Article reading time – 20 min.
What could be easier these days than taking a picture and uploading it to Facebook or Instagram? Indeed, without needing IT knowledge or photography skills, you can communicate to the whole world, whenever and wherever your creativity allows, who you or your company are, what you want to convey or just simple news. Visual content not only dominates the social media scene, it has shaped it, enough so that an image or video is the most viable option, especially if you want to make an impact with your posts.
If 14 years ago high-definition photos were a fad for the affluent, today, in a scene so competitive for user attention, HD resolution and flawless looks have become the norm. However, no platform allows you to stretch yourself with dozens of megabytes of photos and billboard resolutions. On the web everything needs to be optimised.
Go directly to the information you are interested in by clicking on these sections.
Before we get into the details, here’s how Romanian entrepreneurs relate to social media promotion and what the current situation of its use by Romanian companies looks like:
While anyone can upload a picture on Facebook, the quality of this type of content is increasingly taking its toll. Thus, there is also a clear distinction between the user who wants to display a picture of his holiday and the one who wants to impress and, at the same time, possibly monetise the impressions through traffic or likes. A study by Data Reportal on January 2023 (go to page 54) shows the main reasons why Romanians use social media:
Most of the information consumed by Romanians is taken from online and social media, but the main reason they use social media is to keep in touch with friends and family.
Facebook and WhatsApp top the list in terms of overall social media consumption that have penetrated most in Romania.
According to a Statista study, there were 13.5 million social media users in Romania in 2023. The social media platform with the highest advertising reach was YouTube – 13.5 million, followed by Facebook – 9.55. Twitter had the lowest reach at 1.25 million.
In Romania, Facebook is the second most popular social media application, used by 87% of users and with the potential to reach an advertising audience of 9.55 million users. In addition to keeping in touch with others through Facebook Messenger, this social media platform exerts a significant influence thanks to its ability to enable content sharing. Facebook is considered the most used source of information for Romanian companies.
Despite its leading position in terms of number of users, Facebook’s popularity is gradually declining in favour of other platforms such as Instagram or TikTok. For example, in terms of social network usage by target group, Facebook remains more popular and accessible among 25-34 year olds. Instagram, on the other hand, is gaining more and more notoriety, especially among young people in their twenties, thanks to its successful concept of sharing photos and videos. However, although the number of Facebook users in Romania is roughly double the number of Instagram users, the latter has a much higher engagement rate in terms of sharing photos and stories.
2. What basic technical details you need to know and what are the criteria for the quality of a photo
The fact that most companies resort to their Facebook and Instagram pages almost exclusively to boost their popularity is not new information, but rather information that can help you figure out how competitive the advertising space is becoming. Beyond the artistic eye, message, and other aspects of creativity, everyone needs to know a few basic things about image specifications. Just to make it easier to understand what the information you will see below means, here are some introductory notions:
2.1 Image resolution and what you need to know about it
This characteristic of an image can be explained in a single sentence: Resolution simply means how much detail there is in a picture. Digital and Web is expressed in Pixels (since we are talking about digital images) per Inch or PPI. This index tells you how many pixels are in each inch (2.54 centimetres). For many years now, and probably for many years to come, 72 has been the standard for every photo on the web and especially on almost all social media.
There are indeed all sorts of disputes as to whether this 72 ppi standard actually influences the image at all, or is just a recommendation to be able to increase compatibility with more screen types.
However, W3schools shows us in their statistics that up to this point, the majority of users have a Full HD screen, which is 1920×1080. This means that a typical laptop or phone screen can show you much more detail than a 72 ppi resolution could.
2.2. Aspect ratio: What it is and what forms you’ll find it in
Aspect ratio is the proportional relationship between the length and height of an image.
In this form you will find any image on the internet or in print, but for social media the form in which you will find such an image differs quite a bit. So here’s what the same image looks like in several common aspect ratios for both Facebook and Instagram.
- Aspect ratio 1.91:1
A photo with such an aspect ratio is very common for almost all social media platforms. You can see how the sides of the photo’s length have been dropped a bit, so the image displays better as a feed photo and can be viewed more easily in landscape on both mobile and desktop.
