In 2025, as Instagram Reels and Stories have finally taken the #1 spot in advertisers’ priority lists, you should put more effort into improving your IG campaigns.

Read more: 55+ Predictions for 2025 Marketing Trends

With more than 1 billion daily active Instagram users, it’s absolutely critical that you target only those who are potentially interested in your product.

In this chapter of our Instagram Advertising Guide, we’re going to discover all the different Instagram target audiences.

By reading this guide, you will learn:

• How does the Instagram ad targeting work?
• How to create Instagram and Facebook ad audiences?
• How to set up Custom Audiences and Lookalike Audiences?
• What are the best Instagram audience targeting options to use?

We recommend that you experiment with various Instagram audiences to find the perfect target group for your ad campaigns.

How Does Targeting on Instagram Work?

Instagram ad targeting works by allowing advertisers to select specific locations, demographics, interests, behaviors, and traits to specify the people to display their ads to.

As Instagram ads are managed the same way as Facebook ads, their audience targeting works in the exact same way.

Facebook and Instagram ads have 3 targeting options:

• Saved Audiences
• Custom Audiences
• Lookalike Audiences

To create and manage your Instagram target audiences, use the Facebook Business Manager. (Since 2022, the platform is called Meta Business Manager.)

Simply go to the Business Manager and by clicking on the top-right menu, select “Audiences.”

On the Audiences page, you can see all your saved Facebook audiences as well as create new ones. To understand the wide range of targeting options that come with Instagram ads, let’s start from the basics.

Instagram uses data from a user’s profile, such as their location, age, and interests, to determine which kinds of ads to show them. Advertisers can also use special ad audiences to target users based on specific behaviors or historical behavior, such as website visitors or email subscribers.

Let’s take a look at all three options.

Facebook Saved Audiences

If you’re just getting started with advertising on Instagram, you should start by creating a Saved Audience.

Saved Audiences are the audiences that you can define by choosing people’s interests location, age, gender, used devices, income level, etc.

You can create Saved Audiences both in the Instagram campaign setup phase or in the Business Manager’s Audiences section.

Here’s a quick overview of the Saved Audience parameters you can edit:

• Locations
• Age
• Gender
• Languages
• Interests
• Behaviors
• Demographics
• Connections to pages

Location-based targeting

When setting up Instagram ads, you can target people in specific locations by selecting:

• Country
• State/Region
• Counties
• DMA (Designated Market Area)
• City
• Postal Code
• Specific Address Radius

Simply type in the regions you wish to target.

You also have another layer of location targeting, allowing to be even more specific:

• Everyone in this location (the default targeting option) – The last updated location of an actual Facebook user
• People who live in this location – Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
• People recently in this location – Tracked by mobile device usage in the geographic area you intend to target.
• People traveling to this location – Users who had this geographic area as a recent location that’s at least 100 miles away from their home location.

Demographics-based targeting

You can also define the age, gender, and location of your Instagram Saved audiences.

1. Age – If you know the average age of your audience members, you can set some age restrictions to narrow down your audience.

2. Gender – If your product is targeting a gender-specific audience, you can let Facebook know about it.

Tip: Even if your offers target both genders, you could create gender-specific Instagram ad campaigns to see if women and men respond differently to ad creative that matches their own gender.

3. Language – If you’re advertising in a particular language, you might want to only target the people who can understand your ads.

Later, in the “Detailed targeting” section, you can get even more specific and target people based on their relationship status, political views, life events, job titles, ethnicity, etc.

Interest-based targeting

Interests are one of the best (and easiest) Instagram audience targeting options as they allow you to target people specifically interested in topics and brands related to your product.

For example, you can target people interested in your competitors or magazines and blogs covering your industry.

To find and select new interests, you can either type in some words or browse Facebook’s pre-defined menus.

People’s interests are based on Facebook users’ likes and interests, apps they use, Pages they’ve Liked, and more.

Add several interests to broaden your Instagram audience.

Behavior-based targeting

Unlike precise Interests, Behaviors allow you to target people by purchase history, events they like, devices they use, etc.

For example, a beauty brand could target users who have previously purchased skincare products from their store in order to promote their new skincare line.

Note that behavior-based targeting still falls under the Saved Audiences category.

Here are a couple of examples of the behaviors you can target:

• Mobile Device User – target Android or iOS users
• B2B – target users based on company size, their industry, and their seniority at their job
• Expats – target people who have left their home country to go live somewhere else
• Purchase Behavior – target users based on their purchase habits and expenditures

To master behavioral targeting and learn about all its possibilities, check this guide: Reach Your 100% Perfect Audience With Facebook Behavioral Targeting.

Facebook Custom Audiences

Facebook Custom Audiences are your most high-value Instagram target audience.

This audience type allows you to retarget past website visitors and people who have engaged with your Instagram posts.

There are several ways to set up an Instagram remarketing audience, and we’re going to cover each of them briefly.

1. Create Custom Audiences from Customer Files

One way to create Facebook Custom Audiences is to upload your existing customer files – the lists of email accounts, phone numbers or app IDs.

The Customer File audience is a great way to target your newsletter subscribers, leads, or app users.

To create a Facebook Custom Audience for targeting on Instagram, follow these steps:

1. Create a Facebook Custom Audience
2. Select the “Customer File” option
3. Select whether you wish to add a customer file or import contacts from MailChimp.
4. Import your customer data to create a new Custom Audience
5. Select the identifiers
6. Upload a customer file
7. Give your Custom Audience a name

Your customer files can include 15 different identifiers, the most popular ones being:

• Email
• Phone number
• Mobile advertiser ID

If you need to clean up the data inside your customer files before the import, this Facebook’s guide can help you out.

2. Create Custom Audiences Based on Website Traffic

Website traffic-based Instagram target audiences allow you to create remarketing campaigns for people who have engaged with your website and specific landing pages.

Important! To create audiences based on your website traffic, you first need to install Facebook Pixel. See the Pixel setup instructions by Facebook.

Once you’ve installed the Facebook retargeting Pixel, Facebook will automatically track all the website visitors that you can later retarget with Instagram promotions.

When setting up Instagram remarketing audiences based on website visits, you have plenty of different options:

• Target everyone who visited your website
• Target people who visited specific web pages
• Target people who visited specific web pages but not others
• Target people who haven’t visited your website for a certain amount of time
• Other custom combinations

If you’re not using website traffic-based Custom Audiences yet, there’s such a huge Instagram advertising potential just waiting to be used.

3. Create Custom Audiences Based on App Activity

If you’re interested in reaching the people who have engaged with your iOS or Android app, you can set up an Instagram target audience to do just that.

To target people based on in-app activity, you first need to register your app and set up the App Events you want to track.

This can be especially relevant when promoting mobile apps or working with SaaS Facebook ads.

To create an Instagram retargeting Audience based on app activity, target people who have taken specific actions (events) in your app.

Tip: You can also select the time frame for targeted events to reach people who have taken actions in your selected timeframe. For example, you can select an in-app purchase event and specify “In The Last 30 days” to target the app users who have completed an in-app purchase in the past 30 days.

Facebook will be constantly updating your Custom Audiences to match your selected timeframe, meaning that the people in your audience will change every day.

Here’s the official guide by Facebook to help you create Custom Audiences based on app activity.

4. Create Custom Audiences Based on Engagement

Did you know that you can also target the users that have engaged with your content on Facebook, e.g. viewed your videos or liked a post?

Here’s a quick overview of all the available engagements based on which you can create retargeting audiences:

• Video: 3-second video views, 10-second video views, 30-second video views, video watches at 25%, video watches at 50%, video watches at 75%, video watches at 95%, video watches at 100%
• Lead ads: opened form, opened form but didn’t submit (otherwise known as a “drop-off”), opened and submitted form
• Canvas ads: opened, opened and clicked on link
• Facebook page: visited your page, engaged with any post or ad, clicked a call-to-action button, sent a message to the page, saved a page or any post

For example, you could retarget people who clicked on your Facebook Lead Ads, but didn’t complete the conversion. You could test advertising the same offer again, but using a slightly different ad image or different value proposition.

Or, for example, An even organizer could target people who have previously engaged with their Instagram account to promote an upcoming event and invite them to participate.

Targeting engagement-based audiences with Instagram ads is also a great way of engaging with your Facebook fans on multiple platforms.

Facebook/Instagram Lookalike Audiences

Facebook Lookalike Audiences let you reach the people who are similar to your existing customer database – making them highly likely to convert as well.

To create a Lookalike Audience and target it with your Instagram ads, you first need to create a Custom Audience to tell Facebook what type of users you want to reach.

Next, select the “Lookalike Audience” from the audience creation menu and select a target country and a percentage (1%-10%) of the targeted country’s Facebook users. The percentage signifies the people most similar to your selected Custom Audience.

