Instagram Story Ads explained.

Instagram Story ads are a fun way to reach new audiences on social. With audience targeting features made available by Facebook, along with Instagram’s growing user base, these ads are definitely worth a try. Facebook, which owns Instagram, allows you to target people with Instagram ads that have liked your content on either platform.

Follow these tips while running your own Instagram Story ads.

1. It’s best to start with existing content

Creating high-performing Instagram content is about trial and error. It can be expensive if you don’t know what your audience wants. Before you put time and effort into creating Instagram-specific ads, re-purpose content that you’ve shared organically so you have an idea of what kind of engagement it will get.

2. Live action videos convert better than graphic videos

The vast majority of Instagram Stories feature real life scenes (i.e. live action). Graphic videos break up this user experience.

When you’re creating your story, think about user experience. What would they expect to see? Make sure you create ads that don’t divert too much from that experience.

3. Existing fans are more likely to engage with your ad

We saw success when we served our Instagram Story ads to people who already engaged with our content—they liked a video on Facebook or a photo on Instagram, for example. Advertisers can use this engagement data to create custom audiences.

You can also share and target audiences across Facebook and Instagram. For example, if you have a popular video on Facebook, you can re-target that Facebook audience on Instagram with a Story ad.

4. It’s important to follow the recommended ad specs

Instagram Story ads have different requirements than other ads, so it’s important that you know exactly what the specs are before you create new content. If you want to use existing videos, make sure that they meet all the requirements of the ad format before you re-purpose them. Click here for Instagram Ad Specs.

• Maximum file size

• Video length

• Dimensions

• Supported codecs

5. The Story format offers new brand opportunities

Instagram Stories are shorter (only 15 seconds) than other social video formats. They also tend to be more personalized and intimate.

Take advantage of the Story format by having some fun. Show a side of your brand that your audience hasn’t seen. We recommend taking a brand awareness and storytelling approach to build engagement.

6. UTMs are the easiest way to track performance

Make sure that you have a clear call to action (CTA) that encourages people to swipe up for a link. We tried arrows, stickers, and action-oriented copy signalling to the viewer that they need to swipe up to get more information—and they’ve all worked really well.

7. Ads designed for mobile perform better

More than 80 percent of social network users access social media on a mobile device.

That’s why every Instagram Story ad should be optimized for a mobile viewing experience.That means thinking about things like vertical ad units, responsiveness, and text size. You should also create ads that are optimized for silent viewing (with captions and the like), so that people can watch without earbuds. Find out more here.

Conclusion:

Instagram Story ads are a fun way to reach new audiences on social. Give it a Try!

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