{"id":1453,"date":"2017-09-04T10:58:08","date_gmt":"2017-09-04T10:58:08","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=1453"},"modified":"2020-01-25T09:16:58","modified_gmt":"2020-01-25T09:16:58","slug":"instagram-ad-design-and-copy","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/instagram-ad-design-and-copy\/","title":{"rendered":"Instagram Ad Design and Copy \u2013  The Beginner\u2019s Guide (2018 Update)"},"content":{"rendered":"<p><strong>Your ad design can make or break your campaign, especially on Instagram where people are expecting high-quality visuals.<\/strong><\/p>\n<p>That exactly why in this chapter of the <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-design-and-copy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram Advertising Guide<\/a>, we\u2019ll be focusing on the hacks and tips for creating successful Instagram ad design and writing good ad copy.<\/p>\n<p><b>After reading this guide, you\u2019ll know the answer to the following questions:<\/b><\/p>\n<ul>\n<li>What are the latest Instagram ad and video specs?<\/li>\n<li>How to create a winning Instagram ad design?<\/li>\n<li>How to write good Instagram ad copy?<\/li>\n<li>What are some of the <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">best Instagram ad examples<\/a>?<\/li>\n<li>How to set up your Instagram ad copy?<\/li>\n<\/ul>\n<p>Ready to nail your first Instagram ad design? In this case, keep reading!<\/p>\n<h2 style=\"text-align: center;\">A Quick Overview of Instagram Ad Specs<\/h2>\n<p>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 <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-specs-and-size\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram Ad Specs and Size Guide<\/a>.<\/p>\n<p><b>Instagram ad image specs:<\/b><\/p>\n<ul>\n<li>Image ratio: 1:1<\/li>\n<li>Image size: 1080 x 1080 pixels<\/li>\n<li>Caption: Text only, 125 characters recommended<\/li>\n<li>Image ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5)<\/li>\n<li>Minimum resolution: 600 x 315 pixels (1.91:1 landscape) \/ 600 x 600 pixels (1:1 square) \/ 600 x 750 pixels (4:5 vertical)<\/li>\n<li>Maximum resolution: 1936 x 1936 pixels<\/li>\n<li>File type: .jpg or .png<\/li>\n<li>Maximum size: 30MB<\/li>\n<li>Your image should include minimal text.<\/li>\n<li>Caption: Max 2200 characters<\/li>\n<\/ul>\n<figure style=\"width: 430px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif; text-align: center;\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-53.png\" alt=\"instagram ad design\" width=\"430\" height=\"412\" \/><figcaption class=\"wp-caption-text\">Note the difference in ad image sizes<\/figcaption><\/figure>\n<p><b>Instagram ad video specs:<\/b><\/p>\n<ul>\n<li>Instagram videos have to be created at 72px minimum resolution<\/li>\n<li>Minimum resolution: 600 x 315 pixels (1.9:1 landscape) \/ 600 x 600 pixels (square)<\/li>\n<li>Instagram videos must be between 2.5-30 seconds long<\/li>\n<li>Video aspect ratio: 1.9:1 to 1:1<\/li>\n<li>File type: .mp4.<\/li>\n<li>The recommended size limit for your Instagram videos is 50MB<\/li>\n<li>The maximum size is 4GB<\/li>\n<li>The caption length text for video ads: text only, max 2,200 characters<\/li>\n<li>Supported video codecs: H.264, VP8<\/li>\n<li>Frame Rate: 30fps max<\/li>\n<li>Supported audio codecs: AAC, Vorbis<\/li>\n<li>The thumbnail image ratio should match the aspect ratio of your video<\/li>\n<\/ul>\n<figure style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-54.png\" alt=\"Instagram video ads\" width=\"480\" height=\"442\" \/><figcaption class=\"wp-caption-text\">Instagram video sizes<\/figcaption><\/figure>\n<p><b>Instagram stories specs:<\/b><\/p>\n<ul>\n<li>Format: Full screen vertical ad (9:16)<\/li>\n<li>Recommended Resolution: 1080 x 1920<\/li>\n<li>Minimum Resolution: 600 x 1067<\/li>\n<li>File Types: .mp4 or .mov (Video) or .jpg or .png (Photo)<\/li>\n<li>Recommended Video Codecs: h.264, VP8<\/li>\n<li>Recommended Audio Codecs: AAC, Vorbis<\/li>\n<li>Maximum File Size: 4GB (Video) or 30MB (Photo)<\/li>\n<li>Video Length: Maximum 15 seconds<\/li>\n<li>Photo Content: Visible for 5 seconds<\/li>\n<li>Captions are not currently available. Any text must be part of the video of image file<\/li>\n<\/ul>\n<figure style=\"width: 194px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-4.jpeg\" alt=\"Instagram Stories ad specs\" width=\"194\" height=\"382\" \/><figcaption class=\"wp-caption-text\">Instagram Stories ad<\/figcaption><\/figure>\n<p>Up next, we\u2019ll share with you our top Instagram design and copywriting hacks that will help you get more conversions at a lower cost.