Snapchat Image Sizes & Ad Specs 2026
Complete specification guide for Snapchat. Snap ads, stories, filters, lenses, and organic content. Updated for 2026.
Quick Reference
Snapchat Ad Formats
Single Image or Video Ad
Collection Ads
Story Ads
Commercials (Non-Skippable)
Filters & Lenses
Custom Filters (On-Demand)
Sponsored Lenses (AR)
Organic Content & Profile
Profile Picture (Bitmoji)
Snaps & Stories
Spotlight Content
Technical Specifications
Video Requirements
- Codec: H.264 (recommended) or H.265
- Frame Rate: 30 fps minimum (60 fps supported)
- Resolution: 1080×1920 px (must be 9:16 ratio)
- Bitrate: 5-10 Mbps for best quality
- Audio: AAC codec, 128 kbps minimum
- File Size: 1 GB max (though smaller is better for upload speed)
Image Requirements
- Format: JPG or PNG (PNG for transparency in filters)
- Resolution: 1080×1920 px exactly
- Color Space: sRGB recommended
- Max File Size: 5 MB for standard images, 300 KB for filters
Design Safe Zones
Top 310px and bottom 310px: Avoid placing critical content (logos, text, calls-to-action) in these zones. They may be covered by UI elements like usernames, timestamps, or swipe-up prompts.
Optimal content area: Center 1080×1300 px is safest for important visual elements.
Aspect Ratio Enforcement
Snapchat is strictly vertical (9:16). There's no support for horizontal or square content. All uploads must be 9:16 ratio or they'll be rejected or letterboxed with black bars.
Best Practices for Snapchat
Vertical Only
Snapchat is 100% vertical. Never upload horizontal content—it creates ugly black bars and poor user experience. Design everything for 9:16 from the start.
Hook Immediately
Users can swipe away instantly. Capture attention in the first 2 seconds. Use motion, bold visuals, or surprising moments right at the start.
Sound Off Design
Many Snapchatters watch with sound off. Add captions or text overlays to communicate your message. Visuals should tell the story even without audio.
Authentic & Raw
Snapchat values authenticity over polish. Overly produced content feels out of place. Behind-the-scenes, casual, and spontaneous content performs best.
Use Native Features
Incorporate Snapchat's native tools—filters, lenses, stickers, drawing tools. Content created within the app feels more genuine and engages users better.
Leverage AR Experiences
Snapchat pioneered AR filters. Brands with custom lenses see 5x higher engagement than static ads. Consider investing in AR if budget allows.
Tell Stories, Not Ads
Users hate intrusive ads. Create content that entertains, educates, or adds value. Story ads with multiple tiles let you build narrative and keep users engaged longer.
Target Gen Z
Snapchat's audience skews young (18-24 core demographic). Use trends, memes, and music that resonate with Gen Z. Stay culturally relevant.
Test & Iterate
Snapchat's Ads Manager provides detailed analytics. A/B test creatives, CTAs, and targeting. Iterate based on performance data—engagement rates, swipe-ups, conversions.
Snapchat vs Other Platforms
How Snapchat Differs
| Feature | Snapchat | Instagram Stories | TikTok |
|---|---|---|---|
| Aspect Ratio | 9:16 only (strict) | 9:16 preferred, others work | 9:16 only |
| Content Lifespan | 24 hours (stories), permanent (Spotlight) | 24 hours (stories), permanent (feed) | Permanent |
| Primary Audience | Gen Z (13-24 core) | Millennials + Gen Z (18-34) | Gen Z (16-24 core) |
| AR Focus | Pioneered AR, central feature | AR available, less emphasis | AR effects growing |
| Messaging | Core feature (disappearing) | Available (DMs) | Basic (less used) |
| Discoverability | Discover + Spotlight (algorithmic) | Explore + Reels (algorithmic) | For You page (algorithmic) |
When to Use Snapchat
Best for: Reaching Gen Z, authentic behind-the-scenes content, ephemeral campaigns, AR experiences, event marketing (concerts, festivals), location-based targeting.
Not ideal for: Evergreen content (disappears after 24hrs), older demographics (35+), B2B marketing, long-form video, permanent brand assets.
Content Strategy
Treat Snapchat as a platform for intimacy and exclusivity. Users expect raw, unfiltered content from friends and brands they trust. Save your polished, edited content for Instagram or YouTube. Use Snapchat for:
- Product launches and sneak peeks
- Flash sales and limited-time offers
- Behind-the-scenes access
- Interactive polls and Q&As
- User-generated content campaigns (with filters/lenses)