Are you looking for the best examples and ideas of Instagram Stories ads for your business?

Why use Instagram Stories Ads?

Instagram Stories ads are some of the most effective and engaging social media ads out there, given that they fill the whole screen and appear in between story sets as users browse.

But there’s a good way to do them and a bad way to do them!

Good Instagram Stories ads increase brand awareness, drive website clicks, and increase sales. Bad stories ads turn people off your brand or get ignored.

People love Stories because they're a playful and authentic peek behind the curtain into your business.

There were 4 million monthly active advertisers on Stories as of January 2020.
Of the 500 million accounts using Instagram Stories, one third of the most-viewed stories come from businesses.
71% of U.S. businesses use Instagram. It surpassed Twitter in business users in 2017.

Instagram Stories Ideas For Business

In this post, I’ll share 63 examples of real-life Instagram Stories ads (both video and images), explaining the pros and cons for each. You’ll see:

Good examples of Instagram Stories Ads
Bad examples of Instagram Stories Ads
Instagram Stories Tips and Tricks

And at the end, I’ll summarise some of the key takeaways and best practices that you can use to ensure your Instagram Stories ads are a success.

Ready? Let’s go!

Instagram Stories Ad Examples (Videos) - Good and Bad!

Let’s start with Instagram stories ads in video form, since these are amongst the most engaging examples on the platform.

Check out the variety of styles used, and some of the ways that brands are using video to sell to their customers on Instagram.

And if you’re interested making your own Instagram Story ads, Canva is a really easy design tool and has tons of Instagram Story templates to get you started.

TRY CANVA PRO FREE FOR 30 DAYS

The Open University

The Open University is an at-home, self-paced method of earning a degree in the UK. It uses eye-catching animations and "customer" testimonials to sell its offering, with a "Explore What's Possible" tagline and a Learn More call-to-action.

Cewe

CEWE is best-known for selling its custom-made photobooks, but here it's promoting a worldwide photo competition - the world's largest, it claims.

The on-screen text shows clearly what prizes are on offer, and a clear "Swipe Up to Enter now!" call to action leaves budding photographers in no doubt what to do as the ad comes to an end.

Maltesers

The aim of Maltesers chocolate’s story is to drive people to its website to take a quiz, which will then determine the ultimate Maltesers recipe for them. In business terms, it’s a powerful way for them to collect e-mail addresses to target fans at a later date.

The branding is unmistakeable for anyone familiar with Maltesers and the animation and messaging slick and easy on the eye. The “Swipe Up to Take the Quiz” messaging couldn’t be clearer!

MADE

MADE sells stylish, designer furniture. Its story ad is designed to get people to swipe up to explore its latest range.

Compared to most of the examples on this list, it's short and simple. One camera shot, panning across a staged scene of its latest products.

With on-screen text displaying the website and a "Shop now" call to action, it doesn't get any more straightforward.

You might say it's too stripped back, but for the tone the brand is going for (stylish, relaxed, cosy) and as a 180 degrees offering to what many brands do in stories, I think it works.

Smol

Talking of short stories ads, this one from Smol is right up there at 5 seconds or so.

The aim of it is to highlight the washing pod's eco credentials and to get people to take a look vs the competition (Fairy, as pictured).

I like how the caption and animation are styled like a story you might get from a friend - something that will appeal to someone swiping through stories; friendly and no-frills. Even the image isn't stylised and airbrushed.

Nature ID

Nature ID is an app that helps people diagnose and resolve issues they are having with their plants.

The Instagram story ad succinctly demonstrates how the app works, from diagnoising the problem to providing a solution.

And it ends by telling the viewer where they can get the app, with an Install Now link to encourage action.

Co-op

Co-op uses this story to advertise the low prices on its fair trade products, with an uncluttered design and a focus on its price and messaging.

Notice its custom animated Swipe Up call to action, which it has designed and used instead of one of Instagram's native options. Could be worth experimenting with!

Hngry

Hngry's story ad promotes its shopping list app, which it says provides "Shopping suggestions and shared lists make your shopping planning easier."