<\/p>\n<h2 style=\"text-align: center;\">Instagram Ad Design Tip #1: Create Colourful Ad Images<\/h2>\n<p>Research has discovered that people make up their minds <a href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/00251740610673332\" target=\"_blank\" rel=\"noopener noreferrer\">within 90 seconds<\/a> 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<i> alone<\/i>.<\/p>\n<p><b>Creating colourful Instagram ad images helps your ads to get noticed. You\u2019ll get bonus points for using bright energetic colours that spark positive emotions and make people more interested in your offer.<\/b><\/p>\n<p>Here\u2019s an Instagram ad example by Staples, displaying an image that includes highly colourful details.<\/p>\n<figure style=\"width: 291px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-5.jpeg\" alt=\"instagram ad design\" width=\"291\" height=\"547\" \/><figcaption class=\"wp-caption-text\">This ad is bright and colourful<\/figcaption><\/figure>\n<p style=\"text-align: center;\">&#8216;<\/p>\n<p><b>Bonus tip:<\/b> Learn <a href=\"https:\/\/www.helpscout.net\/blog\/psychology-of-color\/\" target=\"_blank\" rel=\"noopener noreferrer\">colour psychology<\/a> to find out which colours appeal to specific audiences and match with your offers.<\/p>\n<h2 style=\"text-align: center;\">Instagram Ad Design Tip #2: Include In-image Text<\/h2>\n<p><strong>If your Instagram ad image is the first thing people notice, it makes sense to place your key message right there in the image.<\/strong><\/p>\n<p>However, keep in mind that Facebook doesn\u2019t like ad images with too much copy in them and will start to limit your ads\u2019 reach if they\u2019re heavy on copy.<\/p>\n<p>You can test whether your Instagram ads get a pass by using Facebook\u2019s <a href=\"https:\/\/www.facebook.com\/ads\/tools\/text_overlay\" target=\"_blank\" rel=\"noopener noreferrer\">Text Overlay Tool<\/a>.<\/p>\n<p>Here\u2019s a good Instagram ad example by Spring, featuring a comment from Vogue.<\/p>\n<figure style=\"width: 322px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-6.jpeg\" alt=\"instagram ad design example\" width=\"322\" height=\"543\" \/><figcaption class=\"wp-caption-text\">Example from Spring<\/figcaption><\/figure>\n<p><b>Bonus tip: <\/b>You can also use your customer testimonials as in-image ad copy to increase people\u2019s trust in your brand.<\/p>\n<h2 style=\"text-align: center;\">Instagram Ad Design Tip #3: A\/B Test Your Ad Visuals<\/h2>\n<p><a href=\"http:\/\/www.consumeracquisition.com\/100k-facebook-ads-tested-heres-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">Consumer Acquisition<\/a> found that images are arguably the most important part of your ads \u2014 they\u2019re responsible for 75%-90% of ad performance.<\/p>\n<p>This means that changing your Instagram promotion\u2019s image can result in a significant change in your campaign results.<\/p>\n<p><b>Here are 10 ad A\/B testing ideas to start with:<\/b><\/p>\n<ul>\n<li><b>A\/B test your <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-targeting\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram ad audience<\/a> \u2013<\/b> target people in multiple locations, age groups, and having various interests<\/li>\n<li><b>A\/B test various Instagram ad types \u2013 <\/b>test carousel ads and video ads in addition to regular image ads<\/li>\n<li><b>A\/B test ad image colours \u2013 <\/b>use the colour psychology to find out which colours to use<\/li>\n<li><b>A\/B test a stock photo vs. an illustration <\/b>\u2013 some people prefer photos whil others find animated images more eye-catching<\/li>\n<\/ul>\n<figure style=\"width: 566px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-55.png\" alt=\"Instagram ad design test\" width=\"566\" height=\"267\" \/><figcaption class=\"wp-caption-text\">A\/B test photos vs. animations<\/figcaption><\/figure>\n<ul>\n<li><b>A\/B test in-image text vs. no text <\/b>\u2013 create ad images with some copy on it and others without any copy to see what works best<\/li>\n<li><b>A\/B test your call-to-actions \u2013 <\/b>experiment with several CTAs to know which makes your audience act upon the ad (e.g. make a purchase)<\/li>\n<li><b>A\/B test your Facebook ad headline <\/b>\u2013 write up to 5 different headlines to see which one is preferred by the most people<\/li>\n<li><b>A\/B test ad copy with emojis vs. no emojis\u00a0\u2013 <\/b>some people like <a href=\"https:\/\/karolakarlson.com\/ro\/how-to-use-emojis-facebook-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">emojis