A vertical ad designed for Reels does not always translate well to the feed. To choose an Instagram ad format, first distinguish the placement where it will appear from the visual it contains. We can prepare 9:16 and 4:5 video ad formats, then adapt them to the different placements rather than cropping a single creative at the last minute.
The right choice also depends on the journey you offer: discovering a brand, watching a demonstration, browsing several products or clicking through to an offer. Readability on a phone remains essential, but the pace, the amount of information and the space given to the call to action vary by format. So design each ad around the context in which it will be shown and check the applicable specifications at the time of creation.
What Instagram ad formats are there?
Picture one person who comes across your ad while scrolling through their feed, and another who is watching full-screen videos. The placement changes the way the image fills the screen, even if the advertising goal stays the same. It is therefore useful to distinguish Instagram placements from the types of creative you can run in them.
The feed: image, video or carousel
In the feed, a creative appears among the posts the user scrolls through. A single image or video focuses on one idea, while an Instagram carousel lets you present several visuals in succession. The latter suits, for example, a product range, different stages of use or a demonstration broken down into sequences.
Reels: a vertical video designed for full screen
An Instagram Reels ad sits within an environment of vertical videos. Plan a hook that makes sense within the first few seconds, legible subtitles and a clearly identifiable call to action. A product demonstration or a testimonial can work in this context, as long as the subject remains understandable without relying solely on sound.
Stories: a direct, immersive message
An Instagram Stories ad occupies a vertical space between the content the user is viewing. Its immersive nature favours a focused message: one offer, a visible benefit and a simple action. Avoid placing key information too close to the edges, where interface elements may get in the way.
How do you prepare Instagram ad dimensions?
Start by selecting the intended placement, then adapt the file's aspect ratio and framing to it. The 9:16 vertical format is the basis for full-screen videos, while a feed creative may need a different version, for example in 4:5. For carousels, keep the framing consistent across cards so that moving from one visual to the next feels seamless.
Don't rely solely on a downloaded template or an old dimensions sheet. Technical requirements can vary by placement and change over time. Before exporting, check in Meta's tools the accepted aspect ratio, the recommended resolution, any duration limits, the file size and the safe zones. Keep text and important elements away from the edges, then check the preview on a phone.
Which format should you choose for your goal?
A shop wanting to showcase several products might start with a carousel in the feed, while a brand looking to show a gesture or a transformation might favour a vertical video. To promote a limited-time offer, a Story can focus attention on a short message and an immediate action. These are creative leads, not guarantees of results.
Link each creative to a measurable action. For a traffic campaign, track clicks and landing page visits. For a sales campaign, look at conversions and their cost. If you are torn between two formats, compare creatives designed for the same goal and a comparable audience.
When several placements are selected, prepare versions designed for each one rather than a single file cropped everywhere. We can support you with Instagram Reels video production and its adaptations for other feed placements. Shoot requirements and video volume then shape the scope of production.
How can you study existing ads before creating your own?
Before writing a script, look at how brands in your sector present their offer. Note the opening image, the promise, the pace, the length of on-screen text and the call to action. This analysis helps you formulate creative hypotheses without copying another advertiser's visuals or messages.
The Meta Ad Library lets you search for ads by advertiser or keyword and view ads running across Meta technologies. Use it to study examples, not to infer their performance: this tool is no substitute for the data from your own campaign.
How do you test formats without muddying the results?
Choose one variable to test, such as the placement, the hook or the opening image, and keep the other elements as similar as possible. If you change the format, the message and the audience at the same time, you won't know what explains the difference in results. Track a metric that matches your goal, such as cost per click for traffic or cost per conversion for sales.
Meta's guidance on creative testing in Audience Network recommends keeping the other elements constant during the comparison. This method is also useful for structuring an Instagram creative test, without assuming that the results from one placement will automatically apply to another.
If the campaign calls for several variants, we can link creative production to campaign management as part of our Instagram Ads campaigns. You can also keep video production and media management separate, depending on the project's needs and your team's responsibilities.
Choosing the Right Format for Your Campaign
First choose the placement and the expected action, then adapt the visual to the screen and the pace of the content. Feed, Reels, Stories and carousel offer different ways of presenting an offer. Check delivery specifications before exporting, preserve readability on mobile and test your creatives by changing only one element at a time.
Prepare Creatives Tailored to Your Placements
You've defined your placements but lack suitable videos or a testing framework for your campaigns? We can support you from creative thinking through to production, with media management on top if your team would also like to hand over ad management.
We have worked with more than 350 brands and can point to over €50M in revenue generated and 500 million cumulative views. These aggregated results do not break down the contribution of each campaign. To scope your needs and choose the right level of support, talk to our Meta Ads agency.
Frequently Asked Questions
Which Instagram ad format should you start with?
First choose the placement where your audience should see the ad and the action you expect. A simple creative, adapted to that placement, makes it easier to analyse the first results.
What is the difference between a Reels ad and a Stories ad?
Both are vertical video formats, but they appear in different viewing contexts. Adapt the pace, the hook and the call to action to the chosen placement.
What dimensions should you use for an Instagram ad?
The aspect ratio depends on the placement and the type of creative. Check the current specifications in Meta's tools before producing and exporting your files.
Is the carousel suitable for every goal?
It is useful for presenting several products, steps or selling points in a single ad. To convey one idea quickly, a single image or video can be more direct.
Can you produce video ads and manage the campaigns?
We can create videos for Instagram and offer media management separately or as an add-on. Scope and pricing are set by quote, depending on the volume of videos and the level of management required.