Picture this: two billion people scroll Instagram for about 17 hours each month on average, discovering products and making purchases. Your potential customers are already there—you just need to meet them where they’re shopping.

Instagram Shopping, the platform’s social selling solution, lets you turn your profile into a storefront where followers can discover and buy your products without ever leaving the app. Tag products in posts, Reels, and Stories to create a seamless path from discovery to purchase.

But product tags alone won’t build a profitable Instagram presence. You need a comprehensive Instagram marketing strategy to attract the right audience, create content that converts, and turn casual scrollers into loyal customers.

This guide walks you through setting up Instagram Shopping, building an engaged following, and turning your Instagram presence into a reliable sales channel.

Table of contents

What is Instagram selling?

Instagram selling is a social commerce strategy where you use Instagram to showcase, promote, and sell your products directly to your followers. You’ll use Instagram’s built-in commerce features like Shops to build an audience and turn followers into paying customers.

What is Instagram Shopping?

Instagram Shopping gives you the tools to sell directly on the platform. Create a shop on your profile, tag products in your content, and make money online without customers having to leave Instagram.

Here’s what you get with Instagram Shopping:

\nInstagram Shop: Build a branded storefront where customers browse your products and read your story—all without leaving Instagram.
\nShopping tags: Tag up to 20 products in any post, Reel, or Story to direct viewers straight to your product pages.

\"Two — Sell on Instagram with the platform’s native commerce features

Instagram Shopping in 2025: policy changes

What's changing by end of August 2025

Meta has begun phasing out parts of Shops and native in‑app checkout on Facebook and Instagram. Most shops are expected to be updated by the end of August 2025.

Meta's help docs note this date is subject to change and merchants will be notified in Commerce Manager. Basically, many sellers will transition toward website checkout as native checkout winds down. You'll be prompted to add a checkout URL so your shop remains visible.

What you can do now:

Confirm your checkout method in Commerce Manager and check that product tags send shoppers to a working checkout experience.
Revisit any copy that promises buying without leaving Instagram and clarify availability by region.

Advertising changes you'll see:

\nConversion location.
The Website and Shop conversion location is being discontinued for ads. You'll use the Website conversion location instead. To let Meta still route people to either your shop or your site (whichever is more likely to convert), turn on Use shop to personalize buyer journey when setting your ad destination.
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\nConversion events.
For Shops ads, Purchase becomes the primary available event. The conversion events view content, add to cart, and initiate checkout are going away as checkout moves to website.
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Where checkout is available

Historically, in-app checkout was limited to US businesses. With this 2025 change, native checkout is being phased out for everyone as Shops move to website checkout globally.

During the rollout, some US shops may still show native checkout temporarily, but the end state is website checkout for all.

How to set up Instagram Shopping

The fastest way to start selling on Instagram is through Shopify. Connect your Shopify store to Instagram and your entire product catalog syncs automatically—no manual uploads needed.

Don’t have Shopify? You can still monetize Instagram by uploading your products to Meta Commerce Manager first.

Either route requires an Instagram business profile. Here’s how to get everything set up:

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1. Create an Instagram business profile

You need an Instagram business profile to access Instagram’s selling features. Convert your personal account or create a new business profile:

Go to your profile and tap the hamburger icon in the upper right corner.
Tap “Settings and privacy” then “Account type and tools.”
Select “Switch to professional account.”
Choose a category that describes your business.

Before moving forward, make sure your products comply with Instagram’s commerce policies. Consider verifying your Instagram account with the blue checkmark—you’ll need a Facebook Business Page to qualify.

2. Add your products to Instagram

Now you’ll connect your product catalog to Instagram. Choose the method that works for your setup:

\nConnect your Shopify store: If you already sell on Shopify, install the Facebook and Instagram app from your Shopify admin and connect your accounts. Your products will sync automatically, and you can start tagging them right away.
\nUpload products manually: Create a Commerce Manager account and build your catalog from scratch. You’ll need a 500 by 500 pixel image, product description, price, SKU, and link to your product page for each item.

3. Turn on Instagram Shopping

Once your business profile and product catalog are ready, activate Shopping:

Go to your Instagram profile settings.
Tap Business.
Tap Shopping.
Connect your product catalog.

You’re now ready to tag products in posts, create shopping ads, and start driving sales through Instagram.

How to sell on Instagram successfully: 13 proven strategies

1. Partner with influencers and affiliates

While many businesses chase TikTok personalities, Instagram remains the birthplace of influencer marketing—and it’s still where the magic happens. Instagram influencers act as brand ambassadors, lending their reach and credibility to your products while exposing you to their target audience.

The numbers speak for themselves: 74% of people have bought something based on an influencer’s recommendation. That’s the power of trusted voices in your industry.

Take Transformer Table’s approach. Co-founder Artem Kuzmichev created a campaign targeting Costco-specific influencers who specialize in “Costco finds” content.

