Complete Guide to Instagram Formats and Dimensions for Restaurants (2025)

Instagram is one of the most influential social media platforms globally, and it comes with precise technical specifications that dictate how your photos and videos will be displayed

Publishing visual content on Instagram goes far beyond snapping a nice photo or recording a quick video. In the restaurant industry, the quality of your visual presentation is just as important on social media as it is on the plate. If you want your brand to look polished, professional, and enticing, you need to understand and follow Instagram’s formatting standards.

Like any other digital platform, Instagram has specific technical requirements that determine how your images and videos will appear. If you ignore these specifications, your content may appear blurry, improperly cropped, or unprofessional, which can directly impact how potential diners perceive your business.

This guide is built for restaurant professionals who want to elevate their presence on Instagram. Whether you’re promoting a dish, your dining room, or your culinary team, understanding the proper dimensions and file types is essential to communicate your brand visually and effectively.

Recommended Image Formats for Instagram

Instagram supports various image layouts, but it’s important to know which formats to use for different types of content. For a restaurant, this could mean the difference between a flat photo of a special and a mouthwatering image that stops the viewer in their tracks.

Supported file types: JPG and PNG are the most common. Avoid overly compressed images, as they can reduce visual quality.

Key formats:

• Square Format: Recommended size: 1080 x 1080 pixels. Aspect ratio: 1:1. Best for close-ups of dishes or simple, centered visual content
  

• Horizontal (Landscape) Format: Recommended size: 1080 x 566 pixelsAspect ratio: 1.91:1. Great for wide shots of your dining area, kitchen, or team in action
  

• Vertical (Portrait) Format: Recommended size: 1080 x 1350 pixels. Aspect ratio: 4:5. Ideal for capturing attention, especially on mobile screens—perfect for vertical shots of food plating or hands-on prep

  
  

  

  Key formats on Instagram

Pro tip: Always design your images with the final format in mind. Avoid cropping at the last minute or letting the platform auto-resize your photos.

Instagram Video Specifications for Restaurant Marketing

Video is one of the most powerful tools to showcase a restaurant's identity. Whether you’re sharing behind-the-scenes kitchen moments, plating techniques, or ambiance highlights, video can generate deeper engagement—when done correctly.

Video post guidelines:

• Minimum resolution: 1080 x 1350 pixels.

• Recommended aspect ratio: between 1.91:1 (horizontal) and 4:5 (vertical).

• Accepted file types: MP4 and MOV.

• Maximum duration: 60 seconds per video (in the feed)

• File size limit: 4 GB.

Vertical videos are more effective for grabbing attention on mobile. Always ensure you have proper lighting, clean sound, and a steady frame to maintain a professional feel.

Instagram Stories: Real-Time Content with Immediate Impact

Stories are a great way to share daily updates—whether it’s today’s lunch special, a customer testimonial, a chef’s tip, or a celebration behind the bar. While they only last 24 hours, their impact can be significant—if they’re well formatted.

Story requirements:

• Dimensions: 1080 x 1920 pixels.

• Aspect ratio: 9:16. Photo display time: 5 seconds per image.

• Video display time: 15 seconds per clip.

Although stories feel spontaneous, you still want to keep them visually on-brand. Poor quality visuals can weaken your image, even in short formats.

IGTV and Reels: Longform and Viral Video for Restaurants

IGTV is ideal for long-form storytelling: chef interviews, recipe walkthroughs, or vendor spotlights. Reels, on the other hand, are designed for fast-paced, high-impact, viral-style content. Both are incredibly effective if used strategically.

Recommended specs for both formats:

Resolution: 1080 x 1920 pixels.

Full-screen aspect ratio: 9:16.

Feed preview aspect ratio: 4:5 or auto-cropped to 1:1.

Reels thumbnail display: 9:16.

IGTV cover image size: 420 x 654 pixels (aspect ratio: 1:1.55).

Cover tip: Design branded thumbnails or cover images to keep your profile looking organized and visually consistent.

Why Formatting Matters for Restaurant Brands on Instagram

First impressions are everything. For restaurants, Instagram is often the first point of contact with new customers. A blurry image or awkwardly cropped video can mean a lost reservation. A sharp, properly formatted post, on the other hand, can generate real business.

Benefits of correct formatting:

• Strengthens brand perception: High-quality visuals convey professionalism and care. Improves visibility in a saturated market: Clean, polished content stands out in crowded feeds.

• Boosts engagement and reach: Instagram favors well-optimized posts in its algorithm. Creates visual consistency: A cohesive look builds long-term brand identity and recognition.
  

Formatting Tips for Restaurant Social Media Teams

1. Plan your content in advance: Schedule photoshoots, write captions early, and ensure all assets match Instagram’s format requirements.

   
   

2. Avoid last-minute editing within Instagram: Use external apps or software for editing, resizing, and formatting to maintain quality.

   
   

3. Define your post’s purpose: Are you promoting a new dish, highlighting a chef, or driving reservations? Each post should serve a clear goal.

   
   

4. Break up text for readability: Use bullets or line spacing to improve caption readability, especially for longer posts.

   
   

5. Establish your brand voice: Whether your tone is elegant, fun, or approachable, make sure it's consistent across all posts.

   
   

6. Research effective hashtags: Don’t settle for generic tags. Look into what your competitors, suppliers, and target audience are using,

   
   

7. Track what works: Use Instagram’s built-in insights or third-party tools like Mailchimp to analyze performance and fine-tune your strategy.

   
   
   
   

Conclusion: Visual Content is Part of Your Restaurant’s Brand Experience

Running a restaurant today is about more than just great food. Your customer’s journey begins long before they walk in the door—it often starts with a scroll through Instagram. That’s why mastering image and video formatting is not a technical side note; it’s a core part of how you present and position your restaurant in the market.

Applying the correct formats consistently helps you showcase your food, your space, and your team with the quality they deserve. It builds credibility, invites engagement, and in many cases, translates directly into increased foot traffic, online orders, and brand loyalty.

Suppose you're looking to strengthen your visual strategy, create reusable templates, or automate your posting process. In that case, platforms like Mailchimp can help manage your calendar, analyze performance, and keep your brand’s digital presence aligned with your business goals.