- 2.7:1 aspect ratio
Pretty much what any Facebook cover photo looks like, very cramped sides and generous width. As far as you can see, a good part of the original image is now missing, so it takes some careful consideration to choose what part of the image you want to keep and what you can drop.
Even more flattened is a Header image for Twitter for example, where the 3:1 aspect ratio removes considerably more of the original image, so only the main detail (the cottage) and a little context remains.
- Aspect ratio 1:1.67
Pretty much any post or highlighted post on Facebook will have such an aspect ratio. It looks pretty much like 1:91.1 or 16:9, but it’s slightly squarer, since it’s closer to 1:1 (square aspect ratio).
The aspect ratio of 1:1 means that both the width and height of an image are equal. This type of layout is most commonly used for Facebook profile pictures or Instagram photos.
An image that looks like this is an alternative to the classic 16:9, at least for Instagram. Not to be confused with the old 4:3.
Those would be all the aspect ratios you need to know about in terms of social media.
2.3. Image format: what you need to know about this very important detail
As far as format is concerned, all you need to know is that you will always have a choice between PNG and JPEG. Very briefly explained, it goes like this:
- Preserves image quality;
- Best format for simple pictures;
- Very efficient at size/file size (you can get pictures to look good even at 100kb).
Same image in PNG, but 6 times larger:
- Very good for graphics or images with lots of text or drawings;
- Has much larger size than JPEG;
- Preserves most details that are not lost in subsequent changes of the picture (lossless).
Important!
Don’t expect very good or above average quality images if you want to upload a gif you made yourself. O GIF animation has only 256 colours and a fairly limited resolution, and often looks far below expectations.
Now that you’ve learned some basics about what factors influence photo quality, follow along with this list where you’ll see standards and recommendations for each type of photo on Facebook and Instagram.
3. Facebook photo sizes
Facebook, of all social networks, has the most diverse categorization of photos found on the platform. Obviously, there are specifications for any of these, specifications that you will need to adhere to if you want your image to be displayed in the most optimal way for other users. Below, you can see what sizes are suitable for the following types of images on Facebook:
3.1. Facebook profile picture sizes
Once you upload your profile photo, your audience will see it at 170×170 pixels on desktop, 128×128 pixels on smartphone, and 36×36 pixels on most feature phones.
If you have a logo or text in your profile photo, consider uploading it as a PNG file and not a JPG.
- Required aspect ratio: 1:1
- Format: JPG, PNG, GIF
Also, all profile photos will be converted to a round frame, so the corners won’t be visible from the first shot (so be careful where you position your subject).
Note: Yes, you can set a little GIF for your profile!
3.2. Facebook cover photo sizes
- Recommended size: 851×315 px
- Minimum size: 400×150 px
- Aspect ratio: 16:9
- Desktop display size: 820×312 pixels
- Smartphone display size: 640×360 pixels
- Ideal size: less than 100 kb
- Format: RGB, JPG, PNG
You’re probably wondering what’s up with RGB in format, well, another detail in terms of the image is the color profile, but since all photo editors have this option to export in sRGB, you don’t really have much choice, especially since this profile is the most popular. Also, if the cover photo is an art photo or a normal photo, JPEG is better. If you have a graphic, lots of text or a graphic design, use PNG.
3.3. Timeline photo sizes
- Recommended size: 1200×630 px
- Minimum size: 600×315 px
- Required aspect ratio: 1.91:1
- Recommended format: RGB, JPG, PNG
This is the most common photo format you’ll see on Facebook. Timeline photos appear both on your profile page in your activity timeline and in your Newsfeed or posts you make. So whatever post you make on Facebook, in which you include a picture, you can be sure that its layout will follow the above specifications.
As for the compression that Facebook does for the pictures you post, try to stick to 100 kb. (If you upload 5+ MB professional pictures, you can end up with surprises, where the original image quality is ruined).