“We found influencers that were Costco-specific,” Artem explains to Shopify Masters. “They call it ‘Costco finds.’ So they go to Costco, they film themselves finding products. We found all of them on Instagram. And we said, ‘Go to Costco, shoot our product.’ And our Costco sales just went ballistic.”

Don’t assume every influencer charges celebrity rates. Micro-influencers—accounts with 10,000 to 100,000 followers—often deliver the highest engagement rates and charge between $25 to $1,250 per sponsored post. Many will create content in exchange for free products.

💡Pro Tip: Instagram’s affiliate marketing tools let creators tag products from your Instagram Shop and earn commission on sales they generate. It’s a win-win relationship where influencers are incentivized to promote your products authentically.

Get started:

Find influencers your audience follows through the Shopify Collabs app.
Try Instagram collaboration posts for influencer campaigns.
Invite creators to your affiliate program to drive ongoing promotion.

2. Run Instagram ads

Instagram has become a serious shopping destination. After posting and scrolling, product research is the third most popular activity on the platform. With an estimated reach of 1.74 billion users, Instagram ads put your products in front of massive audiences.

Instagram ads appear in feeds and on the Explore page using images, carousels, or videos from your product catalog. You build them in Ads Manager and can target custom audiences or lookalike audiences to find new customers.

Shoppable ads take this further by including product tags. When someone sees a product they want, they can tap through to your product page or website to learn more.

Zachary Quinn, founder of Oceanfoam, discovered an unexpected benefit of boosting posts, as he explains to Shopify Masters: “Boosting your posts on Instagram helps to get a lot of engagement back from people that are coming up with creative ideas for partnerships. You get more likes on your page and then more businesses pay attention to you, and you find opportunities for collaboration through that.”

Get started:

Turn your best-performing organic posts into Instagram ads.
Add product tags to enable faster checkout for ad audiences.
Build custom audience lists of existing customers, VIP buyers, or ecommerce website visitors with Shopify Audiences.

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3. Use product tags strategically

Your customers’ shopping journey on Instagram isn’t linear—they’re scrolling, discovering, and buying on impulse. Instagram product tags let you capture that moment of interest and turn browsers into buyers instantly.

Tag products in posts, Stories, Reels, and Live videos so customers can shop wherever they discover your content. The key is making the buying process frictionless—one tap should take them from discovery to purchase.

Meow Meow Tweet tags five products in a single post. Each tag sits directly over the corresponding product in the image, so customers can immediately access detailed descriptions and buy through their online store.

\"Three — Meow Meow Tweet uses product tags to sell on Instagram.

Tagged products also appear in users’ Explore feeds, expanding your reach beyond your followers. When customers tag your products in their own posts, you get a notification and free user-generated content that builds social proof.

Get started:

Sync your Shopify product catalog using the Instagram & Facebook app.\n
Shoot high-quality product photography and tag relevant products in every post.
Encourage customers to tag your products in their own posts for wider exposure.

💎 How a celeb Instagram endorsement boosted this jewelry brand

Licia Young’s toilet-paper-themed earrings gained recognition when Britney Spears posted them on Instagram. While the exposure led to some sales, Licia emphasizes the importance of long-term audience cultivation over fleeting viral exposure.

\nMeet Licia\n

4. Create shoppable Reels

Instagram launched Reels to compete with TikTok’s short-form video dominance—and it worked. Reels deliver 36% more reach than any other Instagram content type, making them your best bet for discovery.

You can create videos up to three minutes long, using text overlays, AR filters, and trending audio to tell your brand’s story and show your products in action. Since Reels appear on the Explore page, they can reach anyone on Instagram, not just your followers.

To turn Reels into an Instagram money-making machine:

\nTag products at the right moment: Don’t overwhelm viewers with tags from the start. If you’re showing a morning routine, tag the coffee mug when it appears onscreen, not before.
\nInclude compelling calls-to-action: Drive urgency with captions like “Take 10% off with code REEL10—sale ends tonight!” to push tagged products.
\nShow products in action: Demonstrate benefits, compare options, or solve problems. Drunk Elephant uses Reels to show the difference between skin creams, helping customers choose the right product:

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Get started:

Use AI video generators to turn existing content into short-form Reels.
Add trending audio to boost discovery potential.
Include captions and subtitles for sound-off viewers.

5. Curate user-generated content

Your happiest customers are already creating content about your products—you just need to find it and put it to work. User-generated content (UGC) fills your feed with authentic content while maintaining full shopping functionality.

The impact is real: 40% of shoppers consider UGC “extremely” or “very” important when making purchase decisions. Unlike polished brand content, UGC tells authentic stories that resonate because they come from real customers, not marketing teams.

