With a huge audience, Instagram is a fantastic platform for digital advertising.
In early 2025, Instagram ads reached 1.74 billion users, making it a goldmine for brands to connect with consumers.
But with great opportunity comes fierce competition. So many brands are trying to make a name for themselves on the platform and tell people about their latest products.
You need to know some clever tactics that drive results to stand out from the crowd.
In this blog, we'll share strategies to help you achieve Instagram advertising success in 2025.
We’ll cover everything from ad formats and targeting tactics to creative tips and optimization techniques so you can make the most of your Instagram ad campaigns.
In this guide:
Getting started: How Instagram advertising works
Before diving into creative ideas and Instagram ads best practices, it’s important to understand how advertising on Instagram works and get set up properly.
Instagram ads run through Meta’s advertising system (formerly Facebook Ads Manager). Ads are delivered via an auction, where your ad competes with others for placement in a user’s feed or Stories. The winner isn’t just the highest bidder – Meta also considers ad quality and relevance to the target audience.
This means even smaller advertisers can win impressions by creating highly engaging, well-targeted Instagram ads, not just by outspending others.
Before you can run Instagram ads, you'll need to have the basics in place.
This means getting an Instagram Business or Creator account linked to a Facebook Page, and you'll need access to Meta Ads Manager – the dashboard where you create, run, and track ads. In Ads Manager, you define your budget, audience, placements, and ad content.
You'll also need to set up a payment method for your ad account and (if you have a website) install the Meta Pixel for conversion tracking. Once this is all in place, launching an Instagram ad campaign is relatively straightforward.
Having said all that, if Ads Manager feels overwhelming, you could try boosting an Instagram post in the Instagram app instead – it’s a simple way to turn a regular post into an Instagram ad.
For a more comprehensive approach, a platform like Brandwatch Social Media Management (a Meta Business Partner) lets you create and monitor Instagram campaigns alongside your organic social media, all in one place.
Instagram ad formats and ad placements
Instagram ads come in a variety of formats and placements. Understanding these options – and the best ways to use them – will help you choose the right format for your goals.
Here are the main Instagram ad types and how to make the most of each.
Image ads (photo ads)
Single-image ads are the simplest format. They pack a real punch when done right. A striking photo or graphic can stop users mid-scroll, especially if you can convey your message at a glance.
Although Meta no longer enforces the old “20% text rule” (limiting text on images), keeping text minimal for optimal viewer experience is still wise. Let the picture do the talking, and prominently include your logo or product.
Image ads work well for showcasing a product, announcing an event, or building brand recognition in one frame.
Make sure your ad caption complements the image with a clear call to action (CTA) or intriguing snippet to prompt clicks or comments.
To stand out in the feed, it's always good to use bright, high-contrast imagery (think of visuals that instantly catch the eye) and keep any overlay text short and punchy – put details in the caption rather than on the image itself.
Stick to mobile-friendly aspect ratios (vertical 4:5 or square 1:1), so your ad looks great on a smartphone screen.
The trick is to find that sweet spot where an image fits with your brand’s style but also grabs attention in a fast-scrolling feed.
Video ads (feed videos)
Instagram video ads can be extremely engaging due to their movement and sound.
Feed video ads can run up to 60 seconds, but the first 5–10 seconds often determine whether someone keeps watching. This is why it's a good idea to front-load the action or key message to hook viewers immediately.
Also, it's important to remember that 85% of people scroll without sound. This means you should design videos for silent viewing, using captions or on-screen text. Of course, you should also add music or voiceover for those who do listen.
A compelling video ad should stop someone in their tracks and deliver your message, even if muted.
Carousel ads
Carousel ads let you add multiple images or videos in one ad that users can swipe through. This format is perfect when you have several products to showcase or a story to tell in sequence.
For example, a fashion brand might show a different outfit on each card, or a travel company could run ad campaigns that highlight a different destination on each swipe.
Instagram allows up to 10 cards per carousel ad, each with its own link. Keep in mind that if you boost an organic carousel post featuring more than 10 slides, only the first 10 will be used for the ad.
As you create these Instagram ads, start by making sure that the first card is the most compelling and entices users to swipe. Then, maintain visual or narrative consistency across cards, so the carousel feels cohesive.
You can mix content types – for instance, photo on the first card, video on the second – but it's good to have an overall theme.
You can even use carousel ads to reveal details or tell a story in parts. For example, you could showcase multiple product features, step-by-step how-tos, or a sequence of testimonials.
It's also good practice to include a call to action (CTA) on the final card or use the CTA button on the ad to guide users on the next steps.
