How long can instagram story ads be
App Installs Video ad specs on Instagram Stories
App Installs Video ad specs on Instagram Stories | Facebook Ads GuideUpdate to Meta Ads Manager objectives
We are gradually introducing a new set of 6 campaign objectives in Ads Manager:
awareness, traffic, engagement, leads, app promotion and sales.Learn More
About
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Instagram Stories
Instagram Stories can bring your business to life in an immersive format, with options to add stickers, emojis and other creative elements. These fullscreen vertical ads appear to viewers between organic Instagram Stories.
You can use the video format in Instagram Stories to show off your product, service or brand in new ways. Include movement and sound to capture attention quickly and show unique features of a product or tell your brand story.
Instagram Stories will play video ads that are less than 10 seconds for the full duration of the video. Video ads that are 10 seconds or longer will be split into separate Stories cards. Instagram will display either 1, 2, or 3 cards automatically before giving viewers the option to tap Keep Watching to see the remainder of the video. By default, the number of cards automatically displayed before prompting viewers to tap Keep Watching is tailored to each viewer.
Design Recommendations
- File Type: MP4, MOV or GIF
- Ratio: 9:16
- Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
- Resolution: At least 1080 x 1080 pixels
- Video Captions: Optional, but recommended
- Video Sound: Optional, but recommended
Videos should not contain edit lists or special boxes in file containers.
Consider leaving roughly 14% (250 pixels) of the top and 20% (340 pixels) of the bottom of the video free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action.
Text Recommendations
- Primary Text: 125 characters
Technical Requirements
- Video Duration: 1 second to 60 minutes
- Maximum File Size: 4GB
- Minimum Width: 500 pixels
- Aspect Ratio Tolerance: 1%
Learn More
- About Stories
- Creative Best Practices for Stories
- About Ads Manager Previews for Instagram Stories Ads
All ads must comply with our Advertising Policies.
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Select a placement option to discover which objectives are available.
Instagram Stories
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Instagram Story Video Length: How Long Your Videos Should Be
The maximum length for an Instagram Story video is 15 seconds.
But if you're wondering how to get around the time constraint, here’s a simple trick: You can string multiple 15-second clips together to make a longer video sequence.
IG Stories are short video clips that disappear after 24 hours. Stories are only visible to your followers.
Instagram Story videos are shorter than the average “story” format of other social media platforms:
- Facebook Stories: Up to 20 seconds
- Snapchat Stories: Up to 60 seconds
- WhatsApp Status: Up to 30 seconds
Story content isn't just limited to video. You can intersperse images and videos to create a more textured Story experience for your followers. Like a carousel post, viewers can tap through a mix of images and videos in your Story sequence.
How do Stories compare to other types of Instagram videos?
- Instagram Story videos: The maximum length for an IG Story video is 15 seconds.
Photos in Instagram Stories appear for 7 seconds. - Instagram Reels: Reels are Instagram's response to TikTok. A Reel video can last up to 60 seconds.
- Instagram Live videos: Livestream videos shot from the Instagram app can be up to 4 hours long. They can also be uploaded in their entirety to your Story or Feed after they've ended.
- Instagram Video: As of October 2021, IGTV video and Instagram Feed videos are now one format—Instagram Video. Video previews on the feed last up to 60 seconds. Regular accounts can upload video clips between 15 seconds and 10 minutes in length. Verified accounts or accounts with large followings can upload up to 60-minute videos.
- Instagram Video ads: Story ads can last between 5-15 seconds. Reels ads, up to 30 seconds. And Feed video ads can last up to 60 seconds.
How to edit the length of an Instagram Story video
If you're starting with a video that's longer than 15 seconds, and you want to post it to your Stories, you have two options:
Option 1
If you want to post longer videos from your camera roll to Stories, but they exceed the 15 second limit, Instagram automatically splits the first minute of your video into 4 x 15-second story cards.
As long as the video is less than a minute, you're fine. And since you're starting with a single video, your sequence will still maintain a sense of continuity, even though it's broken into separate parts.