Lookalike Audiences help you to extend your ad campaign’s reach so that you only target people who are likely to be interested in your offer.

Value-based Lookalike Audiences

As the latest addition to its audiences, Facebook added a new type of audiences in June 2017: Value-based Lookalike Audiences.

The new Facebook value-based Lookalike Audiences have a simple goal: to help you reach more people who resemble your current high-value customers.

As you add Custom Audience datapoints to give Facebook insight to each customer’s lifetime value, its algorithms can find new people likely to be interested in your offers.

Learn more about Value-based Lookalikes here.

How to Narrow Down Your Instagram Audiences

Sometimes, an Instagram target audience can include millions of users. This means that you may need to spend thousands and thousands of dollars to reach all of these people.

When creating a Facebook advertising audience, you can narrow your audience with the AND/OR targeting options.

The OR targeting means that when you add new targeting options under the same category of targeting, your audience will grow larger. The AND targeting means that a person who’s in your target audience must fall into multiple categories. This will help to decrease your audience size and create niche audiences.

Another way to limit your Instagram ads targeting is to use the EXCLUDE function.

You can exclude audiences in two ways:

1. By excluding some interests and demographics
2. By excluding specific Custom Audiences of past converters and the existing leads

Instagram Audience Targeting Best Practices

If you’re just starting out with Instagram advertising, having all the different audience targeting options may seem a bit daunting.

No worries, we’ve go you covered!

Up next, you’ll find five suggestions for successful Instagram audience management.

Instagram Ad Targeting Tip #1: Start Out With Saved Audiences

If you’re new to Instagram ads (and haven’t done much Facebook marketing either), it’s best to start out by targeting people based on their interests and demographics.

This way, you let Facebook’s auto-optimization algorithms work their magic and later use the Facebook Audience Insights tool to learn more about your target audience.

Over time, you will get a better sense of who your Instagram target audience is and what are these people interested in. You’ll also be able to retarget the people who have already clicked on one of your Instagram ads and been to your website.

Instagram Audience Tip #2: Create Retargeting Audiences

Not all Facebook audiences have the same ROI. In fact, the ROI of different audiences can be dramatically different.

According to Adobe, the average revenue per visit for repeat purchasers is 497% higher compared to regular shoppers.

Here are three simple ideas for getting started with retargeting on Instagram:

1. Your landing page visitors – You can retarget people who have been to your website and offer a small discount to incentivize them to return.
2. Past purchasers – You should also retarget the people who have already purchased from you in the past – maybe they’ll be interested in buying more.
3. Your blog readers – Share the latest blog posts on Instagram and lead more people to your bog.

Instagram Targeting Tip #3: Promote to Your Facebook and Instagram Followers

One of the highest-engagement Instagram audiences are the people who already like your brand.

Being your Instagram followers makes them also more likely to like all your posts and Instagram promotions.

When setting up a Saved Audience, you can select to target your Facebook Page fans or the friends of your fans. Use this feature to reach new highly engaged audiences.

Instagram Ad Tip #4: Exclude Custom Audiences

It doesn’t make sense to be showing your Instagram ads to people who have already converted on them.

Instead, you should exclude the past converters from an Instagram campaign’s audience and move them to another campaign with a different retargeting offer.

Another way to create niche audiences and keep your Facebook campaigns optimized is by excluding people with specific interests.

Instagram Ad Targeting Tip #5: Match Your Offers With Audiences

If you’ve created a highly specific Instagram ad offer that’s relevant only to a small niche audience, make sure to narrow down your target audience as much as possible.

Otherwise, your ads might leave people wondering “Why am I seeing this ad?”

Your Instagram ads need to match with the target audience, so that people will find your ads relevant, engage with them, and as a result you’ll get higher Facebook Relevance Scores and lower ad costs.

Now that you’ve mastered Instagram ad targeting down to the bones, it’s time to head on to the next chapters:

• Instagram Ad Size and Specs in 2025
• Instagram for Business – The Beginner’s Guide
• Instagram Ads Cost and Bidding in 2021– Everything You Need to Know

The post Instagram Ad Targeting – 84-point Guide [2025 UPDATE] appeared first on Marketing Fix blog.

Cool. I’ve been doing that a lot recently, too.

That’s because video ads have become an indisputable requirement for any Facebook advertising campaign.

When researching Facebook Ad Library for good examples, I noticed that 80% of the TOP brands’  Facebook ad creatives were videos.

Facebook video ads have become a necessity in 2025. You can’t go on running static ads only.

Read more about social media advertising trends in 2025.

Fun fact: Facebook algorithms deliver static and video ads to different audiences, depending on what a user is more likely to react to. So if you want to reach the people more susceptible to video content, you’ll need attractive video creatives.👀

The #1 obstacle that marketers come across when creating video ads for their Facebook or Instagram campaigns is the lack of skill and know-how.

For additional inspiration, you or check out what we’ve published on this blog – including 180 Best Facebook ad examples and 84 Best Instagram ad examples.

Meta video ad best practices

Before I created my first video ads, I had a number of questions:

• What are Facebook video ads’ best practices?
• How long should the ad videos be and what’s the correct size of Facebook video ads?
• What should the Facebook video ads feature?
• What tools are used to create video ads?
• Do we need an agency to create the ad videos for us?

I’ll do my best to answer all of these questions for you in this article.

Let’s not drag this intro too long and get to the Facebook video ad examples!

Best Facebook video ad examples,  2025 update

I found the following video ads while browsing the Facebook Ad Library – I like to regularly check my selected 100 brands’ ad creatives to keep my creative know-how up to date.

#1: Oreo

I envy whoever produced this video ad for Oreo as it’s perfectly executed, having a high-quality sleek look, fast-paced movement, and eye-capturing shifting patterns.

#2: Deliveroo

Deliveroo is running tens of similar Facebook ads, each featuring various city districts and relevant restaurants. Such automatically customized ads are usually created with a creative automation tool, e.g. Smartly. 

​#3: Spotify

Similarly to the previous ad, this Spotify looks a lot like it’s created using an automated Facebook video duplication tool.

Be it as it may, they have managed to create an engaging Facebook video ad with very few resources: An album cover, mixed colorful elements, and on-point typography.

#4: Restream

Working with Restream, we created a set of Facebook video ads that are essentially an animated version of their static ads. 

Bringing your static ads to life is a good way to get started with video advertising on Facebook. You just need a motion designer who can help to make your existing design assets move.

#5: Airbnb

The first four ads that you saw were all around 15 seconds long or even shorter. In contrast, this one by Airbnb is a brand awareness ad: it runs for 40 seconds and tells an inspiring story.

It is a best practice to use a mix of performance-oriented and brand awareness ads. Both need a slightly different approach:

• Performance ads should direct the viewer to make a purchase or take some other action. These ads usually end with a clear call-to-action.
• Brand awareness ads’ goal is to create… well… awareness about a brand and drive positive brand perception. These ads do not usually ask people to take an action immediately.

#6: Milka

Pardon my French. This ad by Milka is essentially reminding people to be nicer to each other. A simple and on-brand Facebook video ad.

#7: Sephora

This ad looks like it took a lot of work, so it is likely to be part of a big global Facebook campaign. 

You can create a mix of Facebook ads – some that take less time to create and that you run in the short-term + the branding ads that you invest more time and money into and will run for a longer period, e.g. for 3 months. 

#8: Klarna

I am a big fan of Facebook ad creatives that follow closely the brand’s CVI. That’s why I’ve always liked Klarna’s ads – they stay true to their pink color palette and as a result, their ads are easily recognizable in the news feed.

# 9: Snickers

Take notice of how this Facebook ad is pairing filmed video content with colorful background and typography.

By using highly contrasting sections throughout your Facebook video ad, you can assure that it will capture your audience’s attention while they scroll through their Instagram or Facebook feeds.  

#10 Moo

One more Facebook video ad effect to test out is the “endless loop” technique.

Repeating motion effects are especially helpful if you have interesting video content that lasts only a few seconds. To make sure your ad gets shows for the full 15-second story ad length, make it repeat on a loop for 15 sec.

#11: Nars

#12: Mailchimp

#13: Dior

#14: Grammarly

#15:Wrike

Facebook video ad examples, 2020 edition

Below, you will find the Meta ad examples that I collected for the previous release of this article. 

Looking at some of them made me think that we’ve come a long way from the time when only a few brands were able to produce high-quality video content.

I should probably start to learn video editing…

#16: VSCO

The Instagram video ad by VSCO showcases their product features in a simplified 15-second video. Here are some key takeaways for you to consider:

• The first 3 seconds matter most – Notice how the first few frames are using a bright color to lead people’s attention to the the ad copy “transformative tools” and get them hooked to watch the rest of the video.
• Video ads ≠ no copy – In fact, it’s a good idea to keep copy in your ad video to better explain what’s going on.