Direct-to-consumer (DTC) brand Vuori nails this approach by showcasing customers wearing its activewear in real-life situations, creating a feed that feels genuine while still driving sales:

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Get started:

Create a branded hashtag to make discovering organic UGC effortless.
Use social listening tools to find people already posting about your products.
Pay creators to produce UGC through ecommerce platforms like Shopify Collabs.

6. Use the right hashtags for product discovery

Hashtags make your shoppable content discoverable and help the Instagram algorithm understand what your posts are about. When you add hashtags, you’re essentially telling Instagram, “Show this to people interested in these topics.”

Consider using hashtags on your Shoppable posts. Use broad hashtags like #style or #fashion to reach wider audiences, or niche ones like #earringsaddict to target specific communities.

Get started:

Survey your audience and study competitors to find effective hashtag combinations.
Create a branded hashtag and mention it in all customer communications.
Mix broad and niche hashtags to balance reach with relevance.

7. Use video to showcase your products

Video drives action: 87% of people have bought something after watching a video. For Instagram selling, video isn’t optional—it’s essential for showing products in action and building emotional connections.

The best product videos tell stories that help viewers understand what your product can do for them. Show the transformation, solve a problem, or demonstrate benefits that static images can’t capture.

Best practices for Instagram video:

Keep it short—six to 10 seconds for maximum impact.
Design for sound-off viewing with clear visuals and text.
Use vertical format for mobile screens.
Add product stickers to Stories for direct sales.
Pin videos as highlights below your bio for new visitors.

Nutritional supplement company Huel uses videos strategically for Q&A sessions, Instagram giveaways, and product introductions, creating content that educates while it sells.

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Get started:

Survey your audience to learn which video types they prefer.
Use AI video generators to speed up content creation.
Repurpose videos from TikTok or your website as Instagram Reels.

8. Leverage Instagram Stories for sales

Stories create intimate connections with your audience while driving immediate sales. They’re particularly powerful for smaller accounts—businesses with under 10,000 followers have increased their Story reach by 35%.

Stories let you build trust by showing products in action, offering behind-the-scenes glimpses, or featuring customer content. Interactive features like polls, countdown timers, and product stickers turn passive viewers into engaged buyers.

The 24-hour lifespan creates natural urgency. Use this for flash sales, limited-time offers, or “last chance” notifications that drive immediate action.

Key Story features for selling:

Link stickers for direct traffic.
Product tags for instant shopping.
Polls and surveys for engagement.
Countdown timers for urgency.
Branded hashtags for discovery.

Get started:

Repost feed content to Stories for extended reach.
Share product sneak peeks with countdown timers.
Add product stickers to every relevant Story.
Save successful Stories to highlights for ongoing visibility.

Create must-share videos

Use this free video briefing template to plan TikTok, Instagram, and YouTube video ads that will attract maximum clicks.

\nDownload template\n

9. Engage with your audience

Your audience drives your Instagram sales—they’re the ones actually buying from you. Making them feel valued and heard directly impacts your bottom line.

Start with the basics: Respond to comments, acknowledge mentions, and create two-way conversations. Host Q&A sessions in Stories or drop polls to gauge interest in new products. These simple interactions build the trust that converts followers into customers.

Home décor company Letterfolk uses Instagram Stories to host its “fan of the month” series, spotlighting customers and making them feel like part of the brand community:

Instagram’s interactive features—polls, question stickers, quizzes—do double duty. They boost Instagram engagement while giving you valuable insights into customer preferences. Use this data to inform product decisions and content strategy.

Take engagement further by showcasing user-generated content in your feed and Stories. When you share customer posts or testimonials, you’re building social proof while showing appreciation for their loyalty. Consider Instagram Live for real-time interactions during product demos or shopping events.

Get started:

Create regular polls in Stories to gather customer feedback.
Start a customer spotlight series like “fan of the month.”
Repost user-generated content to build community and social proof.

10. Host live shopping events

Live commerce is exploding—studies predict it will drive 5% of all US ecommerce sales by 2026. Instagram Live puts you at the center of this trend.

Use Instagram Live to create real-time connections while showcasing products through behind-the-scenes content, product launches, or exclusive shopping events. The immediacy creates urgency that drives sales.

Amplify your reach by inviting influencers to host livestreams from your account. Their audience tunes in for them but discovers your products, creating new customer acquisition opportunities.

Get started:

Set regular live sessions and promote them with countdown stickers in Stories.
Enable comments during live videos to boost participation.
Add product tags so viewers can buy while watching.

11. Optimize your Instagram business profile

Your profile is your Instagram storefront—it needs to convert visitors into followers and customers. Every element should work toward building trust and driving action:

\nProfile photo: Use your logo for instant brand recognition. Consistency builds trust.
\nInstagram bio: Include your unique value proposition, contact information, and branded hashtags. Use line breaks and strategic spacing for easy scanning.
\nBio links: Add up to five links using link in bio tools to create a custom landing page. Direct traffic to bestsellers, product categories, and other social accounts from one link.
\nVerification badge: Apply for the blue checkmark to add credibility and authenticity to your profile.
\nHighlight covers: Design customer covers that match your brand aesthetic. Olipop uses consistent orange-themed graphics that make its highlights instantly recognizable and clickable.

