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Instagram Direct Response And Branding Ad Unit Reference Guide

Last week we discussed some of the many reasons why direct response marketers are excited about the opportunity to advertise on Instagram. While Instagram’s ad units share similarities with Facebook’s ad formats and robust targeting capabilities (for example, the 20% text overlay rule), they also have their own unique specifications and requirements.

The guide below will tell you all you need to know about Instagram’s initial ad offerings as you work towards unleashing your campaigns on what Re/code dubs “the fastest growing major social network.”

Instagram Mobile App Install Ad - Instagram Ad Guide Blog

Mobile App Install Ads

Great For: Boosting app downloads.

Try This: Display in-app functionality, the device in which your app will be used, or show someone from your target audience interacting with your app. If your app has a recognizable character or some kind of win screen (a bonus level or promo code), you can feature it as well.

  • Format – 1:1 aspect ratio (file type .jpg and .png)
  • Dimensions – Minimum 640×640, maximum 1936×1936
  • Captions – Maximum four lines of copy (175 characters)
  • File size – Maximum 10MB
Link Ad Example - Instagram DR Ad Types Blog

Link Ads

Great For: Driving your audience to take a particular action.

Try This: A/B test the copy – what words are most likely to compel an app download, purchase or site visit?

  • Format – 1:1 aspect ratio (file type .jpg and .png)
  • Dimensions – Minimum 640×640 maximum 1936×1936
  • Captions – Maximum four lines of copy (175 characters)
  • File size – Maximum 20MB
  • Calls to Action – Available CTAs: Book Now, Download Now, Learn More, Shop Now, Sign Up
Instagram video ad

Video Ads

Great For: Grabbing attention and raising brand awareness.

Try This: As a default, Instagram will autoplay video ads with the sound off, and auto loop at the end of your video. Follow Facebook’s creative best practices as your Instagram video guide: make sure the first few seconds of your ad contain your most compelling visuals, and if there’s talking in your video, include captions so people who don’t click in still get the gist of the spot.

    • Format – 1:1 aspect ratio (file type .mp4)
    • Dimensions – Minimum 640×640, maximum 1936×1936
    • Captions – Maximum four lines of copy (175 characters)
    • File size – Maximum 10MB
    • Video length – Minimum 2.5 seconds; maximum 15 seconds
This post is part of an ongoing series where we will be exploring the ins and outs of marketing on Instagram. Stay tuned for our next update, providing creative best practices for direct response advertisers.

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