The Ultimate Guide To Instagram Ads

Aug 25, 2021 21 min read

“Many small things have been made large by the right kind of advertising.” - Mark Twain.

Advertising is one of the vital aspects to connect to your potential customers & to instill awareness about your business in your target audience.

Instagram ads are a golden opportunity for businesses to reach a wider & desired audience.

Instagram ads have become a beguile avenue for businesses to enhance brand visibility & revenue. As per statistics, Instagram ads have the capability to reach 849.3 million users.

To stand visible in the competitive scenario of Instagram ad space, adhering to a deliberate & minute roadmap is required. And hence an in-depth understanding of the Instagram Ads ecosystem is indispensable.

We have prepared an all-inclusive guide of Instagram ads comprising ad cost, types of Instagram ads & steps to running your first Instagram ads campaign. Inculcate a sense of familiarity and trust within your prospects by creating impactful Instagram ads & build a loyal consumer base for your business.

What Are Instagram Ads?

Instagram advertising is a mechanism of paying to post sponsored content on the social platform to reach out to a vast & more targeted audience.

It is an effective way to grow brand exposure, enhance brand awareness & visibility, generate new leads, boost website traffic & push the current leads further down the marketing funnel to transform them into customers.

Instagram ads are the paid posts on the platform which appear throughout the app. You can find ads on your feed, story, explore tab, reel, etc.

The appearance of the ads is similar to the regular post on the platform; they just contain a “sponsored” label to denote that they are an ad. Instagram ads also comprise features such as links, CTA buttons, and product catalogs, etc.

  • Instagram ads have eight primary objectives: brand awareness, reach, traffic, app installs, engagement, video views, lead generation, conversions.

  • Ads are shown to your target audience based on bids, and user relevance is followed. Depending on your business’s goals, some ads may prove more fruitful or relevant than others.

  • Instagram ads have different types & formats. Each ad works in different ways; hence, a solid understanding of the basic concept of Instagram ads is required before starting a campaign.

What Are Instagram Ads?

Image Source: Odd Giraffe

How Much Do Instagram Ads Cost?

Are you wondering how much do Instagram ads cost? Well, the cost of Instagram sponsored content predominantly relies on diverse variables such as targeting audience, industry competitiveness, time period of the year, ad placement, etc.

Though there is no average benchmark for pricing, to calculate your Instagram ad budget, set up a draft campaign on Ad Manager. Monitor your audience definition & observe the 'Estimated Daily Results' modules.

It will assist you to get a better understanding that if a particular budget setting will be sufficient to reach your desired audience segment within the time frame of your choice. In 2021, according to WebFX average Instagram advertising cost range between $0.20 to $6.70, depending on the bidding model & industry.

Instagram Ads Cost In 2021

Instagram CPC (Cost-Per-Click)

CPC or cost per click is a bidding model that denotes how much you are willing to pay for each click on your ad. In 2021, Instagram CPC ranges from $0.40-$0.70 per click. Worthmentioning that you have to pay more in highly competitive industries such as fashion and travel industry; CPC can reach up to $3.50 per click. CPC counts all activities on an ad, including likes & reactions, comments & shares along with the link clicks. For Instagram ads with a destination URL cost ranges from $0.50-$0.95.

Calculation formula: CPC = Ad Cost/Number Of Clicks

Suggested Read: How To Get More Comments On Instagram [+Infographic]

Instagram CPE (Cost-Per-Engagement)

CPE denotes Instagram Cost-Per-Engagement; the cost triggered each time a user clicks on your ad on Instagram. Engagement indicates any type of interaction, from futile actions like pausing & muting videos to high-value activities such as submitting contact details or making a purchase; everything is included in engagement. In 2021, Instagram CPE ranges from $0.01-$0.05. The average click-through rate on Instagram in 2021 is 0.88%.

Calculation Formula: CPE = Total Amount Spent/ Number Of Measured Engagements

Instagram CPM (Cost- Per- Mile)

CPM bidding model denotes cost per mile or cost per thousand impressions. In 2021 for better-performing ad campaigns, Instagram CPM ranges between $2.50-$3.50. However, depending on ad relevance, placement & timing, the average cost per impression can be raised to $6.70 - $7.91 per 1000 impressions.

