Drive awareness, increase customers and share your story amongst a highly engaged audience.

Turn posts into ads.

84% of people on Instagram are more likely to shop from small businesses.1 Start growing your following by reaching new people with posts that you already have. Visit our advertising guide to learn more.

Reach people beyond your followers.

Promote posts that you already have.

Drive results that matter to you.

A seamless experience.

Instagram ads appear in a bold, linear format at the centre of visual inspiration.

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Stories ads

Complement your feed content with ads on Instagram Stories. Connect with over 500 million accounts using stories daily.2 Learn more about stories ads and specs.

An Instagram photo ad
Photo ads

Tell your story through a clean, simple and beautiful creative canvas. Photos can be in square or landscape format.

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Video ads

Get the same visually immersive quality as photo ads, with the added power of sight, sound and motion. And now, you can share videos up to 120 seconds long in landscape or square format.

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Carousel ads

Add another layer of depth to campaigns, where people can swipe to view additional photos or videos in a single ad.

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Collection ads

You can use collection to visually inspire and help your audience discover, browse and purchase products. Tell an integrated story with a product or lifestyle focus, through video, images or both.

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Ads in Explore

Reach people in a discovery mindset by extending your feed ads to audiences who are looking to expand their interests beyond the accounts they follow. Learn more here, or get started straight away by creating your own ad.

All the ways that you can buy ads.

You can buy, run and track ads on Instagram in one of three ways.

Example of an Instagram post with a "Promote Post" button
Within the app

The easiest way to run ads is by promoting posts that you've shared on Instagram. Just select the post you want to promote, and then track how many people are seeing and interacting with your promoted post by tapping.

Image of Facebook Ads Manager
Ads Manager

Ads Manager uses the same powerful advertising tools as Facebook. You can set up, make changes and see results for all your Instagram campaigns, ad sets and ads in one place. Ads Manager is available on desktop and mobile.

Sample of Instagram Partners
Instagram Partners

If you're short on time or need additional help, find an Instagram Partner to help you with everything from buying ads to sourcing and delivering creative. All our Instagram Partners are proven experts in their field and are vetted by us.

Reach the people who matter most to you.

Make your ads reach the exact audience you want using our precise targeting options.


Target people based in specific locations such as counties, regions, cities or countries.


Narrow your audience based on information such as age, gender and languages.


Reach people based on interests such as the apps they use, ads they click on and accounts they follow.


Define your audience by activities they do on and off Instagram and Facebook.

Custom Audiences

Run ads to customers you already know based on their email addresses or phone numbers.

Lookalike Audiences

Find new people who are similar to your existing customers.

Automated targeting

We help you quickly create an audience who might be interested in your business using a variety of signals including location, demographics and interests.

Ad targeting in Ads Manager
Meet your business goals.

From sparking inspiration to driving action, get the business results and customers you care about.


Drive awareness of your business, product, app or service.

  • Reach

  • Reach and frequency

  • Brand awareness

  • Local awareness


Make potential customers more aware of your products or services.

  • Website clicks

  • Video views

  • Reach and frequency


Increase product sales, mobile app downloads and even visitors to your shop.

  • Website conversions

  • Dynamic ads on Instagram

  • Mobile app installs

  • Mobile app engagement

Getting started is quick and easy.

Instagram uses the same powerful advertising tools as Facebook. This way, you can set up, run and track campaigns in the same way as for Facebook ads. If you're new to advertising on Instagram or even Facebook, here's how to get started.

1. Create a business Page and profile

You must have a Facebook Page to run ads and create a free business profile on Instagram. If you don't have one yet, create a Page.

2. Set up your ad

Select your ad objective, target audience and ad format within Ads Manager. Or select a post that you've already shared on Instagram and tap Promote. We recommend that you let Instagram automatically create an audience of people similar to your existing followers.

3. Determine your budget

Decide how long your ads will run for and what budget you're comfortable with spending.

4. Publish

Now that your ads are ready to go, click Publish. You'll receive a notification when your ads have been approved and are ready to run.