8 Types of Instagram Ads: Formats and Best Practices

In recent years, Instagram has rapidly evolved into one of the most popular social media platforms, boasting over 1.3 billion users. Businesses have begun recognizing Instagram as a unique opportunity to reach target markets through high-quality visual content. It is widely used for building brand awareness, showcasing identity through images and videos, and establishing credibility, particularly in industries like fashion and beauty. There are multiple types of Instagram ads businesses can leverage to reach their target audiences. These ad formats include image ads, story ads, video ads, carousel ads, collection ads, survey ads, shopping ads, and Reels ads. Each format offers distinct advantages, but understanding which type best suits your campaign goals is key to maximizing results. In this guide, we’ll walk you through all the different types of Instagram ads and explain how each format works. By understanding their unique benefits, you can better align these ad types with your digital marketing campaigns and boost your brand’s reach on Instagram.

Different Types of Instagram Ads and Their Benefits

Many users assume Instagram ads are limited to image and video formats. In reality, Instagram provides eight distinct ad formats, each designed to serve different marketing purposes. Knowing how each type works will help you select the right format to enhance your campaign performance. Instagram has proven to be a powerful marketing tool for brands seeking to create standout visuals and build a strong online presence. However, it can be challenging to decide where to begin. Here’s a breakdown of all available ad formats:

1. Image Ads

Instagram initially launched as a photo-sharing platform, making image ads one of its most straightforward and cost-effective advertising options. These ads consist of a single, high-quality photo and are ideal for brands that want a clean, simple way to showcase their products or services. While basic in format, image ads can be highly effective when paired with professional visuals and compelling captions, particularly for businesses with visually appealing products.

Free Instagram templates from Wepik make it easy to create high-quality ads for mobile or desktop campaigns.

Ad Format Details

• • Main text: Up to 125 characters

• • Image format: JPG or PNG, minimum resolution 1080 x 1080 pixels
  • Aspect ratio: 9:16
  • Maximum file size: 30MB
  • Minimum width: 500 pixels
  • Tolerance ratio: 1%

2. Carousel Ads

Carousel ads feature multiple images or videos that users can swipe through within a single ad unit. This format is perfect for showcasing a product range or highlighting different angles of a single product. Carousel ads are particularly popular in fashion, beauty, and lifestyle industries.

For example, a clothing brand could use a carousel ad to display its entire seasonal collection—shoes, apparel, and accessories—within one swipeable ad experience.

Ad Format Details

• • Main text: Up to 125 characters
  • Hashtags: Up to 30
  • Landing page URL: Required
  • Image format: JPG or PNG; Video format: MP4, MOV, or GIF
  • Resolution: Minimum 1080 x 1080 pixels
  • Aspect ratio: 1:1
  • Cards per carousel: 2–10
  • Max image file size: 30MB
  • Max video file size: 4GB
  • Video length: 1–120 seconds
  • Tolerance ratio: 1%

3. Collection Ads

Similar to carousel ads, collection ads use multiple images but display them as a single cohesive layout rather than swipeable cards. This format allows users to view a full collection at a glance and is ideal for product showcases or promotional campaigns.

For example, a digital marketing agency could showcase multiple services—such as Facebook advertising and SEO services—in a single collection ad for a clear, concise presentation.

Ad Format Details

• • Main text: Up to 125 characters
  • Headline: Up to 40 characters
  • Landing page URL: Required
  • Image format: JPG or PNG; Video format: MP4, MOV, or GIF
  • Resolution: Minimum 1080 x 1080 pixels
  • Aspect ratio: 1.91:1 to 1:1
  • Instant Experience: Required
  • Max image file size: 30MB
  • Max video file size: 4GB
  • Minimum image/video dimensions: 500 pixels

4. Video Ads

Video ads allow businesses to create dynamic, engaging content to capture audience attention. Instagram supports videos up to 60 seconds long, providing ample time to highlight product features, tell brand stories, or showcase customer testimonials. To maximize results, ensure videos are professionally edited and optimized for mobile viewing. Tools and apps for beginners make video creation and editing easier than ever (see 5 easy video editing apps).

Ad Format Details

• • Main text: Up to 125 characters
  • Hashtags: Up to 30
  • Video format: MP4, MOV, or GIF
  • Aspect ratio: 4:5
  • Resolution: Minimum 1080 x 1080 pixels
  • Captions: Recommended
  • Sound: Optional but recommended
  • Video length: 1 second to 60 minutes
  • Max file size: 250MB
  • Minimum width: 500 pixels
  • Tolerance ratio: 1%

5. Shopping Ads

Instagram Shopping ads allow businesses to promote and sell products directly on the platform by tagging items in ads or posts. This feature links users directly to product pages, simplifying the buying process and driving e-commerce sales. This format is ideal for e-commerce brands looking to turn Instagram followers into paying customers with seamless in-app purchasing options.

6. Story Ads

Instagram Story ads appear between user-generated stories and are available for 24 hours. This format is highly effective for limited-time offers, flash sales, and campaigns designed to create urgency. Story ads support multiple formats, including images, videos, collections, and carousels, making them versatile for different campaign goals.

7. Explore (PPC) Ads

Explore ads appear within Instagram’s Explore tab, showing users highly relevant content based on their browsing habits and interests. These ads resemble organic posts and target users who are actively discovering new brands and content.

The Explore section highlights “videos you may like” or “similar posts,” encouraging users to engage with brands outside their current network but within their interest profile.

Explore ads currently support only image and video formats, similar to Google’s PPC model, and should be paired with proper SEO and targeting strategies. Related article: How SEO Impacts Online Business Growth

8. Reels Ads

Instagram Reels ads are short, full-screen video ads up to 30 seconds long, similar to TikTok’s format. These ads blend seamlessly with user-generated Reels and are ideal for engaging younger audiences with entertaining, music-driven content.

Reels ads must include audio or music to appear organic and are exclusive to video format only.

Related article: 11 Tips for Creating Engaging Facebook Reels Videos

Conclusion

Choosing the right Instagram ad format for your business can be challenging with eight available options, each offering unique benefits. Evaluate each type carefully based on your goals—whether boosting sales, building brand awareness, or driving website traffic. To maximize results, experiment with multiple ad formats, analyze competitor campaigns, and refine your strategy by building custom audiences. This approach ensures you select the best ad format for your specific marketing objectives.