#17: Facebook

Yeah, Facebook is advertising on their own platform and they’re pretty good at it. Here’s what they’re doing well:

• The ad asks a question – there’s a highly visible question always visible in the ad video that catches the viewers’ attention.
• Video & message match – Notice how the message “Need a push?” matches with the moving car’s message.
• Simplicity – a video ad does not have to be 30-seconds long and take days to create. You can start testing with simple animations that are simple yet catch people’s attention.

#18: Monese

Monese’s video ad explains how their product works and shows their app in action. Here’s what’s noteworthy about this ad:

• Display your product – on the one hand, you won’t need as much new content. On the other hand, people will get familiar with how your product looks and feels. It’s a win-win.
• End with a call-to-action – don’t leave people hanging after watching your video. Tell them what’s the next step to take. In this case, it’s “download the app.”

#19: Squarespace

This Instagram video ad by Squarespace is another nice example of simple video design in action:

• Show small changes – showing small changes such as the growing numbers’ count in this ad is a good trick for catching the viewers’ attention.
• Show you logo – It’s a commonly known best practice to show your logo throughout the video ad (that’s also a suggestion in Youtube’s video ads’ playbook)

#20: Nike

If you’re working with a lifestyle or eCommerce brand, your audience might appreciate more story-focused ads. Nike’s ad would make for a great branding video.

• Make it look high quality – if you plan to film your Facebook video ads, make sure you’re using a high end camera.
• Mix video footage & copy – seriously, having some copy in your video ads makes them a lot more comprehensible and having a powerful impact on the audience.

#21: Web Summit

Here’s another example of a story-specific ad, showing how a conference venue is being set up in the matter of hours (being compressed into a 30-second video).

• Tell a story – our brains are hardwired to look for patterns and follow stories, leading your audience being hooked to your video ad
• You don’t need a fancy agency – Web Summit’s video ad could easily have been recorded by a camera set up by a crew member and edited by another crew member. Easy.

#22: AppSumo

This ad is not really a video ad but a Slideshow consisting of AppSumo’s product reviews. Here’s what I like about it:

• Creating it took 5 minutes max – you can create a similar ad by uploading 3-5 images to Facebook and creating a Slideshow ad.
• Showcase testimonials – third-party testimonials increase trust in your product. This ad could be shown in a Facebook retargeting campaign to nudge people to make a purchase.

#23: Mango

Mango’s Facebook ad is like a tiny movie that combines nice views, a celebrity model and the brand’s products.

• Use video ads for branding – while this ad doesn’t invite you to buy any specific product, it reminds you about the brand.
• Work with influencers – if you’ve got enough cash, having an influencer (that’s loved by your target audience) in your ad videos doesn’t hurt.

#24: Reedeshop

• Animate simple messages – even making a word blink or change color can help increase your ad’s click-through rate.
• Use the right ad formats – when creating video ads for Facebook and Instagram, you can upload ads in multiple sizes. Check out all the current Instagram ad specs here.

#25: The New York Times

This is one of my all-time favourite video ads. Seriously, I think it’s genius.

• Create unique ads – The NYT video ad is unique in that it only uses text to tell a story, But it’s super catchy at that.
• Know your tools – I created a similar video ad for a client by using Photoshop only (creating video ads is easier than you think).

The top 10 Facebook and Instagram video ad examples were my favourites. Up next, you will find more video ads for even more inspiration.

But before you check out the rest, here’s a list of tools that you can use to create video ads:

• Photoshop for GIFs + Illustrator to create icons, etc.
• Sketch + Flinto/Kite
• Adobe After Effects
• Record videos on your own
• Buy video footage on Stocksy or other stock photo sites

#26: BeUnsettled

BeUnsettled’s video ad is quote basic in terms of video content. However, they’ve combined video footage that looks like stock videos with copy, giving it more substance.

The nature-movie-like frames also fit perfectly into anyone’s Instagram feed, which can be a good or bad thing, depending on whether the ad manages to catch the target audience’s attention.

#27: Pelacase

This is another example of a Facebook video ad using average video footage, but using the correct medium to tell the story.

#28: Facebook

Here’s a good Facebook video ad example for marketers with small budgets that want to test our some kind of video animation.

You could basically take a static image and pair it with an animated loading icon – you’re guaranteed to get people look and wait for your ad video to load, without this ever happening. But then again, you’ve already got their attention, so they might as well read the rest of your ad.

#29: Okia

Playing around with text is the easiest way to create video ads. You could do a similar video on Photoshop in around 10 minutes. (+ the hours you’ll spend to come up with a good message and unique value proposition ideas for your ad).

#30: BetterMe

If you saw this ad as a static image v.s. a GIF ad, which one would catch your attention?

Try turning some of your existing static Facebook ad designs into GIFs to find out if it helps to increase the CTR and lower the cost-per-result.

#31: MyTheresa

Here’s an example of an Instagram ad that probably required a high budget to create. This is definitely appealing to a lot of luxury goods buyers.

However, spending tens of thousands of dollars on video creation does not always mean your ad is 10 times more efficient. Make sure to think who your target audience is before buying a video from an agency.

#32: Stuudionahk

For a leather goods brand like this one, creating a video ad to showcase their products makes a lot of sense. However, I would always suggest that you pair your video ads with image ads to see what works best.

#33: DRM Bracelets

This is a completely random campaign by some drop shipping brand. But I have to give it to them – using the country name in the ad is a nice personalised touch.

#34: Trvl

Notice how this Instagram video ad example by Trvl combines images, copy and colorful backgrounds to create a video-like effect. In fact, there’s no video footage in this ad – another proof that you don’t need a large budget to create marketing videos.

#35: Monese

I’ve always been a fan of slightly animated video ads (we also test a lot of them in Taxify). The reason these animations work is that they catch people’s attention but don’t lead the focus away from the ad’s main message.

Alright… We’ve reached the end of our video ad showdown.

Here are some key takeaways to remember:

• You need to test video ads – there are brands whose audiences love video ads. But there are also Facebook and Instagram advertising campaigns where image ads work best.
• Creating video ads doesn’t have to be expensive – many of the examples above could have been made in just a few hours. With help from one of the many great unlimited video editing companies, you can keep production fast and affordable. Expenses do not equal results in the case of Facebook ads.
• There are many video ad hacks – from catching the attention in the first 3 seconds to ending the video with a clear call-to-action, there’s a lot you can do to double or even triple your video ads’ conversion rate.

P.S. if you’ve got some cool Facebook or Instagram video ad examples, send them over and we’re happy to include them in this list.

The post 35 Facebook Video Ad Examples – 2025 Update appeared first on Marketing Fix blog.

The size of an Instagram Feed ad is 1080 x 1080 pixels. The Instagram Story ad size is 1080 x 1920 pixels.

However, there is more to know about Instagram ad specs and size.

Looking for Facebook ad specs? Read about Facebook ad size and specs in 2021.

When advertising on Instagram, you’ll have an option to use more than one ad type.

In fact, there are currently seven different Instagram ad types, each perfect for a slightly different marketing campaign. (That’s still a lot less than Facebook ad types though.)

It is highly important that you’re aware of all the seven ad layouts and know how to use them. You do want to get the highest possible ROI out of Instagram advertising, right?

In this chapter of the Instagram Advertising Guide, we’ll touch upon the following questions:

• What are all the different Instagram ad types?
• How to set up each ad type?
• What’s the right Instagram ad size?
• What are all the Instagram ad specs?
• What are some of the best examples of Instagram ads?
• How and when to use particular ad types?

We’ll start with the most popular Instagram ad sizes and move on to the more specific ones used by advanced marketers.

1. Single Image Ads

The most widely used ad type for both Instagram and Facebook advertising is the Single Image Ad.

This ad type consists of an image, ad copy, and a call-to-action button. The Instagram image size can vary depending on the size of your uploaded photo.

Check out this article with 84 Instagram ad examples for additional inspiration.

This popular ad type can be applied to all kinds of advertising offers as you can use many different types of images and offers inside the Single Image Ad format. Moreover, as you promote a blog article or other types of content on Instagram, you’ll be using the Single Image Ad layout as well.

Different Instagram ad sizes

Single Image Instagram Ad specs:

• Caption: up to 125 characters
• Media type: image
• Recommended image size: 1080 x 1080 pixels
• Image format: .jpg or .png
• Max. file size: 30 MB

2. Instagram Carousel Ads

Carousel ads allow you to showcase up to 10 images or videos (named cards) inside a single ad.

You can recognize a Carousel Ad by the small dots under the image, indicating that there is more than one image to be seen.

