Instagram Campaign Specs_Sept 090815

Business
Campaign Specs & Guidelines
September 2015
09.08.15
Contents
1
Ad Specs
2 Ad Creative Requirements
3 General Best Practices
4 Video Best Practices
5 The Fine Print
Ad Specs
and Availability
Ads on Instagram allow businesses to inspire people
with stories told through photo and video.
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3
Photo Ad Specs
Format
1.91-1:1 aspect ratio
File type: .jpg, .png
Dimensions
Minimum: 600 x 315
Maximum: 1936 x 1936
File Size
Maximum: 10MB
Captions
Maximum: 300 characters
Additional Options for
Direct Response Ads
Links
Open in an Instagram browser for iOS
and default browser for Android
Available Calls-to-action
Website Clicks: Book Now, Download
Now, Learn More, Shop Now, Sign Up
Mobile App Installs: Install Now, Use App,
Book Now, Download, Learn More, Listen
Now, Play Game, Shop Now, Sign Up,
Watch Video, Watch More
Carousel Ad Specs
Ad Components
Maximum: 4 images,
1 caption, 1 link
Captions
Maximum: 300 characters
One caption per ad
Format
1:1 aspect ratio
File type: .jpg, .png
Links
Open in Instagram browser
for iOS and default browser
for Android
Dimensions
Minimum: 600 x 600
Maximum: 1936 x 1936
File Size
Maximum: 10MB per image
Calls-to-action
Learn More, Shop Now, Book
Now, Sign Up, Download,
Watch Now, Contact Us
Video Ad Specs
Format
1.91-1:1 aspect ratio
File type: .mp4
Supported Codecs
Video: H.264, VP8
Audio: AAC, Vorbis
Video Length
Minimum: 2.5 seconds
Maximum: 30 seconds
File Size
Maximum: 30MB
Playback
Auto-play with sound off,
auto loop at end of video
(default)
Dimensions
Minimum: 600 x 315
Maximum: 1936 x 1936
Captions
Maximum: 300 characters
Video Ad Specs (continued)
Additional Options for
Direct Response Ads
Links
Open in an Instagram browser for iOS
and default browser for Android
Available Calls-to-action
Website Clicks: Book Now, Download
Now, Learn More, Shop Now, Sign Up
Mobile App Installs: Install Now, Use
App, Book Now, Download, Learn More,
Listen Now, Play Game, Shop Now, Sign
Up, Watch Video, Watch More
Ad Availability by Interface and Objective
Photo Ads
Carousel Ads
Video Ads
Marquee IO
(select markets)
Guaranteed Impressions
Guaranteed Impressions
Guaranteed Impressions
Power Editor
Website Clicks
Mobile App Installs
-
Video Views
Website Clicks
Mobile App Installs
Marketing API
Website Clicks
Mobile App Installs
-
Video Views
Website Clicks
Mobile App Installs
Marketing
Partners
Website Clicks
Mobile App Installs
-
Video Views
Website Clicks
Mobile App Installs
Rolling out September 9, 2015
Ad Creative Requirements
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9
Creative Requirements
1 Use square or landscape layouts
Ad images, videos and video cover frames must be optimized
square or landscape display. Maximum landscape aspect ratio
is 1.91:1. (Portrait layouts are not supported for ads.)
Portrait image correctly cropped and
effectively showcasing the intended
composition within the square format
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2 Limit text overlay
While the caption should be your primary means of delivering a
concise message, it is sometimes helpful to include text in your
image. If you do include a text overlay, make sure it covers no
more than 20% of your image.
Letter-boxed border creates an
inconsistent distraction within feeds,
which reduces emphasis on the subject
10
Additional Requirements
3 Minimize caption length
Captions will be capped at 175 characters (including hashtags,
mentions, and spaces).
4 Using video thumbnails
All photo ad requirements also apply to video thumbnails.
5 Valid Instagram account
All Instagram advertisers must have a valid Instagram account.