in Facebook ads<\/a> while other<\/li>\n<li><b>A\/B test you landing pages \u2013<\/b> instead of sending all ad traffic on a single landing page, set up multiple destinations to see what works<\/li>\n<li><b>A\/B test your <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-specs-and-size\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram ad size<\/a> \u2013<\/b> You can use several image sizes in your Instagram ads<\/li>\n<\/ul>\n<p>To make sure your Instagram A\/B tests are a success, read this <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-ab-testing-rules\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Ad Testing Guide for Beginners<\/a>.<\/p>\n<h2 style=\"text-align: center;\">Instagram Ad Copywriting Tip #1: Use Short and Catchy Ad Text<\/h2>\n<p>People\u2019s attention spam on Instagram is short and that\u2019s why you need to deliver your offer as quickly and straightforwardly as possible.<\/p>\n<p>While Instagram allows a long ad copy, we recommend that you keep your ad text under 200 characters.<\/p>\n<p>Here\u2019s an interesting example by Bloomberg Business. P.S. this is a Facebook App Install ad campaign, so as someone clicks on the ad, they&#8217;ll be taken to the App Store.<\/p>\n<figure id=\"attachment_2074\" aria-describedby=\"caption-attachment-2074\" style=\"width: 354px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2074\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-30.png\" alt=\"example of app install ad campaign\" width=\"354\" height=\"362\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-30.png 884w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-30-293x300.png 293w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/11\/null-30-768x787.png 768w\" sizes=\"auto, (max-width: 354px) 100vw, 354px\" \/><figcaption id=\"caption-attachment-2074\" class=\"wp-caption-text\">Example of a mobile app ad on Instagram<\/figcaption><\/figure>\n<p><b>Bonus tip:<\/b> Showcase your products in the Instagram ad image to show people exactly what they can buy.<\/p>\n<h2 style=\"text-align: center;\">Instagram Ad Copywriting Tip #2: Use Actionable Wording<\/h2>\n<p>The <a href=\"http:\/\/blog.bufferapp.com\/science-of-emotion-in-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">decision-making part of our brain<\/a> also happens to be the most primitive, making it act on simple and actionable words.<\/p>\n<p><strong>That\u2019s why, you should always aim to make your Instagram ad copy highly actionable.<\/strong><\/p>\n<p><strong>Here\u2019s a quick list of actionable verbs to get your started:<\/strong><\/p>\n<ul>\n<li>Try<\/li>\n<li>Buy<\/li>\n<li>Get<\/li>\n<li>Start<\/li>\n<li>Sign up<\/li>\n<li>Learn<\/li>\n<li>Read<\/li>\n<li>Save<\/li>\n<\/ul>\n<p>Here\u2019s an Instagram ad example by Chambord that starts with the call-to-action \u201cBuy a limited edition gift set to\u2026\u201d<\/p>\n<figure style=\"width: 324px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-7.jpeg\" alt=\"instagram ad copy\" width=\"324\" height=\"523\" \/><figcaption class=\"wp-caption-text\">Test various call-to-actions<\/figcaption><\/figure>\n<p><b>Bonus tip:<\/b> Create a sense of urgency by letting your audience know that the advertised offer\u2019s available for a limited time only.<\/p>\n<p><strong>Try these hacks:<\/strong><\/p>\n<ul>\n<li>Define clear dates, e.g. \u201cToday only\u201d or \u201cOffer ends in 24h\u201d<\/li>\n<li>Offer a significant discount, e.g. \u201cGet 60% off today\u201d<\/li>\n<li>Keep your offer simple and brief<\/li>\n<\/ul>\n<h2 style=\"text-align: center;\"><a href=\"https:\/\/advertise-grow-blog.myshopify.com\/collections\/frontpage\/products\/e-book-200-facebook-ad-examples?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=facebook_ad_examples\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4307\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad.gif\" alt=\"facebook ad examples ebook\" width=\"1400\" height=\"800\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad.gif 1400w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad-768x439.gif 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/a><\/h2>\n<h2 style=\"text-align: center;\">Instagram Ad Copywriting Tip #3: Focus on the Benefit<\/h2>\n<p>To most customers, what they\u2019re going to get out of using a product is more important than how it looks.<\/p>\n<p>If your Instagram ad image\u2019s goal is to show people how your product looks, it\u2019s your ad copy that should communicate your product\u2019s greatest benefit to the user.