Calculation Formula: CPM = 1000 x Cost / Impressions

Formula to calculate impressions and budget:

  • Budget = Impressions × CPM ÷ 1,000
  • Impressions= Budget ÷ CPM × 1,000

Note: Instagram’s bidding model works similarly to the Facebook bidding model, as the same platform manages both the ad types.

  • Instagram ads are worth the price, and in terms of CTR (Clickthrough Rate), Instagram ads offer you the best performance compared to other social networks. Instagram ads CTR is 2.5x higher than other contemporary social media channels. Notable that CTR depends on your ad and your target audience.

  • Instagram ads offer brands & businesses advanced targeting options from location to interest. In relevance to your business, marketing goals & audience, you can narrow down your target audience to attain a higher return from your ads.

  • Instagram advertising prices are worth because of the results it delivers. A study conducted by Shopify data revealed that the average order value for Instagram users is $65, which is $10 higher than Facebook Ads.

  • Instagram ads conversion rate is higher, i.e., the average conversion rate for Instagram ads is 1.08% compared to the average conversion rate of 0.77% for Twitter ads and 0.54% for Pinterest ads.

Suggested Read: How To Sell On Instagram Without A Website

Primary Factors That Affects Instagram Ad Cost

To acquire great results & revenue through Instagram ads, ensure to develop and optimize your strategy continuously. Following are the factors that influence your ad cost:


Instagram ads cost is primarily influenced by the bid amount. To optimize your price, it is vital to determine your ad budget before starting the ad campaign & also set the amount you want to spend to obtain leads. While deciding the amount, keep in mind that you have to spend a bit more for clicks & impressions as Instagram has a higher bid amount compared to other social networks.

For example: Suppose your ad budget is $200 & your bid amount costs $2; you can only get 100 clicks on that particular ad. If your bid amount is $1, you can get 200 clicks & if the bid amount is $0.50, you can get 400 clicks on the same budget amount. Your bidding will impact your budget & vice-versa, which in the end influences your ad cost on Instagram.

Ad Relevance Score

Ad relevance score denotes how relevant your ad is on Instagram. It is calculated based on the fundamental parameter of how well your ad is performing, if your ad is bringing the conversions you’ve optimized it for; how your audience is behaving with that particular ad after noticing it on their feed; also it tracks negative feedback like clicks on ‘I don’t want to see this ad”.

When people respond positively to your ad with activities such as like, comment, or click on the link, relevancy score increases. With high relevance score ad, you require to pay the minimum amount. It further, ensures getting more clicks & boosts the lead generation funnel.

Action such as hiding ads creates a negative impact, leading to a lower ad relevancy score & affects your ad performance. To check Instagram ads’ relevance score, open Ads Manager & select the “Performance and Clicks” report.

Estimated Action Rate

The estimated action rate calculates how likely your audience is to engage with your ad, such as clicking & converting. It is the probability of getting the desired outcome.

Your campaign objective greatly influences the estimated action rate. Instagram algorithm promotes ads that have a higher probability of getting more engagement. It then shows your ad on top of the feed & you have to pay the lower bid amount. It results in earning more leads & conversions.

Bid amount, relevance score, and estimated action rate are crucial parts of Instagram ad action.

How Much Do Instagram Ads Cost?

Image Source: The Souled Store

Competition & Industry

Ongoing competition is a significant factor that influences your Instagram ad price. When you’re trying to reach a particular demographic of people through your ad, there’ll be competitors trying to reach the same target audience.

If two competitors or more are bidding for the same audience group, the cost goes higher as businesses will have to outbid one another to be at the top. In such scenarios, CPC soars up.

Besides depending on the industry, your cost differs; for example, the apparel industry has a high CPC as competition is higher. Also, during festive seasons & holidays, your ad cost may rise as in such season more & more companies offer discounted sales to gain valuable leads.

Steps To Create Instagram Ads

Instagram ads can be created & managed in five different ways: within the Instagram app, Facebook Ads Manager, Power Editor, Facebook’s Marketing API, Instagram Partners.

