Instagram ads are a different breed.
Since the platform is extremely lifestyle, entertainment and beauty-focused, you have to stand out by being congruent with what people expect to see in their IG feed/stories.
That means knowing your audience well and knowing the type of creative, copywriting and call-to-action they’ll respond to, but also being aware of Instagram trends in general.
It’s with all those things in mind that we created this “best Instagram ads of 2020” list. We firmly believe they’ll inspire you and teach you some effective techniques for crafting profitable Instagram ads.
Table of content – Best Instagram ads
1. Adidas staying on top of trends
It’s safe to say that Adidas needs no introduction. But we can all take notes of how big brands go with the trends of the moment. I’m sure you’ve all seen this type of video effect throughout the year: 3-5 pictures taken with a slight side shift from picture to picture put together in an animation that gives you a beautiful finished product. It’s dynamic, it catches attention and all the cool kids do it.
1. Up with the trends: Like I said previously, following what’s currently popular is a good way to take your brand to the next level. It allows you to be creative with said trend and if well done, should provide a boost in notoriety.
2. Short & sweet: You can argue that Adidas doesn’t need an incredible story video and would still perform well. It’s probably true, but this doesn’t mean you can’t replicate what they do here. Showcase your product in a creative and striking manner through a short animated video is an effective way to improve brand image as you don’t bore people to death with a one-minute long video explaining features. For all of you who are in fashion, unless it’s a very niche product, you’re not selling features, you’re selling an image.
3. Using video: This ad could definitely have been just a simple image, maybe with text added onto it. But video is the king of mediums these days, so transforming a simple image into a short video could do wonders for your Instagram ads results. Of course, always A/B test those things and trust your data.
2. Arkk Coppenhagen mixes video and product carousel perfectly
I had no idea what Arkk Coppenhagen was when I first saw that ad, but I gotta say they made a good impression. Their strategy is simple: show what the product does in action, then show what it looks like.
1. Multi post ad: Everybody is so used to seeing simple one-post ad. Using the multiple selection technique can be a great way to stand out from the crowd. It’s dynamic and it makes your brand interact with the user. It also helps filter who really is interested in your ad as those more likely to buy will spend more time watching the different creatives on your ad.
2. Variety: This is one of the best Instagram ads on this list because it showcases literally everything you need to know about the product through both video and photo. Using the two medium gives the possibility of choosing what to focus on or to explain two totally different things. Here the video is to showcase the awesome features of the product and the photos are to give you a closer look at the product.
3. Showing the product in action: If your product/service is amazing in action, don’t stick to explanatory images or photos with bullet points. Show it. Use motion design, invest in video creation to really showcase your features effectively.
3. Art Grid and the power of beautiful footage
What better way to use strikingly beautiful nature footage to catch attention? It’s breathtaking and almost everybody relates to it. Artgrid, a company that creates superior quality, royalty-free stock footage definitely is spoilt for choice in that department.
1. Start with a poignant statement: If you’re a content creator or an agency, you will automatically be drawn to a catchphrase like “Get unlimited stock footage”. Make sure to really know the audience you’re targeting and adapt your copywriting to them.
2. Adapt your creative to your audience: If your ad is for content creator, you should not stop at the interest “content creation” or targeting content creators. Cross these interests with things like “nature”, “nightlife”, “sports” by creating separate ad sets for each category so that the content creators that see your ad are more likely to pay attention to it. This was probably showed to me because I dig those Netflix Our Planet documentaries.
3. Use amazing creative: Even if your brand doesn’t have the explicit visual appeal of Artgrid’s video, find a way to make it original. Use colors, break the patterns of your industry, create good graphic design… but please, never be boring.
4. Beautiful AI is not scared to throw an uppercut
Beautiful.ai does a good job in creating a visual that, even if extremely simple, catches attention. The bright blue, the minimalist shapes and the short copy fit in what we expect from ads on social media these days.
1. Use bright colors: This is something you have heard a lot. Of course, if bright colors don’t match your brand, there are other ways to make your ad stand out, so it’s not an obligation. But it’s extremely popular in software companies because of the modern, clean look it gives to visuals.
2. Use minimalist design: When we think about it, the shapes in this image don’t really add much substance to the actual content of the ad. They only serve a design purpose. But don’t fool yourself, it’s really important. How much more boring would that ad be if it was just a blue square?
