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Ultimate Instagram Ad Creative Cheat Sheet 2016

Advertising on Instagram is a new way of advertising. We are familiar with all the objectives of Facebook, but what are the objectives at this moment for Instagram? We’ve collected them in an overview. 10 Instagram objectives, the requirements and recommendations.

7 min read

Ultimate Instagram Ad Creative Cheat Sheet 2016

Advertising on Instagram is a new way of advertising. We are familiar with all the objectives of Facebook, but what are the objectives at this moment for Instagram? We’ve collected them in an overview. 10 Instagram objectives, the requirements and recommendations!

For every objective you are able to add a call-to-action button. Tell your audiene what you want them to do when they see your ad.

All available call-to-actions:

  • Learn More
  • Shop Now
  • Sign Up
  • Book Now
  • Contact Us
  • Download
  • Watch More
  • Apply Now

Extra call to action buttons for App Instals & App Engagement

  • Install Now
  • Use App
  • Listen Now
  • Play Game
  • Watch More
  • Watch Video
  • Open Link (exclusive for App Engagement)

1 Clicks to Website – Instagram Links

“Send people to important sections of your website” – Facebook

Design Recommendations

Photo

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Your image may not include more than 20% text
  • Caption: Text only, 125 characters recommended

Video

  • Aspect Ratio: 1:1
  • File type: .mp4 container ideally with leading mov atom, no edit lists
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Caption: Text only, max 2,200 characters

Video

  • Caption length text: Text only, max 2,200 characters
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 2.5 seconds
  • Maximum length: 30 seconds
  • File type: .mp4
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 30MB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text

2 Clicks to Website – Instagram Carousel

“Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website.” – Facebook

Design Recommendations

Photo

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image may not include more than 20% text
  • Caption: Text only, max 2,200 characters

3 Website conversions – Instagram Links

“Optimize your ad to get people to take specific actions on your website: sign up or buy now.” – Facebook

Design Recommendations

Photo

  • Image ratio: 1:1
  • Image size: 1080 x 1080
  • Caption: Text only, 125 characters recommended

Video

  • Aspect Ratio: 1:1
  • File type: .mp4 container ideally with leading mov atom, no edit lists
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image may not include more than 20% text
  • Caption: Text only, max 2,200 characters

Video

  • Caption length text: Text only, max 2,200 characters
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 2.5 seconds
  • Maximum length: 30 seconds
  • File type: .mp4
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 30MB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text

4 Website Conversions – Instagram Carousel

“Showcase 3-5 images and links within a single ad and direct people to specific locations on your website.” – Facebook

Design Recommendations

Photo

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image may not include more than 20% text
  • Caption: Text only, max 2,200 characters

5 Photo Post Engagement (exclusive objective in TNA)

“Create a native Instagram post and boost the post to your audience.”

6 App Installs – Instagram Mobile App

“Get people to install your mobile app.”– Facebook

Design Recommendations

Photo

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Your image may not include more than 20% text. See how much text is on your image.
  • Caption: Text only, 125 characters recommended

Video

  • Aspect Ratio: 1:1
  • File type: .mp4 container ideally with leading mov atom, no edit lists
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Caption: Text only, max 2,200 characters

Video

  • Caption length text: Text only, max 2,200 characters
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 2.5 seconds
  • Maximum length: 30 seconds
  • File type: .mp4
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 30MB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text

7 App Installs – Instagram Mobile App Carousel

“Showcase 3-5 images to get people to your app.” – Facebook

Design Recommendations

Photo

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image may not include more than 20% text. See how much text is on your image.
  • Caption: Text only, max 300 characters

8 App Engagement – Instagram Mobile App

“Get more activity on your mobile app.” – Facebook

Design Recommendations

Photo

  • Image ratio: 1:1
  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Video

  • Aspect Ratio: 1:1
  • File type: .mp4 container ideally with leading mov atom, no edit lists
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Image ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB
  • Your image may not include more than 20% text. See how much text is on your image.
  • Caption: Text only, max 2200 characters

Video

  • Caption length text: Text only, max 300 characters
  • Video aspect ratio: 1.9:1 to 1:1
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Minimum length: 2.5 seconds
  • Maximum length: 30 seconds
  • File type: .mp4
  • Supported video codecs: H.264, VP8
  • Supported audio codecs: AAC, Vorbis
  • Maximum size: 30MB
  • Frame rate: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text

9 App Engagement – Instagram Mobile App Carousel

“Get more activity on your mobile app” – Facebook

Design Recommendations

Photo

  • Image size: 1080 x 1080 pixels
  • Caption: Text only, 125 characters recommended

Technical Requirements

Photo

  • Minimum number of images: 3
  • Maximum number of images: 5
  • Image ratio: 1:1
  • Minimum resolution: 600 x 600 pixels
  • Maximum resolution: 1936 x 1936 pixels
  • File type: .jpg or .png
  • Maximum size: 30MB per image
  • Your image may not include more than 20% text. See how much text is on your image.
  • Caption: Text only, max 2,200 characters

10 Instagram Video Views

“Tell a story using a video in your ad.” – Facebook

Design Recommendations

Video

  • Aspect Ratio: 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading mov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Technical Requirements

Video

  • Caption length text: Text only, max 2,200 characters
  • Video aspect ratio: 1.9:1 to 1:1
  • Length: 30 seconds max
  • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text
  • Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • File Size: Up to 30MB max
  • Frames: 30fps max
  • Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p

Questions?

If you’ve any questions, leave us a comment or an email. Create great and powerful ad creatives yourself. Try The Next Ad for free and create your account in 3 simple steps.

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Sanne Kruis

The Marketing Manager of The Next Ad. Passionate about Social (Advertising), volleyball player and loves to socialise. Nice to meet you! 

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