Option 2
If your video is longer than a minute, Instagram will turn the first minute into 4 x 15-second cards like in Option 1, but will discard anything past the 60-second mark.
To upload the full video you’ll need to trim your content manually using Instagram's native video editing feature. Or, you can use a quality third-party video editor tool like CutStory to trim and edit your footage before posting.
Instagram has a new native editing feature that lets you trim videos to the desired length.Credit: Instagram
Is it better to use long videos or short videos?
Long and short Stories can both work well.
It ultimately depends on the type of content you're looking to post and how well you can capture and hold the viewer's interest.
→ Pro tip: As a rule of thumb, the longer the story sequence, the more you'll need to incentivize users to continue watching.
Keep reading for a few tips on how to do this.
But first, let’s take a look at how to make either format work for you. You’ll also learn how to make an Instagram Story video that gets people to engage.
Longer videos
Stringing several Instagram Story videos together gives you more space to share your message.
The challenge?
If your first video doesn't hook a user in the sequence, they will likely ignore it and tap to the next Story in their feed.
That first video has to grab their attention. Let’s take a look at how this works in practice.
Example
: EverlaneLength: 90 seconds+ across multiple Story cards
Everlane sells ethical activewear, including a variety of quality denim goods.
To communicate one of their central themes—transparency—they published a sequence of stories to educate followers on the truth about modern denim manufacturing.
But education alone isn't enough to hold people's attention.
You need to incentivize them to watch your content.
Everlane accomplishes this with interactive polls and quizzes to increase engagement and therefore, Watch Time. This makes it easy for viewers to tap through to the end of the Story sequence.
- Engage your audience by asking questions: Use binary yes-no engagement poll stickers (just tap a button to weigh in).
- Use micro commitments: A small form of engagement at the start, or micro commitment, increases the odds you’ll stick through to see the end.
- Combine education with interaction: Multiple polls interspersed with facts and insights for more engagement opportunities.
Why it works:
Everlane's first Instagram Story card opens with a simple question that immediately grabs your attention: "Denim is notoriously dirty… Do you know why?"
The hook in the first second of the video determines whether or not a user is sticking around to watch the rest of the Story.
Everlane interspersed "question" cards with "education" cards, which makes the educational experience fun and interactive, and makes it easy for people to tap through the full Story sequence.
Shorter videos
Once upon a time, there was an app called Vine. Vine videos were 6 seconds long and could tell entire stories with a beginning, a middle, and an end. Shorter instagram Story videos—under 15 seconds using a single Story card—can be highly effective and addictive too.
The key is remembering they need to stop a user in their casual Story swiping. You have to grab their attention, just like longer videos.
Let’s look at an example from a company that sells custom couches DTC and see why it works.
Example: CouchHaus
Length
: 14 secondsView this post on Instagram
A post shared by Couch Haus (@couch_haus)
- Design for sound-off: Most people don’t watch Instagram with sound on.
This is true of Stories and most other IG video placements. Be sure that your content doesn’t require sound to understand. Use captions to communicate the key points. - Quick video cuts: Within this single 15-second Story card, there are at least six different video clips strung together to tell a simple coherent story. This adds motion and visual variety, which keeps you watching. In just 14 seconds, you've learned exactly how the product works and what makes it interesting.
Why it works
While not necessarily the norm for Stories content (most are filmed spontaneously), this short video is heavily-edited to make the content shorter and easier to consume.
In a single Story card, CouchHaus walks you through the entire process of ordering a custom couch online. They use captions to communicate value props, and visuals to show off the product and simple order process.
If you strip away the video, you're left with a clear testimonial that explains the product and speaks to its value props:
- Custom couches online: I designed a custom couch on CouchHaus.
- Easy process: The process was so easy.
- Wide selection: I picked the color, fabric, and size.
- Pet-friendly: I chose the performance fabric, which is perfect for pets.
- Easy to clean: It's easy to keep clean, and it looks amazing in my house.
