Get Started

With Marketing API you can create, measure, and optimize ads on Instagram, in the main Stream, in the Stories, and in the Explore tab. To create your ads:

Be aware that:

  • Instagram ads do not support all Facebook ads objectives.
  • Not all creative formats supported by Facebook work on Instagram.

To use Instagram and Facebook posts as ads, see our guide.

Step 1: Get Instagram Account ID

You need to know your Instagram account’s ID before you start creating ads. Depending on your account’s type, you have different ways of getting an account ID:

Type of Instagram AccountHow To Find Account ID

Business Manager Instagram Account (Recommended) - Implementation Guide

See Set Up Instagram Accounts On Business Manager, Get Associated Accounts. Save the ID to use in your ads.

Page-Connected Instagram Accounts - Implementation Guide

See Set Up Instagram Accounts With Pages, Get Account ID. Save the ID to use in your ads.

Page-Backed Instagram Account - Implementation Guide

See Set Up Instagram Accounts With Pages, Read Read PBIA. Save the ID to use in your ads.

Step 2: Create Ad Campaign

Creating ad objects for Instagram is the same is it is for Facebook ads. To start, create a Facebook Ad Campaign and specify your objective.

Instagram compatible objectives vary according to your chosen ad placement:

Ad PlacementCompatible Objectives

Stream Ads

BRAND_AWARENESS, REACH, LINK_CLICKS, POST_ENGAGEMENT, APP_INSTALLS, VIDEO_VIEWS, LEAD_GENERATION, MESSAGES, CONVERSIONS, PRODUCT_CATALOG_SALES, and STORE_TRAFFIC.

Story Ads

BRAND_AWARENESS, REACH, LINK_CLICKS, APP_INSTALLS, VIDEO_VIEWS, LEAD_GENERATION, MESSAGES, CONVERSIONS, PRODUCT_CATALOG_SALES, and STORE_TRAFFIC.

Explore Ads

BRAND_AWARENESS, REACH, LINK_CLICKS, POST_ENGAGEMENT, APP_INSTALLS, VIDEO_VIEWS, LEAD_GENERATION, MESSAGES, CONVERSIONS, and PRODUCT_CATALOG_SALES.

The minimum spend budget on Instagram is the same as the one for Facebook self-serve ads, with different limits per currency and limits based on bid_amount.

For Reach And Frequency campaigns, see Instagram Reach And Frequency.

Step 3: Create Ad Set

Create an ad set with the desired:

For APP_INSTALLS and CONVERSIONS campaigns, a promoted_object is also required at the ad set level.

If you create a Reach and Frequency ad set, set rf_prediction_id. The destination_ids of the Reach Frequency Prediction must contain the Instagram account ID.

Placement

To deliver ads to Instagram, include instagram under publisher_platforms in your ad set. You can use Instagram stream, story, and explore placements, or you can enable multiple platforms including Instagram's placements. If you choose multiple platforms, Facebook optimizes delivery based on your target audience on each platform with Placement Optimization.

To show ads exclusively in Stream or Stories, provide this in the instagram_positions field. If you want to display your ads in Instagram's Explore tab, you must select both stream and explore as placements. You cannot pick just explore. If instagram_positions is not specified, we deliver ads to all three possible Instagram placements.

To deliver ads only to Instagram Stories, use story only inside instagram_positions. In this case, you should also have instagram as the only value for publisher_platforms.

Example

Create an ad set with Instagram as placement:

curl \
  -F 'name=Instagram Adset' \
  -F 'optimization_goal=LINK_CLICKS' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={ 
    "geo_locations": {"countries":["US"]}, 
    "publisher_platforms": ["instagram"], 
    "user_os": ["iOS"] 
  }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v9.0/act_<AD_ACCOUNT_ID>/adsets    

Step 4: Provide Ad Creative

At this point, you should provide your ad creative. For creatives to be used on Instagram only or mixed placements, you need to supply your Instagram account ID and your Facebook Page ID —your page information does not appear anywhere on your Instagram ad. If the Instagram account is connected to a Page, or is a Page-backed Instagram Account, the same Page needs to be used.

When you provide ad creative, we create an unpublished post. You can see the unpublished post from the page when you query promotable feed using the Page ID.

Relevant Guides

Step 5: Schedule Delivery

Create your Ad object to link your creative to your ad set.

Ad Review Process

The ad review policies are the same for Facebook and Instagram. As we make Instagram available to more businesses, we want the same high-quality ad experience on Instagram that we have on Facebook.

This requires understanding more about how the community interacts with different kinds of advertiser content on Instagram. Since it takes time to build the same kind of models that drive Facebook ads, we currently rely on human review to filter out a small percentage of ads and provide suggestions for improvement.

Our ultimate goal is to make running a campaign across Facebook and Instagram a seamless experience and to make ads a relevant, valuable part of the Instagram product.