How to Make an Advertisement for Instagram
A practical guide to creating Instagram ads across Reels, Stories and the feed — including format, hooks, tone and calls to action that convert.
Instagram gives you several places to advertise — Reels, Stories and the feed — and each rewards a slightly different approach. The brands that win treat Instagram as a visual-first platform where quality and creativity matter more than hard selling.
Know your placements
Reels
Reels are Instagram's answer to short-form video and currently get the most organic reach. Shoot vertical (9:16), hook fast, and keep the energy high — the same principles that work for TikTok ads apply here.
Stories
Stories are full-screen, vertical and fleeting. They suit quick, punchy messages and direct calls to action like "swipe up" or "tap to shop." Keep text minimal and legible.
Feed
Feed posts (square or 4:5 vertical) live longer and suit polished, on-brand visuals. They are ideal for building a consistent brand look over time.
Lead with a strong visual
Instagram is a visual platform first. Your opening frame has to earn the stop. A distinctive style — bold colour, striking composition or a handmade claymation look — outperforms generic stock imagery every time.
Keep the message clear
Pick one idea per ad. A single product, a single benefit, a single action. Clarity beats cramming, especially in Stories where attention is measured in seconds.
Structure for short video
- Hook (0–3s): open with your most eye-catching moment.
- Value (3–10s): show the product and the benefit.
- CTA (final seconds): one clear next step.
See what makes a great video advertisement for the full framework.
Match Instagram's aesthetic
Instagram audiences expect a degree of craft and taste. That does not mean corporate — it means considered. Playful, well-made content that feels human tends to outperform hard-sell ads, which is why unusual creative formats stand out so well here.
Design for silent viewing
Add captions and let the visuals tell the story. Many people browse Instagram on mute, so never rely on audio alone.
Add a clear call to action
Whether it is "Shop now," "Learn more" or "Send us a message," make the next step obvious. For help, read how to create a great call to action.
Want a scroll-stopping Instagram ad?
Instagram rewards brands that look distinctive and considered. Clayd Creative makes handmade claymation ads formatted for Reels, Stories and feed. Explore our pricing or tell us about your brand.