Instagram is well known for being visual – images and videos take priority.

Basic Instagram image sizes

  • Profile photo: 320 x 320 px
  • Landscape: 1080 x 566 px
  • Portrait: 1080 x 1350 px
  • Square: 1080 x 1080
  • Stories and Reels: 1080 x 1920
    • Keep in mind that Reels are cropped to a 1:1 image in your profile feed and a 4:5 image in the home feed.
  1. Instagram Grid Posts: Type of content that works best
    • Visual & Eye-catching Posts: High-quality images, infographics, and aesthetically pleasing visuals.
    • Primarily Visuals and Video: Ideal for short, engaging videos and images; not suitable for long-form text.
    • High Engagement Content: User-generated content, behind-the-scenes, and product highlights.
  2. Instagram Grid Posts: Length of posts
    • Character Limit: 2200-character limit for a post caption (the content which goes along with your image or video).
    • Truncation: Your post will be truncated at 125 characters, and viewers can click “see more” if they want to read the rest.
    • Optimal Caption Length: Shorter captions (125 characters) tend to perform better; if you have a longer message, place the most important info at the beginning.
  3. Instagram Grid Posts: Links
    • Non-clickable Links: Links are not clickable in a post (or video) caption. If you paste one in, people will see it but not be able to click on it.
    • Clickable Links in Bio: You can add up to 5 links to your Instagram bio.
    • Links in Stories: Links can be added to Instagram stories using link stickers.
  4. Instagram Grid post: (Hashtags)
    • Moderation: It is recommended to limit your hashtag usage on Instagram to 3-5 per post.
    • Relevant Hashtags: Use relevant and specific hashtags to increase discoverability.
    • Branded Hashtags: It is recommended to use University branded hashtags when applicable (i.e., #FAU, #FloridaAtlantic or #FAUGrad)
  5. Instagram Grid Post: (People & user mentions)
    • Tagging Accounts: Tag other accounts and they’ll be able to share the post to their account, either as a ‘collaborator’ (meaning it shows up on their own grid) or to their story.
    • Mentions: Tag people and/or departments you’re connected to by typing @ followed by their name (i.e., @floridaatlantic).
    • Photo Tags: When you upload a photo, you can tag people in that photo (maximum of 20 usernames).
    • Resharing: Tagging people in your posts sends them a notification and means they can easily reshare your post in their Instagram Story.
  6. Instagram Reels (Video)
    • Replacement for IGTV: Instagram replaced IGTV with Reels in October 2021. This feature combines all feed videos into one format.
    • Ideal Size: 1080 pixels wide by 1920 pixels tall (9:16 aspect ratio).
    • Reel Length: You can create Reels up to 90 seconds long (any video uploaded under 15 minutes will be posted under ‘Reels’).
  7. Instagram (Stories):

    Instagram Stories are a place for you to share images or short videos, which are shown to your followers for 24 hours, and then disappear.

    • Consistency: Show up daily/weekly to stay in front of your followers/audience.
    • Story Length: Max 60 seconds for Story videos (no minimum length).
    • Frequency: You can post up to 100 stories per day (the recommended maximum per day is between 1-7).
    • Ephemeral Nature: Stories disappear after 24 hours (but you still have access in your archives).
    • Interactive Elements: Add options for photos and videos – from captions to location to time to temperature to GIFs and stickers. Adding these can often get your followers more engaged. The university has several GIPHY stickers that can be found on Instagram. (
  8. Instagram Highlights

    Instagram Highlights are collections of Stories that users can save and categorize on their profile so that followers can view and interact with them beyond the 24-hour expiration date.

    • Permanent Stories: Save your Stories to Highlights on your profile for permanent access.
    • Organized Content: Organize Highlights into categories or themes for easy navigation (i.e., Events, Behind-the-Scenes, Top Stories).