\"Olipop’s — Olipop uses custom Instagram Story highlights.

Get started:

Create a shoppable “link in bio”.
Write a clear value proposition for your bio.
Design branded highlight covers using Canva or similar tools.

12. Set up an Instagram chatbot

Direct messages aren’t just for casual conversation—they’re a sales channel. More than a third of Gen Z uses Instagram DMs as their primary communication platform, and nearly three-quarters of recent DM users chose Instagram over other messaging apps.

As your account grows, so does your DM volume. An AI chatbot handles these conversations at scale while providing instant answers to customer questions. Customers are open to this: chatbot interactions can increase average order value by up to 33%.

Get started:

Choose an Instagram chatbot tool like Manychat, Chatbase, or Tidio.
Set up automated responses for common questions about returns, shipping, and discount codes.
Integrate your store to answer questions about stock levels and enable in-app purchases.

13. Start an Instagram broadcast channel

Instagram broadcast channels give you a direct line to your most engaged followers. When you send a message, it triggers an in-app notification, bypassing the algorithm entirely.

This creates an exclusive community where you can share flash sales, product previews, and gather feedback from your most loyal customers. Treat it like a VIP club—members should feel special for being there.

Use broadcasts to:

Share exclusive sales and early access offers.
Preview upcoming product launches.
Gather feedback on new products.
Build deeper relationships with top customers.

Favorite Daughter uses its broadcast channel for exclusive flash sales, creating urgency and rewarding their most engaged followers.

Get started:

Create a broadcast channel with a compelling name.
Invite your most engaged followers to join.
Send regular valuable content to build your community.

What types of products can I sell on Instagram?

Instagram works best for visually appealing products that photograph well and tell a story. If you can showcase your product’s benefits, transformation, or lifestyle appeal through images and videos, you can probably sell it on Instagram.

Measuring your Instagram selling success

Selling on Instagram requires both creative content and analytical insight. You need engaging posts to capture attention, but you also need data to understand what’s actually driving sales.

Key metrics to track

Focus on metrics that connect directly to business outcomes—revenue, customer acquisition, and profitability. These key performance indicators (KPIs) help you understand whether your Instagram marketing efforts are worth the investment.

Essential metrics for Instagram selling:

\nEngagement rate: The percentage of people who interact with your posts through likes, comments, shares, DMs, or profile visits. Higher engagement often leads to better reach and sales.
\nWebsite clicks: Track how many people visit your store through your bio link or product tags. This shows how effectively your content drives traffic.
\nConversion rate: The percentage of Instagram visitors who actually buy something. Measure both website conversions and Instagram Shop purchases.
\nReturn on investment (ROI): Calculate how much revenue you generate for every dollar spent on Instagram marketing, including content creation, ads, and influencer partnerships.

💡Pro Tip: Instagram can’t track what happens after someone leaves the platform. Use Shopify Analytics to see the full customer journey. Filter by “Instagram” as a referral source to see exactly what customers buy, which pages they visit, and how much they spend.

Using Instagram Insights for sales optimization

Instagram Insights reveals how people interact with your content. Access it through your profile in the mobile app—tap the hamburger menu and select Insights.

Key insights for selling:

\nContent performance: See which format—Reels, posts, or Stories—generates the most reach and engagement, then create more of what works.
\nTop-performing posts: Identify patterns in your best performing content to inform future strategy. Look for common themes, formats, or topics that resonate.
\nAudience demographics: Compare your followers’ age, gender, and location to your ideal customer profile. The closer the match, the better your targeting.
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Profile activity: Track profile visits, website clicks, and CTA button taps to optimize your bio and link strategy.
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🧪 PODCAST: How a Slime Business Found Success on Social

Angelina Ly was 14 when she saw slime take off among her peers. She started making her own, and in five years, expanded Firefly Slime into an empire. She found success in building communities on platforms like TikTok and Instagram, where she tailors content to each channel and audience.

\nHear Angelina’s Story\n

How to sell on Instagram FAQ

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What types of products can I sell on Instagram?

You can sell a wide variety of products on Instagram, from fashion and beauty items to home décor, art, and tech gadgets. Essentially, anything with a strong visual appeal—like handcrafted goods, fitness products, or even digital products like ebooks—can do really well on the platform, as long as it resonates with your target audience.

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How do you get approved for selling on Instagram?

To get approved for selling on Instagram, you need to have a business account, comply with Instagram’s commerce policies, and be in a supported market. Make sure you have a connected Facebook page and product catalog, then apply for Instagram Shopping in your account settings; Instagram will review your account to ensure it meets its guidelines before approving.

