Use image and video specs for ratios and file sizes. Use this page for the organic-only constraints below. Current as of 10 August 2026.
What carries over from paid
The profile grid re-crop
This is the constraint with no paid equivalent, and the one most often discovered after publishing. An ad is seen once, in the placement it was made for. An organic post is seen twice: in the feed at its native ratio, and again in your profile grid at whatever ratio the platform crops the grid to. The grid crop is centered and automatic, and you do not get to choose it. Design so the post works in both. A portrait post or Reel whose subject sits low in the frame reads correctly in the feed and gets its head cut off in the grid.Covers and thumbnails
A grid is read as a set, which paid never is.No preview, no rollback
A paid ad has a placement preview before it runs and can be paused in seconds. An organic post has neither in the same way.- Preview in the tool you publish from, and on a phone rather than a desktop browser, since that is where it will be seen.
- A published post cannot be edited into a different image. Correcting a visual error means deleting and reposting, which loses whatever engagement it had gathered.
- Deleting and reposting resets everything: the URL in the content calendar row, the engagement, and any link somebody already shared.
Accessibility
Related resources
- Image and video specs The ratios and file sizes, shared with paid.
- Organic social copy template The words side of the same post.
- Organic social post brief Where the creative is specified.
- Organic social pre-publish checklist The pass before it goes live.
- Visual identity and brand assets The standard organic is held to, same as paid.