16 of the Best Instagram Ad Examples We’ve Seen

Instagram ads: love ‘em or scroll past ‘em, they’re everywhere. 

And the best Instagram ads? They stop you mid-scroll, make you look twice. Before you know it, you’re adding something to your cart. 

But what makes an Instagram ad example actually work?

If you’ve ever thought, I wish I could just copy what’s working, you’re in the right place. 

We’ve rounded up some of the best Instagram ad examples across different formats.

We’ll cover video, carousel, image, and story ads so you can see exactly what successful brands are doing and apply it to your own ads.

By the end of this guide, you’ll have a crystal-clear idea of what makes an Instagram ad pop, from eye-catching visuals to copy that converts. 

And don’t worry, we’ll keep things jargon-free and straight to the point - because running effective Instagram ads shouldn’t feel like decoding a secret marketing formula.

Ready to transform your Instagram ads from meh to money-maker? 

Let’s dive in.

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The Formula for Successful Instagram Ads

Great Instagram ads don’t just happen - they follow a formula that grabs attention, drives engagement, and converts viewers into customers. Here’s how to make sure your ads hit all the right notes:

• The Hook: Capture Attention in 3 Seconds
  Instagram is a fast-moving platform. Your ad needs to stop the scroll instantly. Use bold visuals, compelling headlines, or unexpected elements to hook viewers.
  
  
• The Value Proposition: Why Should They Care?
  Once you’ve got their attention, make it clear why your ad matters to them. Whether it’s a product benefit, a time-limited offer, or an emotional appeal, the message should be clear and relevant.
  
  
• Strong Visuals: Make It Stand Out
  Instagram is a visual-first platform, and your ad needs to be polished, on-brand, and eye-catching. High-quality images, well-edited videos, and dynamic elements like text overlays or animations can help your ad stand out.
  
  
• Short, Impactful Copy: Less Is More
  Keep your text concise and punchy. Instagram users skim - so make sure your copy is easy to read and packed with value. Every word should drive them toward the next action.
  
  
• A Clear Call to Action (CTA)
  What do you want users to do next? Whether it’s Shop Now, Learn More, Swipe Up, or Sign Up, your CTA should be direct and easy to follow. The best Instagram ads make it effortless for users to take the next step.
  
  
• Mobile-Optimized Design
  Since most Instagram users are on their phones, make sure your ad is formatted for mobile. This means vertical or square formats, bold text, and clear visuals that look great on smaller screens.
  
  
• A/B Testing: Find What Works
  The best brands don’t guess - they test. Run variations of your ad with different hooks, visuals, or CTAs to see what resonates best with your audience.

Now that you know what makes an Instagram ad successful, let’s look at some real-world Instagram ad examples and see these principles in action.

💡Pro Tip: Want to see what your competitors are doing on Instagram? Check out the Facebook Ad Library - it’s a great tool that lets you view any brand's active Instagram ads. Use it to analyze competitor strategies, get inspiration for your own campaigns, and stay on top of what’s working in your industry!

Instagram Video Ads Examples

Instagram video ads are powerful engagement tools - combining motion, storytelling, and sound to capture attention and drive action. 

Whether it’s a quick product demo, an influencer-led unboxing video, or a curiosity-driven hook, the best video ads feel natural and compelling while keeping viewers watching.

Here are three of the most effective Instagram video ads and why they work.

1. Butternut Box’s Problem-Solving Hook

Butternut Box knows how to speak directly to dog owners with this clever video ad. Instead of jumping straight into a product pitch, they hook viewers instantly by addressing a real concern.

Why This Ad Works

This ad is a perfect blend of emotional storytelling and data-driven persuasion - proving that when you understand your audience, your ads feel more like helpful advice than sales pitches.

• Follows the PAS (Problem-Agitate-Solution) formula, making the messaging feel natural.
• Grabs attention fast with a curiosity-driven hook (call out the problem).
• Taps into a real pain point dog owners experience daily.
• Includes social proof (87% stat) to build trust.
• Ends with a strong offer to drive conversions - a 25% discount on the first two orders.

2. Gymshark’s Influencer Unboxing

Gymshark masters the art of native advertising by partnering with an influencer to create an organic, non-salesy unboxing and try-on video. The POV filming style makes it feel like a casual, personal moment - just someone sharing their latest haul rather than a polished ad.

Why This Ad Works

This ad blends authenticity with product showcasing, making it feel trustworthy and engaging rather than promotional.

