Useful Tips and Best Practices for Writing Instagram Captions
By Michaela VoglSep 22
How has consumer behavior changed in 2022, and what does this mean for brands?
Published April 1st 2022
You don’t need to be told how important your social media visuals are. In fact, a recent survey found that 63.2% of businesses rely heavily on images and videos as part of their marketing strategy.
So many platforms, so many rules.
Getting your visuals to look good on everything from Facebook to Pinterest is difficult without a guide. So we decided to make one.
We’ve looked at the various sizes and dimensions you need to know to make your social accounts look great and do what they’re supposed to.
All of the sizes in the titles are recommended sizes. Often you can use larger sizes but stick to the aspect ratios to ensure images and videos display correctly.
We’ve also made a set of free, downloadable Photoshop templates for you as well (get them at the bottom of this article.)
Below you'll find dimensions for the following platforms:
Let's get to it.
Facebook has been becoming more and more visual in character, as well as increasingly geared for mobile. And in 2022, Facebook is still the world’s biggest social media platform, with over 2.9 billion monthly active users. That’s a lot of eyes that might be seeing your content. So the potential is huge here, especially with algorithm changes that favor engagement and sharing.
There’s a number of different image and video types on Facebook from ones in your feed to profile pages. We’ve listed them below:
Most likely, the most-viewed picture you’ll post on the platform – your profile picture – will act as your avatar across the site.
Often the first thing people will see when they come across you, it will appear alongside all of your posts, your comments, and pretty much all of your Facebook activity.
Facebook used to have different rules for business page’s profile pictures, but not anymore. Now the dimensions are exactly the same as the personal profile picture.
We just wanted to include this section in case you came looking for it.
Back in my day, we never had cover photos.
Introduced in 2011, Facebook cover photos give you a huge chunk of space at the top of your profile (or page) to stick a photo of your choice (or a video on your page).
This is a great way to add a bit more character to your profile without sacrificing your pretty profile picture.
This refers to the image Facebook uses when it generates a box from a shared link. Along with the image, you also get the content’s title and description.
Getting the image size right is integral to making your content look good whenever someone shares it on Facebook. Get it wrong and the image can be cropped poorly or stretched out.
You can choose the image Facebook uses by setting up social meta tags. Find out more on that subject here.
That’s the best recommendation for making an image look good and be sure it won’t get distorted, but there can be some leeway.
Taller and shorter pictures are often seen on Facebook, so while 1200px is a good rule to stick to, you can push the height a bit as detailed below:
It wasn’t just the profile pages that got the cover image treatment. Events also let you put a massive picture up to encourage people to attend your amazing gig, play, or whatever else.
There’s also the option to include video here, perfect for really getting across the “Devonshire Cheesefest 2018” vibes. You can get full details on getting videos right here.
Twitter, with its 396.5m users, is another huge platform, but gone are the days when your pithy observations were enough to get you noticed on Twitter. Everything moves a lot faster here, so you need striking images to stand out in a fast-moving newsfeed.
According to a research, tweets with images get 150% more retweets than their imageless counterparts. Not to be sniffed at.
Seen on your profile page and on every tweet you make, your Twitter profile picture is very important. Particularly so if you’re a brand.
Most commonly, companies will use their logos, but some also make seasonal edits to spruce them up and grab a bit of attention now and then.
As previously mentioned, sharing images increases engagement and gets more people to see your content. Getting the right image size will help you maximize results.
Twitter will crop and resize based on the image you use. To get it looking at its best in the stream, though, 1600 x 900px is your best minimum.
Similar to Facebook, Twitter lets you add a huge photo to your profile to show off how interesting and great you are.
Businesses use this in different ways, from advertising new products and events, extra branding, or just showing some nice staff photos (we look at this in our Twitter audit guide.)
A visual network from its inception, Instagram is where marketers can indulge their inner photographer and filmmaker. Instagram Stories and Reels are catching most of the attention lately, but you can still easily win eyeballs with static imagery — one tip here is to employ filters.
Take the best of the three orientations for Instagram posts (square, landscape, and portrait). Choose the right one for your brand and compose your photos or videos accordingly. And let your creative juices flow into Stories and Reels by having in mind the right dimensions for those formats.
As with all profile pictures, this will be seen next to every photo you post, so it’s important to make it eye-catching.
Your profile picture will display on the app at 110 x 100px, but will be larger on desktop. Using a 180 x 180px image will ensure it looks good across all devices.
This refers to the photo as seen in the Instagram feed, or when tapped on from elsewhere (such as someone’s profile page).
Instagram obviously leans towards square images, but you can have rectangle ones, where the platform fills out the extra space with black.
The guidelines below are very important for Instagram:
This is how your picture will appear on someone’s profile page or in hashtag search, for example. Something that grabs the eye can be important.
Getting this right is very handy if you’re showcasing products, while even more so if you want to turn your entire profile page into a single picture.
We recommend using square and vertical formats when posting on Facebook and Instagram (both organic and paid). Why? Because this maximizes the space you take up in the feeds, as most people use their phones to browse through these channels.
