Ads in Stories

Use this lesson to:

  • Identify the benefits of ads in Stories.
  • Learn which ad objectives support ads in Stories.
  • Use Ads Manager and the Ads API to create and deliver Stories ads.

Create engaging Stories ads

Engage potential customers with immersive ads that bring your business to life. This lesson walks you through how to create ads that can run in Stories on Facebook, Instagram and Messenger.

Use Ads Manager and the Ads API to deliver ads on Instagram, Facebook and Messenger Stories. In addition, Instagram and Facebook Stories placements may be available:

What’s a Stories ad?

Stories ads are immersive, authentic, inclusive and hard to get enough of:

Stories ads:

  • 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.

Stories ads:

  • 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.

Design specifications

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
  • Resolution:
    • Minimum: 600 x 1067 px
    • Recommended: 1080 x 1920 px
    • Note: Use the highest resolution video available that meets file size and ratio limits.
  • Available ad formats: single photo, single video, or Instant Experience. On Instagram Stories, you also can choose between the Native Stories Carousel and the Expandable Stories Carousel.
  • Video length:
    • No minimum
    • 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.
  • Photo content:
    • 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
  • File type:
    • 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:

  • Reach
  • Brand Awareness
  • Video Views
  • Lead Generation
  • Traffic
  • App Installs
  • Conversions

In Page ads (the Promote button on your Page):

  • Promote Your Website
    • Facebook Stories
    • Instagram Stories
    • Quảng cáo trong tin

How to create and deliver ads in Stories

You can create a Facebook, Messenger and Instagram Stories ad with the following tools:

  • Ads Manager
    Create a new ad or design one using an existing post from your Facebook Page or Instagram business profile.
  • 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.

Create a Stories ad in Ads Manager

Before you create an ad in Ads Manager, connect your Instagram account to your Facebook ad account. Learn how to connect with Business Manager. If you don’t use Business Manager, learn how to connect through your Page.

  1. Go to Ads Manager.
  2. Select + Create.
  3. Choose an objective that supports ads in Stories.
  4. Choose the Audience for the ad.
  5. Choose Automatic Placements to run your ad across Facebook’s family of apps and services, which includes Stories.
  6. 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 ImageCarousel 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.

To learn more about our partners, please visit:

Full ad specs by platform

Now that we’ve covered the basics, here’s an overview of the Stories ad specifications by platform.

Feature Facebook and Messenger
Stories Ads
Instagram
Stories Ads
Objectives
  • Conversions
  • Reach
  • Traffic
  • App installs
  • Lead generation
  • Brand awareness
  • Video views
  • Conversions
  • Reach
  • Traffic
  • App installs
  • Lead generation
  • Video views
  • Brand awareness
Buying
  • Auction
  • Reach & Frequency
  • Auction
  • Reach & Frequency
Ad formats
  • Single image
  • Single video
  • Instant Experience
  • Single image
  • Single video
  • Native Stories Carousel
  • Expandable stories carousel
  • Instant Experience
Placements Available only with standalone and Automatic Placements

(Facebook Stories + Instagram Stories or Facebook Stories + Feed at a minimum)

Available only as standalone and Automatic Placements
Placement asset customization Available Available
Interfaces
  • Ads Manager
  • Ads API
  • Ads Manager
  • Ads API
  • Creative Hub
Insights Performance insights in Ads Manager: reach, impressions and video metrics Performance insights in Ads Manager: reach, impressions and video metrics
Measurement Through Facebook:

  • Lift testing
  • Split testing
Through Facebook:

  • Lift testing
  • Split testing

Through a third party:

  • Lift testing
  • Reach
  • Cross-platform
Automatic full screen ads (non 9:16 asset support)
  • Colored gradient bars are rendered above and below
  • Caption text rendered below image or video
  • Text taken from the “Text”—aka body text—field in Ads Manager
  • Caption text length rendered dynamically will compute dynamically based on the space between image/video and bottom of the screen
  • If caption text longer than available space, a more button is available to expand the text
  • Caption text background automatically generated
  • Background color can be customized
  • Colored gradient bars are rendered above and below
  • Caption text rendered below image or video
  • Text taken from the “Text”—aka body text—field in Ads Manager
  • Caption text length rendered dynamically will compute dynamically based on the space between image/video and bottom of the screen
  • If caption text longer than available space, a more button is available to expand the text
  • Caption text background automatically generated
  • Background color can be customized
Available calls-to-action (varies by advertising objective)
  • Apply Now
  • Book Now
  • Book Test Drive
  • Check Availability
  • Contact Us
  • Dial Code
  • Donate
  • Donate Now
  • Download
  • Get Directions
  • Get Offer
  • Get Quote
  • Get Showtimes
  • Install Now
  • Interested
  • Learn More
  • Listen Now
  • Play Game
  • Request Time
  • Save
  • See Menu
  • Send Message
  • Send WhatsApp Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More
  • Apply Now
  • Book Now
  • Contact Us
  • Download
  • Get Offer
  • Get Showtimes
  • Get Quote
  • Install App
  • Install Now
  • Learn More
  • Listen Now
  • Play Game
  • Request Time
  • See Menu
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More
Aspect ratio 9:16 to 1.91:1 9:16 and 4:5 to 1.91:1
File type (images) .jpg or .png .jpg or .png
File size (image) Up to 30MB Up to 30MB
File type (video) .mp4 or .mov .mp4 or .mov
File size (video) Up to 4GB Up to 4GB
Image visibility length Up to 6 seconds Up to 5 seconds
Video length Up to 15 seconds 1-15 seconds, with an option for viewers to tap a ‘keep watching’ prompt to watch more (up to 60 seconds). Otherwise, they will automatically go on to the next Story.
Video sound Optional Optional
Video width 500 pixels or more 500 pixels or more
Video captions Subtitles or captions must be a part of the video file Subtitles or captions must be a part of the video file
Recommended video file type specs H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps plus H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps plus

Key takeaways

  • Stories ads enable you to engage your audience in a creative and immersive fullscreen format.
  • Use Stories ads for effective brand and direct response outcomes.
  • You can create Stories ads from your existing creative, but we recommend creating images and videos optimized for Stories.
  • Select Automatic Placements in Ads Manager to run ads across all available placements including Stories, or…
  • Select Edit Placements to run your Stories ads as a stand-alone campaign.

Keep learning

This is the third lesson in a series about Stories across the Facebook family. Please explore the others to learn more.

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