How to set Instagram-only placement

Quick Answer

To set Instagram-only placement, open Meta Ads Manager, go to the ad set level, switch Placements from Advantage+ to Manual placements, then untick every Facebook surface and keep only Instagram Feed, Stories, Reels, and Explore selected.

Step-by-Step Guide

1. Decide whether Instagram-only makes sense

Meta usually recommends Advantage+ placements for cheaper delivery. But if your creative is vertical and branded specifically for Instagram, restricting placements often improves quality and on-brand appearance.

2. Create or edit a campaign

In adsmanager.facebook.com create a new campaign or open an existing ad set.

3. Scroll to Placements

At the ad set level scroll down to the Placements panel.

4. Select Manual placements

Click Manual placements. By default every Meta surface is ticked — Facebook Feed, Messenger, Instagram, Audience Network, and more.

5. Untick everything except Instagram

Untick:

Facebook Feed
Facebook Reels
Facebook in-stream video
Facebook Marketplace
Messenger inbox
Audience Network

Leave ticked:

Instagram Feed
Instagram Reels
Instagram Stories
Instagram Explore
Instagram Shop (if available)

6. Choose specific Instagram placements

For granular control tick only the placements you want — e.g. Reels only, Stories only, Feed only. Fewer placements means less volume but usually higher relevance.

7. Save the ad set and publish

Click Next, complete the ad creative, and publish.

FAQs

Does Instagram-only delivery cost more? Usually yes — CPMs are 10–30% higher than mixed placements because you are excluding cheaper surfaces.

Should I use Advantage+ or manual placements? Start with Advantage+ unless your creative is strictly vertical and branded.

Can I exclude specific Instagram surfaces? Yes — within Manual placements untick individual surfaces.

Why is there no Instagram Shop placement? It only appears if your account has an active Instagram Shop.

Can I change placements mid-campaign? Yes, but it resets the learning phase for that ad set.

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