How to create instagram stories ads
8 Tips for Creating Highly Effective Instagram Stories Ads
Instagram Stories have captured the hearts (and eyeballs) of Instagram users across the world. So is it any surprise, then, that Instagram Story Ads are one of the very best ways to advertise on the platform?
With more than 500 million people using Instagram Stories daily, brands have a massive opportunity to make an impression. In fact, 58% of Instagram users report being more interested in a brand or product after watching their Stories.
So if Instagram is part of your brand’s social media strategy: it’s Story time, baby! Here’s everything you need to know about making effective, engaging Instagram Story ads.
What are Instagram Story ads?
How to publish an Instagram Story ad
Instagram Story ads design requirements
Meta ad guidelines for Stories
How much do Instagram Story ads cost?
8 tips for creating highly effective Instagram stories ads
Download your free pack of 72 customizable Instagram Stories templates now. Save time and look professional while promoting your brand in style.
An Instagram Story ad is paid content that appears as users are watching Stories on Instagram.
Source: Instagram Business
Instagram Stories are vertical, full-screen photos and videos that appear at the top of the Instagram app, rather than in the news feed.
Organic Stories disappear after 24 hours; Instagram Story ads will continue to be served up as long as your campaign is running.
Stories incorporate fun, interactive components like stickers, filters and effects. They’ve become incredibly popular since launching in 2017, and brands have reaped the benefits. In a survey of Instagram users, half reported visiting a business’ website to make a purchase after seeing it in Stories.
TLDR: For brands on Instagram, Story Ads are a powerfully effective avenue for sharing your message.
Get that ROI! Get it!
Source: Instagram Business
You’ll be creating your Instagram Story through the Meta Ads Manager on your computer or through the Meta Ads Manager app. (At this point in time, you can’t publish an Instagram Story ad directly through Instagram.)
1. Go to Meta Ads Manager and select the + icon (aka, the Create button).
2. Choose a marketing objective, like Website Traffic, Reach, or Page Likes. (One key note: “Post Engagement” does not offer an Instagram Story ad option.)
3. Select your creative from your camera roll or from an existing Instagram post.
4. Fill in the details (which vary depending on the marketing objective).
5. Then, tap on Placements. Toggle Manual to see all of your platform distribution options. Tap Instagram and select Stories.
6. Continue on to the next page to set your ad audience. You can select people who are already interacting with you (for instance, “People who engaged with your page”) or create a new target audience.
7. Set your campaign budget and schedule.
8. The final step will allow you to review and preview your campaign. Tap Place Order to seal the deal.
Instagram Story ads design requirementsFor best results, use Meta’s recommended dimensions and formats as you’re designing your Story ad. Otherwise, you may risk an unflattering crop or sketchy-looking stretch.
| Aspect Ratio | 9:16 |
|---|---|
| Recommended Dimensions | 1080px x 1920px |
| Minimum Dimensions | 600px x 1067px |
| Video File Type | .mp4 or .mov |
| Photo File Type | . jpg or .png |
| Max Video File Size | 250MB |
| Max Photo File Size | 30MB |
| Video Length | 60 minutes |
| Supported Video Codecs | H.264, VP8 |
| Supported Audio Codecs | AAC, Vorbis |
In case this chart isn’t enough of an inspiration (ok, weird??), check out our list of 20 creative Instagram Story ideas!
Meta ad guidelines for StoriesBuying an Instagram Story ad doesn’t give you carte blanche to do what you want — this isn’t Westworld, people.
Instagram’s parent company, Meta, has policies in place to try to create a user-friendly experience. If your ad doesn’t meet these guidelines, it may not make the cut.
Ads should not violate Instagram’s Community Guidelines. You can read the full rundown here, but basically: don’t be a jerk! Here’s the bullet-point version of prohibited content:
- Illegal products or services
- Discriminatory practices
- Tobacco and related products
- Unsafe substances
- Adult products or services
- Adult content
- Third-party infringement
- “Sensational” content
- Personal attributes
- Misinformation
- Controversial content
- Non-functional landing pages
- Cheating and deceitful practices
- Grammar and profanity
- … plus a laundry list of predatory businesses like payday loans or multi-level marketing.
Wow, I guess Meta just hates fun??? (JK, JK, JK! Online safety: we love to see it!)
In addition to this list of outright no-nos, there is also content that Meta restricts, such as:
- ads for online gambling
- promotion of online pharmacies
- Alcohol related advertisments
- promotions for dating services
To advertise a business focused on these products or services, you’ll need to request special permission or comply with applicable local laws.
If you put together an ad in violation of Meta’s advertising policies (uh ohhh!), you’ll receive a notification that your ad has been denied, and it won’t run.
