Best Aspect Ratio for Photos on Social Media + Websites

The correct aspect ratio can help ensure images aren’t cut off and display large enough for viewers to see the details.

Digital content is packed with images of all shapes and sizes. A consumer who picks up their phone, scrolls through a social media app, and clicks on a website link likely encounters an assortment of vertical, horizontal, and square photos. A person who takes the same actions on a desktop device could have an entirely different experience. In each of these cases, image shape was carefully selected to guarantee the best browsing experience.

Reviewing platform specifications and uploading images with the correct aspect ratio can help ensure images aren’t cut off and display large enough for viewers to see the details.

Learn more about photo and video aspect ratios and discover the most common aspect ratios for social media platforms and websites.

What is an aspect ratio?

An aspect ratio is the ratio of width to height for any graphic. The ratio of width to height is written as two numbers separated by a colon, such as 16:9 or 1:1. Aspect ratios describe the geometric shape of an image or video—not display size. An aspect ratio of 1:1, for example, only tells you that the image is square. It could be as small as a favicon or as large as a billboard. 

Popular visual platforms like Instagram, Facebook, TikTok, and Pinterest display many different aspect ratios. App and website designers select specific aspect ratios to create the ideal user experience. Instagram, for example, uses a vertical 9:16 ratio for Stories and a 1:1 square ratio for grid images, found in the discover feed. When viewing an Instagram Story, this vertical image takes advantage of the full mobile screen for immersive viewing. In the grid view, square 1:1 images line up neatly and maximize the number of posts displayed at a time. Choosing the wrong aspect ratio for a specific platform can lead to poor display. The image may appear too small or be cut off.

Common aspect ratios

Common aspect ratios include: 

• 1:1. You’ll often find square images in your Instagram and LinkedIn feeds and many profile photos. 

• 4:3. This is the standard aspect ratio used by most digital cameras and medium-format cameras.

• 4:5. Vertical images used in Instagram and Facebook ads. This is one of the original aspect ratios in film photography, commonly used for portrait images.

• 9:16. Vertical images found in Instagram and Facebook Stories. This is also the standard ratio for TikTok and other vertical social videos.

• 16:9. Horizontal images used for YouTube Thumbnails and traditional landscape photos. This aspect ratio is also used for YouTube and other horizontal videos.

Aspect ratio vs. image size

If you want to use the same image across multiple channels, you may need to adjust the aspect ratio to ensure it displays properly. If you use the same aspect ratio for everything, you might end up losing image details because many platforms automatically crop images that aren’t the right shape. Adjusting the photo before uploading helps maintain its intended look and feel. 

Note that adjusting the aspect ratio alters the shape of an image. It doesn’t control the display size or significantly alter the file size. Image display size is determined by app or website design and, with responsive design, the user’s device. File size is dictated by the image capture technique and exporting. Changing image display size requires editing your website structure or image export settings. Altering file size can involve compressing, exporting, or upscaling. 

Changing an image’s aspect ratio is similar to cropping. It involves removing parts of the image, from either the top or the sides, to change the original aspect ratio and adjust the proportions. When adjusting the aspect ratio for a specific platform, using a photo editing tool with guidelines helps guarantee accuracy.

Shopify’s free image resizer tool lets anyone edit multiple images at once, directly from the web. It includes a large selection of preset aspect ratio options that make it easy to resize images for the platform of your choice. To resize an image, simply drag and drop it into the designated area, choose your aspect ratio, and then choose which platform you’d like it to be best suited for. You can upload a maximum of 10 different images.

Source: Shopify

Best aspect ratios for social media 

• Instagram
• Facebook
• TikTok
• Pinterest
• YouTube
• X
• LinkedIn

Choosing the right aspect ratio helps create an engaging user experience and ensures proper display on your chosen platform. Discover the best aspect ratios for images, videos, and ads on popular social media platforms. Follow these guidelines to simplify cropping and uploading images:

