Instagram has grown way past being just a photo-sharing app. Today, it’s one of the most powerful places to run ads, and it keeps changing fast. If you want your campaigns to stand out, you need to know what’s trending and how to actually use those trends in your ads.
Here are the Instagram ad trends worth watching right now — along with easy tips to put them into action.
1. Vertical Video Rules the Feed
Reels and Stories are where the action is. People are hooked on short, vertical videos that fill the screen and feel quick, fun, and natural. Ads that look like regular Reels often beat highly polished brand videos.
How to use it:
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Always film in vertical (9:16) format.
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Hook viewers in the first 3 seconds with movement, text, or something unexpected.
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Test both fast, energetic edits and slower storytelling clips.
Think about it: would you stop scrolling to watch your own ad? If not, it needs more punch.
If you want more ideas on making Reels part of your ad strategy, check out How to Use Instagram Reels in Your Marketing Strategy.
2. Social Proof Front and Center
People trust other people more than they trust brands. Ads that show reviews, ratings, or real customer quotes perform much better than ads that only talk about the product.
How to use it:
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Use a testimonial as the opening line in your video or image.
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Add star ratings or quick customer quotes directly in the creative.
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Try carousel ads where each slide shares a different customer story.
When someone new sees your ad, they want proof that your product actually works. Show them.
Facebook advertisers are also leaning into reviews and testimonials, as we explained in The Role of Social Proof in Facebook Ads: How to Incorporate Reviews and Testimonials.
3. Ads That Feel Native
Overly polished brand content can feel like an interruption. On Instagram, the best ads often look like regular posts — casual, simple, and natural.
How to use it:
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Use emojis, short captions, and casual language.
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Shoot with a smartphone instead of a studio camera.
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Keep brand colors subtle so the ad blends in.
You’re not trying to trick people. You’re just making sure your ad doesn’t scream “ad.”
For inspiration on creating authentic, eye-catching visuals, take a look at Stand Out and Stay On-Brand with Stunning Facebook Ad Creatives.
4. Personalization Is Key
Targeting options are shifting on Instagram because of privacy changes. That means your creative has to do more of the heavy lifting. The more tailored your message feels, the better it performs.
How to use it:
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Retarget people based on actions (like cart abandoners) with special offers.
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Create different ad versions that speak to different customer needs.
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Use dynamic product ads that automatically show items people already viewed.
Relevance is everything. If the ad feels personal, it feels worth paying attention to.
To learn how audience targeting is evolving on Meta, read Facebook Ads Targeting Updates: How to Adapt in 2025.
5. Interactive Ads Are Growing
Polls, stickers, and quizzes are no longer just fun extras. Instagram actually boosts content that gets interaction, and ads with these features often get more engagement.
How to use it:
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Add polls in Stories to get opinions while also boosting interaction.
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Use tap-to-reveal effects to keep viewers curious.
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Try quizzes to teach and entertain at the same time.
These little touches can get people involved before you even ask them to buy.
6. Storytelling That Lasts
Quick “buy now” ads still work, but long-term storytelling is becoming more powerful. A campaign that unfolds across multiple ads can create real connection and trust.
How to use it:
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Map out a sequence: awareness first, then consideration, then conversion.
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Use carousel or multi-part Reels to guide people step by step.
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Keep visuals and themes consistent across ads so they feel connected.
Instead of pushing for one quick sale, think about building a story that keeps people coming back.
Wrapping It Up
Instagram ads are changing fast, and these trends show where things are headed. Vertical videos, social proof, natural-looking content, personalization, interaction, and storytelling are what really work right now.
If you want your ads to stand out in 2025, don’t stick to the same playbook you used last year. Test new approaches, watch what clicks with your audience, and keep refining. The brands that adapt the fastest are the ones that win.
If you want to go deeper, don’t miss How to Use Instagram Ads for Small Business Growth in 2025.
