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11 November 2016

Vertical advert format now available on Instagram

BY: Instagram Business Team

San Francisco, CA

Starting today, you can create photo and video adverts on Instagram in the vertical format. You can now upload photos and videos with an aspect ratio of up to 4:5 in the Instagram feed.

Since the beginning, we've been thoughtful about rolling out adverts on Instagram to give businesses and consumers the best experience possible. And advert formats are no exception. Portrait has long been available on the platform for posts, and is a common format for consuming mobile content. Knowing this, we wanted to give advertisers everywhere greater creative flexibility by bringing the vertical format to Instagram adverts.

Advertisers around the globe such as Mulberry (@mulberryengland), Guaraná Antarctica (@guaranaantarctica) and LG USA (@lgusamobile) are already taking advantage of this new format.

An Instagram vertical advert example from Mulberry
And in initial tests, businesses are seeing better view rates using this advert format. For instance, Brazilian soft drink manufacturer Guaraná Antarctica ran a vertical video advert showing the history of Guaraná. Vertical formats in mobile advertising are of great interest to us. With Instagram being such an important platform for our brand, we were really excited to test this. The first results seem promising!
– Richard Lee, Guaraná, Digital Manager
An Instagram vertical advert example from Guaraná

In the US, LG USA Mobile ran a video advert in the vertical format showcasing the new audio features of its LG V20.

An Instagram vertical advert example from LG

While these examples show that Instagrammers respond to vertical adverts, we encourage you to experiment and find out which format – vertical, square or landscape – works best for the story you want to tell.

We're delighted to offer more flexibility for advertisers creating on Instagram, and can't wait to see what you create.

BY: Instagram Business Team

San Francisco, CA