No matter your experience level as an Instagram advertiser, revisiting fundamental best practices is always beneficial. This holds particularly true in the ever-evolving landscape of online advertising, where platforms and ad formats are constantly in flux. Instagram, in particular, continues its rapid expansion. The platform experienced a 5.4% user increase in 2019, and eMarketer projects it will reach 112.5 million US users by the close of this year. HootSuite. With a burgeoning user base and high engagement rates, the potential for business growth is significant.

It’s clear that staying current with best practices is crucial to maximize your paid campaigns. So, here’s a rundown of Instagram ad best practices in 2020, along with anticipated trends and developments in the near future.

Best Practices for Instagram Ad Creatives

Maintaining brand consistency and a concept-driven approach is paramount when showcasing products or services on Instagram’s visually-oriented platform, irrespective of the ad creative type. However, the specific ad creative format will influence the optimal best practices to ensure campaign success. Instagram offers two primary ad creative types: image and video.

Best Practices for Instagram Image Ads

When leveraging images in your Instagram ads, strive to embody your brand’s essence by adhering to your brand guidelines. This encompasses incorporating brand colors, fonts, and even your logo for instant recognition among your target audience. Employ vibrant colors to make these visual elements stand out against the app’s predominantly white or black background.

Remember that your visuals should seamlessly complement your ad copy and provide a smooth transition to your landing page if you’re directing users there through a call-to-action button. When crafting ad copy to accompany your images, step into your target audience’s shoes and consider their likely emotional response or thoughts upon encountering your ad. You might have specific adjectives in mind for your brand, but do they resonate with your audience’s perceptions? If you’re utilizing a carousel format with multiple images, structure them around a central theme. This could be a summer shoe collection, your top-selling items, or even a cohesive narrative presented in a linear sequence. Here’s a quick recap:

• Adhere to your brand guidelines (colors, fonts, logo).
• Ensure your ad copy complements your visuals.
• Maintain a strong focal point, such as your logo or a key brand element.
• Structure carousel ads thematically or as a linear storyline.

Best Practices for Instagram Video Ads

Instagram users have a strong affinity for video content, to the extent that Instagram Stories currently see higher engagement levels than traditional feed posts, as 70% of global users view them daily.. While static images can certainly perform well across various Instagram ad placements, video reigns supreme. It’s a quick, digestible format, and crafting compelling video ad content doesn’t necessarily require expensive equipment or additional staff. We’ve witnessed remarkable success using readily available tools: smartphones. From small businesses to high-profile individuals, this approach resonates as more authentic and relatable to many consumers. That said, if your luxury brand or B2B company finds it more on-brand to produce polished, meticulously edited videos, that’s perfectly acceptable as well. The key is to experiment and identify what yields the best results for your company and campaign objectives. A common question we encounter is the ideal video length. For feed placements, aim for videos 60 seconds or shorter. While that’s the maximum permitted duration, we’ve observed that viewer attention tends to wane after the first 10 seconds, irrespective of the video’s entertainment value, informational content, or overall appeal. While a portion of viewers will undoubtedly watch the entire video, it’s critical to showcase your brand, logo, product, or service within those initial 10 seconds. This ensures immediate clarity regarding your identity and offering. Delaying the reveal until the video’s end risks losing potential engagement and action from viewers who drop off earlier. For Instagram Story videos, the maximum ad duration is 15 seconds, unless you’re employing the carousel format. With Instagram Story video carousel ads,, you can incorporate up to 10 cards, allowing for a total of 120 seconds of video content. Regardless of the platform, campaign, or ad placement, always prioritize adding captions to your videos. Many users browse Instagram with the sound off, and captions ensure accessibility for viewers with hearing impairments. Captions can be easily added directly within Facebook Ads Manager at the ad level when selecting your video creative. You have two options: allow Facebook Ads Manager to analyze your video and generate captions (typically within seconds) or upload your own SRT or SubRip subtitle files. If you opt for the former, make sure to review and edit the auto-generated captions, as the system can occasionally misinterpret words, especially those that are unclear, brand-specific, uniquely spelled, or spoken with an accent.