Creating ads via the Instagram app and Facebook Ads Manager is the simplest two of the five ways. If your business requires you to create ads in bulk, you can rely on the Power Editor and Facebook’s Marketing API.

On the other hand, Instagram Partners can assist you with buying and managing ads at scale by engaging with your Instagram community and helping you create Instagram content for your brand.

Let’s check out the steps to create Instagram ads from the Instagram app & Ads Manager:

Instagram Advertising Method#1: In- App

Creating Instagram ads through the app is the easiest method. Scroll through the following steps to create ads via Instagram app:

  • Step 1: Create an Instagram business account. Also, make sure you have a Facebook business page connected to that business account.

  • Step 2: Observe all your posts’ engagement via Instagram insights & mark out the highest engaging post.

  • Step 3: Now click on the ‘Promote’ button’ on the post you want to transform into an ad.

Steps To Create Instagram Ads

  • Step 4: Choose your target audience, budget, duration & location of the ad to run.

Steps To Create Instagram Ads?

  • Step 5: Tap on ‘Create Promotion.’ Facebook will review your ad & upon meeting 'Ad Guidelines' of the social channel, your post will go live.

Steps To Create Instagram Ads

It is the quickest way to propel your post reach & it will be displayed to new users outside your follower’s list. Once your post is live, ensure to track the metrics. To gain insight on in-depth ad metrics, you can rely on Statusbrew.

Instagram Advertising Method#2: Facebook Ads Manager

Are you looking for extensive ad targeting, creativity, and reporting abilities? In that scenario, you can rely on Facebook Ads Manager to create an ad campaign.

  • Step 1: Open Ads Manager and click on ‘Create.’ A screen instruction will appear asking you to choose your objective. Consider the following breakdown to get an in-depth idea about the aims of each objective:

Steps To Create Instagram Ads

Brand awareness: It aims to enhance awareness of your business or brand or products or services among Instagram users who are unaware of your brand or business.

Reach: By choosing this Instagram ad objective, your ad can reach as many people as possible in your target audience.

Messages: If you want direct communication via DM, choose this objective. It gets users to send a message to your business’s Instagram account.

Engagement: It boosts the social actions of your audience, such as comments, likes, shares, event responses on your ad.

Traffic: Traffic aims at driving more clicks to your website, any other URL, or your app.

Types Of Instagram Ads

App Installs: If your idea behind creating the ad campaign is to enhance app installation, choose this objective. It aims to get users to download your app.

Video views: Get more video views for your ad from users.

Lead generation: It assists you in gathering personal data from interested followers.

Conversions: This objective is beneficial to drive sign-up or sales on your website or app.

Catalog Sales: Tap on this objective if you wish to promote sales from your eCommerce store catalog.

Store Traffic: It is designed to boost footfall on your physical store. It is primarily beneficial for businesses with multiple stores. Before choosing this option, make sure your store locations are added on Facebook.

  • Step 2: Once you choose your objectives, you’ll be asked to name your ad campaign. To track your campaign, selecting a name aligning the objective is a best practice.

Steps To Create Instagram Ads

  • Step 3: Now, turn on your 'Campaign Budget Optimization' & Facebook’s algorithm will determine how to spend your budget across ad sets. You also can choose how much you want to spend on your Instagram ads & also you have to select the duration.

You can choose from two options: Daily budget, Lifetime budget. The daily Budget option allows you to set a maximum daily spend. A lifetime budget is particularly fruitful for ads with a precise end date. This budget option enables you to set a maximum spend for your entire ad campaign.

Steps To Create Instagram Ads

  • Step 4: Head to Ad Scheduling & choose to run ads continuously, or only at certain times of day, depending on your business requirements & audience best activity time.

  • Step 5: Choose your target audience. You can either 'Create a New Audience' or choose from your 'Saved Audience'. If you have custom audience data that has performed well in your last ad campaign, go for ‘Saved Audience.’ Otherwise, create a new audience depending on interests, demographics, and behavior.

