Instagram’s more than 400 million users that share 80 million posts daily makes it highly attractive for advertisers, especially as other platforms face data and privacy issues.

Instagram boasts high user engagement and claims its ads help drive awareness. It provides various ad formats like photo, carousel, video, and Instagram Stories ads. The latter two, with their sight, sound, and motion, offer a more engaging way to connect. Video is incredibly popular now. Connor Voss, a social media strategist at Veterans United Home Loans, advises brands to understand Instagram Stories’ interactive features, trends, and content expectations before using them. “Viewers expect videos and interaction on Stories, so video ads there can reach users open to watching and engaging," she said. “They are more likely to ‘swipe up’ for products or articles. Scrolling and glancing are more common in the feed, not interaction or clicking to external pages.” Vivien Conway, cofounder of Ace the Gram, an Instagram agency, added that Stories aren’t curated like feeds, helping ads stand out. Regardless of your chosen video ad format, here are ten tips to maximize effectiveness.

1. Grab Attention Immediately

On Instagram’s fast-scrolling feed, brands need impactful video ads to stop users, whether it’s a regular or Story ad. Natasha Courtenay-Smith, CEO of Bolt Digital, emphasizes incorporating movement within the first three seconds.

“Capturing attention is crucial. Forget slow, artistic intros; you need something bright, moving, and attention-grabbing,” she said. Voss added that videos should be instantly recognizable. “Ensure the first second has enough movement to convey it’s a video, even without sound,” she said. “Subtle beginnings that resemble images will be scrolled past.”

2. Incorporate Text

With Instagram audio muted by default, Jonathan Jacobs, partner at Digital Natives Group, stresses the importance of visuals and text. “Go beyond captions to grab attention or convey your message,” said Chuck Cotterman, social media marketing specialist at G2 Crowd. “Use apps like Apple Clips for dynamic text effects to highlight key points.”

Ehud Basis, senior online acquisition manager at Outbrain, agrees that text reinforces key brand messages. However, Veronica Romney, president of LoSoMo, warns against excessive text. “A few captions pique interest, encouraging viewers to watch and even unmute,” she said. “Too much text overwhelms and clutters the video.” Conway suggests services like Rev for generating captions. Vincit-Lee Lloyd, CEO of Lloyd Media Solutions, emphasizes high-quality audio despite this.

3. Address a Problem

Effective Instagram video ads should present a problem and demonstrate the solution your product or service offers.

“Identifying a customer problem creates an emotional connection and intrigue for your solution,” said Tom Caulton, digital growth specialist at Dijitul. “Hook them, then show how you solve their issue.” PS: We have a post for video ad ideas if you need inspiration.

4. One Goal per Ad

Natalie Athanasiadis, head of digital at Digital Visibility Group, advises focusing each ad on a single theme, topic, and goal. “This could be brand awareness, product education, or a ‘buy now’ call to action,” she said. “Don’t bombard the audience by squeezing everything into one ad; they’ll just scroll past.” John Surdakowski, founder of Avex Designs, agrees with focusing on one element. “Too many products or selling points make it feel like a sales pitch,” he said. “Target your audience and tailor content.”

5. Blend In, Don’t Stick Out

Athanasiadis says ads should feel natural on Instagram and avoid excessive self-promotion for better reception. Surdakowski agrees that ads should integrate seamlessly. “Capture attention organically as users scroll,” he said. “Valuable content drives engagement.”

Lloyd suggests using drones for captivating visuals.

6. Use Correct Dimensions

Unlike Facebook, Instagram’s in-feed videos don’t expand to full screen. Voss emphasizes designing for the smaller frame within a post. Stories, however, fill the screen and should be shot vertically. “Maximize impact by filling the space,” said Olumide Gbenro, founder of Globo Media Marketing. “Ditch horizontal videos, format to 600x600 for a unique look that grabs attention.” Basis recommends 1:1 aspect ratios like 1080x1080 or 1080x1920 for Stories.

7. Plan Your Thumbnails

Elizabeth Venanzi, online marketing manager at Sparq Designs, highlights a difference from platforms like Facebook or YouTube: Instagram doesn’t allow custom thumbnails for ads, using frames from the video.

“Consider this while filming or preparing the video, as the thumbnail is crucial,” she said. “It determines whether someone clicks, unmutes, or visits your profile. Include your desired thumbnail directly in the video.”

8. Mobile-Friendly Landing Pages

Surdakowski stresses the need for mobile-optimized landing pages since Instagram is primarily accessed on mobile devices. “It’s frustrating to click ‘Learn More’ and land on a non-mobile-friendly page,” he said. Reuben Field, creative director at Lights Camera Business, agrees that users need easy access to take action on their devices. “Any difficulty leads to losing the user,” he added.

9. Visual Consistency Matters

Jacobs recommends maintaining momentum with supporting content that aligns with the ad. Romney emphasizes this for the ad itself. “This includes colors, video style, and music,” she said. “Each element impacts the whole. Misalignment with your brand identity feels inauthentic, making users scroll past.”

10. Clear Call to Action

Venanzi advises against using Instagram video ads as mere teasers. Users want easily consumable content, and finding a bio link requires effort.

“Simplify your call to action,” she said. “Instead of sending them to your profile then a landing page, incorporate ’learn more’ directly within the video. Encourage website visits directly, without searching for a call to action.”

11. Test and Analyze

Field recommends creating multiple ad versions for A/B testing to determine what resonates best with the target audience.

Via Add Mustard Nate Masterson, marketing manager at Maple Holistics, agrees that leveraging Instagram’s tools is key for better results. Beyond the platform itself, Marcus Harjani, cofounder of FameMoose, suggests tracking the user journey from ad to conversion. “Analyze the experience, ensure it’s positive and leads users towards conversion,” he said.

12. Target WiFi Users

Lesya Lui, social media strategist at The Social Media Current, recommends showing ads only to users on WiFi to avoid poor experiences with buffering videos.

“People are impatient on social media; they won’t wait for slow-loading ads," she said.

13. Make Videos Loopable

Warren Jolly, CEO of adQuadrant, suggests creating videos with looping in mind, using fade-outs for audio and visuals at the beginning and end. Prolonged engagement increases the likelihood of your ad and brand making a lasting impact.