Stories ads
Instagram Stories ads are vertical, full-screen ads that appear between users’ Stories. They are highly immersive because they take over the entire screen.
With these, it's best to use the vertical 9:16 canvas fully. Bold visuals and quick, engaging content can boost results. These aren't like regular Stories (which vanish after 24 hours) since a Story ad can run as long as you want, based on your campaign settings.
Stories ads are available as static images or videos. In practice, short videos of around 15 seconds (or a series of Story cards) work best, even though longer videos are allowed. This is because people tend to tap through Stories quickly, so it's best to convey your message fast.
Don't forget that all-important CTA on your Story ad – for instance, “Swipe up to shop” (now presented as a link sticker or button) – so viewers know how to respond.
A Story ad example from TRIP
A Story ad example form Ballet Hispanico promoting tickets to an event.
A Story ad from an online wine deliver shop, Naked Wines
Reels ads
Reels are Instagram’s short-form, TikTok-style videos. Ads in Reels have become extremely popular for good reason.
Reels ads can achieve significantly higher reach and impressions compared to many other formats, thanks to Instagram’s emphasis on this content type. Recent data shows Reels have an average reach rate of around 30%, roughly double that of static image posts – meaning Reels ads can expose your brand to a much wider audience beyond your followers.
Reels ads appear in the feed among organic clips. To excel here, create ads that feel natural to Reels: entertaining, fast-paced, and visually engaging.
It's best to keep Reels ads short (under 30 seconds is ideal) and make sure something impactful happens in the first second or two – otherwise, viewers might swipe away. Consider using trending music or audio (Instagram’s ad library provides licensed tracks) if it fits your content, but ensure your message is clear even without sound.
Instagram’s algorithm rewards videos that hold attention (higher relevance and quality scores can even lower your costs), so aim for viewers to watch your Reel ad to the end. It’s better to have a 15-second ad that almost everyone watches fully than a 60-second ad that many drop away from.
Creative tricks like an intriguing hook, captions that tease the content, or a surprise twist can help keep people watching.
Shopping (collection) ads
If you have products to sell, Instagram’s shopping-oriented ads are a powerful way to drive conversions.
These ads use your product catalog, so users can shop directly from the ad. A common variant is the Collection ad, which features a cover image or video with a few product thumbnails below (tapping it opens a full-screen shopping experience).
You’ll need an Instagram Shop or product catalog set up via Meta’s Commerce Manager to use shopping ads. Once that’s ready, you can seamlessly showcase products in your ads.
To get started, you'll need an eye-catching cover image or video that highlights your brand or a flagship product. This is what draws people in.
Then, make sure your product catalog is up to date with high-quality images, accurate pricing, and descriptive names – these details will matter when people start browsing.
Don't forget to take advantage of product tags on Instagram. Even in a regular image ad, tagging products (if you have shopping enabled) makes your ad instantly shoppable.
If you’re running a sale or special offer, you could mention it in the ad creative or caption (“20% off this week!”) to create urgency and encourage clicks.
Shopping ads can appear in the Feed, Stories, Reels, or Explore, seamlessly turning engaged viewers into shoppers.
Explore ads
The Explore tab is where Instagram users discover new content. Explore ads appear in a user’s Explore feed (the grid or feed of posts shown when browsing Explore). This placement helps you reach people browsing topics related to their interests.
Explore ads don’t require a special format – if you include Explore as a placement, Instagram will insert your existing image or video ads into relevant users’ Explore feeds.
Just make sure your creative is eye-catching enough to stand out among the surrounding content since it tends to get really busy.
Including Explore in your campaign is a good way to expand your reach to audiences who don’t follow you yet, so it’s often worth checking that box alongside Feed, Stories, and Reels placements.
Targeting strategies to reach the right audience
Even the most beautiful ad won’t perform if shown to the wrong people. This is why defining your target audience is a crucial step in campaign setup.
Instagram (through Meta) provides incredibly granular targeting options and some smart automation tools that you should definitely explore. You can use Meta’s in-house tools or go deeper with Brandwatch and run audience analysis before shaping your ad campaign.
Whichever software you choose, there are some core targeting strategies that all marketers should consider when launching ads on Instagram.
Audience personas
It always helps to start with clear audience personas. This means thinking about the audience who is most likely to be interested in your product or message.
Consider basics like age, gender, location, and deeper traits like interests, behaviors, lifestyle, etc. You can tap into that data with Audience.
For example, targeting “women, ages 25-34, in urban areas, interested in fitness and yoga” is more specific and relevant than just targeting “women 25-34.”