Steps To Create Instagram Ads

  • Step 6: Choose "Location". You can also choose bulk locations such as several countries or regions based on your campaign aim.

Average First Response Time

  • Step 7: Choose your ad placements from two options: Automatic Placements and Manual Placements. If you choose Automatic Placement, your ads will be displayed where they perform best. On selecting the Manual Placement option, your ads will be displayed wherever you have chosen to appear, such as Messanger, etc.

Steps To Create Instagram Ads

  • Step 8: Now, create the advertisement; choose the Facebook Page and associated Instagram account & select your preferred ad format. Fill out all the required fields of Ad Creative; review your ad & click 'Confirm'.

Steps To Create Instagram Ads

If you want to add CTAs to your ad, put the URL in this step to the pages you want to direct users after clicking on your ad. You also have to choose the payment option in the step.

Note: To track conversions select the Facebook Pixel in the Tracking section. On being connected to your brands’ app or website, Facebook Pixel will provide you insights about your audience behavior business after clicking on your ad.

Also, you can choose Statusbrew to get Instagram metrics & export reports on activity, performance, growth, engagement, and more.

Steps To Create Instagram Ads

Steps To Create Instagram Ads

Instagram Ads Size In 2021

The standard size of an Instagram Feed ad is 1080 x 1080 pixels & Instagram Story ad size is 1080 x 1920 pixels. Let's explore size of popular Instagram ads format:

Instagram Image Ads Specs

  • Caption: up to 125 characters
  • Recommended image size: 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Image format: JPG or PNG

Instagram Video Ads Specs

  • Caption: up to 125 characters

  • Recommended resolution: Square: 600 x 600 pixels, Landscape: 600 x 315 pixels

  • Aspect Ratio: 1:1 for Square & 1.9:1 Landscape

  • Minimum length: 3 seconds

  • Maximum length: 60 seconds

  • Minimum resolution: 600 x 600 pixels

  • Maximum resolution: 1080 x 1080 pixels

  • Maximum size: 4GB

  • File type: MP4

Instagram Story Ads Specs

1. Story Image Ads
  • Caption: Text must be a part of the image file
  • Format: Full-screen vertical ad, ratio 9:16
  • Minimum resolution: 600 x 1067
  • Recommended resolution: 1080 x 1920
  • File types: JPG or PNG
  • Maximum image size: 30MB
2. Story Video Ads
  • Caption: Text should be part of the image file
  • Format: Full-screen vertical ad, ratio 9:16
  • Max. video length: 15 seconds
  • Minimum resolution: 600 x 1067
  • File types: MP4 or MOV
  • Recommended resolution: 1080 x 1920
  • Maximum video size: 4GB

Instagram Explore Ads Specs

1. Explore Image Ads
  • Recommended resolution: 1080×1080
  • Aspect ratio: 9:16
  • File format: JPG or PNG
  • Image files size: 30MB max
2. Explore Video Ads
  • Square size: 600 x 500 pixels to 1936 x 1936 pixels
  • Landscape size: 600 x 315 pixels to 1936 x 1936 pixels
  • Vertical size: 600 x 750 pixels to 1936 x 1936 pixels
  • Video file: Max. 4 GB
  • Video length: Max. 120 seconds
  • Aspect ratio: Square: 1:1, Landscape: 1.91:1, Vertical: 4:5

Instagram Carousel Ads Specs

1. Carousel Image Ads
  • Caption: Maximum 125 characters
  • Image resolution: Minimum 600 x 600 pixels, Maximum 1080 x 1080 pixels
  • Image format: JPG or PNG
  • Minimum number of creatives/cards: 2
  • Maximum number of creatives/cards: 10
  • Image ratio: 1:1
2. Carousel Video Ads
  • Caption: 125 characters
  • Video resolution: Minimum 600 x 600 pixels, Maximum 1080 x 1080 pixels
  • Video format: MP4
  • Minimum number of cards: 2
  • Maximum number of cards: 10
  • Minimum video length: 3 seconds
  • Maximum video length: 60 seconds
  • Video aspect ratio: 1:1

Note: Instagram carousel video ads require a thumbnail image. The recommended ratio for this image is 1:1 matching the video aspect ratio. Thumbnail images text limit is 20% of the image.