There's nothing in the story to tell the viewer this - only a poll that asks if we've heard of the app or not.

There's a demo of the app onscreen, but I couldn't really tell what was going on.

And the "Install Now" call to action wouldn't tempt me, since I don't know what I'm going to install. Maybe "Learn More" would work best, and a better focus on telling viewers exactly what the product is all about.

Galaxy

Galaxy's Instagram stories ad aims to build awareness of the chocolate's new packaging.

And I think it does successfully, with catchy music and animation in a short and succinct story.

Maybe could have used a Swipe Up call to action at the end, but the brand is so well known, that I the story on its own would work.

Freddie’s Flowers

Freddie's Flowers' Instagram story ad aims to get people to buy from its flower home delivery service.

I like how the ad sells the benefits of the product (good for the soul, freshen your home, etc.).

Unfortunately, the call-to-action in the caption is cut off: "Join today and get your first..."? This will dent conversion a lot, I would imagine. Something to be careful of.

Smile Direct Club

Smile Direct Club's aim with this Instagram story ad is to get people interested in its teeth straigntening aligners.

It does so successfully by showing happy customers, getting their testimonials, and sharing the monthly price in on-screen captions. All backed with happy, optimistic music.

The whole ad length is cut off by the 15-second story limit (people can tap to watch it all if they want), but I think the message is loud and clear by that point already.

Bubble Bulb

Bubble Bulb has designed its story ad to look like it was filmed by a normal customer with their smartphone - a good idea, because it’s relatable to people scrolling through Instagram Stories.

Unfortunately, the all-important product demo (the bulb switching on!) is not shown within the 15-second story ad, and I doubt too many people will tap Keep Watching to see the rest.

That's why it's so important to get your message across in Instagram stories ads early.

Video Vets Now

Video Vets Now is a service that provides pet owners with a way to get remote-based help when their pets are sick.

This Instagram stories ad targets dog owners, and I think it works really well. The imagery of the dog almost jumping up at us out of the screen is engaging, and the text captions tell us everything we need to know about the service.

Unfortunately, I forgot to record the audio on this one!

Toucan Box

Toucan Box is an arts and crafts subscription box for young children.

Its Instagram stories ad keeps things simple, but effective - a playful, stop-motion video that shows a person opening up the box and revealing all the goodies inside.

And there’s short on-screen captions telling you all of the main details about it. With a Learn More swipe up link to end the ad, this one I couldn't fault.

Waldo Contact Lenses

Waldo contact lenses' Instagram stories ad attempts to sell people the benefits of its contact lenses.

I like the "Want to try a new, healthier contact lens?", but the listing of product benefits AND the text caption at the bottom (lifted from a feed post), is way too much text for one short ad, reducing its effectiveness.

Nordac Official

Nordace Official is using this Instagram stories ad to promote its latest backpack.

The video portion is good; clearly communicating the features of the bag.

But I'm not a big fan of cluttering the message with testimonials (clunkily formatted) at the bottom. A separate story to feature these would have been better.

Cricut

Cricut is using Instagram stories ads to promote its crafting/cutting tool.

It's another example that uses animations to show off the product and the on-screen captions are big and clear. Animations offer a strong contrast between the real-life imagery we see in most stories.

The Learn More call to action is suitable for those people who might not be familiar with the product, but are interested in finding out some more information.

Chilly’s

Chilly's uses this story ad to promote its latest water bottle.

If you weren't familiar with the brand, you might not know immediately what was being advertised, but the imagery is intriguing enough to stop you in your tracks.

It's not what you'd expect from a water bottle ad, so perhaps that's why it works!

Virgin Media

Virgin Media is using Instagram stories ads to promote its fibre-optic broadband.

I like the simple image and animation, along with the clear caption and call to action: Lighting fast broadband is in your area, Swipe up to see if you can get it.

All in all, an impressive stories ad. No fuss, just getting the message across quickly and succinctly.

Emma

I'm a big fan of the imagery in this Emma Instagram Stories ad; a simple image slideshow that shows off its mattresses and pillows.

And I also like the way it uses customer testimonials to back up the quality of its products.