• Feels native, not like an ad - The unboxing + try-on format mirrors real influencer content, making it feel seamless in the Instagram feed.
• Leverages influencer credibility - Followers trust recommendations from influencers they already engage with, which boosts conversions.
• Uses a personal POV filming style - The UGC video style makes it feel more intimate and engaging than a traditional brand video.
• Highlights the product in action - Seeing how the clothes fit and move creates desire and confidence in the purchase.
• Taps into social proof - If an influencer is excited about Gymshark, viewers feel more compelled to check it out too.

💡Pro Tip: If you’re leveraging influencer marketing, why not try running their content as paid ads to get the most out of it?

3. Huel’s Conversational Hook

Huel grabs attention instantly with a curiosity-driven hook: “What even is this?”. This phrase, paired with a quick camera spin to a man holding the product, creates intrigue and encourages viewers to stick around for answers. The ad then seamlessly transitions into a direct, face-to-camera explanation, where the speaker highlights key benefits like "35 grams of protein."

Why This Ad Works

This ad takes a straightforward, no-frills approach to product education while maintaining high engagement.

• Uses a curiosity hook ("What even is this?") – A vague but intriguing opener sparks interest and encourages viewers to keep watching.
• Features a direct, conversational tone – The face-to-camera format makes the ad feel personal and engaging, like a friend explaining the product rather than a brand pushing a sale.
• Leverages product benefits upfront – Instead of generic claims, the ad gets specific ("35 grams of protein"), making it more persuasive.
• Includes captions for silent viewing – Many users watch Instagram on mute, so on-screen text ensures the message still lands.
• Keeps the message clear and to the point – No fluff, just a fast, engaging breakdown of what the product does and why it matters.

Instagram Image Ad Examples

Sometimes, one great image is all it takes to stop the scroll and drive action. 

Unlike videos, image ads need to be instantly eye-catching and communicate their message in a split second. 

The best brands use bold visuals, clever copy, and strategic design to make their ads stand out.

Let’s break down some of the most effective Instagram image ads.

1. Bruvi’s Cost-Saving Comparison

Bruvi instantly grabs attention with a bold, numbers-driven headline: "Save $100 a month on your daily coffee."

Instead of just showcasing the product, this ad taps into a financial pain point - the high cost of daily café coffee - then presents a compelling alternative.

Why This Ad Works

• Uses a clear value proposition – The ad doesn’t just promote the product, it highlights how much users can save by switching to Bruvi.
• Side-by-side price comparison - The contrast between "$152/month" vs. "$39/month" makes the savings feel tangible and significant.
• Strong visual hierarchy - The headline is large and easy to read, and the pricing breakdown is clear at a glance.

This ad is a masterclass in simple, effective persuasion. It frames the product as a money-saving alternative, making the switch from café coffee feel like a logical, cost-effective choice. Bruvi continues this campaign with other, equally captivating creatives:

2. Cowboy’s Prestige Positioning

Cowboy keeps it minimal, bold, and aspirational with this ad, leveraging a powerful third-party endorsement to elevate its brand. Instead of listing specs or features, the ad positions Cowboy as a premium e-bike choice by quoting CNBC’s comparison to Apple.

Why This Ad Works

• Leverages a strong media quote - “The Apple of e-bikes” immediately signals innovation and quality, associating the brand with one of the world’s most admired companies.
• Minimalist, high-end design - The clean background, soft lighting, and sleek bike design mirror Apple’s aesthetic, reinforcing the premium positioning.
• Plays on aspiration rather than features - Instead of technical specs, the ad sells a feeling - sophistication, cutting-edge technology, and exclusivity.
• Strong branding with simple messaging – “Super. Natural.” is short, punchy, and memorable, adding to the ad’s premium, effortless appeal.

This ad doesn’t just sell an e-bike - it sells status. By using prestige positioning and a minimalist aesthetic, Cowboy turns its product into an aspirational lifestyle choice rather than just a mode of transportation.

3. Native’s Scent-Driven Appeal

Native keeps it simple, vibrant, and sensory-focused with this ad, showcasing its new Vanilla & Raspberry scent. The soft pink background, fresh raspberries, and vanilla beans create a visually appealing, scent-driven experience - almost making you "smell" the product through the screen.

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Why This Ad Works

• Color psychology in action - The pink background and red raspberries instantly communicate sweetness, freshness, and femininity, making it emotionally appealing to its target audience.
• A strong focus on the product’s key selling point - The ad doesn’t overload with text - it simply announces the "New Scent", making it clear and effective.
• Lifestyle-inspired product photography - The scattered raspberries and vanilla beans make the image feel natural and immersive, reinforcing the idea of high-quality, real ingredients.
• Minimal but bold typography – "NEW SCENT" is the first thing you see, ensuring the message is absorbed within seconds.

