Instagram ad character limits

Instagram runs on Meta's ad system, so the numbers mirror Facebook — but the placements behave differently. Stories and Reels give you almost no room for text overlay.

Instagram ads share Meta's limits, but the visual context is tighter. Feed primary text truncates around 125 characters like Facebook; Stories and Reels are full-screen and lean on the creative, so on-image text should be minimal and the caption does the selling.

Instagram Ads character limits

FieldLimitNotes
Primary text / caption (visible)~125 charactersTruncates behind “more” in feed; lead with the hook.
Headline (feed)40 charactersNot shown in Stories/Reels placements.
On-image textKeep minimalHeavy text overlay hurts delivery; let the creative carry it.

Common Mistakes

  • Reusing Facebook copy without checking that Stories/Reels drop the headline entirely.
  • Overlaying long text on the creative, which suppresses reach.
  • Front-loading hashtags instead of the hook in the caption.

Frequently Asked Questions

Are Instagram ad limits the same as Facebook?

Yes — Instagram uses Meta's ad system, so primary text truncates around 125 characters and headlines allow 40. The difference is placement: Stories and Reels don't show the headline.