However, the testimonials are so low down the page, that they're blocked off by the Shop Now call to action. Something to watch out for! Keep your text captions away from any in-app text that will appear.

Sculp Neon Signs

Sculp Neon Signs does a really good job of showing exactly what its product is and how it will fit inside a customer's home in this Instagram stories ad.

The Shop Now call to action works, too, for impulse buyers. Not sure why the full URL is there as well (duplicated from a Facebook ad, perhaps). It's not clickable and distracts from the swipe up CTA.

Instagram Stories Video Ads Dimensions

Instagram Stories Ad Examples ( Images) - Good and Bad!

Now let’s take a look at Instagram Stories ads that use static images - kind of like “slides” - to sell on Instagram.

Like video ads on stories, there’s definitely a good way and a bad way to go about still image ads on Instagram stories. I’m sure you’ll quickly pick up on which ads are going to be the most successful, and which are going to perform poorly.

Let’s go!

Note: A good number of these Instagram stories ads look like they were re-purposed from ads that work best in the Facebook News Feed or Instagram Explore page. Instagram stories ads where text is lifted from the caption don’t tend to look very nice, and this I’m sure is going to affect how people react to them.

East London Parasol Co

Here’s exactly what I’m talking about with a text caption being shoehorned into a stories ad. There’s not enough time to read the ad text without pausing it, and it just doesn’t look nice.

I searched back to see which post this ad was lifted from, and the “mini heatwave” mentioned that was happening was from two months earlier. A good reminder to keep your ads timely and to stop them when they no longer are!

Specialist Florals and Interiors

Another text caption whacked onto an Instagram Stories ad here, and we don’t really even get much information from it. The image doesn’t really tell us much either. If you are going to re-purpose the text from a Facebook ad, make sure key information is right at the beginning. Not many people are going to click “more” to read on.

Poster Store

Here’s a good example from Poster Store, showing what you can do when you use your own custom text for a static Instagram Stories ad. Its discount offer couldn’t be clearer, and the two images clearly show what its product offering is.

There’s even an added “Swipe up to Shop” call to action. Top marks here!

Hoseasons

Hoseasons, a self-catering holiday company, has fallen for the same trap as some of the examples above - re-purposing text captions and links from Facebook ads, without realising how they will appear on an Instagram Stories ad.

The image and its text graphics work, but the text caption and URL below are really messy.

A second static image encouraging people to take a much needed getaway would have worked better here.

Aromatherapy associates

I’m a big fan of this Instagram stories ad from Aromatherapy Associates in London. Simple and uncluttered, with a strong message - Spring Sale, save up to 50%. Lovely image too.

Gandys

This Gandy’s backpack ad is just a Facebook Post re-purposed into an Instagram ad. It’s not that I don’t think it couldn’t work as an ad (if you ignore that the caption cuts off abrubtly, the image is still nice) - it’s just that I think the brand could do so much more.

I’m also not a big fan of this type of story ad, since the image and caption don’t fill the screen like an ordinary story.

The Fragrance Shop

I like the image used for this The Frangrance Shop stories ad, but because it doesn’t really tell us what Scentaddict is, maybe a “Learn More” call to action would have worked better.

Alternatviely, a second slide could have been used to briefly tell us what it’s all about; in which case, a “Sign Up” call to action would have been fine.

The lesson here? Always choose the most appropriate call to action for your Instagram Stories ad.

Here’s another example of a text caption being lifted straight from a Facebook ad into an Instagram Stories. I think Simba kinda gets away with it here, given the details it shows. Not sure whether that was luck or on purpose!

But I’m still not sure if the ad would have been more effective if its 30% off offer stood on its own. What do you reckon?

Shaw Academy

When you’ve only got a few seconds to convince someone to act with an Instagram stories ad, we know by now that your messaging has to be simple and clear. In this example, Shaw Academy’s promoting that its photography courses are now free for 4 weeks, when they normally cost £49.99.

I’m not sure the text in the image spells it out too clearly, but paired with the text pulled in from Facebook, the message is just way too confusing.

Fairy

Here’s a static image example from Fairy, who we saw in a video Instagram stories ad earlier. Compare this one to the Shaw Academy example above.