This ad is a great example of how to sell through visuals. By using color psychology, texture, and simplicity, Native transforms a product announcement into an experience - tapping into emotions rather than just listing benefits.

Instagram Carousel Ad Examples

Carousel ads allow brands to tell a story in multiple frames, showcase different product angles, or compare before-and-after results - all while keeping users engaged.

With the ability to swipe, each slide builds on the last, making carousels one of the best high-engagement formats on Instagram. They're a great ad format if you're looking to upsell customers complimentary products too.

Let’s look at two effective Instagram carousel ads and why they work.

1. Charlotte Tilbury’s Product Demo

Charlotte Tilbury utilizes the carousel format to guide users through a compelling product demo for their Airbrush Flawless Setting Spray. The ad opens with a tutorial video, followed by a clean product shot, and closes with another video showcasing the product's effectiveness with a before-and-after result.

Why This Ad Works

• Step-by-step tutorial – The first video educates viewers on how to use the product, making it feel more helpful and less salesy.
• Product-focused middle slide – The clean product image reinforces the product’s premium quality while making it easy for the viewer to focus on the aesthetic appeal.
• Before-and-after results – The final video gives visual proof of the product's benefits, encouraging potential buyers to see the transformation for themselves.
• Clever use of carousel slides – By combining video, image, and more video, Charlotte Tilbury maximizes engagement with multiple formats, keeping the viewer interested throughout.

This ad effectively guides the viewer through the decision-making process with step-by-step tutorials, proof of effectiveness, and an engaging mix of media - proving that carousels are perfect for storytelling and product education.

2. Lululemon’s Lightweight Range Promotion

Lululemon’s carousel ad is all about empowerment and movement - showing off their new lightweight gear with bold, action-packed visuals. The motivational quotes overlaid on the images make it feel like an ad that’s not just about selling gear, but about encouraging people to live their best active life.

Why This Ad Works

• Vibrant visuals that show movement – The lifestyle shots of people actively using the products create a sense of energy and inspiration, making the viewer imagine themselves wearing the gear.
• Powerful copy overlaid on images – The motivational phrases like "Move Without Restriction" and "Nothing Holding You Back" drive the message home, associating Lululemon’s product with freedom and performance.
• Cohesive branding and messaging – The consistent theme across each slide reinforces the ad’s core idea: Lululemon is for people who want to move better, feel better, and do more.

This carousel ad is highly engaging and visually compelling - perfect for showcasing a product range while inspiring users to think of Lululemon gear as a tool for achieving their fitness goals.

Instagram Story Ad Examples

Instagram Story ads are full-screen, immersive experiences that capture attention quickly and effectively. Whether it's an eye-catching video, quick promo, or behind-the-scenes look, these ads let brands get up close and personal with their audience.

Let’s dive into some Story ads that get it right!

1. Allbirds

Allbirds keeps it simple and visually striking in this Instagram Story ad, focusing on the versatile style and comfort of their Tree Runner Go shoes. The full-screen shot of the shoes paired with bold text creates an immediate, impactful message.

Why This Ad Works

• Full-screen, immersive format – The Story ad format takes advantage of the full-screen experience, which allows the product to take center stage.
• Minimal but strong messaging – The text "Versatile Style. Everyday Comfort" is short, clear, and focuses on the main benefits.
• Clean, professional visuals – The image is high-quality with natural lighting and a real-life setting, which aligns with Allbirds’ eco-friendly, stylish brand.

2. HelloFresh

HelloFresh serves up a well-designed Instagram Story ad that combines visual appeal with a compelling offer. The ad immediately highlights the value proposition: “Get 50% off 1st box” along with tasty meal images that show what subscribers can expect.

Why This Ad Works

• Strong value-driven messaging – The "50% off 1st box" offer is prominent and attention-grabbing, offering clear value to potential customers.
• Visual storytelling – The meal images show exactly what users can expect from the subscription, making it appealing and realistic.
• Clean and bold design – The bright colors and contrast between the green HelloFresh logo and text create an immediate focal point for viewers, ensuring they don't miss the key details.
• Clear CTA ("Order Now") – The call to action is simple and actionable, guiding users to take the next step with ease.
• Emotional appeal – The tagline "Restore dinner time balance" appeals to the target audience's desire for convenience and meal prep simplification, making the product feel relevant and necessary.