However, if you think your denial was unfair, you can always request a review of the decision. Typically, that review happens within 24 hours.
Dive deeper into Meta’s ad policies here, or Instagram’s Community Guidelines here.
How much do Instagram Story ads cost?Instagram Story ads cost as much as you want to spend./i.s3.glbimg.com/v1/AUTH_08fbf48bc0524877943fe86e43087e7a/internal_photos/bs/2019/D/c/RIcTYdSqmky2N2hElngQ/mojo-stories-instagram.jpg)
As Instagram itself puts it, “the cost to advertise is up to you.”
A draft campaign is the best way to see what bang you’re going to get for your buck.
Set the budget, the duration, and the audience that works for you as you’re planning your campaign. This will give you a clear estimate of just how much reach you’ll get. Adjust as necessary.
We know you probably want a clear prescription here, but there’s honestly no best practice for how much to spend on Instagram Story ads. Sorry!
Start with a few bucks, see how it goes, and add on from there. We’re all social media scientists, just trying to make our way in this crazy, mixed-up life.
For more Instagram advertising wisdom, check out our 5 Step Guide to Instagram Ads.
Download your free pack of 72 customizable Instagram Stories templates now. Save time and look professional while promoting your brand in style.
Download the templates now!
8 tips for creating highly effective Instagram stories adsNow that you know how to buy an Instagram Story ad, let’s dig into how to make the most of your moment in the spotlight.
When you’re creating your content for your Instagram Story ad, shoot it in a vertical format. That’s how your audience is most likely to be viewing it, after all.
Take advantage of the fullscreen vertical canvas and design creative specifically proportioned for the mobile experience.
Along those same lines: consider planning out which Stories add-ons and tools you’ll be using in the final product. That way, you can compose your video or photo scenes strategically to make visual space for stickers, polls, or effects.
Hotels.com, for instance, created this vertically oriented ad with space around their spokesperson to pepper in fun stickers.
Source: Instagram Business
Emphasize your CTAA CTA — or “call to action”— is what you’re asking the viewer to do. For instance: “Swipe up,” “Shop now,” “Get your tickets,” or “Place your vote.” (Explore our list of compelling CTA ideas here.
)
ClassPass asked the audience to Swipe Up for more info on a free trial. Even though the video itself is fast-paced, we don’t miss the point since that CTA is front and center: ClassPass would love if we just give a lil swipey.
Don’t let that important detail get lost in the thick of your graphic design or fun stickers: make sure your mission or ask is crystal clear for the person tapping by your ad.
Instagram reports that campaigns perform far better when they emphasize their CTAs and make the product or service the vocal point. Say it loud and proud!
Add text overlaysVisuals can say a lot but sometimes words can say it better. Instagram recommends pairing text with a visual focal point for best results in your Story Ad.
According to internal research, there’s actually a 75% chance of better performance with central-placed text for add-to-cart objectives.
Clinique layered in text onto dynamic, colorful product shots to hammer home the benefits of each of its new hydrating gels. Now I know it’s green and refreshing and treats irritation! I’ll take 12!
Here are 19 helpful tools for designing cool Instagram Story graphics and creating thumb-stopping text treatments.
Enhance your ad with audioSound can be a powerful tool to set a mood or hammer home the value of your ad.
Experiment with voice-overs and music to enhance your Instagram Story ad. Chances are, it’ll pay off; Instagram has found that 80% of Stories with audio (voiceover or music) enjoy better results than ads without sound.
This VW ad features fun (and dare we say, funky?) music to enhance the cool-factor of its mini car commercial.
Get interactiveElements like polls or “tap to hold” games give your audience a moment of fun.They also encourage users to actually stop and take the time to interact with your brand instead of flipping by.
For instance, this Doritos poll — sure to inspire a fiery debate.
Another cool idea: this interactive Ritz ad gave the viewers a surprise result when they hit pause. (Suddenly, I’m craving strawberries on crackers?)
Design with your brand in mindEvery second counts in the fast-paced world of Stories, so make sure you’re integrating your brand right off the bat. Elements like products or logos at the very beginning of your Story will help capture attention and build positive brand recall.
Sephora makes sure to start off its Instagram Story ads with its logo and beautiful, on-brand imagery.
Try one of our 72 free Instagram Stories templates to get you started.
Make those Stories moveMotion catches the eye and captures attention, so if you have the opportunity to enhance a static image with a little bit of movement… do it! Studies show that ads that use motion regularly receive more views and purchases than still images.
So get moving, why dontcha?
Arlo Skye’s Story ad flips between images of its carry-on suitcases, which creates a dynamic movement despite the fact that the product shots themselves are static.
