Instagram | Platform Expert
As one of the first content-centric apps, Instagram is the gold standard for other social platforms with a similar creative ethos. Brands looking to raise awareness and drive engagement are bound to find their target audience amongst Instagram’s diverse, growing base of over 2 billion active monthly users.
Even though Instagram was originally created as a photo-only platform, it now provides a rich video experience.
The popularity of the sound-on experience tends to fluctuate, so create your assets with this in mind. Though you’ll want to include music, a voiceover, or a similar audio feature, be sure to also include captions, especially when your video features testimonials or actors speaking directly into the camera.
As an overall note, it’s essential to think of Instagram as a scrolling billboard. The first frame needs to hold critical information or an enticing hook.
As one of the first content-centric apps, Instagram is the gold standard for other social platforms with a similar creative ethos. Brands looking to raise awareness and drive engagement are bound to find their target audience amongst Instagram’s diverse, growing base of over 2 billion active monthly users.
Even though Instagram was originally created as a photo-only platform, it now provides a rich video experience.
The popularity of the sound-on experience tends to fluctuate, so create your assets with this in mind. Though you’ll want to include music, a voiceover, or a similar audio feature, be sure to also include captions, especially when your video features testimonials or actors speaking directly into the camera.
As an overall note, it’s essential to think of Instagram as a scrolling billboard. The first frame needs to hold critical information or an enticing hook.
- Key Message / Value Prop of product should appear in the beginning
- Keep content full/tight in-frame. Avoid empty/negative space.
- Keep cuts fast – Aim for 3 shots in the first five seconds
- Logo or branded elements should be in the first frame.
- Should always include product or service in that first :03-:05 seconds
- Use branded card or end card
Specs & Ad Placements
In Feed Ads
These Instagram video ads are integrated directly into a user’s feed, appearing in between content. Because users scroll quickly, be sure to include a captivating hook within the first 3 seconds of the video. Use text overlay throughout the video to ensure all viewers get the same messaging whether or not they are scrolling with sound on.
Video Ad Specs
- Aspect ratio: 4:5 is recommended, but ratios from 1.91:1 to 9:16 are supported
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 250MB
- Video length: 1 to 60 seconds long
- Frame rate: 30 fps
- Recommended file type: .mp4, .mov, or .gif are recommended, but additional types are supported
Instagram Explore Ads
Instagram Explore is a section of the app that is curated for each user, based on the algorithm. These ad placements appear among the content and are typically related to the users’ interests. Since these are presented within collections of other posts, they should be instantly visually appealing, dynamically showcasing the product.
Video Ad Specs
- Aspect ratio: 4:5 or 9:16 is recommended, but ratios from 1.91:1 to 9:16 are supported
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 250MB
- Video length: 1 to 60 seconds long
- Frame rate: 30 fps
- Recommended file type: .mp4, .mov, or .gif. Additional types are supported
Instagram Story Ads
The Instagram Story ads play in between stories as users click through their personal Story feeds. These ads are skippable, so it’s essential to use a captivating hook and appealing visuals from the very first frame.
Instead of lengthy shots, aim to keep the content short and concise with a few quick clips, pushing the main value props through on-screen text.
Video Ad Specs
- Aspect ratio: 9:16 is recommended, but ratios from 16:9 to 4:5 are accepted
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 250MB
- Video length: 1 to 60 seconds
- Frame rate: 30 fps
- Recommended file type: .mp4, .mov, or .gif. Additional types are supported