COLLECTION ADS ON INSTAGRAM

Help people seamlessly discover your brand and products

The collection ad format on Instagram makes it easier for people to discover, browse and purchase products and services from their mobile device in a visual and immersive way. With collection on Instagram, you can showcase your brand and multiple products in Feed and Stories, and take customers on a seamless post-click experience to browse your products in a fullscreen Instant Experience.

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Ad Specs

  • Image or Video: Select your cover image or video. You can manually choose the images which will appear below the header or let them be chosen dynamically.

  • Text: To optimize for the type of text that is best suited for each placement, Instagram Feed uses primary text, while Instagram Stories uses headline text. If you would like your campaign to run across Facebook and Instagram placements, we recommend including both primary text and headline text for our systems to use. We recommend 90 characters for primary text and 25 characters for headline text.

  • Objectives supported: traffic, conversions, catalog sales and store visits.

Feed and Stories Cover Image/Video

  • Instagram Feed and Stories cover image/video supports square (1:1), full landscape / horizontal (16:9), and slideshow.

  • Minimum Image Width and Height for cover image/video and product images in Pixels : 500.

  • Note: The layout of the collection ad in Stories may slightly vary depending on if the cover image/video uses a 1:1 square asset or a landscape/horizontal asset in order to best use the vertical format of Stories. You can see how your ad looks using the preview in Ads Manager.

    • If you are using a 1:1 cover image, it may be adjusted to fit a 9:11.5 layout when displayed to users. We recommend leaving roughly 14% (250 pixels) at the top, bottom, and sides of the cover image free from text, logos, or other key creative elements to avoid being impacted when adjusted to the Stories ads layout.

    • Horizontal cover images with an aspect ratio greater than 1:1 and cover videos may use an alternative layout and will not be adjusted.

The post-click Instant Experience is compatible with product catalog used across Facebook and Instagram products. See product catalog guidelines for more.

How collection ads differ on Instagram and Facebook

Instagram Stories

Instagram Feed

Facebook Feed

Objectives

  • Traffic

  • Conversions

  • Catalog Sales

  • Store Visits

  • Traffic

  • Conversions

  • Catalog Sales

  • Store Visits

  • Traffic

  • Conversions

  • Catalog Sales

  • Store Visits

Instant Experience

  • Instant Storefront

  • Instant Customer Acquisition

  • Custom Instant Experience

  • Instant Storefront

  • Instant Customer Acquisition

  • Custom Instant Experience

  • Instant Storefront

  • Instant Customer Acquisition

  • Instant Lookbook

  • Custom Instant Experience

Set-up

Product catalog or manual selection

Product catalog or manual selection

Product catalog or manual selection

Format

1 cover image + 2 products

1 cover image + 3 products

1 cover image + 4 products

Cover Image/Video

  • Image: 1.9:1 to 1:1*

  • Video: 1.9:1 to 1:1

  • Slideshow

*May be adjusted to fit an 9:11.5 layout when displayed to users.

  • Image: 1.9:1 to 1:1

  • Video: 1.9:1 to 1:1

  • Slideshow

  • Image: 1.9:1 to 1:1

  • Video: 1.91:1 to 4:5

  • Slideshow

  • Dynamic Video

Text field use

Headline text

Primary text

Headline and primary text

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