How to Optimize Images for Social Media

Why Social Media Image Optimization Matters

Social media platforms are highly visual, and your images are often the first thing people notice. Properly optimized images ensure your content looks professional, loads quickly, and stands out in crowded feeds.

Each platform has specific requirements and best practices. Using incorrect sizes can result in cropped images, poor quality, or rejection. This guide provides everything you need to create perfect social media images.

Facebook Image Specifications

Profile Picture

• Size: 180x180 pixels (displays at 170x170)
• Format: PNG for logos, JPEG for photos
• File size: Under 100 KB
• Aspect ratio: 1:1 (square)

Cover Photo

• Size: 820x312 pixels (desktop), 640x360 pixels (mobile)
• Recommended: 1200x630 pixels (works for both)
• Format: JPEG or PNG
• File size: Under 100 KB
• Aspect ratio: 16:9

Feed Post Images

• Size: 1200x630 pixels (landscape), 1080x1080 pixels (square)
• Format: JPEG (compression to 85% quality)
• File size: Under 4 MB
• Recommended: Square format (1:1) for maximum visibility

Stories

• Size: 1080x1920 pixels
• Format: JPEG or PNG
• Aspect ratio: 9:16 (vertical)
• File size: Under 4 MB
• Safe zone: Keep important content 250px from top and bottom

Ads

• Size: 1200x628 pixels
• Text limit: 20% of image area (less is better)
• Format: JPEG or PNG
• Aspect ratio: 1.91:1

Instagram Image Specifications

Profile Picture

• Size: 320x320 pixels (displays at 110x110)
• Format: PNG or JPEG
• Aspect ratio: 1:1

Feed Posts

Square:

• 1080x1080 pixels (recommended)
• Aspect ratio: 1:1
• Most popular format

Landscape:

• 1080x566 pixels
• Aspect ratio: 1.91:1
• Maximum width allowed

Portrait:

• 1080x1350 pixels
• Aspect ratio: 4:5
• Takes up more feed space

Stories

• Size: 1080x1920 pixels
• Aspect ratio: 9:16
• Format: JPEG or PNG
• File size: Under 4 MB
• Safe zone: 250px margins top and bottom

Reels

• Size: 1080x1920 pixels
• Aspect ratio: 9:16
• Length: 15-90 seconds
• Format: MP4 or MOV

Carousel Posts

• Size: 1080x1080 pixels (square recommended)
• Images per carousel: 2-10
• Format: JPEG or PNG
• Keep consistent: Use same aspect ratio for all images in carousel

Twitter (X) Image Specifications

Profile Picture

• Size: 400x400 pixels
• Format: JPEG, PNG, or GIF
• File size: Under 2 MB
• Displays as: Circle (design accordingly)

Header Image

• Size: 1500x500 pixels
• Format: JPEG or PNG
• File size: Under 5 MB
• Aspect ratio: 3:1

In-Stream Photos

• Minimum: 600x335 pixels
• Recommended: 1200x675 pixels
• Maximum: 4096x4096 pixels
• Aspect ratio: 16:9 or 1:1
• File size: Under 5 MB

Twitter Cards

• Summary card: 1:1 (minimum 144x144)
• Summary card large: 2:1 (minimum 300x157)
• Recommended: 1200x628 pixels

LinkedIn Image Specifications

Profile Picture

• Size: 400x400 pixels
• Format: PNG or JPEG
• File size: Under 8 MB

Cover Photo

• Personal: 1584x396 pixels
• Company: 1128x191 pixels
• Format: PNG or JPEG
• File size: Under 8 MB

Feed Posts

• Recommended: 1200x627 pixels
• Aspect ratio: 1.91:1
• Format: JPEG or PNG
• File size: Under 5 MB

Articles

• Size: 1200x627 pixels
• Format: PNG or JPEG
• Aspect ratio: 1.91:1

Pinterest Image Specifications

Profile Picture

• Size: 165x165 pixels
• Format: PNG or JPEG

Pins (Standard)

• Optimal: 1000x1500 pixels
• Aspect ratio: 2:3 (vertical)
• Maximum height: 1260 pixels
• File size: Under 20 MB
• Format: PNG or JPEG

Board Covers

• Size: 222x150 pixels
• Aspect ratio: 3:2

Best Practices

• Vertical images perform 60% better
• Use text overlays for better engagement
• Bright, high-quality images stand out
• Include branding consistently

TikTok Image Specifications

Profile Picture

• Size: 200x200 pixels
• Format: PNG or JPEG

Video Thumbnails

• Size: 1080x1920 pixels
• Aspect ratio: 9:16 (vertical)
• Format: JPEG

TikTok Ads

• Video: 540x960 to 1080x1920 pixels
• Aspect ratio: 9:16, 1:1, or 16:9
• Format: MP4, MOV, MPEG, AVI, or WebM

Universal Best Practices

1. Start with High Quality

Always begin with high-resolution images (at least 2x your target size) before resizing and compressing. This ensures maximum quality after optimization.

2. Use Correct Aspect Ratios

Incorrect aspect ratios result in cropped or distorted images. Always check platform requirements before creating content.

3. Compress for Fast Loading

Social platforms compress images automatically, but uploading pre-compressed images gives you more control over quality. Target:

• JPEG quality: 80-85%
• File size: Under 200 KB for posts
• Format: JPEG for photos, PNG for graphics

4. Include Text Wisely

If adding text to images:

• Keep it minimal and readable
• Use high contrast (dark text on light background or vice versa)
• Place within safe zones (avoid edges)
• Make font size large enough for mobile viewing

5. Maintain Consistent Branding

• Use consistent color schemes
• Include logo (subtly)
• Maintain visual style across platforms
• Create recognizable templates

6. Optimize for Mobile

Over 80% of social media is consumed on mobile devices. Ensure:

• Text is large enough to read on small screens
• Important elements aren't in corners (may be cut off)
• Images load quickly on cellular connections
• Colors are vibrant and stand out in feeds

7. Test Before Posting

Preview your images on multiple devices before publishing:

• Check how they appear in feeds
• Verify text is readable
• Ensure nothing important is cropped
• Test loading speed

Tools for Social Media Image Optimization

Image Creation

• Canva: Templates for all social media sizes
• Adobe Express: Professional design tools
• Figma: Advanced design capabilities

Optimization

• OptiPix: Free compression and resizing
• TinyPNG: PNG compression
• Squoosh: Google's web-based optimizer

Scheduling

• Buffer: Multi-platform scheduling
• Hootsuite: Enterprise solution
• Later: Visual planner (great for Instagram)

Quick Reference Table

Conclusion

Proper social media image optimization ensures your content looks professional, loads quickly, and stands out in crowded feeds. By following platform-specific specifications and universal best practices, you can create images that engage your audience and drive results.

Remember to always start with high-quality images, resize appropriately, compress for fast loading, and test on multiple devices before posting. With the right approach, your social media visuals will consistently deliver impact and engagement.