- Positive experience: I never knew it would be that easy.
Pro tip
If you're going to invest the amount of time and energy to create a video like this, make sure to repurpose it in as many places as you can.
For instance, this example is clearly a repurposed social ad, but it still works as an organic Story post. The same principles that make this CouchHaus video effective apply to all social ads and social media platforms.
How to make an IG Story video
There are several ways to do it. Here’s an easy tutorial:
Step 1
Log in to your Instagram account.
Tap the “Your Story” icon in the top left of the Instagram app on iPhone, iOS device, or Android. You’ll jump straight into the camera.
Step 2
Shoot a video in the default “Normal” mode or drag the side menu to any of the following video modes:
Create
Use text, music, stickers and GIFs to bring your Story videos to life. You can also use a number of interactive features to increase engagement with your Stories posts, including:
- Shoutouts: @ another account in your Story.
- Polls, Questions, and Quizzes: Let your audience engage with your Stories.
- Donations: Build goodwill by asking for donations to a good cause.
- Countdown timers: Drive urgency for product launches and special events.
- Gifs, stickers, templates: Use visual overlays to enhance your content.
Boomerang
Videos that play forward. Then play backward.
Then forward again.
Layout
Divide your Story video into various grid patterns.
Hands-free
Record without holding the button down. Or, select a video from your camera roll, simply by swiping up.
Multi-capture
Take up to 8 photos at a time, in quick succession.
Dual
Record video using both camera lenses simultaneously.
Level
Displays an on-screen level to help orient your shot.
Step 3
Your video preview should now be looping. Tap the arrow icon in the bottom right of the video to instantly post the video to your Instagram Story.
Tap "Your Story" to post your video.
Tip: To upload multiple videos to your Stories sequence, consider using a tool like Sked Social to upload assets in bulk rather than one-by-one.
Instagram Stories tips
There’s no right way to make an Instagram Story video. But here are some tips to help you get started:
Optimize for the format
Instagram Story videos are always vertical.
They’re designed to be watched on your phone. So when you’re creating content, be sure that it’s also natively vertical. If it isn’t, Instagram automatically adapts it to the Story format. But vertical videos that are designed for the platform tend to have higher engagement than non-native videos.
Keep it casual
You don’t need to spend tens of thousands of dollars on expensive video equipment. Video recorded from a smartphone works just fine. In fact, many times phone footage outperforms high-production video because it feels more natural and less like marketing.
Use Instagram add-ons
There are infinite ways you can deck out your Instagram Story videos. Draw all over them. Use hashtags, emojis, polls, and text to spice them up. These make your videos pop and make them more engaging. And they fit how Instagram users use the Stories placement.
Turn your top Story videos into highlights
Instagram Story videos last for 24 hours. Then they’re gone. But you can turn your Story videos into highlights that stick around on your profile forever.
This is a great way to feature your best Story content.
Reshare Story video posts you’re tagged in
If you’re tagged in another user’s Instagram post, you can re-share their post to your Story. This is a great way to feature happy customers shouting out your brand. And sharing that enthusiasm with the rest of your audience.
Requirements for video ads configured with the Engagement objective and Instagram Stories placement
Requirements for video ads configured with the Engagement objective and Instagram Stories placement | Facebook Advertising GuidelinesUpdate to Meta Ads Manager objectives
We are gradually introducing a new set of 6 campaign objectives in Ads Manager:
awareness , traffic , engagement , leads , app promotion and sales .Learn More
Info
Picture
Video
Carousel
Feature
InfoImageCarousel Feature
Instagram Stories
Video
You can tell about your company in Instagram stories in a fun way using stickers, emoticons and other creative elements.
Between organic Instagram stories, viewers are shown a full-screen vertical ad.
Video ads in Instagram Stories showcase your range, service, or brand in a new way. Add dynamics and sound to tell the audience about the unique features of the product or brand story.
