Instagram has evolved from a simple photo-sharing app into a full-fledged marketing platform. With over 2 billion active users, it’s no surprise that businesses of all sizes are leveraging Instagram ads to boost brand awareness, drive engagement, and generate sales.
But with so many ad formats available, knowing which type to use—and when—is key to running successful campaigns. In this guide, we’ll break down the 7 most common types of Instagram ads, how they work, and the best times to use each.
Table of Contents
Toggle1. Image Ads
What they are:
Simple, single-photo ads that appear in a user’s feed or Explore section.
Best for:
- Promoting a new product
- Building brand awareness
- Creating a clean, focused message
When to Use:
Use image ads when you want to highlight a single message or product with minimal distractions. They’re especially effective for direct-response campaigns with a strong CTA like “Shop Now” or “Learn More.”
Pro Tip: Use high-quality visuals with minimal text. Instagram penalizes text-heavy images.
2. Video Ads
What they are:
Short videos that autoplay in-feed or on Explore, capturing user attention through motion.
Best for:
- Demonstrating product usage
- Sharing brand stories
- Engaging users with dynamic content
When to Use:
Video ads are perfect when you need more space to communicate your message. Use them for storytelling, tutorials, or launching new products.
Tip: Keep videos under 30 seconds for optimal performance, and always add captions for sound-off viewing.
3. Carousel Ads
What they are:
Ads that allow users to swipe through a series of images or videos within a single post.
Best for:
- Showcasing multiple products
- Telling a sequential story
- Featuring customer testimonials
When to Use:
Use carousel ads when one image or video isn’t enough. This format is ideal for eCommerce brands or when comparing features of a service.
Example CTA options: “Swipe to Learn More”, “Shop the Collection”
4. Story Ads
What they are:
Full-screen vertical ads that appear between users’ organic stories.
Best for:
- Flash sales or limited-time offers
- Polls or interactive CTAs
- Mobile-first experiences
When to Use:
Story ads work best when you want fast, full-screen attention. Use them for timely promotions or brand awareness.
Spec Alert: Recommended size is 1080×1920 pixels with a 9:16 aspect ratio.
5. Reels Ads
What they are:
Vertical, full-screen video ads placed within the Reels feed.
Best for:
- Reaching younger audiences
- Showcasing creative, viral content
- Enhancing brand relatability
When to Use:
If your brand thrives on entertainment or trend-based content, Reels ads are your go-to. They’re ideal for product demos, behind-the-scenes clips, or humorous takes that align with current trends.
Note: Reels are still growing in popularity, so CPMs tend to be lower—great for budget efficiency.
6. Shopping Ads
What they are:
Product-focused ads that let users shop directly from your Instagram storefront.
Best for:
- eCommerce brands
- Direct product promotion
- Reducing the path to purchase
When to Use:
Use Shopping ads when you’re ready to convert interest into action. These are perfect during sale seasons or when launching new collections.
CTA Examples: “View Products”, “Buy Now”
7. Explore Ads
What they are:
Ads shown to users when they browse the Explore page but not directly in the grid.
Best for:
- Expanding reach beyond your followers
- Introducing your brand to new audiences
- Driving traffic to trending content
When to Use:
Explore ads are best when you want to attract users who are actively looking for new content and inspiration.
Tip: Combine Explore placement with video or carousel content for maximum impact.
Summary Table: Instagram Ad Types & Their Use Cases
| Ad Type | Best For | When to Use |
| Image Ads | Branding, product highlights | Single message or product focus |
| Video Ads | Storytelling, product demos | More engaging, dynamic content |
| Carousel Ads | Product variety, multi-step stories | eCommerce, testimonials |
| Story Ads | Limited-time offers, mobile-first | Urgent promotions, brand exposure |
| Reels Ads | Creative, trendy content | Younger audience, trend participation |
| Shopping Ads | Direct product sales | High-intent campaigns |
| Explore Ads | New audience reach | Awareness, content discovery |
Common Questions About Instagram Ad Formats
What are the five different types of Instagram ads?
The five core types are: Image, Video, Carousel, Story, and Reels ads. Shopping and Explore ads are also widely used and effective.
How long can Instagram ads be?
- Feed Video Ads: Up to 60 seconds
- Story Ads: 15 seconds per slide
- Reels Ads: Up to 30 seconds
- In-Stream Video: Up to 2 minutes
What CTA options are available?
Instagram offers CTAs like:
- Shop Now
- Learn More
- Sign Up
- Book Now
- Download
- Contact Us
Choosing the right CTA can significantly influence your conversion rate.
Conclusion
Choosing the right Instagram ad type isn’t just about visuals—it’s about matching your campaign goal with the right format. Whether you’re launching a product, promoting a flash sale, or telling your brand story, there’s an Instagram ad type that fits.
By understanding the strengths of each format and knowing when to use them, you can craft smarter campaigns, stretch your budget further, and connect more meaningfully with your audience.
Want better results from your Instagram Ads? Book a call with MantraM Digital and let us create a performance-driven ad strategy for your brand.
Last Updated on February 7, 2026
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At MantraM we strongly believe that every business or brand is unique and has its own blueprint. Just like we all have a unique purpose, so does every business. We specialize in Marketing, Social Media, & Facebook Ads.
