Facebook is making it a lot easier for advertisers to create native and immersive Instagram Stories ads, with the creative assets they already have. Now, any photo or video under 15 seconds, in one of Instagram’s feed aspect ratios, will automatically be optimised for full-screen viewing as an Instagram Story ad.
With all the different placements and formats available on Facebook‘s advertising platform, preparing creatives optimised for each and every one of them can be a very time-consuming and expensive affair. But Facebook is trying to change that. Advertisers who want to use Instagram Stories ads, but only have a photo or video in an Instagram feed aspect ratio, will now be able to run the creative – while Facebook’s ad platform will automatically turn it into a full-screen experience.
The new feature allows advertisers to “seamlessly reach people” across both platforms, without extra customisations.
Instagram explains that “the ad creative will get carried over to stories,” and its “pixel matching technology will automatically select a background gradient to turn the ad into a full -screen format.” Also, the ad unit’s text (up to 190 characters) will appear in a “stories text font” at the bottom of the ad, while advertisers can also add a link for people to go to if they swipe up on the ad.
The new feature works with all single videos under 15 seconds and single photos, and can be used for the Video Views, Reach, Brand Awareness, Traffic, Conversions, App Installs, and Lead Generation objective across both the Auction, and Reach and Frequency buying types.
There are some limitations, however. Headlines are not supported, and the ad unit’s text can’t be resized, or its font changed. There is also no ability to toggle the caption on or off, although captions above 190 characters won’t be shown anyway; captions won’t be shown on a portrait-oriented image either. Finally, hashtags and @mentions are unclickable for now.