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  • Writer's pictureErica Warfield

Instagram Ad Formats & Recommendations

The active users on Instagram do not stop growing, that is why I have prepared a selection with the best format and recommendations. to increase the results of your advertising on Instagram.

If you have done an analysis of your audience and discovered that your target audience is concentrated on Instagram, surely the idea of ​​exploring the advertising opportunities that this social channel can offer you has crossed your mind.

Before continuing, as I am going to talk about which types of campaigns each format is most interesting for, you may need to review the objectives that Facebook puts at your disposal.

Photo Ads

The classics: image plus caption (the text that accompanies your photos).

It can be used for all purposes, and if you add a URL, Facebook will give you the option to choose from all of their available CTAs.

Important: If you plan to include text in the image, make sure that it does not exceed the proportion of text and image indicated by the Facebook regulations (you can check it in the Facebook Creative Hub )

Advertising on Instagram formats and recommendations

It is especially useful to attract traffic to your profile and get new followers from the content since you will be showing them what they can find in your feed and that a priori will help you build a stronger community. Top secret: this objective is only available on the mobile version of Instagram. If you try to mount a campaign with this objective from the Business Manager you will not find it.

If your goal is to achieve notoriety, I recommend that you do not work from the objective of reach but from brand awareness. At the speed that we consume content on Instagram, it is easy to be impacted by an ad and hardly have paid attention to it, so this will ensure that Facebook distributes it to those users with the greatest possibility of remembering it.

About the description of the image there are theories of all kinds: that if shorter, greater conversion, than if longer, more engagement. Be sure to test to know which descriptions work best for you.

Video Ads

One more step in advertising on Instagram: instead of a photo we can use a video. It is especially useful for product demonstrations, concepts that are somewhat complicated to explain in a single photo, or stories.

Instagram allows you to advertise up to 60-second videos, but unless the story that is reflected is especially interesting, the normal thing is that more than 50% of those affected do not consume 25% of the video. So be sure to tell the most important thing in the first 3 seconds. You will be able to know the number of people who see part or all of the video in the Video Engagement view of your Business Manager campaign dashboard.


You will be able to upload several contents in the same publication through which the user will navigate by sliding his finger over them.

As with the video, they will be of great help if you want to show different uses of your product, models, collections, or tell stories. They usually get very good conversion results, since they offer more information to users about our product or service without leaving the application.

Another highly recommended use of this format is as a dynamic ad, but this option will only be available if you have a product catalog on Facebook.

Instagram Stories

Being so visual and full screen, they have proven to attract more attention and better optimize our investment. In fact, during the last year this has been the type of advertising on Instagram in which, on average, the cheapest prices have been achieved.

As far as possibilities of objectives and formats, it is very versatile: you can upload both videos and photos, and not just one of each, you can also mount successions of photos or videos (carousel) as advertisements. If you bet on this last option, pay special attention to the ratio between the number of people who consume the first video and the last one. In addition, it is also available in the Instant Experience format (in the past, canvas), in which you can create a landing page without leaving the social network.

Beware: Facebook will allow you to show the same ad on both Instagram and Instagram Stories. If you choose this option, you will not be able to choose a full-screen creative, but the tool will make an adaptation (quite regular) of the creativity you have chosen for Instagram, in Instagram Stories. If what you want is to check the results in each of the channels, our tip is that you create an ad-hoc set for each one, with a piece that adapts to the specifications of the location to which it corresponds.

Within all the Instagram formats, I would dare to say that it is the most recommended for traffic. If you select this objective (or if you decide to add a URL in any other), it will include a CTA at the bottom of the campaign in order to encourage the user to swipe up and reach your page. This CTA is quite discreet, so we advise you when designing your stories, include your own CTA to achieve a greater effect.

As in the previous formats, you can use it to attract fans to your profile, but for now, only if you mount the campaign from your mobile.

And one last note: Stories are not immune from Facebook’s text-to-image ratio restrictions, so if you don’t want Facebook to stop your ads, make sure you follow their rules.

Collection Ads

If you have a catalog on Facebook, you can also advertise on Instagram using this format. In this case, the creatives will be a main photo or video, accompanied by the product photos that you have uploaded to configure your collection. This makes it quite useful to generate notoriety and give context to a set of products of your brand.

Once the user clicks on the publication, they will access your catalog, and when they are inside when they select any of the products that make it up, Facebook will take them to your page. This means one more click than if you set up a dynamic product carousel, so if you are looking for conversion, I advise you to use this format before the collection one, as it is more direct.

Before finishing remember: this is just a presentation of advertising formats on Instagram. The best thing you can do to find out which are the perfect combinations to go further is to test, test and test.


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