Send Images, Video, GIFs and Carousels in a DM

Two of the four message layouts send media rather than text: image with button builds a card, and attachment sends a file.

Image cards and carousels

Pick image with button and the Message card turns into a card editor with a live preview beside it.

One card: image, title, and a button. Add another and they send as a carousel

Each card holds:

• Card image — upload a file, or use the cover frame of a reel
• Link — where the button goes
• Title — up to 80 characters, shown under the image
• Button label — up to 20 characters
• + Add link — up to three buttons on the card

+ Add another card adds a second, up to ten in total, and anything past the first sends as a swipeable carousel.

A carousel is the right call when the reader has a choice to make — three products, three price tiers, three services. It’s the wrong call when there’s one action you want taken, because a swipeable row invites browsing instead of tapping.

Pro Tip

Put the option most people want in card one. Carousel analytics across messaging apps say the same thing every time: the first card takes the overwhelming majority of taps.

Attachments

Pick attachment and you get an upload box: drop a file in, click Upload file, Record audio for a voice note, or Pick recent to reuse something you’ve already sent.

The upload box lists what Instagram will accept, with the limits

What you can send

Type	Formats	Limit
Image	PNG, JPG, GIF	8 MB
Video	MP4, MOV	25 MB
Audio	AAC, M4A, WAV	25 MB
Document	PDF	25 MB

GIFs go through as images — an 8 MB ceiling, which most short loops fit under comfortably, but a long screen recording exported as a GIF will not. Export it as MP4 instead and it gets the 25 MB video allowance.

Using them well

• PDFs deliver the lead magnet directly, instead of sending someone to a landing page to download it. Fewer steps, fewer drop-offs.
• Video works for demos and unboxings, where showing beats describing.
• Voice notes are unusually effective for high-touch services — a fifteen second “hey, thanks for commenting” in your actual voice reads as personal in a way no text can.

Attachments send on their own

An attachment is the whole message — there’s no caption field alongside it. If the file needs context, add an opener message before it — that one does take text and a button.

Both media layouts support variations, so the file or card can differ between recipients.