Instagram Stories have captured the hearts (and eyes) of Instagram users around the world. So is it any wonder that Instagram Story Ads are one of the best ways to advertise on the platform?
With over 500 million people using Instagram Stories every day, brands have a huge opportunity to make an impression. In fact, 58% of Instagram users report being more interested in a brand or product after viewing their stories.
So, if Instagram is part of your brand’s social media strategy: it’s story time, baby! Here’s everything you need to know about creating effective and compelling Instagram Story ads.
What is Instagram Story Ads?
Instagram Story ads are paid content that appears when users view Instagram Stories.
Instagram Stories are vertical full-screen photos and videos that appear at the top of the Instagram app instead of in the News Feed.
Organic stories disappear after 24 hours; Instagram Story ads will run for as long as your campaign is active.
Stories include fun interactive components such as stickers, filters, and effects. They have become incredibly popular since launching in 2017 and the brands are reaping the rewards. In a survey of Instagram users, half reported visiting a company’s website to make a purchase after seeing it in Stories.
TLDR: For brands on Instagram, ads in stories are a very effective way to share your message. Get that ROI! Take it!
How to post ads on Instagram Story
You will create your Instagram story using the Meta Ads Manager on your computer or through the Meta Ads Manager app. (Currently, you cannot post Instagram Story ads directly through Instagram.)
1. Go to Meta Ads Manager and select the + icon (also known as the Create button).
2. Select a marketing goal, such as Website Traffic, Reach, or Page Likes. (One key note: “Post Engagement”doesn’t offer an Instagram Story ad option.)
3. Select your ad from your camera roll or from an existing Instagram post.
4. Fill in the details (which vary depending on the marketing goal).
5. Then click Placements. Switch manually to see all distribution options for your platform. Tap Instagram and select Stories.
6. Proceed to the next page to set up your ad audience. You can select people who are already interacting with you (for example, “People who interacted with your page”), or create a new target audience.
7. Set a campaign budget and schedule.
8. The last step will allow you to preview and preview your campaign. Click “Place Order”to close the deal.
Instagram Story Ad Design Requirements
For best results, use Meta’s recommended sizes and formats when designing ads in Story. Otherwise, you risk unflattering clipping or sketchy stretching.
| Aspect Ratio | 9:16 |
|---|---|
| Recommended Sizes | 1080px x 1920px |
| Minimum dimensions | 600px x 1067px |
| Video file type | .mp4 or. mov |
| Photo file type | .jpg or. png |
| Maximum video file size | 250 MB |
| Maximum photo file size | 30 MB |
| Video length | 60 minutes |
| Supported video codecs | H.264, VP8 |
| Supported audio codecs | AAS, Vorbis |
If this chart isn’t enough inspiration (okay weird??), check out our list of 20 creative Instagram story ideas!
Stories meta ad guide
Buying Instagram Story ads doesn’t give you carte blanche to do what you want – it’s not Westworld, folks.
Instagram’s parent company, Meta, has a policy of creating a user-friendly interface. If your ad doesn’t follow these rules, it may not qualify.
Ads must not violate the Instagram Community Guidelines. You can read the full story here, but basically: don’t be a jerk! Here is the labeled version of the prohibited content:
- Illegal products or services
- Discriminatory practices
- Tobacco and related products
- Unsafe Substances
- Goods or services for adults
- Adult content
- Violation of the rights of third parties
- “Sensational”content
- Personal qualities
- Disinformation
- Controversial Content
- Non-functional landing pages
- Deception and deceitful practices
- Grammar and profanity
- … plus a long list of predatory ventures like payday loans or multi-level marketing.
Wow, I think the Meta just hates fun??? (JK, JK, JK! Online Safety: We love to see it!)
In addition to this list of prohibited foods, there is also content that Meta restricts, such as:
- online gambling advertising
- promotion of online pharmacies
- Alcohol related advertising
- promotions for dating services
To advertise a business targeting these products or services, you must seek special permission or comply with applicable local laws.
If you create an ad that violates Meta’s advertising policy (ohhh!), you’ll get a notification that your ad has been disapproved and won’t run.
However, if you believe that your refusal was unfair, you can always request a review of the decision. As a rule, such verification takes place within 24 hours.
