Instagram Ads

The Power of Instagram Advertising

When Facebook bought Instagram, marketers across the world rejoiced, because it meant one thing – Instagram ads would become part of the existing (and let’s be honest, rather fabulous) Facebook ads platform. And that we would all have an excuse to go on Facebook and Instagram for “research” – are we right?!

If you want to build brand awareness and drive conversions (and harness the power of the super effective dynamic creative banners you’re also probably running on the Google Display Network!) Instagram ads can be effective at every stage of the sales funnel. Plus, studies show Instagram ads have some of the highest levels of engagement, with 58x more engagement than Facebook and 120x times more than Twitter banner ads. With 600 million active monthly users, Instagram is the place to be if you want to target an audience of health-conscious, fashion-following, politically-savvy, selfie-loving, contour-crazed Millennials.

Getting Started with Instagram Ads

Instagram allows you to create an audience for your ads, targeting users based on a variety of factors, including age, location, relationship status, job title, interests, behaviour and much more. You can also set up a custom audience specific to people who have visited pages on your website or who have interacted with some of your content on Instagram. Similar to Facebook banners, Instagram ads give you the option to set up lookalike audiences so you can target even more people with the same interests as your existing customers. And what’s more, people browse social media mainly through their phones so even if you’re not running any mobile ads, you’ll still be reaching your audience through a mobile channel!

Heineken Case study

Heineken came to us in 2018 with some lofty social media goals: they wanted to make their brand synonymous with UEFA Champions League games and create Instagram stories for three game moments, based not only on the most shared moments on Twitter from each match but also based on which team a user had shown interest in or interacted with—all in their own language! As the games are played all over Europe, they needed a way to turn back the clock and a superhero team to render out over 200 videos in over 40 languages in six hours. And so began the superhuman relationship that we cherish with Heineken and the commencement of one of the greatest social media campaigns! . . . of course that’s just our humble opinion.

View project

Techs and Specs of Instagram Ads and Stories

Instagram advertising comes in many shapes and sizes—five shapes and sizes to be exact! And while each one is beneficial to certain marketing goals, Instagram has tried to make it as easy as possible to choose the correct ad type depending on which of the goal categories your objectives most closely line up. Choosing between goal posts of Awareness, Consideration, and Conversions will be the first step to setting up the intelligence behind your ad but it’s also just as important that you have the appropriate arsenal of display assets to flesh out your perfect Instagram ad. Of course, each ad type has slightly different specs which we’ve helpfully compiled below:

Instagram Single Image Ad:

  • up to 125 characters
  • Recommended image size of 1080 x 1080 pixels or 1200 x 628 pixels
  • image format: .jpg or .png
  • max. file size <30 MB

Instagram Carousel:

  • up to 125 characters
  • can be image or video
  • recommended resolution of min. 600 x 600 pixels to max. 1080 x 1080 pixels
  • image format: .jpg or .png
  • min. number of slides: 2
  • max number of slides: 10
  • image ratio: 1:1
  • video aspect ratio: 1:1
  • minimum video length: 3 seconds
  • maximum video length: 60 seconds

Instagram Video:

  • up to 125 characters
  • recommended video resolution of 600 x 600 pixels (square) or 600 x 315 pixels (landscape)
  • aspect Ratio: 1:1 (square) or 1.9:1 (landscape)
  • min resolution: 600 x 600 pixels
  • max resolution: 1080 x 1080 pixels
  • min length: 3 seconds
  • max length: 60 seconds
  • maximum size: 4GB
  • file type: .mp4 container

Instagram Slideshow:

  • up to 125 characters
  • allows images + soundtrack (with legal rights to use any soundtrack or music)
  • up to 50sec per image
  • image size min. 600 x 600 pixels and max. 1080 x 1080 pixels.
  • (carousel will default to a square shape if multiple sizes of images are used)

Instagram Lead Ad:

  • up to 125 characters
  • recommended ad image size of 1080 x 1080 pixels or 1200 x 628 pixels
  • image format: .jpg or .png
  • max. file size: 30 MB
  • (must also have a Privacy policy as you are collecting information)

Instagram Stories ads create a new channel and atmosphere to connect with and inspire your audience. In fact, according to Instagram, of the over 500 million accounts that use Stories, one-third of the most viewed stories are from a business account, and one in five will get a DM from its viewers. If you’re just starting out in this area, this beginner’s guide will be your lifeline. And if you’re looking on more information and stats as to why you should be using Instagram Stories, head straight for the source.

Story ads track metrics like views, app installs, reach, and impressions for every story that you upload so you can see exactly where your Instagram efforts are most effective! Stories is also a place where brands can remix and refurbish other branded assets and capitalize on the unique tools that Instagram offers to tell your brand’s story in the most creative way possible.

The Instagram story and story ad dimensions are 1080px by 1920px, which is an aspect ratio of 9:16. Any deviance will cause a crop or zoom into your photo or video, resulting in a potential loss of quality or cut off visuals. Images and videos should stay around 25 mb (though the limit is 30) to ensure they retain their quality. To make it easier for you, we’ve compiled all the specs you’ll need for an Instagram Story Video or Image Ad below:

Instagram Stories Image Ad:

  • full screen vertical ad (9:16)
  • recommended Resolution: 1080 x 1920
  • min resolution: 600 x 1067
  • file types: .jpg or .png
  • max. image size: 30MB
  • photo content: visible for 5 seconds

Instagram Stories Video Ad:

  • full screen vertical ad (9:16)
  • recommended resolution: 1080 x 1920
  • min resolution: 600 x 1067
  • file types: mp4 or .mov
  • max. video size: 4GB
  • max. video length: 15 seconds

Text can be added in the caption overlay but try and include all the text you need—which should be minimal—on the image itself before uploading. Doing this will allow you to utilize IG’s engagement features and new additions like polls, music, question boxes, tags, and is also the perfect place to leverage a branded hashtag.