Importance Of Instagram Ads

The necessity of advertising on Instagram lies in the brand's revenue growth. 87% of users claim they followed a brand, visited the brand’s website, or made an online purchase after seeing an ad on Instagram.

Understanding the power of Instagram ad 38% of marketers are utilizing this unique platform to promote their brand. Why is the popularity of Instagram ads soaring high? Following are the answers:

1. Audience Growth

Instagram is one of the fastest-growing social media platforms, with 1.2 billion people using Instagram each month. More than 200 million Instagrammers visit at least one profile regularly. So with this vast audience growth, Instagram ads can be your topmost social media strategy to scale your business.

2. Brand Awareness

Users on Instagram spend an average of 30 minutes per day on the platform. Besides each month 130 million Instagram users tap on shopping posts & 81% of people using this social channel to research products & services. 11% of U.S. social media users shop on Instagram. The statistics denote that using ads on Instagram brings attention to products or services.

3. Efficient Targeting Ability

Since Instagram advertises using Facebook’s advertising system, it ensures the most potent targeting ability. The entire ad mechanism allows you to specify your target audience’s location, demographics, interests, along with shopping & purchasing behaviors, and more.

Demographics information shows that 20% of 13+ years users can be reached through Instagram marketing. It is a staggering number of potential clients on a global scale. Also, Instagram is a popular medium for influencers as well. 70% of all social media influencers choose Instagram as their platform to connect with their prospects.

Insatgram Collection Ads

Image Source: Sanjeev Kapoor Academy

4. Drive Results

Instagram offers ultra-high conversion after Facebook. The conversion rate on Instagram is 0.41% for paid social media posts and 1.18% for unpaid social media posts. Besides, Instagram also drives some of the highest order value in comparison to other social platforms.

Users who are in the conversion funnel spent an average $103 for paid conversions and $65 for unpaid conversions; the rate is higher than Snapchat and Facebook. Engagement on Instagram is 10x higher than Facebook & 84x higher than Twitter.

Suggested Read: 10 Tips For Creating Instagram Ads That Convert

Types Of Instagram Ads

Depending on the format, Instagram ads can be classified as, Image ads, Story ads, Video ads, Carousel ads, Collection ads, IGTV ads, Shopping ads, Reels ads & Explore ads.

Let’s scroll through the list of different types of Instagram ads, ads example & the CTAs they offer:

1. Instagram Image Ads

Instagram Image ads empower brands & businesses to deliver the product’s message in one single compelling image. Businesses can use high-quality images, illustrations, or designs to advertise their brand, products, and services. The ad design also supports text, and you can use tagline on the ad; however, limiting overlaid text is recommended to get the best possible result.

Supported Objectives: Brand Awareness, App Install, Conversions, Engagement, Message, Lead Generation, Traffic & Store Traffic.

CTA Buttons: Book Now, Call Now, Apply Now, Book Test Drive, Check Availability, Get Directions, Contact Us, Download, Donate, Get Showtimes, Get Offer, Get Quote, Listen Now, Install Now, Learn More, Open Link, Order Now, Play game, Preregister, Request Time, Send Message, See Menu, Send What’s App Message, Shop Now, Sign Up, Subscribe, Use App, Watch More.

Instagram Image Ads

Instagram Image Ad Example: Zendesk

2. Instagram Story Ads

Instagram Story Ads are full-screen image or video ads which appears between users’ Story. Story ads have higher engagement as the entire mobile screen is covered by the format. Compared to feed ads, it is much more immersive. Besides, the story is a popular feature of Instagram & approx 500 million users view stories each day. It enhances the probability of reaching more potential clients.

Ensure to make Story ads that immerge well with the usual stories, make sure the appearance also feels like native story & don’t stand out as ads on the platform. Imply organic Instagram story features such as GIF, text, interactive stickers, or filters while designing Instagram Story ads.

This ad format supports videos, images & carousels. You can use the CTA button on the Story ad with a “Swipe Up” link at the bottom of the ad.

