The Ultimate Guide to Instagram Videos

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Since launching in 2010, Instagram has grown into a premier social media platform with over 1 billion active monthly users. Its dynamic video and photo capabilities and high user engagement rates also make Instagram an attractive choice for advertisers. However, navigating the world of Instagram Ads is difficult, especially given the many requirements for each Ad format available on the app. To support your Instagram marketing efforts, we’ve created this complete guide to using Instagram Video Ads! In the guide, we’ll cover:

  1. Instagram Stories Video Ads

  2. Instagram In-Feed Video Ads

  3. Instagram Canvas Video Ads

  4. Instagram Carousel Video Ads

  5. Instagram Collections Video Ads

Tips for Making The Most of Instagram Ads

Wondering how to create the best video ads for Instagram? Remember, Instagram is a place users go to tell their story through photos and videos. To be successful on Instagram, you’ll need to connect with Instagram users at their level by telling your own story! Make sure each video you create has a compelling point, an engaging call to action, and something unique to offer potential customers. You’ll also want to keep the following tips in mind:

  • Instagram accepts square, landscape and vertical videos. Consider the format of your video based on the ad style you’ve chosen. Make sure you use the right Instagram post size for your Instagram videos and photos.

  • Instagram users often see ads while scrolling. Make the first 5 seconds of your video as engaging as possible to catch their eye and keep them on your post.

  • Marketing research has shown that a CTA in the middle of a video resulted in a higher CTR than waiting till the end of the video, since many users won’t watch a video till the end.

  • Need to jumpstart your video marketing on Instagram? Use a video ad template from Clipchamp and customize it to boost your brand’s visibility.

Instagram Stories

Much like Facebook and Snapchat Stories, Instagram stories are short-lived photo or video posts which disappear after 24 hours. This makes the Stories platform perfect for timely ads that tell breaking news about your company, promote new blog content, announce or count down to product launched, and advertise limited-time offers! Over 300 million Instagram users view stories every day, so take advantage of this video ad option to bring new customers to your (digital) door.

Instagram Stories Video Best Practices

  • Video File Size: 4GB

  • Video Length Maximum: 15 Seconds

  • Video Captions: Available

  • Video Sound: Available

Instagram Stories Video Dimensions

  • Instagram stories are full-screen, vertical videos.

  • Asset Dimensions: 1080 x 1920 Recommended, 600 x 1067 minimum

  • Resolution: 9:16 asset ratio

  • File type: MP4 or MOV

Instagram Stories Video Format

  • Call-to-Action Buttons: Apply Now, Book Now, Contact Us, Call Now, Download

    • “Swipe up” CTA’s that bring users right to your website are highly effective on Instagram Stories ads.

  • Don’t place text at the bottom of your video, as it may be covered by Instagram’s Stories Interface.

  • Use Sound! An estimated 70% of instagram users play their videos with sound, giving you yet another way to connect with your audience.

  • When to use stories: special promotions, event or product announcements, or timely events such as news stories or holiday videos that you only need to show on the holiday itself.

Instagram Stories Styles

Instagram Stories Video Ads are perfect for videos promoting limited-time offers! Try this video template for your own business just by changing the text.

Edit this video template

In-Feed Video Ads

In-feed video ads appear in a user’s feed as “sponsored” content, without breaking the feed scrolling experience. Unlike Stories Ads, in-feed videos can be as long as 60 seconds, making this a prime spot for slightly longer-form videos. However, in-feed ads should be approached carefully. A user’s feed is where they go to get their news and see their favorite influencers; this is NOT the time to push a product or sale. Rather, focus your in-feed promotions on building brand awareness through creative content that will catch a user’s eye and encourage them to engage with your brand.

In-Feed Video Best Practices

  • Video File Size: 4GB Max

  • Video Length Maximum: 60 seconds

  • Video Captions: Available

  • Video Sound: Available

In-Feed Video Dimensions

  • Asset Dimensions:

    • Landscape: 600 x 315

    • Vertical: 600 x 750

    • Square: 600 x 600

  • Resolution:

    • Landscape: 1.91:1 aspect ratio

    • Vertical: 4:5 aspect ratio

    • Square: 1:1 aspect ratio

In-Feed Video Format

  • Videos can be vertical, landscape or horizontal, so choose the aspect ratio that best showcases your ad.

  • Text descriptions and CTA’s are available. Use them to gain more clicks!

  • To avoid being “scrolled away,” create videos that capture a user’s attention within the first 5 seconds of playtime.

In-Feed Styles

Instagram Feed Videos are great for longer videos that help you get engaged with your target audience. Here’s a great example of an attention-grabbing feed video.

Edit this video template

Instagram Canvas Ads

Canvas ads were originally developed for Facebook, but were brought to Instagram in 2017. These ads offer an immersive, full-screen experience that is perfectly optimized for smartphone users.

How do Canvas Ads on Instagram work? They are a post-click experience: a user sees the ad in their feed, clicks it and is brought to a full-screen ad, which can include single videos, photo carousels and in-app CTA’s that bring the user right to the products you’re promoting, all in one place.

Instagram Canvas Video Best Practices

  • Video File Size: 4GB

  • Video Length Maximum:  60 seconds

  • Video Captions: Available

  • Video Sound: Available

Instagram Canvas Video Dimensions

  • Asset Dimensions: 600 x 600

  • Resolution: 1:1 aspect ratio

Instagram Canvas Video Format

  • Only use square videos for Instagram Canvas ads.

  • Combine video and photos for a multimedia experience

  • Use compelling CTA’s to drive users deeper into the canvas or bring them to a product page

Instagram Canvas Styles

Here’s an example of a video that could be used in an Instagram Canvas Ad.

Edit this video template

Ever wanted to show potential customers multiple videos in one ad? With Carousel Ads, you can! Carousel ads allow you to put together multiple videos, which users can swipe through in order. This lets you create deeper stories, highlight a full collection of products, or delve into the details on a new or updated product or service. Be sure to include a call to action that takes the user to your website!

  • Video File Size: 4GB

  • Video Length Maximum: 60 seconds

  • Video Captions: Available

  • Video Sound: Available

  • Video Number Minimum: 2

  • Video Number Maximum: 10

  • Asset Dimensions: 1080 x 1080 (square videos only)

  • Resolution: 1:1 aspect ratio

  • Tell a story through your videos to connect with users

  • You can include up to 10 videos, but be wary of overwhelming your audience. Choose your content carefully for a cohesive and engaging ad experience.

  • Include photos in your Carousel Ad to show off your brand versatility

Customize this template and add it to your slideshow for your next ad campaign.

Edit this video template

Collection Ads on Instagram

Collection Ads let you display a featured video at the top, with images of your products below. This is a great option for taking a 360 degree look at a product, or showing the range of colors or styles for a certain product line. Pair your ad with a compelling CTA for increased conversions.

Collection Video Best Practices

  • Video File Size: 4GB

  • Video Length Maximum: 60 Seconds

  • Video Captions: Available

  • Video Sound: Available

  • Images to Include: 3

Collection Video Dimensions

  • Asset Dimensions: 600 x 600 or 1820 x 1080

  • Resolution: accepted aspect ratios are 16:9 or 1:1

Collection Video Format

  • This Ad format can only be used with Instagram Storefront

  • Make sure your images work with your video for a cohesive message

  • The default CTA on Collections Ads is “Learn More,” but you can customize the experience with your own message!

Collection Styles

Looking for a great video for your Instagram Collections Ad? Customize this one to fit your business for an easy video ad solution.

Edit this video template

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