3. It’s okay to get a little feisty: The reason I chose this ad to be in the best Instagram ads of 2019 is because of it’s copywriting. They don’t hold back when dissing their main competitor, PowerPoint. The ad copy in description is also very good. “Never create an ugly presentation again.” Yeah okay, sold.
5. Digital Marketer knows their customer’s pain
For anyone trying to improve their content marketing strategy, this Digital Marketer ad hits the sweet spot. Anyone knows that perfecting your written content is a long and fastidious task.
1. Identify your target audience and aim for a major pain: As a company that had only recently started writing content, this was perfectly tailored for our needs.
2. Keep your design simple and straight to the point: We automatically know what we’re getting by glancing at the visual. The title is placed up top, is clear and concise and the 3 green checked boxes tell us instinctively that we’re getting those 10 points fast.
3. Make it easily downloadable: Although we don’t see it here, I can tell you it was extremely easy to download this guide. The landing page was a no scroll, 1 step form where they just asked for name and email address. This goes a long way into making sure your ad actually converts, so make sure you optimize your landing page for conversions.
6. Elegant Themes uses one of the oldest tricks in the book
Elegant Themes here makes use of one of the most basic principles of advertising: make your ad stand out with popping colours.
1. Using bright colours to catch attention: The purple here is definitely unusual when scrolling through your feed. But watch out, it doesn’t suffice to just put a bright yellow background. Your design actually has to standout and make sense with your brand. In this ad the purple background is actually more of an overlay on an image, which gives more depth to the visual.
2. Emphasize on your offer: Elegant Themes is giving out a free layout pack for designers, and they make sure to let you know. They include the word “free” two times on the image itself and also add it again in the caption.
3. Make sure you have an Instagram account (or that it’s linked): If there’s one negative thing we can say about this ad, it’s that it’s not linked to an Instagram account. Not having IG nowadays is kind of a turn-off as people look at social media as social proof. You might be losing conversions if your company is not present on all important social networks.
7. Entrepreneur makes the cut in the best Instagram ads of 2019 list
This Entrepreneur offer is sure to make you stop your scrolling. While the design is good and fits actual trends, the value they give out is the essence of the ad.
1. Make them an offer they can’t refuse: The Complete Digital Copywriting Masterclass Bundle. Need I say more? They even emphasize how wide the array of expertise is in the caption by stating “From Facebook ads to blog posts”.
2. Use your design to reinforce your point: You can clearly see a multitude of different mediums on which we use copywriting, proving that whoever you are, you will find a shoe that fits you.
3. Minimalist design never goes out of style: By using 2D, simple shaped drawings and vectors, you make sure your ad creatives stand the test of time and that you can reuse them in the future.
8. Eubi and their perfect product demonstration
This Eubi ad is one of the best product demonstration ads I’ve ever seen. They really show you the product inside out and how it looks on someone while perfectly showcasing its features.
1. Showing how good your product is will get you sales: Twist it, turn it, show it in all its splendor. It’s the best testimonial you can find and the best way to gain the trust of potential buyers.
2. Make your video dynamic by using motion design: See how the “STRETCHIEST” text matches the movement of the shorts? It adds originality and depth to a video that would be much more basic without it.
3. Keep it short: Nobody wants to watch a 1-minute video about a pair of shorts. Know your product in and out and know how to “elevator pitch” it. A video for software consulting would obviously be longer for example, but this 10-second video for shorts hits it out of the ballpark.
9. FlyWheel and the use of statistics to emphasize a point
We’ve also added this ad to the best Instagram ads 2019 list because of its complementary colours that are sure to stand out in any feed and fit the Instagram platform perfectly.
1. The importance of statistics: When you carefully pick a stat tailored for your audience, it’s bound to have an effect. Here, if you’re in the 80% that offers maintenance, why not check out FlyWheel’s services and see if they fit you better? If you’re in the 20% that doesn’t well you better hop on the 80% wagon.
2. Use the 2 (or 3 items) principle: Use only 2 or 3 visual items on your ad. Here we have the good looking graphic design in the center, the big title right over it and finally, the logo placed on top. Try A/B testing your ads without the logo as it’s not necessary if we see it well in your profile picture.
3. Use complementary colours: Looking at this ad is generally pleasant and we can automatically see that blues and purples fit together. This creates a positive sentiment towards the brand.
10. HeyOrca’s simple and striking ad
This ad by HeyOrca is how a lot of ads should be. Extremely simple use of space to pass your extremely simple message.
This ad has been running for a long time because of its perfect copywriting and simplicity.