Let’s summarize best practices for Instagram video ads:

• Produce on-brand videos that feel native to the platform, avoiding an overly promotional feel.
• Capture attention within the first 10 seconds by featuring your brand, products, services, and engaging elements.
• Craft a cohesive narrative when using Instagram Story carousel video ads.
• Incorporate captions into your video content.

Lifestyle Imagery vs. Product-Focused Visuals

If your brand is looking to showcase products, experimenting with product images is worthwhile. However, it’s important to acknowledge that, in our experience, lifestyle imagery often significantly outperforms product-centric images or videos. In fact, we’ve found that authentic lifestyle visuals featuring our clients’ products and services, incorporating relatable individuals and scenarios, outperform images devoid of people by an average of 5x. People are naturally drawn to other people, and providing imagery they can connect with, find aspirational, or see themselves reflected in tends to boost views, clicks, and conversions. By striving for an organic look and feel that aligns with the platform, your content is less likely to come across as intrusive advertising, making users more receptive to taking action. If you lack professional photography or meticulously staged lifestyle shots, don’t fret! User-generated content (UGC) can be an excellent alternative. Utilizing images shared by your existing customers is not only incredibly authentic but also often leads to higher engagement, as people generally appreciate brands showcasing their content. An added benefit? UGC enhances brand authenticity and trustworthiness, potentially managing expectations for prospective customers.

Integrating UGC and testimonials, particularly in retargeting campaigns, can be a winning strategy. Pairing the two by putting a face to a genuine testimonial is a surefire way to increase conversion rates.

Best Practices for Instagram Ad Placements

Currently, you can advertise on Instagram through the Feed, Stories, and Explore tab. While not yet an option, the resurgence of IGTV could potentially lead to a dedicated ad placement in the future. For now, let’s focus on the three existing options with available impression inventory.

Best Practices for Instagram Feed and Explore Ads

When running ads within the Instagram Feed and Explore tab, strategic ad copy is crucial. Keep it descriptive yet concise, as character limits can truncate your message, especially considering the majority of users browse via the mobile app. Aim for clear, impactful copy that complements your creative assets. Using square (1:1) creatives is generally recommended, as this aspect ratio translates well across both Facebook and Instagram ad placements.

Best Practices for Instagram Stories Ads

When advertising within Instagram Stories, leveraging automatic placements is acceptable. However, ensure you utilize the “Edit Placement” feature at the ad level to adjust, resize, or upload specifically formatted creatives for Stories, ensuring a more native look and feel.

If you’re looking to incorporate polls into your Instagram Stories ads, this feature functions exclusively when the Instagram Stories placement is selected. Choosing any other placements at the ad set level will render this feature unavailable at the ad level.

Interactive polls within Instagram Stories ads are an exceptional tool for engaging your target audience and guiding them into your funnel. While square creatives are generally effective, vertical images and videos are better suited for Instagram Stories, appearing more native and maximizing screen real estate. If you’re repurposing content that doesn’t perfectly align with the recommended specifications for Instagram Stories ad placements, utilize the ad-level editing tools to crop and zoom in on your creative. Images can perform well in Instagram Stories ads, but even subtle motion can significantly enhance their impact. According to Instagram, and our experience with client accounts confirms this trend. Video creatives employing short, impactful scenes tend to outperform those with longer, slower-paced sequences. This approach facilitates information consumption and encourages user action. For instance, the ad example demonstrates how brief text overlays and arrows appearing around the featured product can effectively convey key benefits. Simple yet impactful.

Lastly, when using carousels within Instagram Stories ads, dedicate the final carousel card to a clear call to action. This directs focus and encourages the desired action completion. Here’s a quick review:

• Optimize creatives used across different placements to ensure they meet specifications, utilize screen space effectively, and maintain a native appearance.
• Test the Instagram Stories placement independently to experiment with interactive poll stickers.
• Explore video content, as it tends to be more digestible for viewers.
• Include a dedicated call-to-action screen in carousel ads.

The Ultimate Best Practice: Continuous Testing

While we’ve outlined best practices for both Instagram ad creatives and placements, the most effective approach for your specific business goals will depend on your unique context. If you haven’t already, put these placement and creative options to the test within your campaigns. You might discover new ad formats that resonate exceptionally well with your target audience.