Don’t forget! Keep a clean space at the top of the story for your profile info and the interaction buttons at the bottom of the screen.

Why Choose The Bannermen

we’re open 24 hours
no consultation fees
our experience delivers
we offer fixed prices
we focus on banners
we train your team

See some of our work

Diet Coke

Diet Coke our work Standard Media Adverts Oh yes, we can What’s better than an animated banner ad? Probably nothing—except maybe a glittery animated banner ad! And that’s exactly the creative brief that Diet Coke came to us with. We were only too happy to help glitter-fy the screens of Diet Coke’s audience with these [...]

Heineken Social

Heineken Social UEFA Champions League our work Social Facebook Instagram Global campaign in 6 hours or less Heineken came to us in 2018 with some lofty social media goals as they wanted to make their brand synonymous with UEFA Champions League games. To do so, they proposed creating Instagram posts, Instagram Stories, YouTube videos, and [...]

Nike

Nike our work Rich Media Adverts Find your Unlimited Potential Nike approached us with a killer banner ad campaign concept—desktop-only video ads that featured various Nike athletes, almost no text aside from a tagline, and multiple product shots in action. Which is exactly what we created! Just try and tell us these aren’t the slickest [...]

Heineken Rich

Heineken our work Rich Media Adverts Raise a Heineken to Video & HTML5 Integration Heineken is one of our favourite brands to work with, both because they have such great creatives and because they have such high standards. For this rich media campaign, we were commissioned to seamlessly integrate HTML5 with video. A quick word [...]

Gatorade

Gatorade our work Standard Media Adverts Client Direct Gatorade is one of our most important direct-to-client relationships. While more and more companies are looking to in-house some or all of the production process, our professionalism and expertise really starts to shine. Deploying (on average) two or three campaigns a year, it was not financially viable [...]

EON

E.ON our work Rich Media Adverts Dynamic Media Programmatic Display Guardians of the Brand Galaxy E.ON is an international, privately owned energy supplier based in Essen, Germany, and has around 43,000 employees. As with any global powerhouse, E.ON delivers only the highest quality in everything they do, and digital display media is no exception. The [...]

McDonald’s Wraps

McDonald's Wraps our work Standard Media Adverts Campaign Consistency We know it feels like it's been a long time since McDonald's launched it's wraps, but when they did, we were right there with them! To get this campaign out the door, we produced a series of video and HTML5 units. This campaign was actually launched [...]

McDonald’s GTA

McDonald's GTA our work Rich Media Adverts Dynamic Media Parallax Plunge When McDonald's comes knocking at your door, you answer. So when we were brought in to help introduce the flavours of America to a British audience, we were thrilled! The beauty of these banners is found in their simplicity. As anyone who works with [...]

Destination BC

Destination BC our work Standard Media Ads Rich Media Ads Programmatic Ads Go Wilder Explore BC is an initiative to get BC residents to experience different aspects of their province during the fall, winter and spring months. It also includes a global ski campaign which help to advertise BC ski resorts, which account for almost [...]

Lotto Max

Lotto Max Millions our work Rich Media Adverts Dynamic Display Programmatic Display Retargeting Undercover This campaign for Lotto Max Millions was perhaps one of the most challenging projects we have undertaken. Take a minute to consider that every single banner you see on this page is in fact the exact same banner with minor adjustments [...]

Amazon Prime

Amazon Prime our work Standard Media Adverts Fall in Love with Amazon Prime This great set of banners was designed to accompany a campaign that saw shoppers falling in love not only with an Amazon product, but with the version of themselves who made the purchase. In the television spot associated with these banners, shoppers [...]

Evo

Evo our work Rich Media Adverts It's a BC Thing Evo is a carsharing service in the Greater Vancouver area, created by the British Columbia Automobile Association. When Evo approached us to re-create their visually stunning TV spot in HTML5 it was not a simple task because at the time, the digital sphere was undergoing [...]

Google Assistant

Google Assistant our work Standard Media Adverts The Tightest of Deadlines Working with an international powerhouse brand like Google is always exciting and this campaign for Google Assistant was nothing if not that. The biggest challenge facing our team on this project was the tight deadlines. The client had less than a week to produce [...]

Bulb

Bulb our work Standard Media Adverts Greener. Brighter. Better. Working with Bulb was simply electric! Pun intended! But seriously, getting this campaign in and out the door was a lot of fun. Firstly, Bulb has such an undeniably cool style and we were very excited to bring the hand drawing to life. As with most [...]

Three

Three our work Rich Media Adverts Use the Best Network for Data—#dontbeamelt If you live and work in the UK, there is little chance that you managed to escape Love Island. Obviously, we don't mean that you were literally marooned on a island called love. We only mean that you were metaphorically stranded there for [...]

Get in touch

Want to make sure your Insta ads are a little (or lot) extra? Talk to us about our Instagram ad services today.

Contact Us