How to Optimise MMS Images for Successful Mobile Campaigns

  • The basics: files, sizes, best practices and more.
  • 3 design rules to live by: more than just optimising MMS images.
  • Design elements: the best ways to get more out of your images.

First, the basics

Quick specs

  • GIF (static or moving)
  • MP4 (video or audio)
  • MPEG video
  • one file per message
  • maximum file size: 250kB
  • if sending a GIF, try to keep the image size below 100kB

If your multimedia file is too big…

  • Reduce the number of colours used in your design (especially gradients).
  • Try reducing the image quality when exporting the design file. Reducing from 100 to about 70 should reduce file size without visibly losing image quality.
    💡 Best to test this to ensure that your image doesn’t become blurry.
  • Use an image compression tool like tiny png.
  • Reduce the dimensions of your design, while keeping the same aspect ratio. e.g. 1000x1000px to 500x500px.
  • minimise moving objects.
  • reduce the frame rate (frames per second). Lowering the frame rate will mean the animation isn’t as smooth; however, it will reduce the file size. (Try a frame rate between 12–24fps and don’t forget to test!).

Three design rules to live by

  • be engaging,
  • follow a hierarchy that is satisfying to the eyes,
  • create a balance that allows certain design elements to stand out.

‘Be engaging’. Yeah, but how?

Skincare brand MMS campaign example

Follow a hierarchy

  • Colour and contrast
  • Spacing and proximity
  • Composition
  • Scale/size
  • Typography and fonts
Example of MMS Image Hierarchy

Create balance

Example of Negative Space in MMS Images

Use these elements to optimise MMS images


  • Choose a font that’s easy to read, especially on smaller mobile screens. A bold sans-serif typeface will be your best bet as your primary font.
  • Try to stick to 1–2 different fonts within a design; too many fonts can ruin the hierarchy and balance. is an excellent resource for free, web-friendly fonts.
  • Use each font quality appropriately to convey your message. Each font holds its personality; some fonts are loud and proud, while others are quiet and tame.
MMS campaign example showing large font for mobile


MMS campaign example showing use of colour


Resort MMS campaign example

Feeling inspired?




Business Communications. Solved. Otherwise a massive lover of all things tech and marketing.

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Business Communications. Solved. Otherwise a massive lover of all things tech and marketing.

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