3. Glossier

Glossier nails the Instagram Story ad format with this simple yet effective promotion of their Balm Dotcom. The ad features a review snippet from a customer, followed by close-up product shots showing the product in action. It’s personal, authentic, and trust-building.

Why This Ad Works

• Customer testimonial – The review snippet from Jen V. immediately adds social proof, making the ad feel more authentic and relatable.
• Close-up visuals – The clear, detailed shots of the balm being applied directly appeal to the sensory nature of the product, showing exactly how it works.

More Instagram Ad Examples to Fuel Your Inspiration

Looking for more social media ad ideas? Here are more Instagram ad examples that show how brands are getting creative with their messaging, visuals, and calls to action. These ads are packed with inspiration to help you level up your own Instagram strategy!

1. Passenger Clothing’s Instagram Story Ad

Passenger Clothing makes a strong connection with their audience by using beautiful outdoor imagery to promote their sustainable fleece collection. The first image highlights a lifestyle shot of someone enjoying nature, the second showcases the product, and the third reinforces the benefits with key selling points.

2. Gymshark Free Bottle Instagram Story Ad

Gymshark uses this simple and clear Story ad to promote a limited-time offer: “Free Water Bottle when you spend AED 700+.” The bold typography and clear product shot of the water bottle make the offer impossible to miss, while the ‘while stocks last’ adds an element of urgency.

3. Hugo Boss Carousel Ad

HUGO’s carousel ad captures the casual, stylish vibe of their collection with multiple product shots and a vibrant background that appeals to a young, fashion-forward audience.

4. KOTN Instagram Feed Ad

KOTN uses this Instagram ad to promote their Tefnut collection, a 6-piece unisex outdoor collection made from 100% organic cotton. The stunning desert backdrop and personal quote from a real customer add authenticity and appeal.

5. Skyscanner’s Best Flight Days

Skyscanner uses a clean, minimalist design in this Story ad to showcase how easy it is to find the best days to fly. The calendar image with highlighted prices adds clarity to the message and shows the savings viewers can get by booking on certain days.

Instagram Ad Formats & Recommended Dimensions

Now that you’ve seen plenty of Instagram ad examples, it’s time to make sure your ads look sharp across all placements. If your running story ads, and you’re creative isn’t optimized for Instagram story size, they won’t perform as well as they could.

Here are the best dimensions for each ad format to help your content fit perfectly in Instagram’s different formats and maximize your results:

Placement-Specific Ad Requirements

• Instagram Stories – Full-screen vertical (9:16) assets are recommended, but standard feed-friendly dimensions (16:9 to 4:5) are also supported.
• Instagram Reels – Only full-screen vertical (9:16) assets are supported.
• Feed & Explore Ads – Can use square (1:1), portrait (4:5), or landscape (16:9) images and videos.

💡Pro Tip: Want to see exactly how your ad will appear across different placements? Use Meta Ads Manager’s preview tool to check before you launch.

Each of these ad formats can be tailored to fit your goals - whether that’s boosting brand awareness, driving conversions, or increasing engagement.

Go Forth & Make Great Instagram Ads

And there you have it! 

From video ads to carousel formats, we’ve covered a range of Instagram ad examples that show what’s working right now. 

Whether you're launching a product or aiming to increase engagement, the key takeaway is that creativity, authenticity, and a clear message are the winning formulas for success.

Now it’s time for you to get inspired and start crafting your own ads that grab attention and drive results. Happy advertising!

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Instagram Ads FAQs

Let’s quickly cover some of the most commonly asked questions related to Instagram ads.

How do you write an Instagram ad?

To write an effective Instagram ad, start with a strong hook to grab attention, followed by clear, benefit-driven messaging. Use eye-catching visuals, a simple call-to-action (CTA) like “Shop Now,” and make sure the tone matches your brand's identity.

What does an Instagram ad look like?

Instagram ads can vary in format, but they typically include visual content (photos or videos) with a headline or text overlay. Depending on the format (feed, story, carousel), the layout can either be full-screen (for stories) or square/portrait (for feed posts).

Is $5 a day enough for Instagram ads?

Yes, $5 a day can be enough for small-scale campaigns, especially for testing. However, your results will depend on targeting, ad quality, and objectives. For broader reach and more conversions, consider increasing your budget.

What kind of ads do well on Instagram?

Ads that are visually engaging, authentic, and tell a story tend to perform best. Video ads, carousel ads, and those that use user-generated content or social proof (like reviews) often lead to higher engagement and conversions.