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Can you sell directly on Instagram?

Yes. With Instagram Shopping, you can sell directly on Instagram by tagging products in posts, Reels, and Stories, as well as converting your profile to a Shop with product pages and collections. If you’re a US business or creator, your customers can also check out directly on Instagram.

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How do beginners sell on Instagram?

The main ways for beginners to sell on Instagram include:

Product tags
Instagram ads
Influencer partnerships
Hashtags

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What are the rules for selling on Instagram?

Instagram allows businesses and creators to sell products directly through the platform using features like Instagram Shops and product tags. To sell on Instagram, you need to set up a shop, connect it to a Facebook catalog, and ensure you comply with Instagram's commerce policies and eligibility requirements.

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Does it cost to sell things on Instagram?

There is no cost to tag products on Instagram and send users to your online store. However, Instagram charges a processing fee of 2.9% when users check out directly on Instagram. This fee does not apply to Shopify merchants using the Facebook and Instagram app, who are charged payment processing fees by Shopify directly.

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How do I accept payment on Instagram?

You can accept payments on Instagram if you are a US-based business or creator with a US bank account and address. You can enable payment features through your Meta Commerce Manager or Business Manager accounts. Everyone else can use Instagram Shopping to direct customers to your online store.

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Learn how to sell on Instagram with our comprehensive guide. Set up Instagram Shopping, use product tags, and implement proven strategies to boost your social commerce success.

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More than 1.35 billion people worldwide use Instagram. That’s a huge potential audience for your brand. Instagram ads can help you reach more people, appear in your target audience’s feeds, and drive conversions, traffic, and engagement with eye-catching visuals.

Here’s how to use Instagram ads to boost your business, complete with ecommerce examples and a step-by-step guide to getting started.

Table of contents

What are Instagram ads?

Instagram ads are paid posts that promote your business, products, or services. These ads can appear in feeds or Stories, and feature images, text, graphics, and video—whatever best showcases your business. Unlike regular Instagram posts, ads include clickable links that direct users to a URL of your choice.

Start selling your products on Facebook

Shopify comes with powerful tools that help you list, promote, and sell products on Facebook and Instagram. Create product collections, showcase your brand and products, and sell on Facebook and Instagram from one place.

\nStart selling on Facebook\n

How do Instagram ads work?

Since 2015, anyone can create Instagram ads through Meta’s self-serve advertising platform. You have full control over your ads’ appearance, placement, and audience targeting. Unlike sponsored posts and paid partnerships, these ads come directly from your account.

The advantages of Instagram advertising include:

Flexible pricing to fit your budget
User-friendly self-serve ad platform
Detailed reporting for better insights
Precise audience targeting options

You have two main options for creating Instagram ads:

\nPromote tool: Turn any post into an ad with just a few clicks, similar to Facebook’s Boost button. Simply choose your destination URL, target audience, and budget.
\nMeta Ads Manager: Use this comprehensive tool to create campaigns across Instagram, Facebook, and other Meta platforms.

Instagram ads can significantly influence buying decisions. Recent research shows 70% of Instagram users look to the platform for their next purchase. So whether you’re a small business or a large corporation, you can create cost-effective campaigns that attract new customers and boost sales. Ready to make money on Instagram?

How much do Instagram ads cost?

Recent research by Revealbot shows the average cost of Instagram ads:

$1.15 cost per click (CPC)
$10.93 cost per one thousand impressions (CPM)

But here’s the thing: Your CPC can vary widely depending on your campaign objective. Take a look:

As you can see, CPC can range from a mere 14¢ to a hefty $21.45, depending on what you’re aiming for. Revealbot’s study shows that CPM can swing between 20¢ and $28.15 (or more) per thousand impressions, based on your campaign objective.

Remember, there’s no one-size-fits-all benchmark here. Your results will depend on your target audience, industry, and the type of ads you’re running. The price of your product plays a role, too. Selling a $50 item? You’ll likely spend less to acquire a customer than if you’re pushing a $1,500 product.

💡Pro tip: When planning your Instagram ad strategy, consider two key factors:

Your overall campaign budget
How much you’re willing to spend per result

This approach helps you avoid surprise costs and allows you to test campaigns to see which give you the best bang for your buck.

Types of Instagram ads

Ready to dive in? Here are the main types of Instagram ads you can run:

Let’s break these down.

1. Photo ads

Photo ads are straightforward: one simple photo in landscape or square format. They’re perfect if you’re just dipping your toes into Instagram advertising. Check out this example from jewelry brand Clocks + Colours, using a photo ad to promote its military discount:

\"A — A photo ad from Clocks and Colours.

2. Video ads

Instagram has come a long way from its 15-second video limit. Now, you can create video ads up to 60 seconds long in landscape or square format. Here’s how tinned-fish company Fishwife uses video ads to showcase its limited-edition anchovies:

\"Fishwife — Fishwife uses video ads to capture attention.