Instagram Carousel Ads are a bit trickier to compile than Single Image Ads. But these ads provide an excellent opportunity to:

• To create a step-by-step illustration of how to use your product
• Tell a story about your brand in several images or videos
• Give a good sense of the essence of your promoted offer
• Lower your Instagram ads cost

Tip: When setting up Carousel Ads for Instagram, you don’t need to fill in the Description, See More URL and See More Display URL fields. These are only required for Facebook Carousel Ads.

Instagram carousel ad example

Instagram Carousel Ad specs:

• Caption: up to 125 characters
• Media type: image or video
• Recommended image/video resolution: min. 600 x 600 pixels, max. 1080 x 1080 pixels
• Image format: .jpg or .png
• Minimum number of cards: 2
• Maximum number of cards: 10
• Image ratio: 1:1
• Video aspect ratio: 1:1
• Minimum video length: 3 seconds
• Maximum video length: 60 seconds
• Video thumbnail image ratio: Should match the aspect ratio of your video. If not, thumbnail auto resize is available.

3. Instagram Video Ads

Video Ads let you introduce your offer with a video or GIF.

The video ads are a great way to explain how your product works or simply share a fun and engaging message about your brand.

Moreover, video ads’ moving nature helps to better catch people’s attention as they scroll their Instagram feeds.

In 2017, Facebook also added an update that allows advertisers to use GIF-format videos in their ads.

Example of an Instagram video ad

Instagram Video Ad specs:

• Caption: up to 125 characters
• Media type: video
• Recommended video resolution: 600 x 600 pixels (square) or 600 x 315 pixels (landscape)
• Aspect Ratio: 1:1 (square) or 1.9:1 (landscape)
• Minimum resolution: 600 x 600 pixels
• Maximum resolution: 1080 x 1080 pixels
• Minimum length: 3 seconds
• Maximum length: 60 seconds
• Maximum size: 4GB
• Frame rate: 30fps max
• File type: .mp4 container
• Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
• Audio: Stereo AAC audio compression, 128kbps + preferred

4. Slideshow Ads

It’s easy to mistake the Instagram Slideshow Ads for the Carousel Ads. However, there’s a slight difference.

The Slideshow Ads let you add up to 10 images AND music to create a looping video ad.

To set up the Slideshow Ads, use the Facebook Ads Manager where you can select the images, music, video captions, and a thumbnail for your Instagram ad. You can also choose whether you’d like to images to transition or fade while changing.

If you think you may need help setting up your Instagram campaign, here’s Facebook’s step-by-step guide on how to set up the Slideshow Ads in the Power Editor.

Instagram Slideshow ad example

Instagram Slideshow Ad specs:

• Caption: up to 125 characters
• Media type: images + soundtrack
• Image duration: up to 50sec per image
• Image size: min. 600 x 600 pixels, max. 1080 x 1080 pixels. If you use images of different sizes, your slideshow will be cropped to be square.
• Music file format: WAV, MP3, M4A, FLAC and OGG. You must have all legal rights necessary to use the song!

5. Instagram Lead Ads

Instagram Lead Ads help to collect valuable information from prospects without leading them off the Instagram platform.

As someone clicks on your Lead Ad, they’ll be guided to a new page with a lead form that asks for their name and contact details (e.g. the person’s full name, email address, phone number, etc.)

Instagram lead ad after clicking

Important! When setting up Lead Ads, you’ll also need to include your company’s privacy policy (As you will be collecting user information).

Instagram Lead Ad specs:

• Caption: up to 125 characters
• Media type: image
• Recommended ad image size: 1080 x 1080 pixels or 1200 x 628 pixels (the typical Facebook ad image size)
• Image format: .jpg or .png
• Max. file size: 30 MB
• Other requirements: Privacy policy

6. Instagram Stories Image Ad

Since the launch of Instagram Stories in early 2017, the user base has grown considerably. Moreover, people appear to be highly engaged while watching the stories from their friends and family.

Now, brands also have a chance to appear in people’s Instagram Stories feed. You can create Image Stories Ads that contain up to six images to tell your brand’s story in a fun and engaging way.

To collect inspiration from the best Instagram advertisers in 2021, see this showcase of 40 Instagram Story Ad Examples.

Instagram Story ad example

Tip: To create Instagram Stories Ads, you’ll have to select “Stories” under the Placement section.

Instagram Story Ad specs:

• Caption: not currently available. Any text must be part of the image file
• Format: Full-screen vertical ad (9:16)
• Recommended Resolution: 1080 x 1920
• Minimum Resolution: 600 x 1067
• File types: .jpg or .png
• Max. image size: 30MB
• Photo content: visible for 5 seconds

7. Instagram Stories Video Ad

If you want your brand to really shine out among all its peers advertising on Instagram, you should create Instagram Stories Video Ads.

The Instagram Stories Video Ad format allows you to upload a video of up to 15 seconds in length.

It’s an amazingly engaging way of showcasing your product, building your brand’s personality, and engaging your audiences by reminding them of your offers.

Instagram Story video ad example

Instagram Stories Video Ad specs:

• Caption: not currently available. Any text must be part of the image file
• Format: Full-screen vertical ad (9:16)
• Recommended Resolution: 1080 x 1920
• Minimum Resolution: 600 x 1067
• File types: mp4 or .mov
• Max. video size: 4GB
• Max. video length: 15 seconds
• Recommended Video Codecs: h.264, VP8
• Recommended Audio Codecs: AAC, Vorbis

Remember that you can set up your Instagram ads in the Facebook Ads Manager and the Facebook Power Editor, whichever you prefer. There is no Instagram-only tool for creating your ad campaigns.

We recommend that you test multiple Instagram ad types and sizes to uncover which ones are most liked by your Instagram target audience and bring the best results.

Now, head on to the next chapter to learn about the top Instagram ad design and copywriting hacks.

Additional reading:

• 180 Best Facebook Ad Examples (2020 Edition)
• 25 Facebook Ad Design Hacks to Make More People Click

The post Instagram Ad Specs and Size – The Always Up-to-date Guide appeared first on Marketing Fix blog.

We’ve done all the hard work for you, spending the past few weeks browsing around Instagram. And we found some inspiring stuff… 💎

This article features the following categories of Instagram stories:

• Bad examples of Instagram stories
• Good examples of Instagram story image ads
• The best Instagram story video ads
• Cool Instagram story examples

But first, a few words on the current state of advertising Instagram stories.

When scrolling through the IG stories to catch cool ad examples, 80% of all the ads were not optimized for the Instagram Story placement

This means that a lot of brands are missing out on the full potential of the IG stories ad placement

What about you?

Have you uploaded all the correct Instagram and Facebook ads size options to your campaigns? And is each of the uploaded formats following the specific placement’s best practices?

Either way, this article will give you plenty of good ideas on how to improve your Instagram story ads. On top of that, you’ll also see some nice examples of Instagram story posts by popular brands.

See more ad examples here:

• 215+Best Facebook Ad Examples
• 84 Best Instagram Ad Examples
• 100+ LinkedIn Ad Examples for B2B Brands

Quick tip: Create Meta ad creatives with AI tools.

Click on the GIF below to try the best AI tool for Meta ads generation. (2023 update & recommendation.)

Bad Instagram ad examples

Let’s start off by understanding how your Instagram ads should not look.

The following examples of the ads running in the Instagram stories use the old Facebook news feed image size (1200 x 628 pixels), others feature a square image with no copy nor clear call-to-action.

This is not to trash any particular brand’s ads.

The goal is to show you examples of ads that could be improved big-time, so that you can better asses your own Instagram (and Facebook) story ads.

Here’s a quick checklist to analyze if your story ads follow the key best practices:

• Are the ads in the correct size (1080 x 1920 pixels)?
• Do the ads have in-image copy and a call-to-action?
• Are you asking the viewer to swipe up – verbally or visually?

Good examples of Instagram story image ads

In general, video ads work better on Instagram than static image ads. 

However, there’s not always time and resources to create a video ad for every single campaign.

That’s ok – there’s also plenty of good examples of IG stories using a static image that are working well. You will see them up next.

#1 Bloomberg

This Instagram story ad example by Bloomberg Businessweek is great for several reasons:

• It has a bright background color that differentiates it from the regular posts from friends
• The text and illustration are placed almost perfectly (the text above could be slightly lower not to be covered by the logo and “sponsored” message)
• It has a clear call-to-action (Subscribe)

#2 Bolt Food

The Bolt food Instagram story example is also visually different from the regular Instagram stories. (I consider it a big success factor when it comes to getting your story ads noticed.)

It’s also clear what the ad is about from the first glance: food, delivery.

On top of that, it mentions the value proposition (cheap delivery) and hints that people are supposed to “swipe up.”

#3 Babbel

Babbel’s ad asks the viewer a question which makes you automatically engage with the ad. Once you answer “yes,” you’ll have enough time to explore the rest of the ad. 