<\/p>\n<p>Here\u2019s an Instagram ad example by Livday.sf that emphasizes the app\u2019s benefits both in the ad image and in the ad copy.<\/p>\n<figure style=\"width: 264px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-8.jpeg\" alt=\"instagram ad copywriting\" width=\"264\" height=\"414\" \/><figcaption class=\"wp-caption-text\">Example of good copywriting<\/figcaption><\/figure>\n<h2 style=\"text-align: center;\">How to Set Up Your Instagram Ads<\/h2>\n<p><strong>You can set up your promotions\u2019 copy and images in the <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram campaign<\/a> setup process.<\/strong><\/p>\n<p>Note that when setting up a Facebook ad campaign with multiple placements including the Facebook newsfeeds and Instagram, your ads\u2019 layout will differ according to its placement.<\/p>\n<p>For example, while Facebook newsfeed ads feature a headline and link description, your Instagram ads only have one ad text per ad.<\/p>\n<p><strong>You can review how your ads will look by using the Ad Previews tool.<\/strong><\/p>\n<figure style=\"width: 438px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/09\/null-58.png\" alt=\"Ad Previews tool\" width=\"438\" height=\"296\" \/><figcaption class=\"wp-caption-text\">Use the Ad Previews tool<\/figcaption><\/figure>\n<p>After you\u2019ve set up your Instagram ad copy and added an image\/video, it\u2019s time to publish your ad campaign!<\/p>\n<p>Now that you know everything about Instagram ad specs and design, it\u2019s time to learn more about <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ads-cost-and-bidding\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram ads cost and and bidding<\/a>.<\/p>\n<p><b>Additional reading:<\/b><\/p>\n<ul>\n<li><a style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\" href=\"https:\/\/karolakarlson.com\/ro\/best-facebook-ad-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">142 Best Facebook Ad Examples (2018 Edition)<\/a><\/li>\n<li><a href=\"https:\/\/karolakarlson.com\/ro\/facebook-advertising-hacks\/\" target=\"_blank\" rel=\"noopener noreferrer\">28 Facebook Advertising Hacks for Skyrocketing Results<\/a><\/li>\n<li dir=\"ltr\"><a href=\"http:\/\/aggregateblog.com\/facebook-ad-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">25 Facebook Ad Design Hacks to Make More People Click<\/a><\/li>\n<li><a href=\"https:\/\/karolakarlson.com\/ro\/instagram-for-business-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram for Business \u2013 The Beginner\u2019s Guide (2018 Edition)<\/a><\/li>\n<li><a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-targeting\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram Ad Targeting \u2013 84-point Guide for Major Success<\/a><\/li>\n<li><a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ads-reporting\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram Ads Reporting and Optimization \u2013 Guide to 10x Results<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Your Instagram ad design and copy can make or break the campaign. Seriously \u2013 a good-looking ad is at least 20% of success. Learn how to create powerful Instagram ads and make more people click. On top of that, you&#8217;ll also find links to many helpful guides and Instagram ad examples.<\/p>","protected":false},"author":1,"featured_media":1521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[43],"tags":[59,58,41,47,57,44,50,32,38],"class_list":["post-1453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-instagram-ads-guide","tag-copywriting","tag-design","tag-facebook-ad-design","tag-instagram","tag-instagram-ad-design","tag-instagram-ads","tag-instagram-ads-campaign","tag-social-media-advertising","tag-social-media-marketing"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Instagram Ad Design and Copy \u2013 The Beginner\u2019s Guide (2018 Update)<\/title>\n<meta name=\"description\" content=\"Learn how to create powerful Instagram ad design and copy. All best practices are illustrated with real-life examples from TOP brands. Here&#039;s how to make more people click on your Instagram ads in 2018.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-design-and-copy\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Instagram Ad Design and Copy \u2013 The Beginner\u2019s Guide (2018 Update)\" \/>\n<meta property=\"og:description\" content=\"Learn how to create powerful Instagram ad design and copy. All best practices are illustrated with real-life examples from TOP brands. 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