Instagram Ads Types

In outbound marketing or growth strategies, social media advertising is essential, and many businesses are finding that when done right, Instagram can generate much better results than Facebook ads. 

Instagram has historically been snubbed due to its segmented nature. While it is difficult to build an organic following on Instagram, its advertising capabilities have been unleashed since Instagram was acquired by Facebook. 

Instagram gets more engagement than Facebook, which is a well-known fact. With its exceptional user experience, Instagram has become quite attractive to digital marketing agencies: there are plenty of opportunities, Instagram users are highly engaged, and Instagram ads just look better.

Below are different types of Instagram Ads:

Instagram Single Image Ads

This ad type is the one that is the most commonly used ad on both Facebook and Instagram advertising.

The ad is relatively simple and entails image, copy (what you want to say about the product or service you’re selling), and a button for a call-to-action. The size of the photo you upload will cause the size of the image you will use for the Instagram ad to vary.

This type of ad can be used for advertising offers of all kinds. There are many varied types of offers and images within the format of the Single Image ad. Additionally, when you do promote a blog or other content types, you will also use the Single Image Ad Plan. (Karlson, Karola, 2018)

Specs for Instagram Single Image Ads

  • Caption – maximum of 125 characters
  • Type of Media – image
  • Picture Size – 1080 x 1080 pixels OR 1200 x 628 pixels (the Facebook ad image that is their typical ad size.)
  • File size – maximum 30 MB Format for images – .jpg or .png

Instagram Carousel Ads

With this ad, you get to showcase a maximum of 10 videos or images within a single ad.

The small dots underneath the image will enable you to identify the Carousel Ad. These dots indicate that more than one image can be seen.

Although this type of ad is trickier to assemble than the ads that are Single Image, they give a tremendous opportunity for you to:

  • Using several brand images or videos, communicate a narrative, or ‘story’ about your brand
  • Create an illustration of the step-by-step process of what way to use a product.
  • Give customers awareness of the essence of the promoted offer.
  • Reduce ad costs on Instagram

Specs for Instagram Carousel Ads

  • Caption – maximum of 125 characters
  • Type of Media – image or video
  • Image Size image/video resolution – minimum 600 x 600 pixels; maximum 1080 x 1080 pixels
  • Number of cards – Minimum of 2 and Maximum of 10 Image Ratio – 1:1
  • Format for images – .jpg or .png
  • The ratio for video aspect – 1:1
  • Video length – Maximum: Sixty seconds
  • Video thumbnail image ratio: the video aspect ratio should be equal to 1:1. If it doesn’t, auto resizing for a thumbnail is available. (Karlson, Karola, 2018)

Instagram Video Ads

This type of ad allows you to introduce an offer on a GIF or video and demonstrate how a product works. It can also give you a fun way of sharing a video that will show your brand with an engaging message. Facebook added an update in 2017 that lets advertisers have the ability to use the GIF format videos in ads.

If given the choice, video tends to attract and hold people’s attention than a still image. It captures the attention with movement and audio when they scroll down on the Instagram feeds. (Karlson, Karola, 2018)

Specs for Instagram Video Ads

  • Caption – maximum of 125 characters
  • Type of Media – video
  • Video Resolution- 600 x 600 square pixels OR 600 x 315 landscape pixels
  • 1:1 for the square OR 1.9:1 for the landscape
  • Resolution – 600 x 600 pixels minimum and 1080 x 1080 pixels maximum
  • Length- 3 seconds minimum and 60 seconds maximum
  • Size – 4 GB maximum
  • Frame rate –30fps maximum
  • Type of file -container.mp4
  • Video –H.264 video compression; progressive scan, fixed frame rate, square pixels, and high profile preferred
  • Audio: 128kbps+ preferred, stereo AAC audience compression

Instagram Slideshow Ads

Slideshow Ads can be easily mistaken for Carousel Ads on Instagram. There is a difference. You can add a maximum of 10 images and add music to generate a video loop ad.

Facebook Ads Manager is where you can set up Slideshow ads and choose images, music, and captions for the video and a thumbnail for your Instagram ad. There is also a choice of having the images transition or fade when they change.

Facebook offers a step-by-step tutorial in the Power Editor on how Slideshow Ads in the event help is needed in setting up a campaign on Instagram. (Karlson, Karola, 2018)

Specs for Instagram Slideshow Ads

  • Caption – maximum of 125 characters
  • Type of media – soundtrack, and images
  • Duration of the image – maximum per image – 50 seconds
  • Size of the image – minimum 600 x 600 pixels, 600 x 600 pixels, 1080 x 1080 pixels maximum. If you use images of different sizes, the slideshow is cut and a square.
  • MP3, M4A, WAV, OGG, and FLAC file formats
  • For the use of any song or music, you must have the legal right to do so.

Instagram Lead Ads

This ad collects information from potential customers and not lead them off Instagram.

When somebody clicks the Lead ad, they’re taken with a lead form to another page. This lead form collects name and their contact information such as address, telephone number, etc.

Important notice for customers – The Lead Ads must have your company’s policy on privacy because you will be collecting their information. (Karlson, Karola, 2018)

Specs for Instagram Lead Ads

  • Caption –125 characters maximum
  • Picture Size- 1080 x 1080 pixels OR 1200 x 628 pixels (the Facebook ad image that is their typical ad size.)
  • File size – maximum 30 MB Your company’s Privacy Policy

Instagram Stories Image Ads

When Instagram launched Instagram Stories in 2017, the number of users has significantly grown. Additionally, users seem to be quite engaged when they watch stories from their family and friends.

Brands now have the opportunity to be seen in people’s feed-in Instagram Stories. Create Image Stories Ads they can comprise a maximum of six images can tell the story of your brand in engaging and entertaining manner.

Select ‘Stories’ in the Instagram Placement section. (Karlson, Karola, 2018)

Specs for Instagram Image ad stories 

  • Format–Full-screen vertical ad-9:16
  • Resolution–At least 600 x 1067 Maximum 1080 x 1920 File size – Maximum 30MB
  • Type of file – .jpg or .png
  • Photo content – 5 seconds (visible)

Instagram Stories Video Ad

This ad will make your brand shine and stand out from all other brands advertising on Instagram. This format lets you upload videos that are a maximum of 15 seconds in length, showcases your product, builds the brand’s individuality and personality, and engages your audience by repeating what your offer. (Karlson, Karola, 2018)

Specs for Instagram Video Stories Ad

  • Caption – currently not available. Text should be included in the image file. Format –Full-screen vertical ad -9:16
  • Resolution –At least 600 x 1067 Maximum 1080 x 1920
  • Type of file – Whether mp4 or .mov
  • Video size–maximum 4 GB
  • Video length–maximum 15 seconds
  • Video codecs–recommended h.264, vp8
  • Audio codecs –AAC, Vorbis recommended

Instagram Ad Copy and Design Design Tips

Generate Instagram Ad Images with Color

The research on online buying and selling has become quite expansive. Research has found that a person’s mind is made up of 90 seconds of the first contact with individuals or products. And that’s all surprisingly, color is what drives 62% to 90% to make their decisions.

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