Also, notice the layout of this ad – by mixing a solid color background and stock image background, the ad is split into 2 scenes.

Tip: Splitting your Instagram story ad visuals into 2 or 3 parts is a very convenient hack in case you don’t have a suitable portrait-format image.

#4 Udemy

This Udemy ad is a basic example of a Facebook ad visual adapted to Instagram Stories format.

You can use a similar approach of placing part of your Facebook ad copy in the Instagram story ad image to deliver the message.

#5 Fjällräven

A very simple Instagram story ad that showcases the products in a well-curated portrait format.

Tip: When adding copy to your Instagram story ad creatives, place it on top or in the middle – that’s the part of the ad people will look in the first place.

#6 Acadium

Here’s one good example of a square-format ad used in the Instagram story placement.

The ad image features relevant copy and the background color (added automatically by Facebook when you use an ad image in 1:1 or in landscape format) complements the above image.

#7 Khaite

#8 Dale Ventures

#9 The Economist

#10 The Sill

The best Instagram story video ad examples

Instagram story video ads is a great channel both for building brand awareness and engaging with existing customers.

In case you’lll get inspired by the upcoming video ad example, here’s a list of Instagram ad specs & sizes to follow.

Tip: According to Facebook, 60% of Instagram stories are viewed with sound-on, so add some background music to your video ads.

Read more about various Instagram story ad success stories here.

Let’s get to the best part of this article now – the Instagram story video ad examples.

❗❗❗NB: Due to the big size of GIF files, we have included a static image of each video ad and added a link to the GIF file, so that you can see the video.

#11 Deliveroo

This Instagram story ad is a good example of brand awareness advertising.

Here’s what makes this ad great:

• The colors – branded and differentiated from the regular story posts
• Custom text design that has has a high contrast with the background
• Fast-paced movement – you won’t get bored and swipe right

Tip: If you want people to swipe up after seeing your video, add a 3-5 second ending scene to your video ad with your logo and a clear call-to-action.

See the full video ad here.

#12 iDeal

The iDeal ad is a cool example of an Instagram story video ad split into 2 scenes. 

The first part of the ad is almost static and features the product and special offer message, The second part of the ad shows a fast-paced video that keeps the viewer engaged.

See the full video ad here.

#13, #14 AirBaltic

airBaltic likes to get their messages delivered.

If you won’t get their static image Instagram story ad (which is already a very good example of a brightly-colored ad with a clear message) …

Then you will certainly get the message after seeing their video ad. 🔥

Notice how fast-paced the ad is: a must-have for all Instagram story ads. Also, the font, colors, and content is different enough to keep on looking to the end.

The ad’s final scene has a green arrow icon pointing up that helps to emphasize the “swipe up” suggestion.

See the full video ad here.

#15 Netflix

The main thing I like about this Netflix Instagram story ad example is its plain promotion of the logo.

The ultimate brand awareness ad.

See the full video ad here.

#16 Acne Studios

If you’re lacking good video content to turn into Instagram ads, you can follow the example of Acne Studios. 

The below ad example essentially mixes together a range of product photos and solid typographical elements, creating an engaging video ad.

See the full video ad here.

#17 Artsy

Here’s another example of an Instagram story ad that uses images and typography, but has the effect of a video ad. 

Also, the black text on a white background contrasts perfectly with other posts that you’re scrolling through when browsing stories.

See the full video ad here.

#18 Milkshake

Here’s a list of things that the Milkshake ad gets right:

• Fast movement throughout the video
• Bright colors and well-placed copy
• The app frame (shows immediately it’s a mobile app)
• Logical storytelling throughout the ad
• Final scenes with a solid background and a clear call-to-action

See the full video ad here.

#19 Calm

Calm’s Instagram story asks the viewer to take a break (from anxiously scrolling through tens of stories).

That’s a very cool approach as their meditation app’s key benefit is learning to slow down and be more mindful. And that feeling is already created by their ad, making the perfect introduction to the app.

See the full video ad here.

Meta ads x AI tools: Save 10x time

Have you tried creating Meta ads with AI tools? We tested uploading a few lines of text, a logo, and an image. And look what we got: 50+ different ad layouts in 60 seconds. Try it here.

#20 H&M

The H&M Instagram story ad is the perfect example of brand awareness videos run by many large consumer brands.

The goal of such ads is generally to stay top-of-mind for a large audience.

The best practice with such ads is to open up by showcasing your logo, show well-filmed scenes in between, and also close the ad by repeating your brand’s name or showing the logo.

See the full video ad here.

#21 Slidequest

See the full video ad here.

#22 Harvard Business Review

See the full video ad here.

#23 Prequel

See the full video ad here.

#24 Favro

See the full video ad here.

#25, #26 KLM

See the full video ad here.

See the full video ad here.

#27 Udacity

See the full video ad here.

#28 Xoom

See the full video ad here.

#29 Vivo

See the full video ad here.

#30 Vogue Business

See the full video ad here.

#31 Biteable

See the full video ad here.

#32 Turkish Airlines

See the full video ad here.

#33 Bolt

See the full video ad here.

#34 Cowboy

See the full video ad here.

#35 The New Yorker

See the full video ad here.

Cool Instagram story post ideas

Last not least, I’ve come across some exceptionally nice branded Instagram stories.

Take a look and collect ideas for using various Instagram story stickers and polling options to engage with your followers. 

#36 Uber

See the full video here.

#37 Jump

See the full video here.

#38 Airbnb

See the full video here.

#39 MeetFrank

See the full video here.

#40 Starbucks

See the full video here.

Thanks for your attention and hope you got some inspiration to put into practice.

If you know some other brands with cool Instagram story ads, send a hat tip to marketing@karolakarlson.com or reach out on LinkedIn.

And if you want help with improving your Instagram ad campaigns, check out this page.

The post 40 Instagram Story Ad Examples in 2024 (Static + Video ads) appeared first on Marketing Fix blog.

While setting up your Instagram Business account is a fairly straightforward process, it is best if you follow each of the important steps.

In this chapter of the 8-chapter Instagram Advertising Guide, you will learn:

• What is an Instagram for Business account?
• What are the benefits of having an Instagram Business account?
• How to create an Instagram account for your business?
• How to set up an Instagram advertising account
• What are the best practices for account setup on Instagram?

What Is an Instagram Business Account?

Many marketers make the mistake of managing their brand’s Instagram account as a regular account. However, they’ll be missing out on some great features available with Instagram for Business.

By creating an Instagram Business account, you can:

• See real-time insights into how your stories and promoted posts perform throughout the day
• Learn additional information about your followers and how they interact with your posts and stories
• Include more information about your company like business hours, location and phone number
• Set up Instagram advertising campaigns and see your Instagram ad reports
• You can also promote any posts you’ve shared, and include a button like “Learn More”, to reach new potential customers

Up next, you will find the step-by-step instructions for setting up your Instagram Business account.

How to Create an Instagram Account for Your Business

Step 1: Download and launch the Instagram app

Download the Instagram app for iOS from the App Store, Android from Google Play store or Windows Phone from the Windows Phone Store. Once the app is installed on your mobile phone, tap to open it.

Step 2: Sign Up for Instagram

Tap on “Sign Up”, then enter your email address and tap “Net”t, or tap “Log in with Facebook” to sign up with your Facebook account.

Step 3: Create a business profile

Within the Instagram app, find settings, then scroll down and tap on “Switch to Business Account”. Here, you can link your Instagram account to a Facebook Page.

Once you’ve changed to a business account, you can add additional business information like store hours, business address or a phone number.

Note: Currently, a Business Profile on Instagram can only be connected to a single Facebook Page.

Step 4: Start posting!

Now that you’ve set up your Instagram Business account, it’s time to make your first post!

You can also set up Instagram ad campaigns right after you’ve completed creating your Instagram advertising account that’s linked to your Facebook Page.

Read more: 84 Best Instagram Ad Examples in 2018 From TOP Brands

How to Add Your Instagram Account to Facebook Business Manager

In order to start advertising on Instagram, you need a Facebook advertising account and a Facebook Page.

You do not necessarily need a Facebook Business Manager account. However, if you’d like to review and respond to the comments on your ads, you’ll need to add an Instagram account to your Business Manager.

To add your Instagram account to your Facebook Business Manager, follow these steps:

1. Go to your Facebook Business Manager
2. On the left side of the page, click “Business Settings” and “Instagram Accounts”
3. Click on “Claim New Instagram Account”
4. Add your username and password, then click “Next”
5. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and hit the “Save Changes” button

If you don’t have a Facebook Business Manager account yet, here’s how you and set it up.