Can’t wait to see your captivating Story ads as we’re flipping through our Stories soon. Want more marketing ideas for Instagram? Dig into our Instagram marketing cheat sheet here.
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Bonus: Get the Instagram advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.
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9 Tips for Creating Instagram Stories Ads That Convert
Are you running Instagram Stories ads yet? They could be your ticket to boosting brand awareness, gaining more followers, and improving your sales!
A lot of companies are only just starting to think about Instagram Stories ads, which leaves you in a great position to get ahead of the competition.
And why wouldn’t you? There are 400 million people using Instagram Stories every day, and a third of the most viewed stories are from brands and businesses.
So if you’re not already tapping into Instagram Stories ads and building them into your marketing strategy, now’s the time!
Here’s everything you need to know about creating Instagram Stories ads that convert:
Why You Should Start Running Instagram Stories AdsInstagram Stories ads are the perfect way to reach new audiences and showcase your brand, business, and products to an already engaged audience.
Engagement rates for Instagram Stories are already high, with Instagram revealing one in five stories gets a direct message from viewers.
“Using Instagram Stories ads means you can reach out to, and share your message with an audience that’s already actively watching and engaging,” says WeWork Social Media Manager (UK, Ireland & Australia), Chloe Fagence.
For Chloe, Instagram Stories ads are an essential part of an Instagram marketing strategy. “You can be so creative with how you share your message through ads on Instagram Stories – if you’re doing stories and seeing a positive engagement from them, there’s no reason not to try Instagram Stories ads too!”
The options for creating ads in Instagram Stories are limitless, with videos, photos and Carousel ad formats to try out:
Video: Video ads play for up to 15 seconds and can be created with Facebook’s Creative Hub, or Ads Manager, or you can design and edit your own ad and uploaded it to Facebook’s Ad Manager.
Photo: A still image ad will play for 5 seconds. You can create photo ads with Creative Hub or Facebook Ads Manager, or you can upload a file from your own designs.
Carousel: Carousel ads for stories allows brands to play up to 3 pieces of content (video and photos) within a single ad.
But if you’re starting from scratch and looking for inspiration, or just simple ways to turn your Instagram Stories ads into sales, these 9 tips will help get you started!
Want to learn how to grow your business with Instagram Stories? Our free 45-minute video course covers everything from attracting more of your ideal audience to boosting your engagement and even making more sales with Instagram Stories!
#1: Start Experimenting With Instagram Stories Video AdsDid you know that videos hold our attention 5x longer than still images?
There’s no denying that our attention spans are getting shorter and shorter, especially when we’re thumbing through social media.
Integrating video ads into your Instagram Stories ad campaign is one way that you can help overcome this attention deficit!
Later’s Paid Acquisition Lead, Vivian Wu explains: “As our attention span declines, the first 3 seconds of your Instagram Stories ad has to be eye-catching and memorable.”
One brand that’s really using video to their advantage is @tijneyewear. In just a short 15-second clip, they’ve showcased up to 8 products through a GIF-style looping image. It’s a simple but effective way to get multiple products in front of the right people while building brand awareness.
“The impact a video can make in 3 seconds can be so much stronger than a still image — it’s definitely worth trying out!” says Vivian.
#2: Keep Your Message Short and Straight to the Point for Instagram Stories AdsYour key message should be short, sweet and to the point in an Instagram Stories ad.
In an Instagram Stories ad, a ‘sponsored’ label appears in the top, right corner of your post and reveals that your post is an ad, and not part of your day-to-day Instagram Stories.
Which means that once your viewers realize it’s an ad, they are even more likely to tap or swipe away from your story.
If you want to create an Instagram Stories ad that converts, it’s important to have a short and punchy message that is easy to read.
Vivian backs this up: “Make sure that the content on your Instagram Stories ad is simple and easily digestible — that means no essays!”
Take a look at @casetify’s Instagram Stories ad — it’s quick, simple and delivers its core message with pop-up text on the video.
#3: Don’t Forget to Include Your Brand Logo in your Instagram Stories AdAdding your branding or logo to an Instagram Stories ad seems like a basic tip, right?
Well, if your aim is to improve brand awareness and reach new audiences, posting an Instagram Stories ad with your brand logo is essential.
Your Instagram Stories ads aren’t just viewed by your followers, but also the target audience demographics you select when setting up your ad campaign, which means that people watching your ads may have never heard about your brand or products before.
“If you’re reaching out to an audience that’s unaware of your brand, including your brand logo is key!” says Vivian.