3.4. Facebook Highlighted Image sizes
- Recommended size: 1200×717 px
- Required aspect ratio: 1:1.67
- Recommended format: JPG, PNG
A highlighted image is one that appears on your timeline or friends’ feed when a memorable event occurs in your life or the page you manage.
For example, on Facebook everyone knows what a highlighted picture looks like when someone says they are in a relationship with a friend. That photo will remain in your or the friend’s timeline as a highlighted photo. This, along with the timeline photo, is the largest category of personal photos you can find on Facebook.
3.5. Facebook event photo sizes
- Recommended size: 1200×628 px
- Required aspect ratio: 2:1
- Recommended format: JPG, PNG
This is sThe Facebook photo type that allows you to leave a photo almost exactly as you uploaded it. The ability to have a full HD image in a Facebook post is an opportunity for those who want to publicly display more complex visual details than just a personal photo.
The Facebook Event photo also offers the widest range of size possibilities, precisely to encourage variety and to be more permissive with those who cannot have full HD photos.
3.6. Photo sizes in Facebook links
- Minimum image size allowed: 200×200 pixels.
- Image file size must not exceed 8 MB.
- Use images that are at least 1200×630 pixels for best display on high-resolution devices. At a minimum, you should use images that are 600×315 pixels to display posts on link pages with larger images.
- If your image is smaller than 600×315 px, it will still be displayed in the post on the link page, but the size will be much smaller.
- Image aspect ratio: 1.91:1
3.7. Stories photo sizes on Facebook
- Recommended size: 1080×1920 px
- Required aspect ratio: 9:16
- Do not choose an image with a width less than 500 pixels.
- For Stories with text, consider leaving 14% of the top and bottom without text (i.e. 250 pixels).
These would be the main photo types and sizes for the Facebook social platform. The above information can easily be used whenever you need to set up your personal page or business on Facebook. However, what you saw above are not the only types of pictures that take up space in a Facebook tab. Advertisements and banners on this social network are also another aspect to consider, especially if you’re looking to promote your business.
Here are some size standards for Facebook ads:
4. Facebook ad photo sizes
In addition to the usual pictures, Facebook, since it meets the interests of 2 billion people, is also a point of interest for those who want more from their page than just socializing. The ability to be visible to such a large number of people, instantly, personally, and, most importantly, with the accuracy you previously only knew from Google, meant a perfect opportunity for advertising. That’s precisely why the ads and Marketplace section allowed this platform to become a marketplace for advertisers and businesses alike.
If you’re one of those planning to start a campaign on Facebook or are already doing so, images are the way to reach potential customers. So here are some technical specifications for image sizes for different types of Facebook ads.
4.1. Photo sizes for Facebook Feed ads
- Recommended size: at least 1080×1080 px
- Minimum size: 600×600 px
- Aspect ratio: 1.91:1 to 1:1
- Maximum size of a photo: 30 MB
- Recommended format: JPG, PNG
This is the standard ad you can see anytime on Facebook. Anyone who sets out to promote their products or business through Facebook will most likely be seen through this type of image, which integrates as natively as possible into your news and updates feed.
4.2 Photo sizes for Facebook carousel ads
- Recommended size: at least 1080×1080 px
- Minimum size: 600×600 px
- Required aspect ratio: 1:1
- Recommended format: JPG, PNG
Square pictures are becoming increasingly popular on social media, so even one of the best performing ad types uses a 1:1 aspect ratio to display a string of images. A recommended size of 1080 by 1080 pixels should make it clear to you that any product photo you upload to your photo carousel should be at least full HD.
Another important mention is that you are allowed to expose from 2 images up to 10. So you can display an entire collection or range of products in one ad!
4.3. Picture sizes for ads in the right column (Desktop)
- Recommended size: at least 1200×1200 px
- Minimum size: 254×133 px
- Required aspect ratio: 1:1
- Recommended format: JPG, PNG
This category of Facebook ads differs quite a bit from the rest in that it is sticky (i.e. it stays displayed on the right side of the screen while you scroll). Also, although it appears to be displayed at a smaller size than a picture in a feed ad, the technical specifications remain the same. Be careful with the amount of text in the image.