1. Use of space around your message: Using a lot of spacing around the important part of your visual (message or graphic design) is a powerful way to make it the star of your ad. It becomes the sole focus and what people retain more.
2. Engage your viewers with a question: Targeting isn’t totally perfect, so it’s valid that sometimes you see an ad that may not be destined to you. By asking this hard question, HeyOrca makes sure to REALLY catch the attention of people who are concerned as this is a big pain point for agencies.
3. Leverage gradients for your ads: Gradients are an amazing way to make any ad stand out. They’re becoming increasingly popular in 2020 so I suggest you hop on the trend and learn how to create amazing ones.
11. InstaRead App’s multiple images ad
Instaread is using the multi-image Instagram ad perfectly here as it allows them to address multiple audiences in one ad. They maximize their potential return on ad spend by using this technique instead of having to optimize 5 different ads.
1. Use multi-images to adress different segments of your audience: Sometimes, when your product appeals to larger masses, it’s important to target different angles to make sure we make the most out of our ad. HBR does it perfectly here and this is why it’s part of the best Instagram ads list.
2. Use of mockups: Finding free (or paid) mockups online is one of the best ways to present your visual. It gives you credibility (seeing your content within iPhones and next to Airpods for example), social proof and is a fast way of making your ad stand out.
3. Use different button colours: This is a simple and easy little trick to add more dynamism and originality to your ad. Remember that it’s all in the details!
12. Intercom does what humans can’t do
Intercom uses one of the easiest tricks with social media advertising: turn a picture into a video.
We’re also big fans of the copywriting they chose for their caption as bots can do what humans can’t.
1. Turn an image into a simple animation: This is very useful for different reasons. First, it allows you to test both image and video media and see which one is performing best. It allows your ad to stand out a bit more on the Instagram feed.
2. Use emojis in your caption: This will NOT fit every brand, but their use of the green checkmark makes you want to look at what you’re getting with Intercom.
3. Use personalized and bold statements in your copywriting: The “Growth Beyond Human Limits” here is particularly powerful as it testifies to the extent Intercom can better your business performance.
13. Invision App and the epic style ad
Just like Intercom, Invision App uses the simple motion design technique to transform a static visual into a video. They use a more “epic” style for their ad, which is always a win for social media advertising.
We’ve added this ad to the best Instagram ads because of its ability to draw attention in a monotone feed. Even if it’s targeted for designers who are probably bombarded of a lot of different, great visuals, this one will probably turn heads anyway.
1. Turn an image into a simple animation: Although I explained it in the previous ad, another advantage of doing this technique is that getting a conversion like video views is much easier than with an image. This allows much easier retargeting afterward.
2. Use epic visuals to catch attention: A woman in a spacesuit on an alien planet watching through binoculars while her squad is in the background next to a spaceship. Yes, please. Using awesome visuals tailor-made for your audience is always an efficient technique. In this case, designers will react well to a nicely drawn, trendy vectorial visual.
3. Use clear and concise copywriting: Their three-line caption is easy to read and gives out the necessary information with a WHAT-HOW effective method.
14. Koho and their very TV ad-like video
This Koho ad is definitely one of my favourite in this best Instagram ads 2019 list. It’s looking more and more like social media advertising is trending towards a more TV-like approach. But the difference is you can do much more with social platforms as they offer more control and interaction.
Here, the video is cut in very different scenes using different colors. Each scene focuses on a certain aspect of the Koho card. This allows us to retain the information better while seeing all the benefits.
1. Use subtitles in your video ads: Around 40% of videos on Instagram are watched without sound, so having subtitles prevents your viewer funnel from leaking.
2. Use congruent visuals to express emotions: Koho uses things like a zen garden to associate their brand with tranquility, gifts to make you think of what you could buy if you saved money with their service or even more explicit, a coconut drink to make you think of vacations.
3. Use an array of bright popping colours: Making the switch between all those colours gives a vibrant and positive aspect to the brand and makes you want to associate with it.
15. Mountain Equipment Coop shows you how to talk to your audience
Mountain Equipment Coop, an outdoor accessories and clothing company absolutely nails it down with this short and dynamic video.
We’ve added this one to the best Instagram ads list because its rhythm and pace combined with breathtaking scenes are sure to connect with their audience.
1. Dynamic videos are more engaging: There is no shot longer than 1 second in this video. You always have something new to see and this technique gets you on the edge of your seat. It adds more jump and viewers are more likely to stay until the end.