How to Set Up an Instagram Advertising Account on Facebook

There is no individual Instagram Ads Manager that you can use. Instagram ads are managed with the same tools as Facebook ads:

• Facebook Ads Manager
• Facebook Power Editor
• Facebook’s Marketing API

In addition to these four options, you can also advertise by using:

• The Instagram app
• Instagram Partners

To set up a Facebook advertising account, follow these guidelines:

1. Open your Business Manager Settings.
2. Under the People and Assets tab, click on “Ad Accounts”
3. On the right side of the page, select “Add New Ad Accounts”
4. Choose one of the 3 options: “Claim Ad Account”, “Request Access to an Ad Account” or “Create a New Ad Account”
5. If you choose to request access or claim an ad account, enter the ad account ID. (Learn where to find the account ID)

To add your Instagram account to your Facebook advertising account, follow these steps:

1. Go to your Business Manager
2. Click on “Business Settings” and then “Instagram Accounts”
3. Click on the Instagram account you’d like to assign an ad account to
4. Click “Assign Ad Accounts”
5. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and hit the “Save Changes” button

How to Add New Users to Your Instagram Ads Account

If you’re working with a marketing team or an advertising agency, you may need to give them access to your Instagram for Business account.

Note that in order to add new users to your Instagram Business account, you have to have an admin access to the Facebook Page related to Instagram account.

If you’re already using the Facebook Business Manager (which you really should), here’s how to give new people editing access to your Instagram account:

1. Open your Business Manager settings
2. Go to the “People” section and select the person you want to give Instagram account access to or click on “Add New People” to add new users
3. Click on “Assign Assets” and select either “Pages,” “Ad Accounts,” or “Product Catalogs”
4. Select the specific assets you’d like to share access to and choose a role
5. Hit the “Save Changes” button.

There’s a large set of different roles that you can assign to your colleagues and partners.

Team members: If you want to add your team members to your Instagram account, you should assign them the “Page editor” role.

Ad agency: When working with an advertising agency that doesn’t manage your Instagram posts, assign them the “Page advertiser” role.

Once you’ve completed the Facebook Business Manager account setup and invited your team members to manage your Instagram Business account, you’re all set.

Now, all you need to do is nail your Instagram targeting and Facebook ad design to get a high ROI out of your campaigns.

Congrats! You’re ready to go!

Now that you’ve successfully created your Facebook Business Manager account and linked it to your Instagram Business account, you can start seeing more insights and create your first Instagram campaign.

Proceed to learning the step-by-step guidelines for creating your first Instagram campaign by using one of these three tools:

• Facebook Ads Manager
• Facebook Power Editor
• Instagram’s app

Additional reading:

• From 0 to Results. How to Set Up Low-Budget Facebook Campaigns

The post Instagram for Business Guide – 2025 Update appeared first on Marketing Fix blog.

But that’s only for a moment! Soon, you’ll need to track and measure your campaign results and delve into Instagram reporting.

In the last chapter of the Instagram Advertising Guide, we’ll discuss what makes a good Instagram campaign and what are the most important metrics to track.

Moreover, you’ll find an answer to the following questions:

• How to get started with Instagram ads reporting?
• How to navigate your Instagram ads reports?
• What are the right tools for monitoring your ad results?
• What are the most important Instagram campaign metrics?

Keeping your ads successful after the publishing is just as important as getting them right in the first place.

How to Get Started With Instagram Ads Reporting?

According to Shopify, Instagram posts have a 1.08% conversion rate, which, compared to Twitter (0.77%) and Pinterest (0.54%), is super high.

That’s good news, but how can you see the exact ad results of your Instagram campaigns?

The easiest way to check both your Instagram and Facebook ad reports in to log in to the Facebook Ads Manager. You will see all your active and completed campaigns in the reporting section.

Here, you can sort your ads by dates, objectives, etc. and “zoom in” to any campaign to measure the performance of every single Instagram ad or campaign.

You can select a campaign by clicking on the checkbox in front of the campaign name. Next, you’re able to navigate to the Ad Sets and Ads tabs to see the performance of every individual campaign unit.

If you want to see additional metrics, navigate to the Columns section and select a different report setup.

Instagram Ads Reporting With Campaign Breakdown

In addition to the campaign metrics you see in your Ads Manager reports, you can break down your Instagram advertising results even further by using the Breakdown menu.

The Breakdown function allows you to filter campaigns by:

• Delivery: age, gender, location, browsing platform, platform, device, time of day, etc.
• Action: conversion device, destination, video view type, video sound, carousel card, etc.
• Time: day, week, two weeks, month

You can select up to one criterion from each section (i.e. one from Delivery, one from Action, and one from Time).

The report breakdown by placement lets you compare your Instagram ad placement against other active ad placements.

Moreover, you can find answers to many other important questions such as:

• What times of day or weekdays deliver the most conversions at the lowest cost?
• What are the best-performing target countries?
• Which devices’ users convert at the highest rate?
• Which regions have the highest Instagram ads cost?

To break down your Instagram ad campaigns by different criteria, first select one or more Facebook campaigns. Then, select a criterion from the Breakdown menu.

The first time you’re navigating the Facebook Ads Manager reports can seem overwhelming – there’s so much data and few ideas what to make of it. However, don’t worry – it’ll get better after you’ve successfully managed a couple of Instagram campaigns.

TOP 5 Instagram Ad Reports and Metrics You Should Track

1. Instagram Ads Relevance Score

Facebook ads Relevance Score is a number from 1-10 that helps to understand how your audience is reacting to a particular ad.

Facebook calculates this metric for every single ad, based on three primary factors:

• How well your ad is performing – is it bringing the conversions you’ve optimized for?
• Positive feedback from people who see your ad – app installs, clicks, video views, etc.
• Negative feedback – e.g. when someone clicks “I don’t want to see this” on your ads

You can check your Instagram ads’ relevance score in Facebook Ads Manager reports by selecting the “Performance and Clicks” standard report.

A low Relevance Score of 1-3 points indicated that your Instagram ads aren’t all too relevant to their target audience.

However, a high Relevance Score of 6+ points can significantly lower your advertising costs as Facebook will prefer them to other competing ads, delivering your ads to a wide audience.

You can usually improve your relevance scor by updating your Instagram ad design and copywriting. Or you could try using a different Instagram ad targeting.

2. Number of Conversions

Before you take a look at other Instagram ad metrics, you should first take a look at the number of ad impressions and conversions.

If there’s an ad that’s performing incredibly well in terms of cost-per-click and conversion rate, but only brought a couple of conversions, it’s not actually a well-performing ad.

To see the number of an Instagram ad campaigns’ clicks, impressions, and conversions, select the “Performance and Clicks” report from the Columns menu.

3. Conversion Rate

Another important campaign metric to track in your Instagram reports is the conversion rate.

Conversion rate indicates how big a percentage of the ad viewers convert on your offer. The conversion is defined by you in the campaign setup phase – it could be link clicks, signups, purchases, etc.

To see your Instagram ad campaign’s average conversion rate, you’ll need to perform a quick calculation.

Divide the number of ad impressions with the number of conversions and multiply the number by 100.

4. Cost Per Conversion

Your ads might be having an awesome click-through-rate, but if they don’t convert, you won’t get any new customers.

That’s why, the cost per conversion is your most important campaign metric – it shows how much an actual conversion (not an ad impression or click) cost you.

In order to see the cost per conversion metric, you need to define your ad campaign’s conversion during the setup process.

Learn more: Instagram Ads Cost and Bidding in 2018 – Everything You Need to Know

5. Instagram Ad Frequency

The Instagram ad frequency shows how many times an avg. audience member has seen your ad.

If your ad frequency reaches over 4 points, it means that most audience members have seen your ad for multiple times (and likely grown bored with it).

To the ad frequency, go to the Facebook Ads Manager, click on a campaign, and in the reporting section select the Delivery view.

Now, you can see the ad frequency on a campaign, ad set or ad level in the reporting table.

Tip: Try to keep your Facebook ad frequency under 2-3 points. However, when working with Facebook remarketing campaigns, you can also let your ad frequency go higher.

Additional reading:

• About Reporting in Facebook Ads Manager – the Official Guide
• 28 Facebook Advertising Hacks for Skyrocketing Results

The post Instagram Ads Reporting and Optimization – Guide to 10x Results appeared first on Marketing Fix blog.

That exactly why in this chapter of the Instagram Advertising Guide, we’ll be focusing on the hacks and tips for creating successful Instagram ad design and writing good ad copy.

After reading this guide, you’ll know the answer to the following questions:

• What are the latest Instagram ad and video specs?
• How to create a winning Instagram ad design?
• How to write good Instagram ad copy?
• What are some of the best Instagram ad examples?
• How to set up your Instagram ad copy?

Ready to nail your first Instagram ad design? In this case, keep reading!

