A new way to bring your business story to life on Instagram

Instagram has always been the place where people share their important highlights. Now, with Instagram Stories, we're making it easy to share everything in between. There are over 300 million people using stories everyday.1 Stories is contributing to more content and engagement and we are excited for businesses to engage with people in a new way.

1 in 5

Stories on Instagram gets a direct message from its viewers


Of stories are viewed sound-on


Of the most viewed stories are from businesses

Over 50%

Of businesses have created an organic story in the last month

Ads in stories provides people a memorable experience through visual storytelling. The full-screen, vertical format allows businesses to create an immersive experience that encourages action. Advertisers can upload photos and videos with filters, text overlay and drawing tools. To audiences, ads appear only between stories when a user is in the immersive viewer and disappear after 24 hours. Instagrammers will not see the ad preview in the tray before clicking into the immersive view.

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Ad Specs

9:16 Full Screen Vertical Ad

File type:

.mp4 or .mov (Video)
.jpg or .png (Photo)

Maximum File Size

4GB (Video)
30MB (Photo)

Video Length

No minimum
Maximum: 15 seconds

Photo Content

Plays for 5 seconds by default


Recommended Resolution: 1080 x 1920
Minimum: 600 x 1067

Supported Codecs

Video: H.264, VP8
Audio: AAC, Vorbis


Auto-captioning is not currently available.
Facebook Canvas supported.

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Available Objectives

Reach, Video Views, Traffic, Conversions, App Installs, Brand Awareness

Calls to Action

Apply Now, Book Now, Buy Tickets, Contact Us, Download, Learn More, Shop Now, Sign Up, Watch More

Stories Insights

You can see insights for your Instagram Stories ads on Ads Manager and Power Editor. You'll be able to see insights on the performance of your stories ad, including reach, impressions, and video metrics just like you would for other video posts.

Getting Started

You can use Ads Manager or Power Editor to launch your stories ad. Make sure you select from the available objectives and expand the Instagram placement selector to select Instagram Stories. For a step-by-step guide on how to buy and launch ads on Instagram Stories, enroll in the Bring Your Business Story to Life With Instagram Stories Blueprint course.

Stories Success

From building brand lift and awareness, to driving action through purchases and installs, see how businesses continue to see success with ads in stories. View stories ads success stories.