2. Punctuate your video with poignant titles: MEC does a good job to catch just enough attention with their titles. It allows you to focus more on the video and the products.
3. Show your products in action: Even if they’re hikers, they still wanna look good. This ad perfectly showcases the products in their natural habitat: nature. What better way to sell your items to this crowd?
16. Polaroid Lab and the irresistible gift
A little trip down memory lane here.
Polaroid uses a very retro vibe for their ad, which shows they know both their audience and their brand image really well. They also categorize their product in the “gift” department, choosing a very precise angle.
We also love the social proof they’ve added with the “Best Gift 2019” etiquette. Even if we don’t know where it’s from, we can easily believe it seeing the awesomeness of the product and the brand that created it.
1. Choose a vibe that represents your brand: Polaroid doesn’t need to go for an epic, modern, colorful look. They know what works for them and this simple, textured old school background totally matches their brand even if it would look horrible on another.
2. Use demonstrative pictures: Since they opted for pictures instead of a video for this ad, it’s very important to still see the product in action. Here we quickly understand their interface and how it looks.
3. Use social proof: Won an award? Include it. You were featured in a renowned publication? Include it. Social proof is still one of the best ways to sell.
17. Pond5 is not afraid to tell who they are
We’ve included this Pond5 ad in the best Instagram ads 2019 list because it doesn’t pretend to be something it’s not.
They choose to instantly talk about their low pricing, but instead of making you feel guilty for getting “cheap” stuff, associate an image of pleasure and sweetness to their deal. They don’t talk about a “cheap” budget, but about a “sweet” budget. And coupled with this image, it just reinforces their point.
They also make a great point in their copy by stating that you’ll save money with this service, giving you one last reason to choose their service.
1. Use copywriting to elevate your brand: Well crafted copywriting can give a totally different impression of a brand that could seem “second-tier” or lower-level otherwise.
2. Associate this awesome copywriting to your image: To make your point even more powerful, putting these two components together in certain to bring good results.
3. Don’t be scared to use your weak spot: Maybe “weak spot” is a bit of a stretch here when talking about the price, but the fact is we associate quality with high pricing, especially for videos. If you choose to use it to your advantage, it’ll work in your favor.
18. QZ and the use of poignant, short titles
For those who don’t know, QZ is a news outlet for people in the business sector. They pride themselves in talking and focusing on change.
We chose to add it to the best Instagram ads list because of 3 things: their striking 2-liner copywriting, the intriguing background and their complete caption.
Important to note, this was a video with the teal rectangle behind the title alternating between both titles.
1. Use short and striking copywriting: This is the equivalent of a punchline in a rap song. To know you chose a good one, it has to make you go “Damn. Nice” with a little smirk. ?
2. Use abstract and intriguing backgrounds: This is a simple and colorful way to make your ad stand out. Just make sure the colours are brand congruent.
3. Make the most out of your caption: If your visual is focused on catching attention and making a statement, make sure your explain your offer more in detail in the caption as QZ does here.
19. reMarkable‘s perfect product showcase
This is one of the most complete ads in this best Instagram ads 2019 list.
It gives you absolutely every possible information about the product – except the price. This is a really smart and strategic way of selling your product. They show it inside out, give every possible feature, integrations, connections, etc BEFORE showing the price (you actually have to click on the ad to see the price) so that, even if the price would be intimidating at first, it’s not as much when you know the whole story.
They even top it off with some social proof at the end (reviews by WIRED).
1. Tell the whole story: Don’t forget a single detail about your product. Make sure people know it inside-out, like you do.
2. Don’t talk about the price before the final step: A lot of brands that sell high-priced items don’t show the price before you’re actually ready to buy. This allows them to showcase everything there is to showcase it and increase perceived value before the ultimate decision – buying.
This technique only works if…
3. You present your product extremely well: You actually have to make people intrigued and excited about your product. Remarkable does it extremely well with beautiful visuals, in-hand feel images and examples of what can be done with the tool.
20. SEMrush and their trendy study
This SEMrush ad is a pretty great example of capitalizing on opportunities and trends.
With the birth of dropshipping, eCommerce became absolutely crowded with thousands of companies trying to sell clothing online.
This video uses bold statements to provoke intrigue in you and make you want to learn about the state of eCommerce nowadays. If well targeted, this ad is certain to make you download their guide.
