Instagram is a platform for sharing images, stories and videos. The visual experience is very much the focus. By creating attractive, market-appropriate content, direct contact to users and fans can be made, strengthening customer and brand loyalty. The Audi brand appearance is reflected in all posts. 

The rings in the profile image allow the page to be clearly identified. Information about the use of the profile image as well as the download of the templates are available in the guide “Social media – Introduction”. 

General instructions

As the social media guidelines for the Instagram application change each year, please review the guidelines set for the platform for the current calendar year. These include information such as the specific asset sections in which important image details and text elements are not allowed to be placed (safety zone), as well as the file output size specified for the asset.

Market-specific adjustments can be made following the rules set out below provided that the legal regulations are complied with. For example, checks need to be made as to whether legal information such as a disclaimer or consumer information needs to be integrated into the description texts (and if yes, exactly where and in what size) or directly into the video/image elements.

More details about font sizes and styles for subtitles and disclaimers can be found in the section “In detail: Subtitles and disclaimers in videos” in the guide Communication Media > Social Media > Introduction.

Posts

In posts, the brand elements (ringsbrand claimcolourstypographyimage stylelayout structureicons and animation) are used as described in the Basics chapter. Content is designed in accordance with the Audi Brand Appearance: high-quality and understated as well as authentic and self-confident.

Special features of the platform

 

Gallery post

A slider post needs to be set up as two individual images. If the post extends across two images within the Instagram grid, then Asset (1) is also again saved next to Asset (2) (gallery).

 

Overlays on videos

Videos are preferably posted in square or vertical format and are always launched in autoplay mode within the platform. Instagram places several interface elements on the video (time details at top-right, tagged individuals at the bottom-left, icon at lower-right). The placement of important elements in these positions needs to be avoided.

 

 

Story highlight preview images

Instagram provides the option of creating story highlight preview images in 1:1 format (1200 x 1200 px). The exact requirements can be found in the platform’s help section. It is possible to consistently use images, icons or typographic elements (such as event or model descriptions) in black or white.

 

Stories: Safety zone and minimum sizes

Stories always consist of an intro, a wallpaper story and an outro. They are shown only in 9:16 portrait format (1080 x 1920 px). Instagram positions several interface elements in the upper or lower sections of the format. 

So that content is not covered by these elements, they are inserted while observing the defined safety zone. 

The placement of the platform-specific interaction elements varies depending on the age and operating system (Android or iOS) of the user’s device, which means they can also end up in the content area.

 

 

Story intro slides

  • Safety zone top: 250 px (1)
  • Headline and subline: Audi Type Extended Normal or Bold, 86 pt / 96 pt ZAB (2)
  • Copy text: Audi Type Wide Normal or Bold, 50 pt / 60 pt ZAB (3)
  • Disclaimer: Audi Type Normal, 27 pt / 32 pt ZAB (4)
  • Safety zone bottom: 200 px (5)
 

Wallpaper story

  • Safety zone top: 250 px (1)
  • Headline and subline: Audi Type Extended Normal or Bold, 50 pt / 60 pt ZAB (2)
  • Disclaimer: Audi Type Normal, 27 pt / 32 pt ZAB (3)
  • Safety zone bottom: 200 px (4)
 

Story outro slides

  • Safety zone top: 250 px (1)
  • Headline and subline: Audi Type Extended Normal or Bold, 86 pt / 96 pt ZAB (2)
  • Hashtag: Audi Type Extended Bold, 50 pt / 60 pt ZAB (3)
  • Safety zone bottom: 200 px (4)

 

Quiz story

 

Introduction to quiz story

  • Safety zone top: 250 px (1)
  • Headline and subline: Audi Type Extended Normal or Bold, 50 pt / 60 pt ZAB (2)
  • Tap to play: Audi Type Wide Normal, 27 pt / 32 pt ZAB (3)
  • Disclaimer: Audi Type Normal, 27 pt / 32 pt ZAB (4)
  • Safety zone bottom: 200 px (5)
 

Subsequent slide quiz story

  • Safety zone top: 250 px (1)
  • Headline and subline: Audi Type Extended Normal or Bold, 50 pt / 60 pt ZAB (2)
  • Disclaimer: Audi Type Normal, 27 pt / 32 pt ZAB (3)
  • Safety zone bottom: 200 px (4)

 

 

Subsequent slide quiz story: Multiple choice

  • Response options are generated as a box element on the platform (1) and (2)
  • Response option (1): 1080 x 960 px (72dpi)
  • Response option (2): 1080 x 960 px (72dpi)

Reels

The video size for an Instagram reel is 1080 x 1920 px, which represents an aspect ratio of 9:16. The maximum duration of a video is 60 seconds.

Videos with a longer running time can be placed via Instagram Video (formerly IGTV). There are no mandatory requirements for the placement of text, as the text design will differ for each campaign.

 

Reel

  • Safety zone top: 220 px (1)
  • Area for placement of overlay elements (e.g. rings and text content): 1010 x 1280 px (2)*
  • Safety zone bottom: 420 px (3)
  • File size: < 4 GB (per video)

* On some smartphones, the edges are cut off around 35 pixels from the right-hand and left-hand margins. This also applies to the iPhone XS and a range of other medium-sized phones.

 

 

Preview of the reel grid on the platform

Instagram inserts the number of views and a play icon at the bottom left, inside the reel preview image. Placement of important elements in these positions needs to be avoided.

 

Don'ts

Filters offered by Instagram are not used.
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