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6 IG Brand References
Any use of the word “Instagram” or any variation (including Insta- or –
gram) must adhere to our Brand Guidelines. Ads may not use the logos
(such as the Instagram camera icon, the Instagram glyph, and the
Instagram script logo) of Instagram or its affiliates without prior
permission. Ads may show the Instagram app in use, such as by taking a
photo of the product. Ads must not imply an Instagram endorsement or
partnership of any kind. 7 Additional Requirements
In addition to the requirements outlined here, Ads on Instagram must
also comply with Facebook Advertising Guidelines found here:
https://www.facebook.com/ad_guidelines.php. In the case of a conflicting
policy, the guidelines outlined here will take precedent.
General Best Practices
Some tips and tricks for creating ads that will resonate with the
Instagram community.
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12
General Best Practices
1 Unique perspective
2 Framing & Balance
Focus on details that are exclusive to your business. Without careful
consideration of the elements that make your business unique, you
may not differentiate your business.
Subtle details such as the rule of thirds, straightening, and symmetry
make a big difference in the overall polish of an image. Use
compositional gridlines to ensure your creative is framed correctly.
Create content that shows a side of your
brand that consumers can’t see
anywhere else
Correct centering and symmetry creates
a pleasant composition and positive
brand impression
Avoid generic imagery that, while
aesthetically pleasing, has no direct
relationship to your brand
The placement of the subject off-center
and asymmetrically creates a negative
tension that can leave a unfavorable
impression
General Best Practices
3 Focal point
4 Inspire emotion
Pay attention to what you want the viewer to remember about the
image and focus their attention there. Avoid using imagery that is
busy or complex in composition. Your audience’s attention will be
held for only a few seconds, which requires strategic art direction
to effectively deliver the intended impression.
A clear focal point and simple and
balanced composition helps focus the
viewer’s attention on the subject matter
A busy scene with multiple focal points
creates visual confusion and misses the
opportunity to communicate a crisp
message
Take advantage of the extended reach of a Sponsored campaign to
leave a lasting impression. People remember images that make them
feel something. The most effective creative captures a moment that
conveys your business’ unique perspective.
Even if a moment is staged, provide
creative direction to make it feel
authentic and meaningful
Avoid generic imagery that lacks
perspective and emotion. A good rule of
thumb is to create images that viewers
can see themselves in
General Best Practices
5 Lighting & Texture
Every pixel is critical when publishing to an audience with highresolution screens. Understanding the role of purposeful lighting
and carefully composed textures are vital to producing creative
that will make an impact.
Shoot products and models in natural,
even lighting that evokes a mood and
time-of-day that suit the scene
Avoid harsh, artificial lighting from
overhead sources and take care to
make sure light is not reflected off of
hard surfaces
6 Post-production
The development of high-quality, well-composed creative is
important, yet there’s a fine line between feeling professional and
over-produced. Avoid crafting imagery that is overtly artificial or
doesn't appear as if it could have been captured with a camera.
Subtle retouching with an emphasis on
natural, believable details produces an
impactful high-quality composition
The noticeable use of post-production
retouching sticks out as overly
commercial and inauthentic
General Best Practices
7 Borders
Borders were once very popular on Instagram, but we’ve seen their
use declining. In addition, borders can be distracting and take focus
away from what is actually important in the image.
Beautiful, full-bleed image creates a
composition that draws the attention to
the subjects in the foreground
The analog film border feels inauthentic
and distracts the viewer from focusing on
the intended details
General Best Practices
8 Communicate through images
Convey the message of the campaign in your still image or video
cover frame. This ensures that you communicate your message to
users even if they do watch the full video or read the caption.
10 Capture content in the moment
Users appreciate when they feel like they are experiencing a shared
moment that they could be part of. Think about whether the
perspective or the treatments applied to the photo feel like they
could have been done by a user and/or whether the user will feel like
they can imagine themselves in the moment you’re capturing. 9 Keep it personal
Captions should be written in a tone that feels personal and
authentic to your brand. Limit the use of exclamation marks as they
can make captions feel more like banner ads than personal moments.