Without a logo, the only place where a viewer will see your brand name is in the top, right corner where your Instagram handle will be shown. If you’re not showing off your brand in your Instagram Stories ad, you’re running the risk of losing money and having viewers swipe past without noticing who posted the ad!
#4: Stay True to Your Brand’s Instagram Aesthetic with Stories Ads“When it comes to designing Instagram Stories ads, it’s so important to keep in mind your branding,” says Later’s Communications Designer, Chin Tan.
Making sure that your Instagram Stories ads fit seamlessly in with your overall Instagram aesthetic (especially your Instagram Stories style) if you want to keep people engaged and increase brand recognition.
“The aim is to create recognition and attract attention, even if it’s just for a few seconds,” explains Chin.
Think about your imagery and typography; it should always reflect your brand aesthetics. The easiest way to do this is by using the colors, typeface, and images that are in tune with your brand. Or if you’re using Instagram Stories templates, continue to use them for your ads.
A great example of this is @happysocks — they created an Instagram Stories ad video that is perfectly aligned with their product branding and their Instagram aesthetic. It’s bright, colorful and shows off the products in a lighthearted, fun way.
#5: Polished Instagram Stories Ads Aren’t Always the Best AdsYou don’t need to pour blood, sweat, and budget into your Instagram Stories ads to make them successful!
In fact, the new trend with Instagram Stories ads is to have them feel more authentic, real and ‘home-cut’.
“Instagram users are wise to sponsored posts”, says Later’s Head of Marketing, Taylor Loren.
“People are used to watching casual Instagram Stories content from their friends.
If they see a highly produced video pop up in their stories, it can come across like a commercial, and they will naturally swipe away.”
You might have spotted influencers creating Instagram Stories ads that are selfies or videos where they just talk right into the camera. This makes the ads more informal and less sales-driven, resulting in a post that is personable and more likely to keep an audience engaged.
Consider using Instagram Stories features like fonts or GIFs to keep your ad in line with your usual style.
We chatted to Bob Wolfley, Social Media Manager at MeUndies about their approach to Instagram Stories ads. Wolfley agrees that for Instagram Stories, when ads feel overproduced or overly animated, a user’s immediate reaction will be to swipe away and move on to the next’s account’s post.
In our free Instagram Stories for Business course, we talk about how to build an authentic and natural Instagram Stories ad for your brand. Check out the video below to learn more about how @MeUndies taps into this ‘unpolished’ trend to get more sales.
Nothing encourages an impulse purchase more than a limited-time deal or an exclusive offer!
Creating a sense of urgency or FOMO within your Instagram Stories ads is one simple way you can encourage viewers to swipe up and visit your website (and hopefully make a purchase)!
Brands like @gemma.bonhamcarter, @nextvacay, and @cali.tiger have all used strong CTAs in their ads in order to drive people to swipe up to visit the website and learn more.
It’s simple but highly effective!
#7: Be Strategic With Your Text Positioning in Instagram Stories AdsAs we’ve mentioned, Instagram users are wary of sponsored posts and Instagram Stories ads.
Draw attention away from the ‘sponsored’ tag in the top, right corner of your Instagram Stories ad by placing your main message or graphic in the middle of the screen or closer to your ‘swipe up’ link.
Remember: every second counts when it comes to engagement, so if you can catch a viewer’s eye immediately with your message (and not the sponsored tag!), it could make a huge difference to your link open rates in your ads.
Sometimes everything you need to say can’t fit into one 15-second video or still photo. And that’s exactly why Instagram created the carousel format for Instagram Stories ads.
Instagram carousel ads, which can be made up of three images or three 15-second videos, let you tell a more “sequenced” story over several parts.
However, just like organic Instagram Stories posts, users can tap through, swipe back and forth, or pause the content whenever they like, so it’s still important to be creative and engaging from the get-go!
One of the first brands to use the carousel feature for their Instagram Stories Ads was @gap. They incorporated some of Instagram Stories native elements, like drawing tools along with videos and animated text to create the 45-second carousel ad.
As part of a case study for Instagram, Gap revealed that they saw a 73% higher click-through rate than previous Instagram campaign with their carousel ad!
Another brand using the Instagram Stories carousel ads to their advantage is @hello.
shakr. They’ve created a three-part video series that showcases how to make Instagram ads through their app. The ad lets people tap through to the next part to learn more. It’s a fun ad that merges useful information and brand awareness in three, quick video snippets.
Instagram recently revealed that 60% of Instagram Stories ads were viewed with the sound on!
Having audio, whether it’s a voice over or music can make your Instagram Stories ad more engaging and draw your audience in.
Brands like @calm, @juicycouture and @vichyuki are all including sound effects, voice-overs, and music, for their Instagram Stories ads! Try it out next time.
