Stories ads appear between the Stories people watch from friends, creators and brands on Instagram, Facebook and, where offered, Messenger. They fill the screen vertically, and viewers move through them fast, tapping forward or swiping away. A Stories ad gets a few seconds to make its point.
Stories vs Reels
Both are vertical and full-screen, but people use them differently.
| Stories | Reels | |
|---|---|---|
| What people are doing | Catching up with accounts they follow | Discovering entertainment |
| Pace | Fast taps between Stories | Swipes between videos |
| Images | Shown for a few seconds, common | Possible, video dominates |
| Interaction | Swipe up or tap the link, stickers in organic Stories | Like, comment, share, save |
The same 9:16 video often runs in both, but it pays to check the placement breakdown and, where useful, customise the asset for each.
Specs that matter
- 9:16 vertical, 1080 × 1920 pixels.
- Safe zones. Leave clear space at the top for the profile name and progress bar and at the bottom for the call-to-action button.
- Images or short video. An image Story is shown for a few seconds, while a video plays up to its length, split into cards if long.
- Captions. Many people watch Stories with sound off.
Meta's ads guide has the current limits per placement. Our guide to Meta ad sizes keeps a summary.
What makes a Stories ad work
- Front-load the message. Product, benefit and offer in the first frame.
- Design for the tap. A clear call to action near the bottom, outside the button area.
- Use sequences carefully. Some ads use two or three cards in a row to tell a short story, but each card should make sense if someone taps away.
- Make it look like a Story. Casual, phone-native visuals often blend in better than a resized Feed ad.
Worked example
Example: a fitness apparel brand compares the same offer in two creatives, both delivered through Stories.
| Resized 4:5 Feed image | Native 9:16 video | |
|---|---|---|
| Hook rate | n/a, image | 28% |
| Link CTR | 0.5% | 0.9% |
| Cost per purchase | ₹720 | ₹540 |
The Feed image had empty bands and small text, and the native vertical video won. Results vary, but resized assets often waste the format.
Measuring Stories ads
Break results down by placement to see Stories separately. Watch link clicks and purchases, not only reach. Stories can be cheap on CPM while producing fewer clicks, so judge on cost per purchase.
Common mistakes
- Feed ads dropped into Stories with no vertical version.
- Key text where the profile name or button covers it.
- Long brand intros before the product appears.
- Too many words on screen to read before the next tap.
With Advantage+ placements, Meta decides how much budget Stories gets, so give it a vertical asset to work with.
Frequently asked questions
What are Stories ads on Instagram and Facebook?
Stories ads are full-screen vertical image or video ads that appear between Stories on Instagram, Facebook and, where offered, Messenger. People tap through Stories quickly, so the ad needs to make its point in the first moments.
What size are Instagram Stories ads?
Vertical 9:16, ideally 1080 by 1920 pixels. Leave clear space at the top for the profile name and progress bar and at the bottom for the call-to-action button.
What is the difference between Stories ads and Reels ads?
Both are vertical and full-screen. Stories sit between updates from accounts people follow and are tapped through quickly. Reels sit in a stream of short entertainment videos. The same 9:16 video can run in both, but performance often differs.
Are Stories ads cheaper than Feed ads?
Stories can have lower CPMs in some accounts, but cheaper reach doesn't always mean cheaper sales. Compare placements on cost per purchase using Ads Manager's placement breakdown.