3. Carousel ads

Want to tell a bigger story? Carousel ads let you showcase two to 10 images or videos that users can swipe through. Here’s a sleek example from ILIA Beauty:

4. Collection ads

Collection ads are like carousel ads on steroids. They feature a scrollable reel of images, but here’s the kicker: You can link to different product pages from each image. Perfect for showcasing a product line, like Gymshark does with its athleisure staples:

\"Gymshark — Gymshark features its products in a collection ad.

5. Story ads

Think Snapchat-style content that vanishes after 24 hours. Brands can jump on the Instagram Stories trend with photo or video content. Check out how online skin care brand RoseSkinCo. uses Story ads to build buzz for upcoming sales:

\"RoseSkinCo. — RoseSkinCo. promotes its products in a Story ad.

6. Reels ads

Reels ads are the new kids on the block. These full-screen vertical ads pop up between user’s Reels and can run for up to 30 seconds. Users can interact with them just like regular Reels—liking, commenting, saving, and sharing. Here’s how Allbirds catches eyes mid-scroll:

\"Allbirds — Allbirds grabs the attention of users as they scroll through Reels.

7. Explore Ads

Explore ads do what they say on the tin—they appear on Instagram’s Explore page. They blend in with regular posts but offer the chance to reach curious users actively browsing new content. Here’s Our Place making the most of this space:

\"An — An example of an ad in Explore from Our Place.

Best practices for Instagram ad creatives

Designing visually appealing ad creatives

On a visual platform like Instagram, standing out is crucial. Here’s how to make your Instagram ads pop:

Use high-quality, vibrant imagery that stops scrollers in their tracks.
Embrace Instagram’s image dimensions to maximize screen real estate.
Keep text minimal but impactful, using bold, readable fonts that complement your visuals.
Stay true to your brand colors, but don’t shy away from Instagram’s filters to add some flair.
Add subtle animations or GIFs to grab attention—motion is a powerful eye-catcher.
For product ads, show items in real-life contexts or use carousel ads to tell a visual story.

Remember, the best Instagram ads feel native to the platform—authentic, visually striking, and valuable to the viewer.

Writing engaging and clear ad copy

Great visuals hook users, but it’s your copy that reels them in. Here’s how to craft copy that converts:

Start with an attention-grabbing hook—a question, bold statement, or surprising fact.
Keep it clear and concise, focusing on one key benefit or offer.
Use active language that speaks directly to your target audience’s desires or pain points.
Sprinkle in power words that evoke emotion or urgency but avoid sounding too salesy.
Use emojis to add personality, but don’t go overboard.
For longer captions, put the most important info upfront and use line breaks for readability.
Always include a clear, action-oriented CTA that tells users exactly what to do next.

Targeting the right audience: demographics and interests

Instagram’s targeting tools let you zero in on your ideal customers. Here’s how to make the most of them:

Use demographic targeting options to focus on age, gender, location, and language.
Pair demographics with interests, behaviors, and connections for a super-tailored audience.
Retarget website visitors or engage existing customers with custom audiences.
Expand your reach with lookalike audiences based on your best customers.
Experiment with audience sizes—go broad for brand awareness, narrow for conversions.
Use Audience Insights to gather data on your followers and refine your strategy.
Don’t forget to exclude irrelevant segments to optimize your ad spend.

Remember, effective targeting is an ongoing process. Regularly analyze your results and tweak your approach based on performance data. Fine-tuning your audience targeting ensures your Instagram ads reach the right people at the right time, driving better engagement and higher conversion rates.

Instagram ad campaign objectives

Choosing the right campaign objective is crucial for your Instagram ads. It’s not just a box to tick—your choice influences how your ads are optimized and how you pay for them. For instance, if you’re aiming for video views, you probably don’t care much about link clicks.

If you’ve run Facebook ads before, these objectives might look familiar. Here are your options:

1. Awareness

Want to get the word out about your business, product, or service? The awareness objective (formerly called “brand awareness”) is your go-to. These ads can appear in feeds, Stories, Explore pages, Reels, search results, and profile feeds.

2. Traffic

Looking to drive visitors to your website or boost app engagement? The traffic objective (which now includes the former “website clicks” objective) is your best bet. You can also use this objective to create special offers for your audience. The traffic objective works with all Instagram ad types.

3. App promotion

Got an app you want people to download? The app promotion objective is tailor-made for this. You can use any Instagram ad type except Shop ads with this objective.

4. Engagement

Want to promote offers, boost your Instagram account, or highlight specific posts? The engagement objective has you covered. These ads can appear in feeds, Stories, the Explore page, Reels, search results, and profile feeds.

5. Leads

If you’re looking to collect user information (like email addresses) for future marketing, the leads objective is perfect. This objective supports all Instagram ad types.

