Eligible formats for partnership ads on Instagram
Branded content ads are now called partnership ads.
To create an Instagram partnership ad, the content must be in any of these eligible formats.
Feed
Single image, video and carousel ads are supported. Reminders are not supported.
Note: If you’re creating a carousel ad, the 1:1 ratio is recommended.
Stories
A maximum of 5 supported stickers and tappable text can be used. Please see below for additional eligibility criteria.
Note: Place text, logos or other key creative elements within the safe zone to avoid covering them with the profile icon or call to action.
SupportedUnsupported
Video Length
  • Videos 60 seconds or less
  • Videos longer than 60 seconds, unless creating in Ads Manager without an existing Story
Stickers and Tappable Text
  • @mention for the creator or partner featured in the partnership ad
  • Countdown sticker
  • Location sticker
  • Hashtag
  • Tappable text
  • @mention for other accounts not featured in the partnership ad
  • More than one countdown sticker
  • Poll sticker, unless creating in Ads Manager without an existing Story and no more than one poll sticker
  • Swipe up CTA, unless creating in Ads Manager without an existing Story
  • Link stickers
Music
  • Royalty-free music from Sound collection
  • Original audio
  • Copyrighted music
  • Music stickers
Other Creative Elements
  • GIFs
  • Emojis
  • Reminders
  • Third party camera effects
  • Product tags
  • Face/camera effect
Reels
If you're creating a partnership ad from an existing reel, your organic reel will not be eligible to turn into an ad if it was shared to Facebook or published before October 15, 2021. Please see below for additional eligibility criteria.
Note: Place text, logos or other key creative elements within the safe zone to avoid covering them with the profile icon or call to action.
SupportedUnsupported
Video Length
  • Videos 15 minutes or less
  • Videos longer than 15 minutes
Music
  • Royalty-free music from Sound collection
  • Original audio
  • Copyrighted music, unless the advertiser is the rights holder
  • Music from the Instagram music library
Other Creative Elements
  • GIFs
  • Product tags
  • Face/camera effect
  • Tappable stickers
Learn more
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