1.91:1:1 Ratio Guide for Social Media Images and Video
Learn how to use the 1.91:1 aspect ratio to optimize social media images and videos for Facebook, Instagram, Twitter, and LinkedIn without cropping.
Understanding the 1.91:1:1 Ratio for Social Media Images and Video
In social media marketing, getting the right image size can make or break ad performance. The 1.91:1 ratio is one of the most important dimensions for creatives on platforms like Facebook, Instagram, Twitter, and LinkedIn. This landscape format helps ensure visuals display correctly across devices—without unwanted cropping—and is a staple for link previews and feed ads. In this guide, we’ll break down what the 1.91:1:1 ratio means, why it matters, and how to use it effectively.
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What Does 1.91:1:1 Actually Mean?
The ratio 1.91:1:1 is a precise aspect guideline frequently used for social media creatives.
- 1.91 — Represents horizontal width relative to height. Slightly less wide than a 2:1 format.
- 1 (second value) — Base height unit for rectangular ads.
- 1 (third value) — Indicates consistent height baseline across device displays.
In practical terms:
Width = 1.91 units, Height = 1 unit, Height baseline = 1 unit
This ensures your creative maintains consistent proportions across desktop and mobile platforms like Facebook News Feed.
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How Social Media Platforms Use the 1.91:1 Format
Different networks prefer specific aspect ratios for optimal rendering of ads and posts. The 1.91:1 ratio is widely supported and recommended.
Common Uses
- Facebook Feed Ads: Ideal for link previews in News Feed.
- Instagram Feed Ads: Suitable for horizontal creatives in sponsored posts.
- Twitter Media Cards: Keeps headline and image elements visible.
- LinkedIn Sponsored Content: Displays professional banner images without letterboxing.
| Platform | Recommended Aspect Ratios | Use Case |
|---|---|---|
| Facebook Ads | 1.91:1 | Link post images |
| Instagram Feed | 1.91:1, 1:1 | Sponsored posts, organic feed |
| 1.91:1 | Tweet media thumbnails | |
| 1.91:1 | Sponsored content banners |
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Comparing Ratios: 1.91:1 vs. 1:1 and 4:5
Aspect ratios define how much space an image occupies. Here’s how 1.91:1 stacks up:
- 1:1 (Square): Balanced and grid-friendly, especially for Instagram carousels.
- 4:5 (Portrait): Maximizes mobile vertical space, stronger visual dominance.
- 1.91:1 (Landscape): Fits link previews perfectly; keeps layout professional.
Choosing the right ratio comes down to the viewing context and campaign goals.
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Formatting Images Correctly to Avoid Cropping
Incorrect dimensions can lead to misplaced or cut-off content. To get flawless output:
Tips to Avoid Cropping
- Begin with correct dimensions: Use platform guidelines, e.g., Facebook’s 1200×628px for 1.91:1.
- Safe zones: Keep important text/logo toward the center.
- Responsive design checks: Preview across devices before publishing.
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Best Practices for Designing Graphics in 1.91:1
Follow these guidelines to fully leverage the ratio:
- Central alignment: Keeps focus on key elements.
- High resolution: Minimum 72 dpi; 300 dpi for print-support quality.
- Minimal text overlay: Improves ad relevance and avoids overcrowding.
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Pros and Cons of Different Ratios
| Ratio | Pros | Cons |
|---|---|---|
| 1.91:1 | Perfect for wide ads, avoids cropping, versatile | Uses less vertical space on mobile |
| 1:1 | Balanced appearance, suited for gallery layouts | Not ideal for link preview formats |
| 4:5 | Dominates mobile screen real estate | Crops on some desktop placements |
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Step-by-Step Resizing in Photoshop and Canva
Here’s how to properly size assets to the 1.91:1 format.
Photoshop
1. Open your image.
2. Go to Image > Image Size.
3. Set width to 1200px, height to 628px.
4. Adjust resolution as needed.
5. Export via File > Export > Save for Web.Canva
1. Create a custom-size project.
2. Set width 1200px, height 628px.
3. Upload your image.
4. Adjust positioning within frame.
5. Download in PNG or JPG.---
Case Studies: Brands That Use 1.91:1 for Better Ad Performance
E-commerce
An apparel retailer optimized creatives to 1.91:1 for Facebook ads. Their CTR rose by 20% as images fit link previews perfectly.
SaaS
A software firm used 1.91:1 format on LinkedIn ads. The landscape style matched the platform’s visual tone, boosting engagement.
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Testing Ratios in Campaigns and Measuring ROI
Testing is essential to discover what works for your audience.
Testing Steps
- Design in multiple aspect ratios.
- Create separate ad sets for each ratio.
- Measure CTR, engagement, and conversions.
- Compare analytics; refine formats based on results.
The right ratio enhances visibility and clickability, directly impacting ROI.
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Key Takeaways & Next Steps
- The 1.91:1:1 ratio is an industry standard for landscape social creatives.
- Ensure assets match platform dimension guidelines to prevent distortion.
- Test ratios like 1:1, 4:5 alongside 1.91:1 for optimized results.
- Maintain high resolution and central safe-zoning in design work.
Next Steps:
- Audit your creative library for compliance with 1.91:1.
- Update your Photoshop/Canva templates accordingly.
- Watch for social platform updates to aspect ratio recommendations.
By mastering the 1.91:1 ratio in your campaigns, you’ll achieve consistent, professional visuals that boost engagement and drive measurable results. Apply these guidelines now to sharpen your ad strategy and improve performance across social media channels.
