Instagram is one of the most popular advertising platforms, with 2 billion monthly active users and over 2 million advertisers.
Combined with the ability to evolve its capabilities, you have a platform that compulsively engages users and advertisers.
This article breaks down Instagram ad formats and best practices for creating compelling ads for each placement.
images
With humble beginnings as a photo-sharing app, it’s no wonder that image ads are Instagram’s bread and butter.
It’s the easiest way to get your brand, messages and products in front of the public on Instagram, plus it’s a great starting point for any advertising campaign.
Best Practices
Use strong images that immediately grab users’ attention. Make your call to action easily identifiable and clear. Talk to your audience/industry. With the new Meta Advantage+ audience, your creativity is your targeting.
rollers
Reels have become a popular Instagram ad format since their launch in 2021.
Reel ads are not the same as regular video content on Instagram – they have unique features and abilities that video ads don’t.
In addition to Sponsored Reels, there is also the Ads on Reels placement, which is an overlay of Reels sponsored by a company/brand other than the creator of the Reel.
Example of a sponsored reel:
The reel is sponsored by the company that created the content.
Ads in reels:
Content-independent reel promotion
Best Practices
Take advantage of engaging visuals and content that fill the entire screen. Make your offer/call to action clear within the first few seconds of the video. Make content that doesn’t feel like an ad for longer watch times and better engagement.
Dig deeper: How to set up your Facebook and Instagram ad budgets for maximum results
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Video ads
On Instagram, videos are coming 21.2% more involvement than images. Videos allow creators a broader way to communicate their message and increase results, whether it’s for brand awareness, sales, or leads.
With the right visuals, sounds and narration, an engaging video ad can make all the difference in your advertising plan.
As described above, reels and videos have some similarities and some big differences. Showing video ads:
In the feed and can last up to 60 minutes (but shorter is always better than longer). Directly into the user’s main feed alongside organic posts, allowing advertisers to ‘integrate’ with organic content.
Best Practices
Grab your audience’s attention within the first three seconds of your video. Users scroll quickly, so creating content to capture their attention is imperative. Make your offer/call to action clear within the first few seconds of the video. Create videos that can be consumed without audio. Many users scroll without sound on, so don’t rely on audio to get your messages across.
carousel
Carousel ads provide an opportunity for unique storytelling within the ad space unlike any other placement.
While they’re perfect for showcasing multiple products, carousels are also a great way to capture and engage your audience. Use images that span multiple cards, creating a new kind of immersive user experience.
Best Practices
Use strong creative on every slide. Make sure the titles of each slide correlate with the creative. Use a clear call to action on each slide.
Story announcements
Stories are an immersive way to connect your audience with your brand between the personal posts of the user’s stories. With their full-screen experience and high engagement, eye-catching creatives are key.
Another way Stories ads are unique is when the CTA is clicked, the link slides up and takes the user to the landing page. Stories ads can be made with images, videos and carousels.
Best Practices
Use all the space you have. Besides Reels, this is the most space you have to advertise. Combine your Stories ads with user posts for maximum impact.
Browse the ads
The Explore tab is a great way to find new content and accounts on Instagram.
Each tab is curated for each account, so this is a great way to reach users who haven’t yet discovered your brand but are part of your customer profile.
Promoted ads can appear in the Explore tab grid with the Explore start location and in the Explore feed once a user clicks on a post and starts scrolling.
The location of Instagram Explore home
Instagram Explore Ad
Promoted content can be both images and videos, all following the same guidelines as image and video ads.
Best Practices
For Explore home placements, be sure to use engaging creative that sounds so people are more inclined to click on your ad. Follow best practices for video and image ads for success with Explore ads.
Creating Instagram ads that captivate and drive action
With a deep understanding of each ad format and placement and best practices for optimizing creative, you can find advertising success on Instagram.
Tailor your messages, images and calls to action for your goals and target audience while leveraging unique formats like Reels and Stories. Remember to grab attention quickly, communicate your offering clearly, and create an immersive experience.
Whether you have a physical product, software, or brand awareness, make the biggest impact possible with the best Instagram ad format. With the right strategy and compelling creative assets, your next Instagram campaign can connect with a wider audience and get stronger results.
Dig Deeper: How to do Instagram lead generation
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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