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

• Maximum number of characters: 2,200

• Maximum number of mentions (@username): 50

• Maximum number of hashtags (#example): 30

Photo

• 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: from 4:5 to 1.91:1 (0.8 to 1.91)

Reels

• Allowed extensions: mp4, mov

• Maximum number of files: 1

• Maximum file size: 1 GB

• Minimum duration and maximum duration: 3 seconds to 15 minutes

• Maximum dimensions: 1920px x 19,200px

• Aspect ratio: from 1:10 to 10:1 (0.1 to 10)
  We recommend 9:16 (0.56) to avoid cropping or blank spaces.

• Frame rate (frames per second): from 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: 128kbps

• Thumbnail:
  You can customize the video thumbnail in Publisher.

  • Allowed extensions: jpeg

  • Maximum file size: 8 MB

Story (Auto-publishing)

• 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: from 1:10 to 10:1 (0.1 to 10)
  We recommend 9:16 to avoid cropping or blank spaces.

• Photo:

  • Allowed extensions: jpg, jpeg

  • Maximum file size: 8 MB

• Video:

  • Allowed extensions: mp4, mov

  • Maximum file size: 100 MB

  • Minimum and maximum duration: 3 to 60 seconds

  • Frame rate (frames per second): from 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)

Manual publishing requires the Emplifi Mobile and Instagram apps.

• 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 files size: 100 MB

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.

Carousel

• File count: 2 to 10

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

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

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.