Process Flow
Animated overview of the full workflow
TL;DR
Instagram Story ads appear between organic Stories in full-screen vertical format (9:16). They auto-play with sound and last up to 15 seconds per card. Best practices: capture attention in the first 2 seconds, use native-feeling creative (phone-filmed style), add text overlays for sound-off viewers, keep branding visible throughout, and include a clear swipe-up CTA. Stories ads typically have lower CPMs but shorter attention spans than feed ads.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
Specs
Format: 9:16 vertical (1080×1920). Duration: up to 15 seconds (video) or 5 seconds (image). File types: MP4, MOV (video) or JPG, PNG (image). Recommended: video for higher engagement.
- 2
Creative Best Practices
Make it feel native — Stories that look like organic content perform better than polished ads. Use the first 2 seconds to hook attention with movement, text, or a provocative opening. Add text overlays since many viewers watch without sound. Keep your brand visible (logo or brand colours) from the start. Use the full vertical canvas — do not leave black bars.
- 3
CTA Strategies
The default CTA appears as a small button at the bottom. Make your CTA prominent in the creative itself — add an animated arrow or text saying 'Swipe up' or 'Learn more.' This can significantly improve swipe-through rates.
- 4
Common Mistakes
Using horizontal video (wasted space). Placing key text too close to the top or bottom where it overlaps with the profile name or CTA button. Slow openings that lose viewers before the hook. Not testing video vs static image.
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