Instagram 

• In-feed post: Between 1:1 and 3:4 

• Stories: 9:16

• Reels: 9:16

• Reel cover photo: 1:1.55 

• Profile photo: 1:1

• Feed image ad: Between 1:1 and 4:5

• Feed video ad: 4:5

• Profile feed image ad: Between 1.91:1 and 4:5

• Profile feed video ad: Between 1.91:1 and 9:16

• Stories image ad: 9:16

• Stories video ad: 4:5

• Reels image ad: 9:16

• Reels video ad: 9:16

• Carousel feed ad: Between 1:1 and 4:5

• Carousel Stories ad: 9:16

• Carousel Reel ad: 9:16

• Collection feed ad: Between 1.91:1 and 1:1

• Collection Story ad: 1.91:1 to 1:1

• Collection Reels ad: 9:16 for a cover photo, 1:1 for a product image

• Explore image ad: 9:16

• Explore video ad: 4:5

Facebook

• Profile photo: 1:1

• Feed image: Between 1:1 and 4:5

• Feed video: 4:5

• Stories image: 9:16

• Stories video: 9:16

• Carousel ad: 1:1 or 4:5 for both image and video 

• Right column ad: 1:1

• In-stream video ad: Between 1:1 and 16:9

• Marketplace ad: 1:1

• Audience network ad: 9:16

• Reels video ad: 9:16

• Reels overlay ad: Between 1.91:1 and 1:1

TikTok

• Profile photo: 1:1

• In-feed video: 9:16

• In-feed ad: 1:1, 9:16, or 16:9

Pinterest 

• Standard: 2:3 or 1:1

• Profile photo: 1:1

• Cover photo: 16:9

• Video pins and video ads: 1:1, 2:3, 4:5, or 9:16

• Standard, quiz, showcase: 2:3

• Premier spotlight ad: 1:1 or 16:9

• Idea ad: 9:16

• Collections, carousel: 1:1 or 2:3

• Max width video ad: 1:1

YouTube 

• Profile picture: 1:1

• Banner, standard video, and video thumbnail: 16:9

• YouTube shorts: 9:16

X

• Profile picture: 1:1

• Header: 3:1

• Post: 16:9

• Videos and video ads: 1:1 or 16:9

LinkedIn

• Profile picture: 1:1

• Cover photo: 4:1

• Post: 1:1

• Article cover image: 16:9

Best aspect ratios for websites

• Full-width graphics
• Product listings
• Inline images
• Logos, icons, and symbols

Social media platforms have image guidelines and recommend ideal aspect ratios. When you’re building your own ecommerce website, there aren’t any hard and fast rules to follow. While you can technically upload any shape image, choosing an aspect ratio that looks good on both mobile and desktop devices will help provide a high-quality shopping experience for the largest audience. Use this guide to choose the aspect ratio for your website images:

Full-width graphics 

Ecommerce websites often use large, full-width graphics for eye-catching brand imagery. Common examples include headers, background images, and hero images. 

• Banner: 3:2

• Background image: 16:9

• Hero image: 16:9

• Lightbox images (fullscreen): 16:9

Product listings

Square images display well on both mobile and desktop devices. With a 1:1 square format, the mobile display size will be large enough for shoppers to appreciate product details.

• Product listings: 1:1

• Thumbnail image: 1:1

Inline images

Inline—or embedded—images appear in the main body of a web page. They can add visual appeal and help break up large blocks of copy, which is especially useful for blogs and other content marketing.

• Square: 1:1

• Vertical: 4:3

• Horizontal: 16:9

Logos, icons, and symbols 

The best aspect ratio for a logo varies depending on the design. Square format, 1:1, images are a popular choice and can naturally double as social media profile pictures or website favicons. 

• Logo (horizontal): 4:1

• Logo (square): 1:1

• Favicon: 1:1

• Social media icons: 1:1

Best aspect ratio for photos FAQ

What is the best aspect ratio for the web?

Websites can include multiple image styles. Banner or hero images often use a 16:9 aspect ratio. Embedded images commonly use a ratio of 16:9, 1:1, or 4:3. The best aspect ratio depends on how the image will be featured in your website design.

Is 4:3 or 16:9 better for Instagram?

Instagram is primarily a mobile platform, and vertical images appear larger on phone screens. Images with a 4:3 or 16:9 proportional relationship are both horizontal. For in-feed posts or ads, a 1:1 square or 3:4 vertical image will ensure a larger display size.

What is the most versatile aspect ratio?

The most traditional aspect ratio is 16:9. This horizontal image shape is highly versatile and accepted across a wide variety of platforms. In most cases, 16:9 images can be cropped into other popular aspect ratios, such as 1:1, to optimize for mobile display.