The “Free Sample” messaging could not be any clearer. There’s a picture of the product and a claim now/learn more swipe up call to action. This is how it’s done!

Safestyle UK

Here’s another example of pulling an image into Instagram Stories, whose resolution isn’t built to fill the whole screen. Again, whether by luck or judgement, the messaging and offer isn’t too muddled. However, I think there’s still too much text for a 5-10 second stories ad - one message and one call to action looks like the way to go.

Teemill

And talking of keeping the messaging simple, here’s a good example from Teemill. Lovely big and clear image, and a message and call to action that speaks succinctly to its audience, with a clear Sign Up call to action.

If I was being fussy, I’d say the contrast between the “Startup cost” text and the background makes it a bit tough to read, but overall I really like this example.

Swyft

Here’s another great example of a static Instagram Stories ad from Swyft. One lovely image and an accompanying testimonial, lifted from Trustpilot.

Again, if I was being fussy, Swyft could have removed its own Shop Now call to action and left the Instagram one (or visca versa). Otherwise, can’t fault it.

Luxtripper

Another example here of way too much going on all at the same time, this time from Luxtripper: 6 images and 6 pieces of information in the image portion of the story for starters. And when you add in even more text in the caption, everything gets way too confusing.

If you have multiple offers going on, it’s probably best to segement them into individual stories ads so that the message can be communicated in as simple and clear a way as possible.

Asana

At first glance, I really liked the look of this Instagram stories ad from Asana. Nice background colour and a clear image of the product.

But I don’t really know anything about Asana, and the accompanying text doesn’t really explain to me what it is. With a clearer message, I think this ad could be a standout example of how to get IG stories ads right. As it is, anyone who isn’t already familiar with Asana might be left a bit confused.

The lesson here? Make sure your text clearly communicates your product offering.

Simplisafe

I like the image used in this Simplisafe Instagram stories ad, and also the text caption too - although I could be nitpicky and ask what it is I’d be protecting 24/7 (I had to look it up, but maybe the brand is much better known in the US?).

And I would move the “Simplisafe” text down just a bit so that it isn’t obscured by the text overlayed by the Instagram app.

Learning People

This Instagram stories example from Learning People isn’t actually too bad. Well, the text isn’t. “Learn to code” - can’t get more clear than that, and the accompanying text caption works as well.

But what’s up with that image? Looks like something from the bowels of Unsplash. Is there not something more aesthetically pleasing they could have found? This is Instagram after all!

Amazon Music

With a marketing team like Amazon’s, you won’t be surprised to learn that its Instagram stories ad hits the mark, offering 3 months of Amazon Music for free (instead of 30 days).

Eye-catching colours, large and bold text, and a clear Swipe Up call to action. Top marks here.

Ocean Finance

Here’s another example, from Ocean Finance, which is so close to hitting the sweet spot with its Instagram ad. A nice and simple offering and great image, for starters.

And I like the call to action as well, although arguable if “to check your eligibility” is needed twice in one ad.

If I was being nit-picky (and I am), its disclaimer is hidden behind the Apply Now call to action. Is that even allowed?

Just A Little Something UK

Here’s yet another example of a text caption lifted from Facebook and shoehorned into an Instagram Stories ad.

It looks like this one is a boosted Facebook post, because of the way it speaks as if it’s talking to existing fans of Just A Little Something.

I’m not a fan of Just A Little Something and I’m not sure what exactly it is they offer. And in the 5-10 seconds of this Stories ad, I’m not sure I would have time to figure it out.

House And Garden UK

Good work here by House And Garden UK, with a nice image and a text caption that imitates something that you’d see on a normal Instagram story post.

Perhaps the call to action could have been Shop Now instead of Learn More, to give the ad offering a bit more immediacy. Otherwise, good job!

British Interiors UK

Like many other examples in this list, there’s something about this Instagram Stories ad from British Interiors UK that just doesn’t sit right with me.

I guess it works in a functional sense, but there’s nothing striking about it, not the image nor the doubled-up text captions. Next!