A Quick Overview of Instagram Ad Specs

Like any other advertising platform, Instagram has a set of requirements for its ad creatives. If you want to find even more specific information, see the complete Instagram Ad Specs and Size Guide.

Instagram ad image specs:

• Image ratio: 1:1
• Image size: 1080 x 1080 pixels
• Caption: Text only, 125 characters recommended
• Image ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5)
• Minimum resolution: 600 x 315 pixels (1.91:1 landscape) / 600 x 600 pixels (1:1 square) / 600 x 750 pixels (4:5 vertical)
• Maximum resolution: 1936 x 1936 pixels
• File type: .jpg or .png
• Maximum size: 30MB
• Your image should include minimal text.
• Caption: Max 2200 characters

Instagram ad video specs:

• Instagram videos have to be created at 72px minimum resolution
• Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
• Instagram videos must be between 2.5-30 seconds long
• Video aspect ratio: 1.9:1 to 1:1
• File type: .mp4.
• The recommended size limit for your Instagram videos is 50MB
• The maximum size is 4GB
• The caption length text for video ads: text only, max 2,200 characters
• Supported video codecs: H.264, VP8
• Frame Rate: 30fps max
• Supported audio codecs: AAC, Vorbis
• The thumbnail image ratio should match the aspect ratio of your video

Instagram stories specs:

• Format: Full screen vertical ad (9:16)
• Recommended Resolution: 1080 x 1920
• Minimum Resolution: 600 x 1067
• File Types: .mp4 or .mov (Video) or .jpg or .png (Photo)
• Recommended Video Codecs: h.264, VP8
• Recommended Audio Codecs: AAC, Vorbis
• Maximum File Size: 4GB (Video) or 30MB (Photo)
• Video Length: Maximum 15 seconds
• Photo Content: Visible for 5 seconds
• Captions are not currently available. Any text must be part of the video of image file

Up next, we’ll share with you our top Instagram design and copywriting hacks that will help you get more conversions at a lower cost.

Instagram Ad Design Tip #1: Create Colourful Ad Images

Research has discovered that people make up their minds within 90 seconds of their initial interaction with either people or products (or your ads). And guess what: 62%-90% of their decision-making is based on colors alone.

Creating colourful Instagram ad images helps your ads to get noticed. You’ll get bonus points for using bright energetic colours that spark positive emotions and make people more interested in your offer.

Here’s an Instagram ad example by Staples, displaying an image that includes highly colourful details.

‘

Bonus tip: Learn colour psychology to find out which colours appeal to specific audiences and match with your offers.

Instagram Ad Design Tip #2: Include In-image Text

If your Instagram ad image is the first thing people notice, it makes sense to place your key message right there in the image.

However, keep in mind that Facebook doesn’t like ad images with too much copy in them and will start to limit your ads’ reach if they’re heavy on copy.

You can test whether your Instagram ads get a pass by using Facebook’s Text Overlay Tool.

Here’s a good Instagram ad example by Spring, featuring a comment from Vogue.

Bonus tip: You can also use your customer testimonials as in-image ad copy to increase people’s trust in your brand.

Instagram Ad Design Tip #3: A/B Test Your Ad Visuals

Consumer Acquisition found that images are arguably the most important part of your ads — they’re responsible for 75%-90% of ad performance.

This means that changing your Instagram promotion’s image can result in a significant change in your campaign results.

Here are 10 ad A/B testing ideas to start with:

• A/B test your Instagram ad audience – target people in multiple locations, age groups, and having various interests
• A/B test various Instagram ad types – test carousel ads and video ads in addition to regular image ads
• A/B test ad image colours – use the colour psychology to find out which colours to use
• A/B test a stock photo vs. an illustration – some people prefer photos whil others find animated images more eye-catching

• A/B test in-image text vs. no text – create ad images with some copy on it and others without any copy to see what works best
• A/B test your call-to-actions – experiment with several CTAs to know which makes your audience act upon the ad (e.g. make a purchase)
• A/B test your Facebook ad headline – write up to 5 different headlines to see which one is preferred by the most people
• A/B test ad copy with emojis vs. no emojis – some people like emojis in Facebook ads while other
• A/B test you landing pages – instead of sending all ad traffic on a single landing page, set up multiple destinations to see what works
• A/B test your Instagram ad size – You can use several image sizes in your Instagram ads

To make sure your Instagram A/B tests are a success, read this Facebook Ad Testing Guide for Beginners.

Instagram Ad Copywriting Tip #1: Use Short and Catchy Ad Text

People’s attention spam on Instagram is short and that’s why you need to deliver your offer as quickly and straightforwardly as possible.

While Instagram allows a long ad copy, we recommend that you keep your ad text under 200 characters.

Here’s an interesting example by Bloomberg Business. P.S. this is a Facebook App Install ad campaign, so as someone clicks on the ad, they’ll be taken to the App Store.

Bonus tip: Showcase your products in the Instagram ad image to show people exactly what they can buy.

Instagram Ad Copywriting Tip #2: Use Actionable Wording

The decision-making part of our brain also happens to be the most primitive, making it act on simple and actionable words.

That’s why, you should always aim to make your Instagram ad copy highly actionable.

Here’s a quick list of actionable verbs to get your started:

• Try
• Buy
• Get
• Start
• Sign up
• Learn
• Read
• Save

Here’s an Instagram ad example by Chambord that starts with the call-to-action “Buy a limited edition gift set to…”

Bonus tip: Create a sense of urgency by letting your audience know that the advertised offer’s available for a limited time only.

Try these hacks:

• Define clear dates, e.g. “Today only” or “Offer ends in 24h”
• Offer a significant discount, e.g. “Get 60% off today”
• Keep your offer simple and brief

Instagram Ad Copywriting Tip #3: Focus on the Benefit

To most customers, what they’re going to get out of using a product is more important than how it looks.

If your Instagram ad image’s goal is to show people how your product looks, it’s your ad copy that should communicate your product’s greatest benefit to the user.

Here’s an Instagram ad example by Livday.sf that emphasizes the app’s benefits both in the ad image and in the ad copy.

How to Set Up Your Instagram Ads

You can set up your promotions’ copy and images in the Instagram campaign setup process.

Note that when setting up a Facebook ad campaign with multiple placements including the Facebook newsfeeds and Instagram, your ads’ layout will differ according to its placement.

For example, while Facebook newsfeed ads feature a headline and link description, your Instagram ads only have one ad text per ad.

You can review how your ads will look by using the Ad Previews tool.

After you’ve set up your Instagram ad copy and added an image/video, it’s time to publish your ad campaign!

Now that you know everything about Instagram ad specs and design, it’s time to learn more about Instagram ads cost and and bidding.

Additional reading:

• 142 Best Facebook Ad Examples (2018 Edition)
• 28 Facebook Advertising Hacks for Skyrocketing Results
• 25 Facebook Ad Design Hacks to Make More People Click
• Instagram for Business – The Beginner’s Guide (2018 Edition)
• Instagram Ad Targeting – 84-point Guide for Major Success
• Instagram Ads Reporting and Optimization – Guide to 10x Results

The post Instagram Ad Design and Copy – The Beginner’s Guide (2018 Update) appeared first on Marketing Fix blog.

Moreover, it might be a bit confusing to use the Facebook marketing tools to do it.

However, that’s how it works – you can manage all Instagram campaigns in the Facebook Ads Manager and Power Editor. It’s actually really efficient – you can publish the same campaigns both on Instagram and Facebook.

In this chapter of our Instagram Advertising Guide, we’ll be covering the following topics:

• How to advertise on Instagram?
• How to create your first Instagram campaign in the Facebook Ads Manager?
• How to set up an Instagram promotion inside the Instagram app?
• What are the Instagram campaign best practices?

As you finish reading this guide, you’ll have sufficient knowledge for creating your first Instagram campaign (completely on your own).

How to Advertise on Instagram?

While it might sound unbelievable, there are five ways to create a paid Instagram campaign:

• Within the Instagram app
• Facebook Ads Manager
• Facebook Power Editor
• Facebook’s Marketing API
• Instagram Partners

The easiest ways to set up an Instagram promotion is to use the Facebook Ads Manager, The Power Editor or Instagram’s app.

The Facebook Power Editor and Facebook’s Marketing API are for advertisers who want to create a large quantity of Instagram ads at once. Instagram Partners are experts who can help with buying and managing ads at scale while also creating content for you.

How to Create an Instagram Campaign

If you haven’t used the Facebook Ads Manager before, here’s a quick cheatsheet for navigating the tool:

As you click on the “Create Ad” button in the top right corner, you’ll be guided through the step-by-step ad setup process.

Let’s take a closer look at each of the steps.

Step 1: Select Your Campaign Objective

The first selection you’re going to make is choosing your campaign objective – what’s your advertising goal?