Time for some serious business. Now we’re onto LinkedIn, where fortunes are made and an endless line of thought leaders post weird status updates.
Either way, it is a great place to connect with people and, so, grabbing their attention can be really valuable. And as always, images are key for doing that.
Once again, your profile picture will be seen more than anything else on LinkedIn. From your posts to your profile page to search results, it's what people will see first when they come across you on the site.
To nail your LinkedIn look, go for something more professional than your average Facebook one.
Here we have a massive space for an image on your profile page. It goes right at the top, so it’s some prime real estate to put across what you’re giving out.
This can be a great place to show off some work if you’re a designer, for example. Brands can use this space to increase brand awareness by offering their employees custom, company-focused LinkedIn banners to feature on their profiles.
It's best to avoid filling the background space with text as a secondary resume. If nothing else, just stick a nice photo of the countryside, and you’ll be fine.
Your company profile picture will lead your brand’s way on the platform. It’s generally just filled out with your logo.
This is probably the best approach for a platform like LinkedIn, but if you feel like trying something different, go ahead.
This will pop up any time your company appears in a search query, so it’s obviously good to get it right.
Ultimately, it just pulls the picture from your company page, so you just need to follow the same guidelines and sizes found above.
This image sits at the top of a LinkedIn company page, partially obscured by the profile picture and company info.
Very thin and mostly hidden, it’s an odd cover image, but there you go.
This hero image refers to the ‘Life' tab company pages have when they signed up for the platform’s paid recruitment service.
It’s used to show off a company’s culture in order to attract recruits, so if you’re getting one set up, it’s best to aim for fun and happiness rather than grey suits and briefcases.
While brand fidelity and clarity still remain the most important elements on LinkedIn, a beautifully turned out LinkedIn profile is an invaluable asset and calling card for your brand.
Aim for polished, maximum-resolution photos. If recruitment is one of your goals, use your image and video real estate to show off your company’s best side.
Another very visual platform. While videos are the aim of the game here, the right imagery can be the difference between new subscribers and being ignored entirely.
Successful YouTubers have learned the art of engaging previews, so this is the place to start.
Compared to other platforms, the YouTube profile picture isn’t as prominent, but it’s still important.
What you choose is up to you. YouTubers will often use a picture of their own face, while publishers and companies will use their logos. Spend some time thinking about the best choice for you.
Also referred to as ‘channel art’, this will sit at the top of your YouTube channel. It gets a lot of space, so it’s worth taking time over it.
Think about what will help explain what to expect from your channel. A good place to start is to look at the topics you most often discuss.
When you upload a video, YouTube can just pick a frame from it as the image preview. This isn’t always suitable though, particularly if the video is in the wrong aspect ratio, or you want to have a more descriptive cover.
When you want to have your own picture, you can create it separately. Take a look at some of the most subscribed-to YouTubers to get some inspiration.
Pinterest is all about visuals. Over 430 million people use Pinterest every month to discover trends and find inspiration about anything from weddings to decorating their homes, so it’s a prime spot for retail companies.
Getting the images right and showing off your products properly is essential. And when it comes to Pinterest images, you need to think verticals, as this format is designed to fit tall images rather than wide ones.
Pinterest profile photo size: 165 x 165px
This doesn’t take up too much space on Pinterest, but it’s nice to give a human face to your personal boards.
Ultimately, this isn’t hugely important for the platform, so just go for what you think represents you and your activity on Pinterest the best.
Pins are all those images you see on Pinterest that other people have submitted. They act differently on different parts of the site, so the guidelines are a bit more in-depth for this one:
Once you’ve spent ages putting together some great pins in a board, you want the board to look good too.
A board cover image can help users understand what’s in the board and entice them to click.
To set this, you’ll need to upload the image you want to use as a pin first.
TikTok is the latest video-sharing app that people are going after. Not just people, brands have jumped on the bandwagon too to engage and reach new audiences. Here is what brands need to be aware of when it comes to dimension basics on the app.
Snapchat started almost 10 years ago, and it helps people and brands tell stories via fun filters and enticing content that disappears in 24 hours. Snapchat is also the network that introduced the well-known Story format that was later adopted by most of the big social networks.
In January 2022, it was reported that Snapchat's audience base is expected to surpass 557 million daily active users. Find the right dimensions for your brand to engage with this community right below.
Want to save yourself some time and hassle on your favorite social networks? Then download the Photoshop templates below.
Think of these templates as cheat sheets to help you take the guesswork out of sizing your images and videos for social media. Using them will ensure that your images are optimally displayed, without unwanted cropping or resolution issues.
Each template features the social media image sizes we recommend for each of the most popular networks. You can download them all in a single .zip file by following the link below.
As a bonus, we have extra details on recommended and minimum social media image sizes as a PDF in the .zip file, too.
Once you have the .zip file, simply upload the included .psd files to Photoshop. From there, it is just a matter of dropping the image you want to be sized into the appropriate template field.