Instagram updated its dimensions in 2025. Are your visuals still the right size?
When you manage a single brand, a wrong format is a minor inconvenience. But when you’re running 50, 100, or 300 local Instagram pages, a dimension error multiplies across your entire network.
This guide gives you all the updated Instagram dimensions for 2025, with specific advice for franchises and multi-location networks. You’ll know exactly which format to use for each content type, and how to apply it at scale.
Table of Contents
- 2025 Format Summary
- Feed Post Format
- Stories Format
- Reels Format
- Carousel Format
- Multi-Location Franchise Specifics
- 2025 Format Checklist
- Resizing Tools
2025 Format Summary
Here’s the reference table with all Instagram formats for 2025:
| Content Type | Dimensions (px) | Ratio | 2025 Notes |
|---|---|---|---|
| Square post | 1080 × 1080 | 1:1 | Classic, still valid |
| Portrait post | 1080 × 1350 | 4:5 | Recommended 2025 |
| Landscape post | 1080 × 566 | 1.91:1 | Avoid |
| Story / Reel | 1080 × 1920 | 9:16 | Full screen mobile |
| Carousel | 1080 × 1080 or 1350 | 1:1 or 4:5 | Up to 20 slides |
| Profile photo | 320 × 320 | 1:1 | Minimum, displayed as circle |
| Reel thumbnail | 1080 × 1920 | 9:16 | Safe zone in center |
Keep this table handy. It summarizes everything you need to know to post in the right format.
Feed Post Format 2025
The Instagram feed remains the core of your platform presence. Here are the three available formats and when to use them.
Portrait 4:5 (1080 × 1350) — The New Standard
Portrait format is the recommended format in 2025. Why? Because it offers +15% more visible surface compared to square format.
Instagram pushes this format because it takes up more space in the mobile feed, capturing more user attention.
Ideal for:
- Product photos
- Before/after visuals
- Vertical infographics
- Quotes with visual backgrounds
Square 1:1 (1080 × 1080) — Still Relevant
Square format remains a timeless classic. It works perfectly for:
- Logos and brand identity
- Minimalist quotes
- Symmetrical visuals
- Cross-platform content (compatible with Facebook, LinkedIn)
Its advantage: it displays correctly on all social platforms.
Landscape 1.91:1 — Avoid
Avoid landscape format on Instagram. The platform crops the sides in the mobile feed, making your visuals less impactful.
Reserve this format only for horizontal videos that absolutely require this ratio.
Franchise tip: For a multi-location network, standardize on 4:5 format (1080 × 1350). Your franchisees will only have one format to master, and your visuals will have maximum impact.
Stories Format 2025
Stories remain an essential channel for daily engagement.
Dimensions: 1080 × 1920 pixels (9:16 ratio)
Duration: 15 seconds maximum per story (60 seconds being tested on some accounts)
Safe Zone to Respect
Be careful with Instagram interface zones that overlay your content:
┌─────────────────────────┐
│ [!] UI ZONE (250px) │ ← Username, time
│ │
│ │
│ [OK] SAFE ZONE │ ← Main content
│ │
│ │
│ [!] CTA ZONE (300px) │ ← Buttons, links
└─────────────────────────┘
- Top: Avoid the first 250 pixels (username, time)
- Bottom: Avoid the last 300 pixels (CTA buttons, replies)
Stories Updates 2025
- 60-second stories in progressive rollout
- New interactive stickers
- Better link integration for all accounts
Reels Format 2025
Reels are the format most pushed by the algorithm in 2025. Impossible to ignore in your strategy.
Dimensions: 1080 × 1920 pixels (9:16 ratio)
Duration: Up to 90 seconds (3 minutes being tested)
Cover/Thumbnail: Same 9:16 ratio, with safe zone in center
Reels Updates 2025
- Landscape Reels: New horizontal format available
- Native templates: Ready-to-use templates in the app
- Photo Reels: Carousels transformed into Reel format
- Extended duration: 3-minute tests on some accounts
Franchise tip: Reels generate the best organic reach. Prepare video templates that your franchisees can customize locally (add city, local offer, etc.).
Carousel Format 2025
Carousels remain a high-performing format for engagement.
Number of slides: Up to 20 slides (increased from 10 in 2024)
Recommended format: 1080 × 1350 (4:5) for each slide
Mix allowed: Photos and videos in the same carousel
Use Cases for Franchises
- Product showcase: Complete range in one post
- Before/after: Service results
- Tutorials: Visual step-by-step guides
- Testimonials: Local customer reviews
- Local offers: Location-specific promotions
Carousels are perfect for telling a story or presenting multiple elements without cluttering the feed.
Multi-Location Franchise Specifics
The Visual Duplicate Content Problem
When you post the same visual across 100 Instagram pages, you send a negative signal to the algorithm. Instagram detects duplicate content and reduces the reach of each post.
Consequence: Your local pages lose visibility despite your creative efforts.
How nPosts.ai Solves This
Our platform enables you to:
- Upload a master visual at headquarters (in the right 4:5 format)
- Generate automatic variations with local overlay (city, store name)
- Distribute a unique version to each page in the network
Each franchisee thus publishes personalized content, avoiding the duplicate penalty.
Recommended Workflow
Headquarters: Creates master in 4:5 format (1080 × 1350)
↓
nPosts.ai: Generates variations with {{city}}, {{store}}
↓
Franchisee: Receives personalized visual, publishes in 1 tap
This process guarantees brand consistency AND local uniqueness.
Learn more: Complete Social Media Franchise Guide
2025 Format Checklist
Before publishing, check these points:
- Feed posts: Switch to 4:5 format (1080 × 1350)
- Stories: Respect safe zones (250px top, 300px bottom)
- Reels: Prepare customizable 9:16 templates
- Carousels: Up to 20 slides, same ratio on all
- Profile: Photo minimum 320 × 320, displayed as circle
- Franchise: Automate local variations to avoid duplicates
Resizing Tools
Free Tools
- Canva: Built-in Instagram 2025 templates, easy to use
- Adobe Express: Smart resizing
- Kapwing: Ideal for videos and Reels
For Franchises and Networks
- nPosts.ai: Automatically resizes + generates local variations for each location
The difference? Free tools work for one page. nPosts.ai manages hundreds of pages simultaneously.
Conclusion
In 2025, remember these two key formats:
- 4:5 (1080 × 1350) for feed posts
- 9:16 (1080 × 1920) for stories and reels
For a single brand, these dimensions are enough. For a franchise or multi-location network, the challenge is different: how do you apply these formats across 50, 100, or 300 local pages without spending hours on it?
That’s exactly what nPosts.ai automates. Create a visual in the right format, and each location receives its personalized version. If you need a multi-page publishing solution for franchises that handles Instagram, Facebook, and Google Business Profile in one place, nPosts.ai was built for exactly that.
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- Franchise Social Media Tools Comparison
About nPosts.ai
nPosts.ai is the social media management platform designed for franchises and multi-location networks. Post everywhere, in a single tap. Learn more