The closer your audience definition matches your ideal customer, the more relevant your ads will be – which usually means better performance and lower costs.
Targeting options
Whether you create Instagram ads in Meta Ads Manager or Brandwatch, there are a few key targeting options worth trying to reach your target audience.
The first is core targeting, which allows you to select demographics (age, gender, location) and interests/behaviors. Interests can be very specific (for example, “craft beer,” “streetwear fashion,” “travel photography”). For best results, choose a handful that align closely with your ideal buyer’s passions and needs.
Next up, there are custom audiences. This option uses your own data to reach people who already know you.
For instance, target people who have visited your website, are on your email list, or who have engaged with your Instagram content. This is great for re-engaging past visitors or customers with new offers.
From there, you could try lookalike audiences to find new users similar to those in an existing group. You could create a lookalike of your customer list or of people who watched a certain percentage of your Instagram video.
Tapping into lookalike audiences can help you grow by expanding your reach to fresh people who share characteristics with your best customers.
Retargeting can be fruitful, too. This is essentially showing follow-up ads to people who took an action but didn’t convert.
For example, if someone added an item to their cart on your site but didn’t check out, you can target them with an Instagram ad featuring that product (maybe sweetened with a discount). Retargeting often yields higher conversion rates because the audience has already shown interest.
Finally, Meta offers something called Advantage Detailed Targeting. This is an AI-powered option. If you enable it, the system will automatically expand your target audience if it finds additional people who are likely to convert beyond your defined criteria.
In plain terms, if your ad could do better by reaching people similar to (but not exactly within) your chosen target audience, Meta will include them. It’s often worth testing this – the algorithm might find new pockets of potential customers that you wouldn’t identify manually.
Refine and learn
Don’t set your target audience and forget it. If possible, the best kind of Instagram marketing involves monitoring your campaign performance by different audience segments.
Your ads might resonate more with a certain age group or region. Use that insight to adjust your targeting or create separate ad sets. Similarly, if one interest isn’t yielding results, try another.
Over time, you’ll hone in on the segments that give you the best bang for your buck.
Crafting effective ad creative (visuals and copy)
With your placements and audience set, the success of your Instagram ads often comes down to the quality of your ad creative – which means the visuals (images/videos) and the text (caption, headlines) you use.
Instagram is a visual-first platform, so it makes sense to prioritize compelling imagery or video, but don’t ignore the copy.
All elements should work together to capture attention and drive action.
Visual best practices
No matter which format you choose, some universal tips apply to visuals in Instagram ads.
The first is to make it look native. The reason behind this is that ads that feel like regular Instagram posts often perform better because they blend in.
To make it happen, you could use real lifestyle photos or authentic-looking content rather than overly polished “banner ad” imagery. The goal is to have users engage with your ad, like with content from friends or influencers.
Another tip is to incorporate branding without overdoing it. This means including your logo or brand elements, so viewers know it’s you but doing it subtly.
A small logo in a corner or a consistent filter/color scheme is usually enough. The content shouldn’t scream “advertisement” – it should be something that naturally fits your brand’s voice on Instagram.
Finally, make sure you're designing for the format. Create visuals that match Instagram’s specs using vertical or square formats, high-resolution images, and easy-to-see text (if any) on a mobile screen.
If you’re making a Story or Reels ad, design it to fill the whole vertical screen. If it’s a feed ad, remember part of your caption might be truncated, so ensure critical information is in the image or the first line of text.
Copywriting best practices
Instagram ad copy includes the caption (for feed ads) and any text overlays or headlines for formats like Stories or Collection ads.
While there's some room to write, brevity is usually best because people scroll quickly.
In terms of writing ad copy that converts, it's important to speak your audience’s language. This means writing as if you’re talking directly to your target customer. The idea is to sound like someone they relate to, not a generic ad.
From there, keep it short and clear. You have only a moment to grab attention, so get to the point. Lead with the most important benefit or message, and aim for an opening sentence that’s punchy enough that even if they don’t read the rest, they get the gist.
Finally, include a call to action (and a reason to act). Don’t assume people will know what to do next – tell them. If you want them to shop, say, “Tap to shop now and get 20% off.” If you want them to sign up, say, “Sign up today for free.”
A direct CTA increases the chances people will follow through. Also, give them a reason to act now: limited-time discounts, free trials, or other incentives can create urgency and spur immediate action.
Setting budgets and scheduling wisely
Budgeting is where the rubber meets the road – this will dictate how many people you can reach and how long you can run your ads.