Supported Objectives: App Install, Conversions, Brand Awareness, Lead Generation, Message, Reach, Video Views, Store Traffic, Traffic.

CTA Buttons: Book Now, Apply Now, Download, Contact Us, Get Quote, Get Offer, Get Showtime, Order Now, Listen Now, Learn more, Install Now, Play Game, Request Time, See Menu, Send Message, Sign Up, Subscribe, Shop Now, Use App, Watch More.

Instagram Story Ad

Instagram Story Ad Example: The Sparkle Story

3. Instagram Video Ads

Like image ads, Instagram videos allow businesses to give users a closer look at their brand, products, and services. Instagram allows 60 seconds videos in the feed. However, shorter videos are more effective to drive results.

Since Instagram is primarily a mobile orientated platform hence while creating Video ads, try to ensure shoot in the vertical orientation. Also, hook your audience within the initial three seconds with attention-grabbing visuals & give them a reason to continue watching your Video ad.

Also, make sure to write an attractive caption for the Video ads so that if your video can’t get the requires attention, a caption will give you a second chance. Besides, ensure to add a quality audio mix to your videos.

Supported Objectives: App Installs, Conversions, Brand Awareness, Engagement, Lead Generation, Message, Reach, Video Views, Store Traffic, Traffic.

CTA Buttons: Book Now, Apply Now, Book Test Drive, Call Now, Check Availability, Download, Contact Us, Donate Now, Get Quote, Get Offer, Get Showtime, Order Now, Listen Now, Learn more, Install Now, Play Game, Preregister, Request Time, See Menu, Send Message, Send What App Message, Sign Up, Subscribe, Shop Now, Use App, Watch More, etc.

Instagram Video Ads

Instagram Video Ad Example: Sleepy Owl Coffee

4. Instagram Carousel Ads

Instagram Carousel ads appear both in the feed & within Instagram Story. These ads allow you to feature a series of images or videos & users can swipe through. You can add a call-to-action button or swipe-up link, which can direct your audience to your website.

Carousel ads help brands & businesses to reach out to the target audience seamlessly, showcasing in-depth product features using more than one image or video. Maximum text allowed on the ad is less than 20% & you can share up to 10 photos & 2 videos in one single Carousel ad.

Supported Objectives: Conversions, Traffic, Lead Generation, Brand Awareness, Reach, Catalog Sales, Store Traffic, App Installs, Messages.

CTA Buttons: Contact Us, Apply Now, Donate Now, Get Quote, Request Time, See Menu, Shop Now, Book Now, Learn More, Get Showtimes, Sign Up, Download, Watch More, Get Offer, Subscribe, Book Test Drive, Check Availability, Send Message, Listen Now.

Instagram Carousel Ads

Instagram Carousel Ad Example: FableStreet

5. Instagram Shopping Ads

Over the years, Instagram has evolved as an incredible platform for shopping & the platform is visibly working on its e-Commerce features. With Instagram shopping, you can reach out to a vast audience as 130 million users tap on Instagram shopping posts monthly.

Instagram shopping features allow users to view & purchase products without leaving the Instagram app interface; however, only business that supports Instagram checkout can avail this facility.

Instagram Shopping ads direct users to the product description page within the app & users can buy the product of their choice through the website. However, if you wish to run a Shopping ads on Instagram, make sure to set your shopping catalog.

Supported Objectives: Conversion, Brand awareness, Link Click, Reach & Post Engagement.

CTA Buttons: View Product, Add To Bag, See More.

Insatgram Shopping Ads

Instagram Shopping Ad Example: Good Earth

6. Instagram Reel Ads

Instagram reels are celebrating their heyday; each & every day, a massive section of Instagram users are inclined towards using this Instagram feature effectively. With successful implementations of Reels on the platform, Instagram has now announced to allows users to advertise within Reels.

Reel ads on Instagram are shown in between reels which are full-screen vertical videos & the length of the Reel ads can be up to 30 seconds. While creating reels, make sure to add music or sound & create an ad that pleasantly blends with the organic reels.

Reels ads are a vital Instagram strategy to reach out to new followers on the global stage who does not follow you, and it helps discover your content by anyone ensuring greater audience reach.