Facebook will determine the campaign’s ad formats, bidding options, and auto-optimization depending on the campaign objective.

Here’s the complete list of Facebook campaign objectives available in the Ads Manager that also apply to Instagram ads:

• Brand awareness
• Local awareness
• Reach
• Traffic
• Engagement
• All installs
• Video views
• Lead generation
• Conversions
• Product catalog sales
• Store visits

Step 2: Name Your Instagram Campaign

When naming your Instagram campaign, don’t forget to add the date range to better track and manage your campaigns later.

Step 3: Set Up the Audience Targeting

In this phase of your Instagram campaign setup, you have two options:

• Create a new Facebook target audience
• Use a previously created audience

Take your time as your audience targeting is one of the key elements that determine your Instagram advertising costs and the results of your ads.

Learn more about Instagram ad targeting here.

Step 4: Set Up Your Ad Placement

As you reach the Ad Placement stage of your ad campaign setup, you’ll have plenty of options:

• Facebook News Feeds (Mobile and Desktop)
• Facebook Right-Hand Column
• Instagram
• Audience Network
• Instant Articles
• In-Stream Video

Naturally, you’ll want to select the “Instagram” ad placement, so that you’ll get a new Instagram campaign.

However, you can also select multiple ad placements and use Instagram as one of many options.

You can also combine multiple Facebook ad placements so that your ads appear in multiple apps and newsfeeds:

Here are the ad placements recommended by Facebook for every campaign objective:

• Brand awareness: Facebook and Instagram
• Engagement: Facebook and Instagram
• Video views: Facebook, Instagram and Audience Network
• App installs: Facebook, Instagram and Audience Network
• Traffic (for website clicks and app engagement): Facebook and Audience Network
• Product catalog sales: Facebook and Audience Network
• Conversions: Facebook and Audience Network

Step 5: Set Up Your Instagram Campaign Budget and Bidding

Your Instagram advertising budget and bidding options are such important topics that we’ve covered it in-depth in a separate guide: Instagram Ads Cost and Bidding in 2018 – Everything You Need to Know

With all the different selections to make, trust us: you’re going to need that guide!

Step 6: Create Your Instagram Ads

As the final step of the campaign setup process, you can select your preferred Instagram ad specs and insert your ad images and copy.

Fill in the details of your Instagram ad like the Headline, Text and Call-to-Action Button.

You can use the Ad Preview tool to see how your Instagram ad will look once it’s published.

Once you’re happy with the result, click on the “Place Order” button to send your campaign for review and publish it on Instagram.

If you’re unsure how to create highly performing Instagram and Facebook ads, read these guides:

• 142 Best Facebook Ad Examples (2018 Edition)
• 25 Facebook Design Hacks to Make More People Click

How to Set Up an Instagram Promotion

If you want to promote an existing Instagram post, the quickest and easiest way to do it is inside the Instagram app.

However, you can’t use the app for setting up more complex campaigns with nor change the details of your Instagram post before promoting it.

Before you can promote you Instagram posts directly in the app, you must fill a few requirements:

• You need to convert to an Instagram Business Profile.
• You need to be an Admin of the Facebook Page connected to the Instagram account
• You need to follow Facebook’s Advertising Policies

Once you’re all set up, here’s how to create an Instagram promotion without leaving the app:

1. Open your Instagram app
2. Go to your profile
3. Select the post you’d like to promote by tapping on the post
4. Below the post’s image, tap on “Promote”

1. Select on of the two available ad objectives: “Visit your Website” or “Call or visit your business”
2. Fill in the details of your promotion by setting things like Audience (who you want to reach) and Budget (how much you want to spend)
3. Set your campaign’s duration (how long you want your promotion to run). The ad starts immediately after you publish it.

1. Tap the “Next” button
2. To complete your promotion, tap the “Promote” button

Et voila! You’ve created an Instagram promotion in a few minutes!

Recommendation: Use the Instagram app to promote your posts for small ad campaigns. If you want to create an Instagram ads A/B test or run an extensive campaign, use the Facebook Ads Manager or AdEspresso to set up your promotion.

Now that you know how to set up your first Instagram campaign, make sure it’s perfect by learning all the Instagram ad design and copywriting hacks.

The post Instagram Campaign – The Ultimate Guide for Success (2018) appeared first on Marketing Fix blog.

There are so many reasons to be advertising on Instagram, from low ad costs to millions of users to be reached.

Keep reading to find out whether Instagram ads area good fit for your company.

If you’re looking for more information about Instagram ads, here are 3 guides to help you:

• Instagram Campaign – The Ultimate Guide for Success (2018)
• Instagram Ad Specs & Ad Size in 2018 – The Always Up-to-date Guide
• Instagram Ads Cost and Bidding in 2018 – Everything You Need to Know

Reason #1. Facebook Advertising is Highly Effective

The key reason brands advertise on Instagram is the efficiency of this marketing channel.

Reasonable advertising costs and a setup process that’s aligned with Facebook advertising makes Instagram ads an easy way to reach a wide audience.

Instagram’s user base is growing at a steady pace. As reported by TechCrunch, in April 2017, Instagram hit over 700 million daily active users.

More and more marketers are finding their way to Instagram advertising.

Social media advertising budgets have doubled worldwide over the past 2 years—going from $16 billion U.S. in 2014 to $31 billion in 2016.

In 2017, analysts predicted a 26.3% global increase in spending for social media ads. If you’re not yet advertising on Instagram or Facebook, it’s not too late. You can set up an Instagram advertising account right away.

2. Instagram Advertising Is Constantly Evolving

If you’ve read about Instagram’s monthly updates, you should know that the platform is updated regularly to provide better user experience (and making advertising there even more efficient).

New campaign objectives, photo filters, influencer marketing features Instagram Story formats… This is only the beginning!

The fact that Instagram is evolving at such a rapid pace means three things:

• Instagram adds new features that let marketers better engage with their audiences.
• The platform is becoming increasingly beloved by its users.
• Instagram is bringing new users on board all the time.

All of this makes Instagram THE platform for testing innovative marketing ideas.

Currently, there are over 5 million business profiles on Instagram, and we sincerely hope your brand is among them.

3. Instagram Audience Targeting Is Best in Class

As you might already know, Instagram ads can be managed in the Facebook Ads Manager, just like the rest of your ads running on Facebook’s platform. (Instagram belongs to Facebook)

Facebook lets you target three types of audiences:

• Saved Audiences – interest-based targeting
• Custom Audiences – retargeting audiences and customers
• Lookalike Audiences – people similar to your other audiences

Each of these audience types gives you plenty of additional options for creating the perfect target audience for your Instagram campaigns.

Explore all the Instagram Audience targeting options to make sure you’re not missing out on something.

Out of Facebook’s 1.6 billion monthly users, the average person spends 50 minutes daily on Facebook, Instagram, and Messenger.

This makes Instagram users highly likely to engage with your ads as well. Especially if you’ll match your marketing offers with your target audience’s interests.

4. Instagram Advertising Is Easy to Get Started With

After you’ve spent 20h learning about Instagram advertising, chances are you’ll have sufficient knowledge to create your first Instagram campaign.

Moreover, you don’t need a huge budget to get started, you can get results on Instagram by bidding $10.

AdEspresso’s research on Instagram ads cost showed that the average cost-per-click on Instagram has decreased in time, being currently around $0.80.

Moreover, it only takes around one hour to set up your Instagram for Business account and publish the first ad campaign. That’s a lot easier than creating a Google AdWords or other pay-per-click advertising campaigns.

Facebook Ads Manager’s layout also makes it easy to track and analyze your campaigns, making slight edits when necessary.

5. People and Advertisers Love Instagram

According to Pew Research, 51% of Instagram users access the platform daily, and 35% say they look at the platform several times per day.

Here are some additional Instagram advertising stats that you should know:

• 95 million photos and videos are shared on Instagram per day.
• Currently, Instagram has 1 million monthly active advertisers—up from just 200,000 in March 2016.
• eMarketer projects that Instagram’s global mobile ad revenues will reach $2.81 billion this year, accounting for over 10 percent of parent company Facebook’s global ad revenues.

With these staggering usage statistics, Instagram is a highly engaging social media platform that helps to get your brand lots of attention and engage with new users.

Conclusion

If you’re not yet among the 1 million marketers working with Instagram ads, it’s not too late to get started.

After all, there’s a huge audience waiting to learn more about fascinating brands and influencers.

Simply complete reading the remaining seven chapters of this guide, assemble your marketing team, and start brainstorming for the next big campaign ideas.

Now, it’s time to learn how to set up an Instagram for Business account and create your first Instagram campaign.

The post TOP 5 Reasons For Advertising on Instagram NOW appeared first on Marketing Fix blog.