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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.

Text

Text properties

Guidelines

More information

Post character limit

2,200

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Maximum number of mentions (@username)

50

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Maximum number of hashtags (#example)

30

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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

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Aspect ratio

4:5 to 1.91:1 (0.8 to 1.91)

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Reels

Reel properties

Guidelines

More information

Allowed extensions

mp4, mov

-

Maximum number of files

1

-

Maximum files size

1 GB

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Minimum and maximum duration

3 seconds to 15 minutes

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Maximum dimensions

1920px x 19,200px

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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

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Video codec

HEVC or H264, progressive scan, closed GOP, 4:2:0 chroma subsampling

-

Maximum video bitrate

25 Mbps

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Audio codec

AAC, 48khz sample rate maximum, 1 or 2 channels (mono or stereo)

-

Maximum audio bitrate

128 Kbps

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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

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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 properties

Guidelines

More information

File count

2 to 10

-

Photo

The same capabilities as described in Photo for the Instagram platform.

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Video

The same capabilities as described in Video for the Instagram platform.

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Additional publishing options

  • Mention any IG profile by using: "@" (there is no autocomplete)

  • User Tags

  • Carousels

  • Label

  • Scheduling

  • Uploading cloud-shared assets directly from cloud storage applications

To learn more, see Content Options in Publisher.

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