Mavericks Docs

Instagram Guidelines

Specifications and best practices for Instagram content

Instagram Content Specifications

Instagram offers several content formats, each with different requirements and best practices.

Image Posts

- Parameter Specification
  • Size
 1080 x 1080 pixels (square), 1080 x 1350 pixels (portrait), 1080 x 566 pixels (landscape)
  • Aspect Ratio
 1:1, 4:5, or 1.91:1
  • File Format
 JPG or PNG
  • Maximum File Size
 30 MB

Video Posts

- Parameter Specification
  • Resolution
 Same as image posts
  • Aspect Ratio
 1:1, 4:5, or 1.91:1
  • File Format
 MP4 or MOV
  • Codec
 Video: H.264; Audio: AAC
  • Maximum File Size
 4 GB
  • Video Length
 Up to 60 seconds
  • Audio Loudness
 Target -14 LUFS integrated with True Peak of -1 dBTP
  • Title Safe Area
 Keep critical elements within 80% of frame (e.g., 864 x 864 pixels for square)

Reels

- Parameter Specification
  • Size
 1080 x 1920 pixels
  • Aspect Ratio
 9:16
  • Video Length
 Up to 90 seconds
  • Codec
 Video: H.264; Audio: AAC
  • Audio Loudness
 Target -14 LUFS integrated with True Peak of -1 dBTP
  • Title Safe Area
 Leave 250 pixels (14%) at top and bottom free of text/logos

Stories

- Parameter Specification
  • Size
 1080 x 1920 pixels
  • Aspect Ratio
 9:16
  • Video Length
 Up to 60 seconds per segment
  • Codec
 Video: H.264; Audio: AAC
  • Audio Loudness
 Target -14 LUFS integrated with True Peak of -1 dBTP
  • Title Safe Area
 Leave 250 pixels (14%) at top and bottom free of text/logos

Text

  • Caption Limit: 2,200 characters

Technical Recommendations

For optimal quality on Instagram, use these technical settings:

  • Frame Rate: 30fps (consistent throughout)
  • Bitrate: 3-5 Mbps (higher for Reels at 5 Mbps)
  • Audio Sample Rate: 48 kHz (standard for professional audio)
  • Audio Bitrate: 128-256 kbps (AAC codec recommended)
  • Color Space: Rec. 709 (standard for HD content)
  • Audio Loudness: Instagram doesn't normalize audio, so aim for -14 LUFS integrated with peaks not exceeding -1 dBTP

Content Best Practices

General Tips

  1. Front-load important content: Capture attention in the first 3 seconds
  2. Design for sound-off viewing: Use captions or text overlays for key information
  3. Include a call to action: Direct viewers on what to do next
  4. Use hashtags strategically: Research relevant hashtags for your content (up to 30)
  5. Maintain consistent branding: Use consistent colors, fonts, and visual style

Format-Specific Best Practices

Reels

  • Use trending audio and sounds
  • Create hook-based content in first 3 seconds
  • Keep it fast-paced with quick cuts
  • Leverage effects and transitions
  • Participate in trending formats
  • Respect the title safe area to avoid UI elements covering important content

Stories

  • Use interactive stickers (polls, questions)
  • Create a narrative across multiple segments
  • Save key stories as Highlights
  • Use location and hashtag stickers
  • Link to external content (if available)
  • Keep critical text away from the top and bottom edges

Feed Videos

  • Focus on high-quality visuals
  • Use square format for maximum feed presence
  • Include engaging captions
  • Tag relevant accounts
  • Consider carousel format for longer content

Optimal Posting Times

- Day Best Time (EST) Secondary Time (EST)
  • Monday
 11 AM 1 PM 7 PM 9 PM
  • Tuesday
 10 AM 1 PM 8 PM 10 PM
  • Wednesday
 11 AM 1 PM 6 PM 8 PM
  • Thursday
 10 AM 12 PM 7 PM 9 PM
  • Friday
 10 AM 12 PM 6 PM 8 PM
  • Saturday
 9 AM 11 AM 7 PM 9 PM
  • Sunday
 9 AM 11 AM 5 PM 7 PM

Common Issues and Solutions

- Issue Cause and Solution
  • Video Quality Loss
 **Cause**: Compression during upload. **Solution**: Export at higher bitrate (5-8 Mbps), avoid re-encoding already compressed videos, use H.264 codec with High Profile
  • Audio Issues
 **Cause**: Incorrect audio levels or format. **Solution**: Normalize audio to -14 LUFS, use a compressor to even out volume, export with AAC audio at 256 kbps, keep peaks below -1 dBTP to avoid distortion
  • Upload Failures
 **Cause**: File size or connection issues. **Solution**: Ensure file size is under the limit, check internet connection stability, try uploading from mobile app instead of web, reduce video length or quality if necessary
  • Content Cropping
 **Cause**: Not respecting safe areas. **Solution**: Keep important elements within the title safe area, preview content in the app before publishing, use templates that respect platform dimensions