Video ads up to 10 seconds long play in full on Instagram Stories. Video ads longer than 10 seconds are split into multiple cards. Instagram will automatically show 1, 2 or 3 cards before the viewer can press Continue watching and watch the full video. The number of automatically displayed cards is selected individually for each user.
Design guidelines
- File type: MP4, MOV or GIF.
- Aspect ratio: 9:16.
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and AAC stereo audio at a bit rate of at least 128 Kbps.
- Resolution: 1080 x 1080 pixels minimum.
- Video captions: not required, but recommended.
- Sound in video: optional but recommended.
The video must not contain timelines and the media container must contain special data types.
To prevent text, logos, and other key creative elements from being obscured by the profile icon or call to action, do not place them within 14% (250px) of the top and 20% (340px) of the bottom of the video.
Text recommendations
- Main text: 125 characters.
Specifications
- Video length: 1 second to 60 seconds.
- Maximum file size: 250 MB.
- Minimum width: 500 pixels.
- Tolerance for aspect ratio: 1%.
Related Articles
- About Stories
- Creative Guidelines for Stories
- About Ads Manager previews for Instagram Stories
All ads must comply with our Advertising Policies.
Choose a placement
Select a placement option to discover which objectives are available.
Instagram Stories
Facebook FeedFacebook Instant ArticlesFacebook In-Stream Video AdsFacebook Video FeedsFacebook StoriesFacebook SearchFacebook Business ExploreFacebook ReelsInstagram Profile FeedInstagram FeedInstagram StoriesInstagram ReelsAudience Network - Native, Banner & Interstitial Video Ads in MessengerRight Column FacebookFacebook Groups FeedShop on Instagram
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How to set up Instagram Stories ads: a step-by-step guide
The variety of placements and ad formats in Facebook Ads gives advertisers the opportunity to promote their business on several social networks - Facebook and Instagram - as well as the WhatsApp messenger.
In this article, we will talk in detail about how to set up ads in Instagram stories and work with them correctly.
Instagram Stories appeared in the summer of 2016, and two years later advertisers were allowed to show targeted ads. In less than four years, attendance at the site reached 500 million people.
Stories on Instagram will help:
- increase brand awareness;
- increase sales;
- inform customers.
To understand if ads in stories are right for your business, you should run test campaigns.
Instagram Stories advertising: setting up
To start your first advertising campaign, set up a business account via Facebook. We have detailed instructions on how to do this. Then link your Instagram page to your Facebook account through settings.
Let's take a closer look at how to create ads in Instagram stories.
- Go to the advertising office.
- Define the purpose of the advertisement.
Depending on the tasks that the advertising campaign must solve, select one of the items (each is discussed in detail in the official Facebook help):
- Specify the site that a person will go to by clicking on the link from the ad. It can be a website, app, or Messenger. If you are promoting an account, you must select the “Site” item.
- Set the audience settings. On Facebook, you can use basic and detailed targeting:
- Select a placement for showing ads. Facebook offers to display ads on all sites by default. To select a specific site, click on the "Edit placements" item. In the "Platforms" menu, check the box next to "History" only:
- Set the budget and schedule for impressions (read more about this in our guide to running Facebook ads):
- Add creatives, write text and mark up with links. Open the ad in preview to make sure it displays correctly.
If everything is in order, send the ad for moderation.
Another way to run ads on Instagram Stories
You can run ads on Instagram Stories from the social network interface.
- Post a story.
- Click on "More" in the lower right corner:
- Enter your Facebook details and allow access if you haven't already:
- Then select the site that the person will go to from the ad: profile, website or direct. Check the box next to the desired option in the "Action Button":
- Specify an audience to target or select an automatic audience (those who are similar to your Instagram followers):
- Click "Done" and open the ad preview.
Pay special attention to the creation of creatives for advertising, as they can contain basic information about a product or business. Use creativity to create creatives. Don't limit yourself to images and texts; it can be videos, a carousel. Apply the principles of creating an effective ad.
When preparing a creative, consider not only the content, but also its format.