Supported Objectives: Conversion, Brand awareness, Link Click, Reach & Post Engagement.

CTA Buttons: View Product, Shop Now, Add To Bag, See More.

Instagram Reel Ads

Instagram Reel Ad Example: Snapdeal

7. Instagram Collection Ads

Instagram Collection ads are primarily suited best for eCommerce brands. These ads have a swappable display allowing users to browse multiple brand products on Instagram itself without leaving the app interface. It displays your products directly from your product catalog; these ads are a blend between carousel ads and shopping ads.

Collection ads allow users to purchase products directly from the advertisement as on clicking on the ad, users are directed to the brand's site or product pages. In that space, they can gain more knowledge & awareness about the product and proceed to purchase.

Supported Objectives: Conversion, Catalog Sales, Store Traffic, Traffic.

CTA Buttons: Learn More, Purchase.

Insatgram Collection Ads

Instagram Collection Ad Example: Cadbury Celebrations

8. Instagram Explore Ads

Instagram explore is one of the most refined spaces in the platform which users use to shop, connect & discover people & businesses. Data says more than 50% of Instagram used to use this space each month. Explore ads on Instagram helps advertisers, brands & companies to connect with more users through paid efforts.

Instagram Explore ads are displayed after a few clicks on a photo or video from Explore tab. Explore tabs content is not static & Explore ads assists brand & businesses to show the brand products alongside culturally relevant & trending content in the Instagram ecosystem.

You can use both image & video in Explore ads. To save time & effort you can re-use existing advertising assets on this type of ad rather than creating new assets.

Supported Objectives: Brand Awareness, App Install, Conversions, Engagement, Message, Lead Generation, Traffic & Store Traffic.

CTA Buttons: Book Now, Call Now, Apply Now, Book Test Drive, Check Availability, Get Directions, Contact Us, Download, Donate, Get Showtimes, Get Offer, Get Quote, Listen Now, Install Now, Learn More, Open Link, Ogre Now, Play game, Preregister, Request Time, Send Message, See Menu, Send What’s App Message, Shop Now, Sign Up, Subscribe, Use App, Watch More.

Note: Instagram also offers IGTV ads in few selected countries. Instagram IGTV ads are video ads & the allowed length is 15 seconds. These ads play after when you click to watch an IGTV video from your feed & it should be designed for vertical full-screen viewing.

IGTV ads are displayed in the middle of the video & users have the option to skip. However, IGTV ads are currently available for only Instagram Creator accounts in the US, UK, and Australia & soon, it’ll be rolling in more countries.

Instagram Ads Best Practices

Choose the proper ad format to attain the outcome you are looking for from the ad campaign. Besides, consider your target audience. Analyze & understand their needs, habits, and behaviors. Ensure to select ad types aligning objectives & call-to-actions matching your audience’s natural preferences.

  1. Assess your organic feed to understand what content performed well. It will provide you an idea of what format can be relevant & resonate with your audience in your paid effort.

  2. To get better reach & engagement, ensure that your ad designs are mobile-friendly. Shoot your video content for Instagram ads in vertical, with the size 9×16, as cropping it to 4x5 is easy than from landscape.

  3. Focus on text optimization on Ads. Choose text font sizes that are easy to read on mobile screens. To make your video ad catchy as add animations & motion graphics to videos. Also, make sure to keep videos short.

  4. To grab the attention of your audience, pitch your campaign format short & crisp. Make your ad interactive, also add vibrant assets which allow the audience to go in-depth into your Instagram ad campaign idea.

Instagram Ads Best Practices

Image Source:

  1. Design your ad for sound-off consumption as well. As data says, 40% of users prefer to consume social media content with sound off. To make it impactful, add visual elements which can tell your story. Add captions & subtitles to deliver your key message.

Suggested Read:Best Instagram Captions

Expand Your Reach On Instagram With Statusbrew

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Explore it more, set up a demo today & efficiently work on your Instagram strategy.

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Rajashree Goswami

Rajashree is a content creator & researcher at Statusbrew. She loves to create content that is expressive & communicative.

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