The good news is that Instagram ads can work with almost any budget. You can start with as little as $5–$10 per day and still gather valuable data.
There isn’t one “perfect” amount to spend. Instead, focus on testing and scaling. Start small, see what works, and increase spend on the winners.
In Meta Ads Manager, you’ll set either a daily budget (for example, $20 per day) or a lifetime budget (for example, $500 total over a month). With Advertise, head to the "Budget" section and click the pencil icon in the Budget column to enter a new value.
A daily budget caps your spending per day. In contrast, a lifetime budget allows the algorithm to spend more on high-opportunity days and less on others (without exceeding your total).
Whichever you choose, pick an amount you’re comfortable with – Meta will try to spend it all to get results, so don’t set a budget higher than you can afford.
When starting out, it's best to run your campaign for at least a week on a modest budget to gather performance data. This will show which ad creative and audience combinations are delivering the best results (for example, a low cost-per-click or a high conversion rate).
Then, once you spot a high-performing ad, you can gradually raise its budget to reach more people. For instance, if $10/day works well, you might increase it to $20/day and monitor the results rather than jumping straight to $100. Scaling up slowly helps the algorithm adjust and keeps performance stable.
Conversely, if an ad isn’t performing well, don’t be afraid to pause it and reallocate that budget to something else. Investing in what’s working and cutting loose what isn’t is better.
The flexibility of Instagram advertising means you can adjust budgets, creatives, and targeting on the fly – use that to your advantage as you learn what your audience responds to.
Testing and optimization
Even seasoned marketers rarely get everything perfect on the first try, so one of the most important aspects of Instagram advertising is continuous testing and optimization.
The difference between a decent campaign and a great one often comes from A/B testing and switching up your tactics based on data.
A/B testing (split testing)
This means running two or more variants to see which performs better.
You can test different images, headlines or captions, CTAs, and audience segments – you name it.
For example, you might test two offers (“Free Trial” vs “50% Off”) to see which drives more clicks or test two images (product close-up vs someone using the product) to see which gets the best response.
Make sure to change only one element per test so you know what made the impact. Then, let the test run long enough to get reliable results – which usually means several days to a couple of weeks, depending on your spend.
Once you have a winner, put more budget behind it, and consider running other tests to refine it even more.
Watch key metrics
Keeping a close eye on your campaign performance statistics will help you understand what works and what doesn't.
Important metrics include reach (how many people saw your ad), click-through rate (CTR) (what percentage of them clicked), and conversion metrics, if applicable (purchases, sign-ups, and other metrics). Tracking the cost per result (such as cost per click or cost per conversion) can help you understand whether your ad was effective.
As a benchmark, brands see an average conversion rate of around 1–2% on Instagram ads – so if, say, out of 100 people who click your ad 2 end up buying, you’re in the typical range. If your conversion rate is lower, you might need to fine-tune your targeting or landing page. If it’s higher, that’s a sign your ad and audience targeting are well-aligned.
Stay agile and informed
Even if you're confident that you know what you're doing, it's important not to set your campaign on autopilot.
Check in regularly (daily or a few times a week) to look at what’s working and what’s not. If one ad creative is outperforming others, consider pausing the weaker ones and trying new variations inspired by the winner. If a particular audience segment (say, 18–24 year-olds) isn’t responding, you might shift focus to a better segment.
Additionally, keep up with Instagram’s updates. The platform evolves quickly, and new features or ad options (for example, the ability to turn off comments on ads) can give you fresh ways to improve performance. Early adopters of new features often benefit from lower competition and extra attention from users, so staying informed can pay off.
Succeeding with Instagram Ads in 2025
Thanks to its huge user base and constantly evolving features, Instagram offers incredible advertising opportunities. But capitalizing on these opportunities means knowing how it all works.
By focusing on the strategies in this guide, you’ll be well on your way to running high-performing Instagram ads.
It's worth remembering that adding value to your audience is at the core of any successful ad.
Whether value means an inspiring story, a helpful tip, a special discount, or just entertaining content, ads that feel genuinely useful or interesting to the viewer will always outperform those that don’t.
Aim to make your ads something people want to see, not just another piece of marketing.
There are tools that can help you implement these best practices efficiently. Brandwatch Social Media Management can help you plan, publish, and track your Instagram ads (alongside your organic posts) in one unified platform.
Use Brandwatch Consumer Research to uncover deep insights from social data – spotting trends, sentiment, and audience preferences that inform smarter targeting and creative decisions.
Using the right tools helps you focus on strategy and creativity—while automation and data take care of the heavy lifting.