How to Create Instagram Stories AdsNow that you know what makes an engaging Instagram Stories ad, it’s time to get your first campaign live!
Just follow these steps to get set up and publish your first Instagram Stories ad:
From here, all you need to do is set a budget.
Once you’ve set your budget, you can get creative and decide whether you want to create an Instagram Stories ad that’s a video or a still image.
Note: You’ll need to follow Instagram’s image and video requirements to upload a file.
Finally, add the link to where you want your Instagram Stories ad to go to, and a call to action.
You can review your ad and once you’re happy with it just click confirm to set it live!
Getting started with Instagram Stories ads is easy, quick, and could make a real difference to your Instagram profile’s growth and business sales.
Use some of your top tips and start experimenting with different Instagram Stories ads formats and styles and see which resonate with your audience the most!
If you want to learn more about growing your business with stories, sign up for our free Instagram Stories for Business course!
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 launch 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 account.
- 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 media 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 look like your Instagram followers):
- Click "Done" and open the ad preview.
Pay special attention to creating 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.
Please note that the video cannot be longer than 15 seconds.
Life hack: Instagram stories have the ability to add up to three videos. Thus, your ad will be 45 seconds long:
The requirements for other creatives and their sizes can be found in the official Facebook help.
7. Click "Create promotion" and wait for moderation to finish.
So, targeted advertising has been launched, but the work does not end there. We must not forget about further analysis and optimization.
How to advertise effectively on Instagram Stories: Facebook tips
Marketers know that a good story can be the key to success. What about Instagram Stories ads? We are publishing a translation of Facebook recommendations based on several studies.
In November 2017, over 300 million Instagram accounts used Instagram Stories every day, a full-screen creative format where people watch and share daily moments in photos or videos that disappear after 24 hours (unless saved).
Marketers have become storytellers: half of all Instagram business pages from around the world post at least one story per month.
To help advertisers understand and embrace this new format, Facebook IQ commissioned a study on non-obvious metrics to understand how people around the world perceive content in Instagram Stories. A meta-analysis was also conducted for the US audience to explain what creative elements will help to attract the attention of users and achieve business results.
Stories evoke emotions
The study showed that people from all the markets studied (Brazil, Indonesia, UK, USA) react emotionally to Instagram stories. It turned out that people associate Stories with heightened emotions such as excitement, fun, and inspiration.
Perhaps the reason for this is that the full-screen format offers an immersive experience, and therefore allows advertisers to create a deeper connection with the audience.
Creative elements make stories effective
Business stories take over.
On average, more than 1 in 3 respondents (active Instagram users) admitted that they are more interested in a product after seeing its Instagram Stories.
Effectiveness was measured by two factors: "breakthrough" - the probability that the ad will be noticed, viewed or the user will return to it and "response" - the probability that the ad will force the user to take some action.
There are 5 key insights from the study that support other observations: Some of the elements that make mobile feed ads perform better will also work for Instagram Stories.
5 Essential Elements of Instagram Stories Ads
- Relevance
On average, top-performing Instagram stories are ranked more relevant than underperforming ads. In addition, they attract attention, are easy to understand, and fit the advertised brand.
- Video length
Typically, effective ads on Instagram stories are shorter than ads with poorer results, and the brand is mentioned earlier in terms of video timing.
- Fast paced
Among Instagram Story ads containing multiple scenes, effective ads had shorter scenes.
- Product demo
Only half of the Instagram stories that were evaluated in the study showed the use of the product. However, those that contained such material worked more efficiently.
- Creative optimization for format
About half of the ads in the study were made specifically for Instagram Stories. But at the same time, only a third of all studied ads showed the best results. And success was influenced by the length of the video and the fact that the key message was announced at the beginning, and not at the end, regardless of whether the announcement was made specifically for Instagram stories.
By the way, Popsters has a lot of opportunities for content analytics in social networks, both your own and other people's accounts. You can easily find out what and when to publish.
Kei Hsu, Instagram Global Leader at Creative Shop recommends:
Stories open up a new world for marketers as they offer a new set of creative tools. My advice? Design content based on how people consume content and don't be afraid to experiment.
Insights for Marketers
Use stories to evoke emotions
The full-screen format of Instagram Stories offers immersion and engagement. Consider creating emotionally immersive content ranging from movie trailers to live, behind-the-scenes scenes to create a stronger connection with your audience.
Optimize for mobile
You don't have to create content specifically for every format you use to be successful. But optimization for mobile is necessary, it is important to consider this when setting up ads in Instagram Stories. Read the translation of another study (about mobile) to understand how to create content for mobile users.
