How to create an Instagram Stories ad

Quick Answer

To create an Instagram Stories ad, open Meta Ads Manager, build a campaign, set placements to Instagram Stories only, and upload a 9:16 vertical image or video up to 60 seconds long. You can include link stickers and CTA buttons to drive traffic.

Step-by-Step Guide

1. Pick the right objective

Stories ads work for almost every objective, but the most common are Traffic, Leads, Engagement, and Sales. Avoid using Awareness if you have a small budget — you will pay for impressions with no measurable outcome.

2. Create a campaign in Ads Manager

Go to adsmanager.facebook.com, click Create, choose your objective, and name the campaign. Switch off Advantage campaign budget if you want fine control over spend.

3. Restrict placements to Stories

At the ad set level, click Manual placements and untick everything except Instagram Stories. Doing this prevents Meta from spending your budget on cheaper but lower-quality Audience Network slots.

4. Prepare your creative

Stories ads must be:

Aspect ratio: 9:16
Resolution: 1080 x 1920
Video length: up to 60 seconds (split into 15-second cards)
Image duration: 5 seconds per card
Safe zones: keep text away from the top 250 pixels and bottom 250 pixels

5. Use multi-card storytelling

If your message is longer than 15 seconds, upload up to three video cards. Meta will play them in sequence so users feel they are watching organic content from a friend.

6. Upload at the ad level

Click Create new ad, pick Single image or video, and upload. Write primary text under 125 characters, pick a CTA button (Shop Now, Learn More, etc.), and add your URL. Toggle on captions if you have a video with voiceover.

7. Publish and track

Click Publish. Once live, watch the swipe-up rate, link CTR, and average watch time. Stories ads with a CTR over 1% are performing well.

FAQs

Can I add a link sticker to a Story ad? Yes, but only via the Use existing post option after publishing the Story organically with a link sticker.

Are Story ads cheaper than feed ads? Sometimes. CPMs are usually 10–30% lower, but conversion rates can be lower too.

Can I run an image-only Story ad? Yes. A static 1080 x 1920 image works fine.

How long are Story ads? Each card is 15 seconds and you can chain up to three cards in a single ad.

Do Story ads need sound? No. Most viewers watch with sound off, so add captions for any spoken words.

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