6. Sales

Ecommerce businesses, listen up! The sales objective (which now includes the former “website conversions and dynamic ads” objectives) is designed to drive sales. If you want to optimize for specific in-app actions and have the Facebook SDK installed, this is your go-to objective.

💡Pro tip: To use the sales objective, you need to have the Meta pixel installed on your website. No pixel? No worries—you’ll get a message letting you know if you need to set one up.

How to create Instagram ads with Ads Manager

Ready to dive in? Here’s your step-by-step guide to running ads on Instagram:

Step 1: Link your Instagram business profile to your Facebook page

First things first: connect your Instagram account to your Facebook page. Don’t worry, this is a one-time setup.

Head to the Business Settings for your Facebook Business page.
Click on Instagram in the left column.
Hit the Add button.
Click Connect Your Instagram Account (you’ll need a professional account for this).
Follow the prompts to finish the connection.

Step 2: Create an Instagram ad campaign

Now that you’re all linked up, it’s time to create your first campaign in Ads Manager. If you’re a Facebook ads pro, this will feel familiar.

In Ads Manager, click on the Campaigns tab.
Hit the + Create button near the top left corner.

Step 3: Choose your campaign objective

Next up, pick your campaign objective. Quick tip: If you’re eyeing Instagram Story ads, stick to brand awareness, reach, video views, conversions, app installs, lead generation, or traffic objectives.

\"Create — Connect your Instagram account to Facebook to get started.

Let’s say you go for the Conversion objective. On the Ad Set page, you can choose Purchase as your conversion event under the Conversion Event breakdown.

Want to sweeten the deal? Add an offer to drive even more conversions.

Step 4: Identify your ad budget and schedule

Time to talk money. Choose how much you want to spend on your ads and when you want your ads to run. You can pick either a daily budget or a lifetime budget for the whole campaign.

💡Pro tip: Start small with your budget. You can always increase it later if your ad is crushing it.

Step 5: Define your target audience

Now, let’s decide who’ll see your ads. You’ve got all the same targeting options as Facebook ads here. Do you have any Custom Audiences? You can use them for your Instagram ad too.

Step 6: Design your ads and create an Instagram ad set

Before your ads hit the ’gram, you’ll need some eye-catching creatives. The design will depend on your ad type (for example, a carousel ad needs multiple images, while a photo ad just needs one stunner).

Don’t forget your copy and the URL you want people to land on when they click.

When you’re locked and loaded with visuals and copy, create a New Ad Set in the left menu.

Step 7: Choose your Instagram ad placements

Next, pick where your ads will show up. You’ll see options for Facebook, Instagram, Audience Network, and Messenger. For now, just select Instagram.

Once you’re done optimizing, budgeting, targeting, and choosing placements, click New Ad in the left breakdown or Next on the bottom right.

On the next screen, choose your Instagram ad format. Then, upload your images or videos, and add your text and a call to action (CTA).

\"Add — Add your creatives to your campaign.

Finally, preview your ad on the right. Happy with how it looks? Hit Publish. Need tweaks? Go back and make changes.

Step 8: Analyze and optimize your Instagram ads

Launching your campaign is just the beginning. Once it’s live, keep an eye on its performance and test different ideas to find the most effective messaging, creative, and targeting.

In Ads Manager, you can:

Edit your Instagram ad
Set up split testing
Adjust targeting parameters
View performance analytics

Remember, the first Instagram ad is always the trickiest. But once you’ve got the hang of it, the next one will be a breeze!

Instagram ad and selling tips

3 ways to buy and run Instagram ads

\nIn the Instagram app: Use the app’s built-in features to promote posts you’ve already shared. Just pick the post you want to boost and check back for results.
\nUsing the Instagram ads manager: Set up and track your Instagram ad campaigns all in one place through Facebook’s advertising tools.
\nLeveraging Instagram partners: Want to hand over the reins? Find an Instagram partner to handle everything from buying ads to designing creatives and monitoring results.

Use advanced targeting techniques

Instagram ads have all the same targeting options as Facebook ads. You can target based on:

Location
Demographics
Interests
Behavior
Lookalike audiences
Automated targeting (let Facebook decide)

💡 Pro tip: If you have custom audiences (people who’ve already interacted with your brand), you can target them on Instagram too.

Test different ad formats

Testing different ad formats helps you uncover what works best for your audience. For example, if your target audience loves Story ads, you’ll want to invest more in Stories. This approach helps you get better results for less money.

Boosting posts vs. using the ads manager

\nBoosting posts: Quick and easy way to promote a post that’s already performing well or linked to a current promo. There are limited customization options, but you can still monitor who sees the posts and track performance.
\nAds manager: Better for complex campaigns with specific objectives and targeted audiences. Takes more time to set up but offers more control and options.

Optimize your budget

Use Facebook’s campaign budget optimization to get the most bang for your buck. This feature lets Facebook automatically adjust your budget across ad sets to find the best opportunities for results.