Cottages.com

Here’s yet another example of a company falling into the trap of using full URLs in captions lifted from a Facebook ad and imported straight into an Instagram stories ad.

I think this ad from Cottages.com could have worked just as effectively without any of the messy text at the bottom - just its photo, the text on top of it, and a simple “Book Now” call to action.

Wall Group

I actually don’t think the images in this Instagram Stories ad from The Wall Group are too bad - they certainly show what the product they offer is all about.

The text captions could have worked too - if they were a few sentences spread over multiple slides, rather than the same paragraph lifted from Facebook and crammed in like they are.

So close, yet so far!

My Furniture

I’m not really sure what’s happened here. The image used by My Furniture is actually quite nice, but there’s absolutely nothing else.

Some on-screen text to tell us about a new range, a sale, or other offer, etc, would really have helped the effectiveness of this Instagram stories ad.

As it is, it really doesn’t work.

Ooni

The same iase applies here with Ooni as in the example above - where’s the context for this ad? I guess since Ooni is most famous for one product, then the ad kind of speaks for itself.

But a line of text might really have lifted this ad. As it is, it’s just a photo with a call to action.

Insta Loft Boarding

Once again, here’s an example of a Facebook Ad imported direct into Instagram Stories - the landscape-oriented photo and the text caption give it away.

For the speed and ease at which this type of ad can be created, I guess there’s some value in it.

But I think Insta Loft and other companies would improve the ad performance so much if it was tailored specifically to fit the Instagram stories format.

Valentte

And again, more text imported from Facebook. With an offer and customer testimonial squeezed into one slide, there’s too much going on here.

As we’ve seen from the best examples of Instagram stories ads throughtout, keeping your message and offer simple and clear - just one is the way to go - is the best thing to do.

White Hat Jr

I really like this Instagram Stories ad from White Hat Jr - a clear message and call to action, and a great image as well.

As with previous examples, if I was to nitpick, I’d say that you probably don’t want any text hidden behind the call to action at the bottom of the screen. Watch that positining!

Shopify

Shopify gets it! “Sell Your Handmade goods. Turn your hobby into your business. Sign up.” Simple, clear, and completely clutter-free messaging.

I think this is one of my favourite examples of how to do an Instagram Stories ad well in this whole list. Top three, for sure.

Bamboo Bamboo UK

Is anyone else just confused by this one? I get that Bamboo Bamboo is selling bamboo cups and drinking glasses. And I guess they’re asking which I prefer. But I’m not really sure what the “Would you like a drink with that?” question is all about.

My instinct says that an ad that showcases their product’s eco-credentials might have worked much better.

Free Prints UK

I actually think this example from Free Prints UK works. It works if you see the name Free Prints, because then you make a connection with the photo and think, “Ah, yes. Free prints. Let’s install the app.”

If you don’t, it’s just a picture of a woman looking at a picture of a man kissing his son.

Maybe a caption like “30 free prints per month (only pay delivery!) could work as an option?

Graze

I really like this example from Graze, definitely in the top 3 so far! You can’t help but miss the “Free Box” message, and its bullet-pointed benefits below are easy to read - just a few words for each.

Nice “Sign up” call to action, too, and a colour scheme that stops thumb-tapping in its tracks. Bravo.

Hugo and Green

This is the first time I’m taking a close look at this Instagram stories ad from Hugo and Green, and I’m not sure I get it. There’s two different URLs advertised for a start, an incomprehensible caption, and a big “Plants & Paintings” graphic that doesn’t really tell me anything.

Google tells me the company specialises in houseplants, so where do the paintings come in?

The branding is actually quite nice, but the messaging is really muddled. Shame.

Peloton

Great example here from Peloton, who I imagine most people will be familiar with as a brand. A 30-day free trial, free pickup and a full refund if you’re not convinced. Sounds good to me. Where do I sign up?

I also like how it shows that it’s not all about its bike; that its offering extends to interactive yoga classes as well.

Swoon

I’d never heard of Swoon before I saw this Instagram stories ad, and I wouldn’t know if they were a bed or a fabirc company after seeing it.

