Instagram is one of the most popular social media platforms today, with millions of users sharing photos, videos, and stories daily.
It is not only a platform for personal expression but also an essential tool for businesses to reach their target audience.
One of the most popular features for marketers on Instagram is the Stories feature which allows users to share videos and photos that disappear after 24 hours.
Instagram Stories Ads are a way for businesses to reach a wider audience by placing ads in a target user’s Stories feed. This allows marketers to leverage a more extensive Instagram user base to promote their products and services in a visually appealing and highly effective way.
This article explains what Instagram Stories ads are and how and how marketers use them to reach their target audience.
Why You Need Instagram Stories Ads
Instagram Stories ads are a great way to reach new audiences and introduce your brand, business, or product to an already engaged audience.
Engagement rates on Instagram Stories are already high, with Instagram revealing that one-fifth of Stories receive direct messages from viewers.
The possibilities for creating ads on Instagram Stories are endless, and you can experiment with video, photo, and carousel ad formats. Let’s check them out:
Video: A video ad plays for up to 15 seconds and you can create it with Facebook’s Creative Hub or Ads Manager, or you can design and edit your ad and upload it to Facebook’s Ad Manager.
Photo: A photo ad plays for 5 seconds. You can create a photo ad using Facebook Ads Manager or upload your design file.
Carousel: Story carousel ads allow a brand to play up to three pieces of content, video and photo.
How to Design Instagram Stories Ads That Actually Convert
If you’re starting from scratch and looking for inspiration, or an easy way to turn your Instagram Stories ads into sales, here are ten ways to help you out.
1. Get Creative
Ditch the traditional photo stories and immerse yourself in the video instead.
Videos are more effective than image ads because motion attracts more attention. Also, with the growing number of short video views from reels, it’s easy to run video ads.
Here are some advantages when creating a video for Instagram stories ads.
- Different from the brand color scheme and the usual story
- Custom text used with high background contrast
- Fast animations that keep users engaged
- Possibility to add visual effects, audio effects, and transitions to create great videos. It also has a library full of stickers and filters
2. Include Your Logo
It seems like a simple tip, but brand awareness and recognition depend on your company’s logo. Consistent branding, such as your fonts, colors, and logos, help users instantly identify you in a sea of competitors.
Match your ad design style with your landing page design style also. This makes the funnel more cohesive.
Again, not including branding when showing story ads means users keep seeing the little brand name in the top left corner. You can count those impressions by adding credit to your brand name and logo.
Here is a great example from Publer, using the logo, colors and the same fonts as in the website, landing pages and other Instagram posts.
3. Ensure Your Aesthetic is On-Brand
It is very important to keep branding in mind when designing ads for Instagram Stories.
If you want to keep people engaged and increase brand awareness, make sure your Instagram Stories ads blend seamlessly with the overall Instagram aesthetic.
The goal is to build awareness and grab attention, even if it’s just for a few seconds.
Think about images and typography. It should always reflect the aesthetics of your brand. The easiest way to do this is to use colors, fonts, and images that match your brand. Or, if you’re using the Instagram Stories template, continue using it for your ads as well.
Here is a great example from Publer, using the logo, colors, and the same fonts as in the website, landing pages, and other Instagram posts.
4. Clear CTAs are a MUST
And while it’s an obvious tip when it comes to social media marketing, you’d be surprised how many brands fall short of their goals because they don’t have a clear call to action.
User behavior has changed since the ability to swipe up is gone, so it’s important to have a strong CTA.
So focus on a punchy CTA that encourages the user to take immediate action and put it in front and center of the video or photo.
5. Add Music to Your Instagram Stories Ads
Instagram recently revealed that 60% of Instagram Stories ads are shown with sound on!
Whether it’s narration or music, audio can make your Instagram Stories ads more engaging.
Pro Tip: Next time, try using sound effects and music in your Instagram Stories ads.
6. Make The Most of 15 Seconds
Make the most of your limited time by following some best practices.
- Record vertical full-screen video to cover more space (file size: 1080 x 1920 pixels).
- Use quick jump cuts and transitions to grab attention.
- Use Instagram Story features like polls and stickers.
- Subtitles recommended for accessibility.
7. Use The Carousel Stories Format
Sometimes a 15-second video or still image doesn’t say it all. That’s exactly why Instagram created the carousel format for Instagram Stories Ads.
Consisting of three images or three 15-second videos, Instagram carousel ads let you tell a continuous story across multiple parts.
It is the same idea as in Facebook carousel ads. However, like any organic Instagram Story post, users can tap, swipe, or pause content at any time. That’s why it’s important to be creative and engaging from the start.
8. Address Audience Pain Points
Instagram users can interact with your story, but in order for them to do so, they need to grab their attention immediately.
Once the ad is over, there is no going back. The best way to do this is to address your customer’s pain points head-on.
9. Follow The Requirements
Let’s have a look at the ad specs:
Here are the design requirements and recommendations for both Facebook and Instagram Stories ads by Facebook:
For images:
- Recommended resolution: 1080 x 1920 pixels
- Minimum resolution: 600 x 1067 pixels
- Maximum file size: 30MB
- File type: .jpg or .png
- Images are shown for five seconds by default
For videos:
- Recommended resolution: 1080 x 1920 pixels
- Minimum resolution: 600 x 1067 pixels
- Maximum file size: 4GB
- File type: .mp4 or .mov
- Maximum video length: 60 seconds
10. End Instagram Stories Ads With a Solid Screen
When Instagram users view Stories, they are curious about what happens next. You want your ad to grab attention, but you don’t want it to be so enticing that users miss the chance to watch and click on the last-second.
At the end of the video, we recommend displaying a 2-second photo to give the viewer time to click before the ad ends.
Don’t forget to Incorporate large text with phrases like “swipe up to buy” or “Buy Now” on the last screen or image to give the user extra attention and make sure they know what to do.
Key Takeaways
In summary, designing Instagram Stories ads that actually convert is essential for any business looking to reach audiences and increase sales. By considering these key strategies, companies can maximize the potential of Instagram Stories ads and get actual results.
- Use Video ads as they are more effective than image ads because motion attracts more attention.
- Use your company fonts, colors and logos consistently to help users instantly identify your brand.
- Use Publer to ensure your Instagram aesthetic is on brand.
- Try using sound effects and music in your Instagram Stories ads.
- Add clear CTAs at the end of your video.
- Follow the design requirements from Facebook and Instagram.
Are you using one of these Instagram strategies we list today?
If not, which of these strategies will you use first? Tell us in the comments below!
Denisa Lamaj
