Placements

Currently, you are able to advertise in the Instagram Feed, Instagram Stories,  the Instagram Explore tab, and Instagram Reels. While it’s not an option yet, we wouldn’t be surprised if, with the resurgence of IGTV, that one day we may see an ad placement developed there, as well. For now, let’s focus on the three placement options we do have impression inventory for.

Instagram Feed and Instagram Explore best practices

When running ads in the Instagram Feed and the Instagram Explore tab, use ad copy wisely. Keep it descriptive but brief, as you have a limited number of characters available before they get cut off. This is especially true since most users browse through the mobile app. Keep your ad copy clear and make sure it complements your creative.

Using square (1:1) creatives is recommended. These translate better across ad placements on Facebook and Instagram.

Instagram Stories best practices

Using 9:16 format creatives is recommended.
If advertising in Instagram Stories, it’s fine to run automatic placements; however, be sure to use the “Edit Placement” feature in the ad level to adjust, resize, or upload a different size creative into Stories so it looks more native to the placement.

If you want to use Instagram Stories ads polls, this feature can only work if selecting the Instagram Stories placement only. If you select any additional placements in the ad set level, then this feature will not be available in the ad level.

Instagram Stories ads interactive polls are an excellent way to engage your target audience with your ads and to get them into your funnel.

Compared to other placements where square creatives work well, vertical images and videos are better recommended for Instagram Stories, as they appear more native to the placement and take up more screen real estate. If you are repurposing content that doesn’t quite fit the recommended specs for Instagram Stories ad placements, edit the placement in the ad level by cropping and zooming in on your creative.

Images work well for Instagram Stories ads. But you can enhance your results with motion, even if it’s subtle. According to Instagram, and this holds true with what we’ve experienced with our client accounts, using brief but concise scenes rather than longer slow ones in your video creatives tends to perform better. It’s easier for people to consume the information and to act. In this ad example, there are small bits of text with arrows popping up around the showcased product briefly explaining the benefits. Simple yet impactful.

Lastly, with Instagram Stories ads, if you are running carousels, have a dedicated call to action screen in your last carousel card so more focus can be drawn to your desired action completion.

Here’s a quick review:

• Edit the creative if advertising across various placements so it better fits the specs, takes up the screen, and looks more native to the placement.
• Break out the Instagram Stories placement on its own to test interactive poll stickers.
• Test video as it is more easily digestible by viewers
• Add a dedicated call to action screen with carousel ads.