Appear between people’s Stories. You can access people’s Stories by tapping the circles at the top of your feed.
Last longer than 24 hours. They appear in people’s Stories for as long as you set the campaign to run.
Display videos up to 15 seconds and photos for 5 seconds.
Can use calls-to-action (CTAs) that direct people to a destination of your choice.
Can be swiped to skip to the next Story or tapped to progress. You can also press and hold to pause.
Why run ads in Stories?
Stories ads enable you to reach your audience in a full-screen, vertical environment where they’re already highly engaged and immersed in content. Create your Stories ad once and it can run on Facebook, Instagram and Messenger.
Engage your audience in a creative and immersive full-screen format.
Inspire brand and direct response outcomes.
Use Facebook’s targeting, audience reach and measurement solutions.
Elements of a Stories ad
Click on the marked areas to learn about each part of Stories ad.
Let’s take a look at a few design requirements for ads in Facebook, Instagram and Messenger Stories.
Aspect ratio: 9:16 and 4:5 to 1.91:1
Minimum: 600 x 1067 px
Recommended: 1080 x 1920 px
Note: Use the highest resolution video available that meets file size and ratio limits.
Maximum: 15 seconds for Facebook. On Instagram, the viewer will automatically go on to the next Story after 15 seconds unless they tap a ‘keep watching’ prompt to continue watching for up to 60 seconds.
Instagram plays for 5 seconds by default
Facebook plays for 6 seconds by default
Instant Experience ad content:
Aspect ratio: 9:16
Instant Experience ads must run in a standalone campaign
Video: .mp4 or .mov
Photo: .jpg or .png
Available ad objectives
Ads in Stories are currently available for the following ad objectives.
In Ads Manager:
In Page ads (the Promote button on your Page):
Promote Your Website
How to create and deliver ads in Stories
You can create a Facebook, Messenger and Instagram Stories ad with the following tools:
Create a new ad or design one using an existing post from your Facebook Page or Instagram business profile.
Work with a Facebook Marketing Partner to optimize and support your ad buying, sourcing and/or delivery at scale through the Ads API.
Choose Automatic Placements to run your ad across Facebook’s family of apps and services, which includes Stories.
Choose Edit Placements to select or deselect Stories in Facebook, Instagram or Messenger.
7. Set the Budget & Schedule for your ad.
8. Choose the Facebook Page and Instagram Account (optional) of your business
9. Choose Single Image, Carousel or Single Video as the ad format. If your ad format is carousel, you can add up to three carousel cards to your Story (Instagram only). Carousel ads in Stories requires 9:16 creative and must run in a standalone, Stories-only campaign.
10. Add images or videos.
11. Choose a call to action and URL if you want.
12. Preview your ad in each placement.
13. Complete remaining details, and select Confirm to publish your ad.
Create a Stories ad with the Ads API
Work with a Facebook Marketing Partner to optimize and support your ad buying, sourcing and/or delivery at scale through the Ads API. Facebook Marketing Partners combine expertise and technology to make getting results on Facebook and Instagram simple.
There are more than 40 partners that you can work with to buy Instagram ads and to support you with your specific needs.