, 1 or 2 channels (mono or stereo) Maximum audio bitrate: `128kbps`	-

Story (Manual Publishing)

This information is valid for when you manually publish a story. Manual publishing requires the Emplifi Mobile and Instagram apps. Because manual publishing requires the responsible user to make the post through the Instagram app, it is possible that the assets you upload for the story experience might change at the time of publication.

Story (manual) properties	Guidelines	More information
Allowed extensions	`bmp`, `jpg`, `jpeg`, `png`, `tiff`, `mp4`, `mov`, `m4v`	-
Maximum number of files	`16`	Up to 16 files can be scheduled in a single story post in Publisher, and each file will become its own story at the time of publication.
Maximum file size	`100 MB`	-

Carousel

Carousel properties	Guidelines	More information
File count	`2 to 10`	-
Photo	The same capabilities as described in Photo for the Instagram platform.	-
Video	The same capabilities as described in Reels for the Instagram platform.	-

Additional publishing options

Tag/Mention any IG profile by using: "@" (there is no autocomplete)
Carousels
Label
Scheduling
Uploading cloud-shared assets directly from cloud storage applications

To learn more, see Content Options in Publisher.