Are you looking to get started with paid advertising on Instagram? Want to know the correct image sizes you need to create?

Instagram has quickly become one of the most influential social media platforms for businesses and advertisers. With its visually appealing content and a user base of over a billion people, Instagram offers an excellent opportunity to reach a wide and engaged audience.

In 2017, Instagram advertising was at its peak, and understanding the right ad sizes was crucial for a successful campaign.

In this comprehensive guide, we’ll take a deep dive into Instagram advertising and provide you with the ultimate ad size cheat sheet for 2017. Whether you’re a seasoned marketer or just getting started with Instagram ads, this resource will help you create compelling and eye-catching advertisements that resonate with your target audience.

Online Sales Institute share the dimensions you need to know in this infographic.

 

Chapter 1: The Power of Instagram Advertising

Before we dive into the specifics of ad sizes, let’s take a moment to understand why Instagram advertising was (and still is) such a powerful tool for businesses in 2017.

1.1. Visual Storytelling: Instagram is a visual platform where users share photos and videos. This makes it perfect for storytelling through captivating visuals. Advertisers can leverage this to create compelling narratives around their products or services.

1.2. Massive User Base: Instagram’s user base was continuously growing in 2017. With over a billion monthly active users, the platform provided access to a diverse and extensive audience.

1.3. Engagement: Instagram users are highly engaged. They like, comment, and share content at a much higher rate than other social media platforms. This level of engagement creates valuable opportunities for advertisers to connect with their audience.

1.4. Targeting Options: Instagram offers sophisticated targeting options, allowing advertisers to reach users based on demographics, interests, and behaviors. This ensures that your ads are shown to the right people.

1.5. Instagram Stories: In 2017, Instagram Stories were a game-changer for advertisers. With ephemeral content that disappears after 24 hours, Stories allowed for creative and temporary campaigns that drove engagement and urgency.

Now that we’ve established the power of Instagram advertising, let’s move on to the technical aspects of creating ads with the right sizes and specifications.

Chapter 2: Instagram Ad Formats

Before we get into the specifics of ad sizes, it’s essential to understand the different ad formats available on Instagram in 2017. Each format serves a different purpose and requires specific dimensions. Here are the main ad formats:

2.1. Photo Ads: These are single-image ads. They appear in users’ feeds and can include a caption and a call-to-action button. In 2017, the recommended image size for photo ads was 1080 x 1080 pixels.

2.2. Video Ads: Video ads allow you to share short video clips with your audience. In 2017, the recommended aspect ratio for video ads was 1:1 (1080 x 1080 pixels) or 16:9 (1920 x 1080 pixels).

2.3. Carousel Ads: Carousel ads enable you to showcase multiple images or videos within a single ad. Users can swipe through the carousel to view each piece of content. For images in a carousel, the recommended size was 1080 x 1080 pixels, while videos had the same aspect ratio as video ads.

2.4. Instagram Stories Ads: These ads appear in users’ Stories and are vertical, full-screen images or videos. The recommended size for Instagram Stories ads in 2017 was 1080 x 1920 pixels.

2.5. Slideshow Ads: Slideshow ads are a combination of images or videos that play like a video ad. Advertisers can create them using a series of images. The recommended size for slideshows was 1080 x 1080 pixels.

Now that we have a basic understanding of the ad formats, let’s move on to the specific ad sizes you should use for each format.

Chapter 3: Instagram Ad Size Cheat Sheet for 2017

3.1. Photo Ads:

• Image Size: 1080 x 1080 pixels
• Caption: 125 characters
• Aspect Ratio: 1:1
• Call-to-Action Button: Yes

3.2. Video Ads:

• Aspect Ratio: 1:1 or 16:9
• Recommended Resolution: 1080 x 1080 pixels or 1920 x 1080 pixels
• Video Length: Up to 60 seconds
• File Format: MP4

3.3. Carousel Ads:

• Image Size (per card): 1080 x 1080 pixels
• Minimum Cards: 2, Maximum Cards: 10
• Aspect Ratio: 1:1
• Caption (per card): 125 characters
• Call-to-Action Button: Yes

3.4. Instagram Stories Ads:

• Image Size: 1080 x 1920 pixels
• Aspect Ratio: 9:16
• Video Length: Up to 15 seconds
• File Format: MP4 or MOV

3.5. Slideshow Ads:

• Image Size (per slide): 1080 x 1080 pixels
• Minimum Slides: 3, Maximum Slides: 10
• Aspect Ratio: 1:1
• Duration (per slide): Up to 5 seconds

Chapter 4: Design Tips for Instagram Ads

Creating the right-sized ads is only part of the equation. To make your Instagram ads truly effective, you need to consider design principles that engage and convert your audience. Here are some design tips:

4.1. High-Quality Imagery: Use crisp, high-resolution images and videos. Blurry or pixelated content won’t capture your audience’s attention.

