Instagram ad formats
- Image and video ads in the feed
- Carousel ads with several swipeable images or videos
- Stories and Reels ads: full-screen vertical ads between Stories and Reels
- Collection and shopping ads that link to products
- Boosted posts: existing posts promoted from the Instagram app
Targeting
You can target by location, age, interests and behavior, reach people who have visited your website or engaged with your profile, upload customer lists, or build lookalike audiences. Meta’s Advantage+ options can find people automatically based on your goal.
Tips for Instagram ads
- Design for mobile and vertical formats; most views are in Stories and Reels.
- Grab attention in the first second, and add captions, since many people watch without sound.
- Use content that looks native to Instagram rather than a traditional ad.
- Track results with the Meta Pixel and the Conversions API.
IGTV, Instagram’s former app and format for longer videos, was discontinued in 2022; video on Instagram is now published as Reels.