4.4. Photo sizes for Facebook Marketplace
On Facebook Marketplace you will find two types of photos you need to remember: Product photos and Ads. However, they have different specifications. In the case of a Marketplace ad the specifications are identical to those of a Feed ad:
- Recommended size: at least 1080×1080 px
- Minimum possible size: 600×600 px
- Required aspect ratio: 1:1
- Maximum size of a photo: 30 MB
- Recommended format: JPG, PNG
Things are more different for product photos, where they must be 1:1 (square) and have a recommended full HD resolution:
- Recommended size: 1200×1200 px
- Required aspect ratio: 1:1
- Recommended format: JPG, PNG
Even with these photos, try as much as possible not to fill them with text.
4.5. Photo sizes for Facebook images Stories Ads
- Recommended size: 1080×1920 px
- Required aspect ratio: 1:1
- Recommended format: JPG, PNG
4.6. Photo sizes for Instant Articles
- Recommended size: 1200×1200 px
- Required aspect ratio: 1.91:1 to 1:1
- Recommended format: JPG, PNG
These were the technical specifications for most of the types of photos you will upload to Facebook. In case you’re wondering “What about Facebook Messenger?” it’s important to note that the specs are the same, HD and 16:9. Facebook, of all the popular social networks, has the most of these types of pictures, since each serves a different purpose.
However, in Romania at least, social media ads don’t thrive only on Facebook, since Instagram is a variant that has caught on extremely well with the local audience. Below you can see the specifications for Instagram photos:
5. Instagram photo sizes
To understand what impact pictures have had for social media, just ask someone around you if they have an Instagram account. Unlike Facebook, it’s all about pictures and videos, and in Romania, this habit, which is Instagram itself, has become more and more stable among preferences.
Photos on Instagram come in a smaller variety than on Facebook, where we no longer have a display type for each post category. Instead, you’re dealing with just four major categories: Profile Photo, Thumbnail Photograph shown on your profile, Photo in Feed and obviously, Story! Also on Instagram, the quality of the photos is paramount!
Here are some technical specifications and guidelines for photos displayed on Instagram as well as for ads:
5.1 Instagram profile picture sizes
- Recommended size: 320x320 px
- Aspect ratio: 1:1
Instagram profile photos are displayed at 110×100 pixels, but image files are stored at 320×320 pixels, so make sure you upload an image at least that large.
There’s not much information about the specifics of Instagram profile pictures beyond size and aspect ratio. Which means you’ll be able to upload an image with a fairly high resolution, but one that will get a square crop to match the look and feel imposed by the platform.
One notable thing here is that both the framing of the subject in the photo and the ease of recognizing what’s in that photo are very important factors in choosing a profile picture on Instagram.
5.2 Instagram Thumbnail Photo Sizes
- Recommended size: 161×161 px
- Aspect ratio: 1:1
Think of these photos as a string of profile pictures, in that they are all displayed at a fairly small size, are very useful for creating a first impression, but don’t expose details, at least not until you click on them.
All of these pictures will be exposed in a square aspect ratio, i.e. 1:1, which means that you always have to be careful where you position your subject in the photos, otherwise you will either see missing portions or elongated figures and faces.
So, df you want to express something very quickly and effectively through your Instagram page, try to consider this type of image.
5.3. The size of an Instagram photo
- Recommended standard size: 1080×1080 px
- Standard aspect ratio: 1:1 or 1.91:1, but also 4:5 if the image is profile (displayed vertically)
- Landscape: 1080 x 566 pixels
- Portrait: 1080 x 1350 pixels
- Square: 1080 x 1080 pixels
This is the standard Instagram photo, which you can access either through the feed or by opening thumbnail photos on a profile. Full HD image quality is a must, which is precisely why sizes of at least 1080×1080 are recommended. However, the image won’t be displayed that way, here’s why:
The 1:1 aspect ratio and 1080×1080 size aren’t the only specifications Instagram photos are displayed by. Even the folks at Instagram recommend that if you’re using photos in profile aspect, i.e. vertical, opt for a 1.91:1 or 4:5 ratio as well as a size of 1080×1350 pixels.