11 Organic Posting
We do not recommend posting your sponsored images as organic
posts during the campaign. This could result in a user seeing the
image multiple times—as both sponsored and organic—and may
impact any applicable measurement results.
Video Best Practices
Finally, a little food-for-thought about video
to help you connect through sight, sound,
and motion.
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18
Video Best Practices
1 Sound
2 Motion
By default, all video will auto-play without audio. It’s important to
craft your content as if it will play silently and consider audio a valueadd. Your audience can activate sound by tapping. If they do, we
suggest considering sound that ramps in slowly so the experience
will not be jarring or cause your audience to move on.
As a general rule, consider having motion within the first few frames
of your film. We’ve found that an audience might overlook video if
they don’t notice movement, assuming it’s a still. This might mean an
object on screen moves or you might shift the light, push the camera
in closer, zoom in tighter or even cut to another angle.
When audio is designed well, it can be an valuable addition to a video
—making multiple shots flow together, accentuating movement and
actions, adding a layer of meaning to a story, or shifting the mood.
Motion is an essential ingredient within your video and we’ll share a
few thought-starters to consider. Again, you don’t have to rely on an
object in frame. The camera is a powerful agent of motion, as well.
Video Best Practices
3 Editorial Pacing
Pacing through editorial is at the heart of creative expression through
sight, sound, and motion. Approach the rhythm of your content
deliberately—consider how it will effect the tone, the emotion, the
mood, and the story of your film.
5 Camera Perspective
Camera position can have a significant effect on a film. When a
camera is low, the subject feels intimidating. When the camera is
elevated, the viewer may feel more in control. A POV shot puts the
audience into the moment and an ariel shot removes us from it.
Consider camera position and its effect on an audience .
4 Frame Rate
There are unique opportunities to consider the frame rate of your
video—taking advantage of slow-motion, time-lapse and hyper-lapse.
Interestingly, a 15 second format can have a greater impact when the
time limitation is in some ways emphasized.
6 Camera Movement
The movement of the camera—tracking through a your shot—can
have a powerful effect on the energy and tone of your film. Consider
adding some steady, smooth movement of perspective when you
want to bring a moment to life.
The Fine Print
General
The policies below (“Ad Policies”), as well as our Privacy Policy and
Terms of Use, apply to all ads, commercial content, and sponsored
content (“ads”) served by or appearing on Instagram.
Ads must not contain false, misleading, fraudulent, or deceptive
claims or content.
Content Rights
No data collected, derived or obtained from or in connection with an
Instagram ad, including delivery of the ad and users’ interaction with
the ad (such as information derived from targeting criteria)
(“Instagram advertising data”) may be received or used by an entity
not acting on behalf of the advertiser.
You may not use Instagram advertising data for any purpose except
on an aggregate and anonymous basis to assess the performance and
effectiveness of your Instagram advertising campaigns. In addition,
you may not build or augment user profiles, including profiles
associated with any device identifier or other unique identifier that
identifies any particular user, browser, computer, or device.
You may use information provided directly to you from users if you
provide clear notice to, and obtain consent from, those users and
comply with all applicable laws and industry guidelines.
You may not directly or indirectly transfer or sell any data to, or use
such data in connection with, any ad network, ad exchange, data
broker, or other party not acting on behalf of an advertiser and the
advertiser’s Instagram advertising campaigns. By indirectly we mean
you cannot, for example, transfer data to a 3rd party who then
transfers the data to an ad network.
The Fine Print
Insertion Order Submission Criteria
All submissions are reviewed to ensure they meet key creative
criteria. Selection is based on subject matter, quality of creative
execution, and content fit for Instagram. This document serves a
foundation of best practices yet should not be considered exhaustive
and are subject to change at any time.
Please note that these guidelines are not intended to serve as legal
advice and adherence to them does not necessarily constitute legal
compliance. Advertisers are responsible for ensuring that their ads
comply with all applicable laws, statutes and regulations.
Thank You