Leveraging user-generated content in Instagram ads

Benefits of using user-generated content (UGC) in ads

UGC is like gold dust for your ads. Here’s why:

Outperforms traditional ads in engagement and conversion rates, according to the latest trends report from Semrush\n
Delivers a CPC 50% lower than conventional branded content, according to data from Impression\n
Reduces production costs while providing fresh, diverse content
Fosters community and encourages more UGC creation
Amplifies brand reach through followers’ networks

“We work with ex-apprentice candidates, people from Made in Chelsea, TOWIE, and normal influencers,” says Lindi Mngaza, founder and MD at Explode Social Media. “The key is finding people who look and talk like your customers. When people see somebody talking about a product that looks like them, their barrier to purchase is even lower, plus we have seen UGC content outperform normal ad content regularly.”

How to source high-quality user-generated content

Not all UGC is created equal. Here’s how to get the good stuff:

Create a branded hashtag and encourage followers to use it.
Engage with your community regularly.
Run contests or challenges aligned with your brand values.
Work with influencers to inspire their followers.
Monitor mentions and tags (and always get permission before repurposing).
Consider a customer loyalty program that rewards content creation.
Showcase the best UGC on your profile to motivate others.

Incorporating UGC into your ad campaigns ethically and legally

Using UGC in your ads can be tricky. Here’s how to do it right:

Get explicit permission from content creators before using their assets.
Use formal agreements outlining usage rights and compensation.
Respect intellectual property laws and platform-specific regulations.
Consider fair compensation for creators.
Implement a content moderation system to ensure UGC aligns with your brand values.

Remember, Instagram’s terms require you to obtain rights to use content in ads off the platform. Always be transparent about sponsored content.

Instagram ad examples

Let’s look at some real-world examples of effective Instagram ads:

Wild Nutrition

Nutrition brand Wild Nutrition uses Instagram Story ads to showcase its welcome offer for new customers. It cleverly implements two different link features to direct shoppers to its website.

\"Shoppers — Shoppers can click directly to Wild Nutrition’s website from its Story ads.

Dusk

Homeware brand Dusk uses a carousel format to display products on sale. Users can swipe through to explore the collection and find out more.

Snug

Sofa-in-a-box brand Snug opts for a classic photo ad to promote a new product price. The “Shop Now” button makes it easy for users to learn more.

Our Place

Our Place runs a collections ad featuring a selection of products from its line. Each product gets its own slide and a link to its dedicated product page.

\"Our — Our Place keeps it simple with a collections ad.

Reach customers everywhere they are with Shopify

Shopify comes with powerful tools that help you promote and sell products on Facebook, Instagram, TikTok, Google, and YouTube from one back office. Make sales on multiple channels and manage everything from Shopify.

\nExplore Shopify’s sales channels\n

Instagram ads FAQ

How can Instagram ads impact brand visibility?
\n

Instagram ads can significantly enhance brand visibility by targeting specific demographics and interests through visually appealing content. Ads can appear in users' feeds and stories, facilitating meaningful interactions. Brands that leverage engaging visuals and clear calls-to-action often see higher engagement rates and conversions compared to traditional marketing methods.

Can anyone run Instagram ads?

While Instagram ads are widely accessible, there are a few requirements:

You must be at least 18 years old.
You need a Facebook account to manage your Instagram ads.
You need an Instagram account (preferably a business or creator account for more features).
Your ads must comply with Facebook’s advertising policies.

Is it better to promote on Instagram or Facebook?

The best platform depends on your target audience, product, and Instagram marketing goals. For example:

Targeting younger audiences with a lifestyle brand? Instagram might be your best bet.
Aiming for an older audience with a B2B product? Facebook could be more effective.

💡Pro tip: Many businesses find success with a healthy mix of both platforms.

How much does it cost to put an ad on Instagram?

Instagram ad costs vary based on your target audience, budget, and competition. The average cost per click (CPC) is $1.44, or $12.35 for every 1,000 impressions.

Are Instagram ads worth paying for?

Absolutely! Instagram ads can be a powerful tool to reach new audiences, drive brand awareness, and generate click-throughs to your online store.

The key to success? Experiment with different ad types to find what works best for your brand.

How do Instagram ads work?

Instagram ads are sponsored posts that appear in users’ feeds and Stories.

Companies pay to show ads to specific audiences.
Various ad types are available.
Ads look like organic content but are marked as “Sponsored.”
Businesses can choose their target audience, budget, and campaign objectives.

Remember, the key to Instagram advertising success is to create ads that blend seamlessly with organic content while still catching your audience’s eye.

","Instagram ads can help you reach new audiences, drive awareness, and boost conversions. Here’s everything you need to know about advertising on Instagram."," $\"image$ \n

Instagram ads can help you reach new audiences, drive awareness, and boost conversions. Here’s everything you need to know about advertising on Instagram.

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