Instagram provides several types of ads, including Snap ads, image ads, video ads, carousel ads, collection ads, explore ads, IGTV ads, Instagram shopping ads, etc. The first four are more commonly used by Chinese sellers. Snap ads mainly tell brand and product stories through full-screen videos and integrate marketing content; image ads mainly display pictures that attract the audience’s attention, such as beauty or clothing product pictures; video ads are longer than Snap ads and can be played in a loop; carousel ads can tell more exciting stories through multiple pictures, making picture ads more in-depth. Each ad type is suitable for different business goals, including app installation, brand awareness, conversions, attracting potential customers, delivering information, reaching customers, store traffic, video playback, etc., and has different CTA options, such as: Apply Now, Book Now, Contact us, Get Offer, Learn More, Order Now, See Menu, Send Message, Send WhatsApp Message, Shop Now, Sign Up, Subscribe, etc.
1. Stories ads
Instagram Stories ads are ads that can be displayed in full screen by editing photos, videos, etc. into short videos. After the Stories are published, they will be automatically deleted after 24 hours. According to statistics, 500 million Instagram users watch Stories every day. By attracting a large audience through Instagram Stories ads, brands can make full use of the features in Stories, such as adding filters, special effects, voting and text for creative promotion. Stories ads are no different from regular Stories, so users won’t feel interrupted in their browsing experience. You can also add a “swipe up” feature at the bottom of the Stories to take users to the page specified by the brand.
2. Image ads
Images allow sellers and brands to showcase their products and services through eye-catching images. High-quality images attract more visitors and users. As with other Instagram ad types, you need to choose a CTA for your ad that is closest to your brand’s business goals, such as attracting visitors to your brand’s website, getting users to follow your brand’s Instagram account, or converting users to consumers.
3. Video ads
Instagram video ads are no longer than 1 minute and automatically replay after they end. Videos allow users to get a closer look at a company’s brand, business, or products. And shorter videos are usually more effective. Use video ads to create a strong dynamic picture and sound experience, and set built-in “video ad calls to action” such as Book Now, Contact Us, Download, Learn More, Buy Now, Sign Up, More Videos, etc.
4. Carousel ads
By using carousel ads, you can showcase multiple products, share a multi-part story, and showcase a service in depth, with up to 10 pictures or 10 videos. The way carousel ads work is to allow users to swipe left and right to view a series of pictures or videos. Use multiple pictures or videos in the same ad to tell a richer and more moving story, and jump directly to the product website for purchase through the CTA button, bringing more traffic to the website.
5. Convergence ads
Convergence ads provide compelling e-commerce features, where users can choose to buy products directly from the ad. When users click on the ad, they will be directed to the Instagram Instant Experience Storefront. Convergence ads combine the power of photos, videos, and direct response marketing promotions, and are highly functional.
6. Discovery page ads
“Explore” is a “tab” in Instagram where users can discover new content and accounts. More than half of Instagram users visit this page every month. Discover page ads will not actively appear in the “Explore” grid or topic, but will only appear after the user clicks on the image or video in “Explore”. The requirements for images/videos in the Discover page ads are the same as those for regular ads. The materials in other Instagram image ads or video ads are also applicable to the Discover page ads, which is equivalent to using the “Explore” page as an additional display location.
7. IGTV ads
IGTV is Instagram’s long video platform and a new social method provided by Instagram for entertainment diversification. Instagram recommends that the aspect ratio of IGTV vertical videos should be a maximum of 9:16 and a minimum of 4:5, and the aspect ratio of horizontal videos should be a maximum of 16:9 and a minimum of 5:4. In 2020, Instagram will provide advertising locations in IGTV. When users jump to IGTV through the pilot film in Instagram to watch long videos, a 15-second video ad will appear.
8. Instagram shopping ads
If Instagram Shopping is installed, shopping posts can be placed as Instagram ads. Instagram shopping ads take users directly to the product detail page in the Instagram App. Users can make purchases through the mobile website page.