Furthermore, Instagram will not display photos at the same size the photo was before uploading. Thus, it’s good to know that normally images will display to a user as 612×612 px, in the feed as 510×512 px, and for mobile and other display variations it can even go up to 409×409 or 204×204 pixels.
5.4 Story photo size on Instagram
Imagine that this type of photo first appeared on Snapchat, but it really caught on on Instagram, and later appeared on Facebook. However, they work the same for all platforms, i.e. a photo that is displayed for a certain amount of time and will be deleted after 24 hours. In principle, you shouldn’t worry about ephemeral content, however…
Storytelling on Instagram is popular, meaning over 300 million people use this type of content, making it an opportunity for advertisers. Here’s what you need to know:
- Recommended size: Full HD 1080x1920px
- Aspect ratio: 9:16
Even if the lifespan and exposure of the photo in a story is very short, the impact should be great. That’s why Instagram and Facebook don’t worry about optimizing their database and servers if the photo gets deleted. So, you’re free to go as far as you want in the technical specifications of the photographer and the highest quality. Of course, within the limits of the compression algorithm of these platforms or up to the limit of 4 Gb, which is a lot anyway.
6. Sizes for images in Instagram ads
For the most part, the specifications are similar to what you’ve already seen for Facebook, and for carousel ads, you can use the same notions above from the Facebook section. Also, for ads in Instagram Stories, the specifications are the same as for a regular story.
The most common form of advertising on Instagram you’ll find in the form of feed images, which are divided into three different aspects: Aspect Square, Vertical and Horizontal. All these display types mean different specifications for each type of image. So here are the specifications you need to consider:
6.1 Dimensions for Instagram ads with square layouts (Square)
- Recommended sizes: 1080×1080 px
- Required aspect ratio: 1:1
6.2. Sizes for pictures used in advertisements displayed in the Landscape
- Recommended dimensions: 1080×566 px
- Required aspect ratio: 1.91:1
6.3. Sizes for Instagram ads displayed vertically (Portrait)
- Recommended sizes: 1080×1350 px
- Required aspect ratio: 4:5
You’ll notice that they all, in a way, share the same specs, only they’re tailored for the aspect ratio at which they’re displayed. What you need to remember, though, is that you’ll need photos of at least 1080 pixels to be able to upload viable ads by today’s standards. Also, another general tip would be to watch the amount of text and aspect ratio, as Instagram will automatically crop images, which isn’t always desirable.
Conclusion:
These were the specifications for image sizes on Facebook and Instagram, as well as other general specifications for the images most commonly found on these social networks. Whether you’re among those running a Facebook/Instagram ads campaign or you’re looking to fine-tune your content on these social platforms, the information in this article will help you optimize the quality of the content you expose to others on a more professional level.
If you haven’t drawn any conclusions yourself from this article, among the most important information you can implement would be the following:
- The size of a picture also influences its file size, i.e. a full HD picture will have more Mb than one of a lower resolution.
- For artistic, complex photos with lots of colour and detail, use JPEG. For text, graphics, logos or lettering, use PNG.
- Aspect ratio not only determines how an image is displayed, but can help you better highlight the subject of the image. For example, portrait layouts are great for illustrating people, and landscape layouts are great for landscapes or general layouts.
- The resolution (the one with ppi) is not worth considering very much, since on web we can’t talk about rays. However, a good standard for making your content viewable on any type of screen would be 72 ppi.
- Aside from Facebook profile pictures and a few other very niche uses, the GIF format still won’t help you much on social media, since videos are a much better alternative. Instead, JPEG and PNG will be the only formats you need to know about.
In SEO, the phrase “Content is King” or “Content is King”, which is becoming increasingly true, especially as a business or brand’s social media signals and presence become factors that Google considers when deciding who responds more accurately, accurately and reliably to a user’s needs on the web. Images, in addition to classic text, are a coveted form of content at least equally coveted by audiences, so among factors such as suggestiveness, images need to be delivered optimally to be most useful to those viewing them.
