Are you considering investing in ads on Facebook or Instagram? Want to learn the different ad types before deciding the best way forward?


Meta shares their guide to ads in this infographic.

They cover the following ad types:

  • Image ads
  • Video ads
  • Carousel ads
  • Instant experience ads
  • Collection ads

Check out the infographic for more details.

The Ultimate Guide to Facebook & Instagram Ad Formats [Infographic]



When it comes to running effective advertising campaigns on Facebook and Instagram, choosing the right ad format is crucial. With numerous options available, it’s important to understand the strengths and features of each format to maximize your campaign’s success.

In this guide, we’ll explore five popular ad formats: Image ads, Video ads, Carousel ads, Instant Experience ads, and Collection ads. Let’s dive in!


Image Ads

Image ads are the most straightforward and commonly used format on Facebook and Instagram. These ads consist of a single static image that captures the attention of your audience.

Here are some key considerations when creating image ads:

  • Choose high-quality images: Select visually appealing images that are relevant to your ad’s message. High-resolution and well-composed visuals tend to perform better.
  • Follow platform guidelines: Ensure your images meet the platform’s specifications regarding size, aspect ratio, and text-to-image ratio to avoid any issues during the ad review process.
  • Use compelling copy: Craft concise and compelling ad copy that supports the visual element and conveys your message effectively.


Video Ads

Video ads are powerful tools for engaging your audience and conveying your brand story. With Facebook and Instagram’s autoplay feature, videos can quickly grab attention and deliver your message effectively.

Consider the following tips when creating video ads:

  • Keep it short and attention-grabbing: Capture your audience’s attention within the first few seconds and aim for videos that are 15-30 seconds in length. Remember, shorter videos tend to perform better.
  • Optimize for silent viewing: As most social media users watch videos without sound, add captions or subtitles to ensure your message is still conveyed effectively.
  • Deliver a clear call to action (CTA): Clearly state the action you want viewers to take, such as “Shop Now” or “Learn More,” to encourage engagement.


Carousel Ads

Carousel ads allow you to showcase multiple images or videos within a single ad unit. Each card can have its own headline, description, and link, making carousel ads a versatile option for storytelling and showcasing a range of products or services.

Here’s how to make the most of carousel ads:

  • Tell a cohesive story: Utilize each card to create a narrative or highlight different aspects of your brand, ensuring a seamless flow between the cards.
  • Highlight unique features or benefits: Showcase various products or features with individual cards, allowing users to explore and interact with different options.
  • Test different sequences: Experiment with different card sequences to see which order drives the most engagement and conversions.


Instant Experience Ads

Formerly known as Canvas ads, Instant Experience ads provide a full-screen, immersive experience for users within the Facebook or Instagram app. They allow you to combine various multimedia elements like images, videos, carousels, and more, enabling an interactive and engaging user experience.

Consider the following when using Instant Experience ads:

  • Leverage storytelling and interactivity: Craft a compelling narrative that takes users on a journey, using interactive elements like product catalogs, image galleries, and tilt-to-pan images to create a captivating experience.
  • Optimize for mobile: Instant Experience ads are primarily designed for mobile devices, so ensure your content is mobile-friendly and loads quickly to prevent user drop-off.
  • Test different layouts: Experiment with different layouts and formats to see which ones resonate best with your audience and drive the desired actions.


Collection Ads

Collection ads are specifically designed for mobile devices, combining a primary image or video with a set of product images below. When a user clicks on the ad, they’re taken to an immersive, fast-loading Instant Experience featuring a full-screen version of the product catalog.

Here’s how to make the most of Collection ads:

  • Showcase your product range: Feature a selection of complementary products in the collection to increase the likelihood of users finding something they’re interested in.
  • Utilize storytelling: Create a narrative around your products to enhance engagement and build an emotional connection with your audience.
  • Optimize the Instant Experience: Ensure your Instant Experience is optimized for a seamless browsing and purchasing experience, allowing users to easily explore and buy products.



In conclusion, choosing the right ad format for your Facebook and Instagram campaigns can significantly impact their effectiveness. By understanding the unique features and benefits of image ads, video ads, carousel ads, instant experience ads, and collection ads, you can create engaging, visually appealing, and compelling ads that resonate with your target audience.

Experiment, test, and analyze the performance of each format to optimize your campaigns and achieve your advertising goals.

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