Just Googled, and its a furniture and home accessories company, so I was wrong on both guesses!

I guess the text caption works in a “Imported it from Facebook and got kinda lucky” way. I’d give this 5/10.

Myinterview

Like so many of the examples in this list, this one from MyInterview looks like it has the potential to be a really good Instagram stories ad, but falls short because of some poor design.

If I was a recruiter looking for a tool to help me find great candidates via video, I’m just not convinced this imagery and accompanying text would hit the spot with me within 5-10 seconds of seeing it on Instagram.

Wouldn’t a Zoom-style video interview image work better? Not taken by the stock photo here.

As we’ve seen from the best examples in this list, an effective Instagram stories ad doesn’t have to take tons of design skill. Simple is better.

Yoga International

Yoga International’s 30 days of free Yoga offer is clear here, which is a positive.

But like some of the other examples above, pulling an image into a Stories ad like this, when a custom-made one is super easy to put together in a tool like Canva, I’m not having it, sorry!

Veloretti

Now, this is what a call a really great Instagram stories ad. Bike company, Veloretti uses three images to promote its Robyn bicycle - a close-up image of the saddle, a wide shot of the whole bicykcle, and a close-up of the frame and brand name.

The second of the two slides tells us the name of the bicycle and the price, and we have a Shop Now call to action throughout.

The quality of the photos, the colour pallete, and the simplicity of the ad really make it stand out. We’re nearly at the end, but I think this is my favourite example so far.

NAGA Investing

What can I say about this Instagram stories ad from NAGA that hasn’t been said plenty already? There’s just way too much going on. Way, way too much.

When you’ve only got mere seconds to get your audience to act, keeping the message short and simple is imperative. This is the opposite.

Oxford Said Business Scchool

To finish, here’s a decent Instagram stories ad example from Oxford SBS.

Branding and imagery that reflects its professional/educational offering, and messaging that is laid out simply and succinctly.

It’s not going to win any awards for ad design, but it’s functional and it works. Compared to some of the examples above, it’s a masterpiece, let’s face it.

We’re done!

Instagram Stories Ads Best Practices

Now you’ve seen plenty of Instagram Stories ads in action, let’s take a look at some of the best practices to follow when making your own.

Grab attention: People tap through Stories content much faster than other types of content. Create ads that capture the audience’s attention from the first frame and (with video) use speed to keep their attention.

Design for stories: As we’ve seen above, you can re-purpose ads from Facebook to convert them into Stories ads, but the results are mixed. I recommend you use a design tool like Canva to build a fullscreen vertical design made specifically for the Stories medium.
Use multiple scenes: Ads that have short, concise scenes perform better than long slow scenes. Use fast-paced narratives that are quick to get to the point and easier for viewers to consume.
Enhance with motion: Stories ads that use motion perform better than those that do not. Consider adding motion to your static images, even if it’s just subtle enough to catch the eye.
Film in a relatable way: Our example videos showed a varied mix between ads filmed like a friend would, in third person, and many studio-shot ads. Choose a style that best suits your objective and audience.

Brand

Begin with your brand: Ads with the best performance tend to have their key messages at the beginning of the ad. Given how short Stories are and how easily they can be skipped past, put your logos or brand elements at the start of your creative.

Format and Execution

Pair text with focal point: Ads that include centrally located text, such as “50% off this week,” at a specific focal point are helpful in driving conversions.
Enhance with sound: Facebook’s studies have shown that the majority of Stories with voice-over or music drive better results compared to ads without any sound.
Avoid unnecessary stickers: Stickers can be a great way to draw attention to your product and let your ad feel natural, but too many can detract from your product.
Call your audience to action strategically: Emphasize the action you want your audience to take, such as “swipe up” or “shop here.” - you might use an arrow or sticker to point to it.
Simple is better: People’s attention spans are super short when browsing stories, so keep your design and message simple and clear.

Instagram Stories Ads: Your Turn

What’s your experience been like with Instagram stories ads? Will these examples and ideas inspire your own campaigns? Let me know in the comments below!

Like that? There’s more!

I regularly blog about Instagram strategy! You might be interested in the following:

Andrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.

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