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Instagram Story Ads in 2022

Did you know that, in 2022, Instagram Story ads will bring in close to $16 billion in global net ad revenue?

Instagram Story ads have been incredibly popular even since the feature launched on the platform back in 2017. 

However, are Instagram Story ads still kicking goals for brands in 2022? The short answer: absolutely yes! 

In fact, Instagram now sees more than 500 million people using stories daily!

While Instagram may have started as a photo-focussed platform, there’s no denying that video is a massive focus for the social media giant. 

We’ll show you how to get started with Instagram Story ads in this post. We’ll explain some rules and best practices that will help you achieve impressive results with Instagram Stories, and we’ll take a look at a few examples of great Instagram Story ads.

What’s new with Instagram Stories in 2022?

Like anything on social media, Instagram Stories are always changing, constantly updated with new features and tools to reach consumers. 

No more Swipe Up 

If you’ve ever spent any time at all on Instagram over the years, you’ve undoubtedly heard influencer after influencer prompting you to “Swipe up!”. Perhaps the most significant change to Instagram Stories dropped in August 2021, as the platform removed the swipe up feature and replaced it with a new link sticker.

If you haven’t noticed this by now, there’s no need to stress. The new link stickers work in essentially the same way, allowing users and brands to include links to external websites in their stories. 

Note: It looks like the swipe up feature is still available for ads for the time being. 

Getting started with Instagram Story ads

If you’re new to Instagram Story Ads, here’s everything you need to know to get started.  Let’s do a quick recap!

1.  Pick your objective

What are you hoping to achieve with this ad campaign? You can choose from a variety of objectives, including:

  • reach
  • brand awareness
  • traffic
  • engagement
  • app installs
  • video views
  • lead generation
  • conversion

2. Work on your ad creative

This content needs to match what you are trying to achieve with your objective. If you need some help with developing Stories, we’ve made a list of some hacks that might help you.

3. Make sure you are using the correct dimensions

For image ads:

  • The recommended resolution is 1080 X 1920 pixels
  • Maintain a resolution of at least 600 X 1067 pixels
  • Maintain an aspect ratio of 9:16
  • Use either JPG or PNG format
  • Maximum size allowed is 30MB

For video ads:

  • The recommended resolution is 1080 X 1920 pixels
  • Maintain an aspect ratio of 9:16
  • Use either MP4 or MOV format
  • Maximum size allowed is 4GB
  • It should have a resolution of at least 720p

4. Pick your target audience

Before posting anything to Instagram, you should know who you want your ads to connect with, what you want them to achieve, and how people should interact with them. 

Instagram lets you target users based on:

  • location
  • gender
  • language
  • interests
  • behaviours
  • age

5. Ad placement

Make sure you’re not just copying your Facebook audience. Your followers on Facebook and Instagram can be very different from each other.

6. Finish with a strong CTA

You want your call to action to align with your objective. Make sure you are asking viewers something along the lines of “swipe up”, “learn more”, “buy now”. Whatever it is, make sure it flows smoothly with your content.

Best Practices to help with your success

1. Make the most of the first few seconds

We all swipe through ads quickly on Instagram, so get to your point EARLY!

If you want to appeal to your best audience, it helps to experiment with different fonts, colours, stickers, emojis and other features.

DoorDash ad on Instagram Stories

2. Use Influencers

Influencers are massive on Instagram. 

Using Influencers is a great way to amplify your content and have your ads seen by many followers who align with your brand.

The example below is a successful influencer marketing campaign between SlimFast and Katie Gonzalez (@gonzo_grown). With just 72k followers, Katie Gonzalez isn’t a huge influencer. Still, she does have a dedicated following and is an excellent choice for brands looking to take a more targeted approach to influencer marketing.

Influencer ad on Instagram

It is good to communicate with your desired influencer before creating content. Influencers tend to have a pretty good understanding of their audience, and by brainstorming with them you can better develop compelling content that their followers will enjoy.

3. Keep your brand strong

It’s easy to get carried away with all the features on Instagram Ads, but make sure viewers can always identify your brand.

Below are some key things to remember:

  • Make sure no other elements block your brand logo displayed at the top left of the screen.
  • Use minimal colours and fonts, so your brand name is easily recognisable
  • Focus on your product or service
Ad on Instagram Stories

What practices do you suggest for Instagram Story Ads? We would love to hear your thoughts in the comments below!

Sean graduated from Murdoch University in 2017 and went from intern to Account Manager with Coffey & Tea. He also contributes to Social Media Perth.