Learn more about Meta’s ad policy here or Instagram’s Community Guidelines here.
How much does an Instagram Story ad cost?
Instagram Story ads cost as much as you want to spend. As Instagram itself says, “The cost of ads is up to you.”
Campaign draft is the best way to see how much bang for your buck you get.
Set the budget, duration, and audience that suits you when you plan your campaign. This will give you a clear estimate of how much coverage you will get. Adjust if necessary.
We know you probably want a clear recipe, but honestly, there is no best practice for how much to spend on Instagram Story ads. I’m sorry!
Start with a few dollars, see how it goes, and add from there. We are all social media scientists just trying to make our way through this crazy, confusing life.
To learn more about advertising on Instagram, check out our 5-step guide to advertising on Instagram.
8 Tips for Creating High-Performing Instagram Stories Ads
Now that you know how to buy Instagram Story ads, let’s dive into how to make the most of your moment in the spotlight.
Take advantage of full screen mode
When you create your Instagram Story ad content, shoot it in a vertical format. After all, this is how your audience is most likely to see it.
Take advantage of the full-screen vertical canvas and create mobile-friendly creatives.
Along the same lines, consider planning the add-ons and story tools you’ll use in the final product. This way you can strategically arrange your video or photo scenes to free up visual space for stickers, polls or effects.
Hotels.com, for example, created this vertical ad with space around their rep to decorate it with fun stickers.
Source: Instagram Business
Emphasize your call to action
A CTA – or “call to action”- is what you ask the viewer to do. For example: “Swipe Up”, “Buy Now”, “Get Tickets”, or “Leave Your Vote”. (Check out our list of compelling CTA ideas here.)
ClassPass asked the audience to swipe up for more information about the free trial. Even though the video itself is dynamic, we don’t miss the point as the call to action is front and center: ClassPass will be happy if we just swipe a little.
Don’t let this important detail get lost in the midst of your graphic design or fun stickers: make sure your mission or question is crystal clear to the person clicking on your ad.
Instagram reports that campaigns perform much better when they highlight their CTAs and make the product or service the main focus. Say it loud and proud!
Add text overlays
Visuals can say a lot, but sometimes words can say it better. Instagram recommends combining text with visual focus for the best results in your ad story.
According to an internal study, there is actually a 75% chance of better performance when text is placed centrally for add-to-cart purposes.
Clinique has overlaid text on dynamic, colorful product shots to highlight the benefits of each of its new moisturizing gels. Now I know it’s green, refreshing and relieves irritation! I’ll take 12!
Here are 19 useful tools for creating cool Instagram Story graphics and creating thumb-stopping text treatments.
Amplify your ads with sound
Sound can be a powerful tool for setting the mood or adding value to your ad.
Experiment with voiceovers and music to improve your Instagram Story ads. It will most likely pay off; Instagram found that 80% of stories with sound (voiceover or music) perform better than ads without sound.
This VW commercial features funny (and dare we say cool?) music to add to the coolness of the mini car commercial.
Get interactive
Elements like polls or tap-and-hold games will keep your audience happy. They also encourage users to stop and spend time interacting with your brand rather than scrolling through it.
For example, this Doritos poll is sure to spark a heated discussion.
Another cool idea: This interactive Ritz ad gave viewers an unexpected result when they hit pause. (Suddenly you want strawberries on crackers?)
Design with your brand in mind
Every second counts in the fast-paced world of Stories, so make sure you integrate your brand right away. Elements such as products or logos at the very beginning of your story will help grab attention and create a positive brand message.
Sephora makes sure to kick off their Instagram Story ads with their logo and beautiful brand images.
Try one of our 72 free Instagram Stories templates to get started.
Make these stories move
Motion catches the eye and draws attention, so if you have the opportunity to enhance a static image with a little movement…do it! Research shows that ads that use motion regularly get more views and purchases than still images. So move on, why not?
Arlo Skye’s Story ads alternate images of carry-on luggage, creating dynamic movement despite the fact that the product shots themselves are static.
Can’t wait to see your captivating story ads as we’ll be scrolling through our stories soon. Want more Instagram marketing ideas? Check out our Instagram marketing cheat sheet here.