Instagram Only Ad Copy Placements

Please note that the Instagram Feed is the most common place where all three ad copy components could potentially be used.

Primary Text:
This appears above the image or video, just like a regular Instagram post caption. It's the most visible and impactful piece of copy.
Headline:
Does not show on Instagram Feed ads — it's used on Facebook placements and some Instagram Explore ads, but not on Instagram Feed, Stories, or Reels.
Description:
Same as the headline — not visible on Instagram placements. It's used only for placements like Facebook News Feed or Right Column.

These are vertical, full-screen ads that appear between users’ organic Stories.

Primary Text:
Not automatically shown — but you can add text manually onto the creative (via Ads Manager or your design tool). Meta doesn’t overlay the primary text here.
Headline & Description:
❌ Not shown on Stories.
Call to Action (CTA) Button:
Appears at the bottom (e.g., “Learn More,” “Shop Now”) and swipes up (or taps) to your destination URL.

Reels ads play between organic Reels content and are designed to blend in with the format.

Primary Text:
Appears as a small overlay near the bottom-left of the screen for a few seconds. If users tap the “More” icon, it expands (like captions).
Headline & Description:
❌ Not shown.
CTA Button:
Appears as a tappable button in the bottom-right corner (e.g., “Shop Now”).
📌 Note: Most of your messaging in Stories and Reels should be visually baked into the creative itself.

Instagram Reel Ad Example

Reels ads play between organic Reels content and are designed to blend in with the format.

Primary Text:
Appears as a small overlay near the bottom-left of the screen for a few seconds. If users tap the “More” icon, it expands (like captions).
Headline & Description:
❌ Not shown.
CTA Button:
Appears as a tappable button in the bottom-right corner (e.g., “Shop Now”).

📌 Note: Most of your messaging in Stories and Reels should be visually baked into the creative itself.

Learn how Instagram ad text displays across different placements—Feed, Stories, Reels, and Explore—and optimize your copy for maximum visibility and impact.