4.2. Tell a Story: Use the visual medium to tell a compelling story about your product or brand. Make sure your ad communicates a clear message.

4.3. Branding: Maintain consistent branding across all your ads. Use your logo, colors, and fonts to reinforce your brand identity.

4.4. Strong Call-to-Action: Include a clear and compelling call-to-action (CTA) in your ad. Tell users what you want them to do, whether it’s “Shop Now,” “Learn More,” or “Sign Up.”

4.5. Use Hashtags: Incorporate relevant hashtags to increase the discoverability of your ads. Research popular hashtags in your niche and include them in your captions.

4.6. A/B Testing: Experiment with different ad creatives to see which ones perform best. Instagram’s advertising platform allows you to run A/B tests to optimize your campaigns.

Chapter 5: Instagram Ad Campaign Best Practices

Now that you have a grasp of ad sizes and design tips, let’s explore some best practices for running successful Instagram ad campaigns in 2017.

5.1. Define Your Audience: Use Instagram’s targeting options to define your audience based on demographics, interests, and behaviors. This ensures that your ads reach the right people.

5.2. Set Clear Goals: Determine your campaign objectives. Whether it’s increasing website traffic, driving app installs, or generating leads, having clear goals will guide your campaign strategy.

5.3. Budget and Schedule: Set a realistic budget for your campaigns and choose a schedule that aligns with your goals. Instagram offers options for daily or lifetime budgets and campaign durations.

5.4. Monitor and Optimize: Regularly monitor your campaign performance. Analyze metrics such as click-through rates (CTR), conversion rates, and engagement. Use this data to optimize your ads for better results.

5.5. Engage with Comments: Respond to comments on your ads promptly. Engaging with users helps build a positive brand image and encourages interaction.

5.6. Experiment with Ad Formats: Don’t limit yourself to one ad format. Test different formats to see which resonates best with your audience. Instagram provides insights to help you make informed decisions.

Chapter 6: Instagram Advertising Tools

To streamline your Instagram advertising efforts, it’s essential to make use of the available tools and resources. In 2017, Instagram provided advertisers with various tools to enhance their campaigns:

6.1. Ads Manager: Instagram’s Ads Manager is a comprehensive platform for creating, managing, and analyzing your ad campaigns. It offers detailed targeting options and campaign performance metrics.

6.2. Instagram Insights: Instagram Insights provides valuable data about your audience, including demographics, engagement, and impressions. Use these insights to refine your targeting and content strategy.

6.3. Instagram Shopping: If you’re an e-commerce business, Instagram Shopping allows you to tag products in your posts and Stories, making it easier for users to purchase directly from your feed.

6.4. Instagram Partner Programs: Consider partnering with Instagram-approved third-party tools and agencies to optimize your ad campaigns further.

Chapter 7: Measuring Success

Ultimately, the success of your Instagram advertising campaigns in 2017 will depend on your ability to measure and analyze results. Key metrics to track include:

7.1. Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it.

7.2. Conversion Rate: The percentage of users who completed the desired action, such as making a purchase or signing up.

7.3. Engagement Rate: The rate at which users interact with your ad through likes, comments, shares, and clicks.

7.4. Return on Investment (ROI): Calculate the ROI of your campaigns by measuring the revenue generated against the ad spend.

7.5. Ad Relevance Score: Instagram assigns a relevance score to your ads based on their quality and relevance to the audience. A higher score typically leads to better ad performance.

Conclusion

In 2017, Instagram advertising was a powerful tool for businesses looking to connect with their target audience. Understanding the right ad sizes and formats was essential for creating effective campaigns. This cheat sheet has provided you with the necessary information to create captivating Instagram ads that stand out and drive results.

As Instagram continues to evolve, it’s crucial to stay up-to-date with the latest advertising trends and features. Instagram’s advertising platform has continued to expand and provide new opportunities for businesses to engage with their audience. By staying informed and adapting your strategies accordingly, you can harness the full potential of Instagram advertising in any year.

Remember that while ad sizes and technical specifications are essential, compelling content and effective storytelling will always be at the heart of successful Instagram advertising campaigns. So, use this cheat sheet as a guide, but don’t forget to unleash your creativity and tell your brand’s unique story through captivating visuals and engaging narratives.