1. Use motion design and transitions: This video of girls just turning around could be quite boring if there weren’t any Xs, numbers, dots adding some spicy to it. The glitch transition effects also give a more dynamic finish to an otherwise bland video. Remember that motion design is always a good way to make your video stand out.
2. Capitalize on trends: Stay on top of trends in your industry to know exactly what your audience could react to and maximize ad conversions. Instagram is an especially “trendy” platform so you’re sure to make noise if you follow that rule.
21. SE Ranking uses actionables and future projections
SE Ranking uses a good mix of sales techniques in this ad, which is why we’ve added it to the best Instagram ads 2019 list.
You have the before and after you use their service chart, you have the actionable steps that explain the simplicity of their service and you have something that can be very powerful if well done: the mascot.
Mascots are easily recognizable and do their job extremely well in reminding us of a brand, whether it’s positively or negatively.
1. Before and after technique: Show your customers their current situation (you can associate it with a sad face, dim colours to reinforce your point), then show them where they could be with you (preferably associated with happy vibes and popping colours).
2. Give actionable steps: This gives a sentiment of security and comfort to people. They know exactly what to do with the platform and using 3 word sentences for these steps like SE Ranking does makes it look like something a kid could do with his eyes closed.
3. Ask questions: As we can see in their caption, they directly ask a question. This can be an effective way to filter ill-targeted ads and address the right audience directly.
22. Sorted proves that great UI = more conversions
Sorted is a relatively new free app that allows you to organize business expenses extremely quickly.
We’re big fans of this ad because they showcase their extremely simple and user-friendly interface to organize your invoices. If you’re self-employed or have business expenses, you know how fastidious it can be to organize your invoices.
Like the ad shows, you simply have to choose between two buttons to classify them. Easy as one two three right?
1. Start with a question: Like some other ads in this best Instagram ads list, asking a question to your audience is the best way to make sure you address the right people.
2. Show how easy your product/service is to use: This is a great example of awesome UI/UX. You can clearly see how this tool would facilitate your life and you can easily come to download it.
3. Make sure you have the right call-to-action: I’ve seen a lot of app ads that actually bring to the Instagram profile or the website to learn more. If you have an app, bring people to the App Store to download and have them try it out.
23. Tile’s minimalism gets them in the best Instagram ads 2019 list
You gotta love a simple, minimalist, not annoying ad like this one. It’s short, it’s not pretentious and it catches your attention.
Although we don’t see it in this video, they explain in one short sentence what Tile does. If you’ve been living under a rock, it’s a small keychain that you can ring to find your keys (they’re probably in the sofa crack if you’re looking right now).
1. Make your product the star of your ad: Putting your product at the center of a simple, flat background makes it impossible not to focus on it.
2. Add animation to make it less boring: The stacking animation of the Tile gives more personality to the ad instead of just adding a static picture on a white background. This is the kind of small details that greatly improve brand value and shows that you actually put a bit more effort to create better advertising.
3. Congruent call to action: When your audience knows everything you need to know about the product make sure to bring them to the buying page directly.
24. Tom Chalky’s vintage design resources abundance
Beautiful creatives like Tom Chalky’s do not go unnoticed in an Instagram feed.
As a designer, he knows he has to stay up-to-date with current design trends, and since vintage and old-school is particularly prized nowadays, he knows he’ll get a lot of conversions from visual artists around the world.
Instead of a question to filter the audience, he opts for the word “if” which basically has the same effect.
1. Striking visual with simple title: In this ad, the product itself is beautiful enough to attract so it does 2 jobs in one. The title is very straightforward and lets you know immediately what you get.
2. Use overwhelming numbers: The 1400 different designs is probably more than enough for a lifetime, so you know you’re getting a good deal with that ad.
3. Use “if you’re” to filter your audience: Just like a few ads in this best Instagram ads list, Tom Chalky chooses to filter its audience by making sure to talk to the right people. He still uses the broad term “creator” to appeal to large masses.
25. Tropic Feel knows how to showcase their product
As you can see by the number of views on this ad by Tropic Feel, it’s been running for a long time and it’s because it works. This is the main reason we’ve put it in our best Instagram ads 2019 list.
You’ve got it all here. Amazing shots of their product, the shoe being put to test in different scenarios to really show its potential, a simple and effective title and a clear call-to-action at the end.
1. They show the product in action: With these shots, we can clearly see different situations in which we could really use these shoes.
2. They leave the title throughout the video: This is an interesting technique. It forces us to remember what the shoe is about and makes it “THE” sneaker we can swim in. It could have been poorly done if the title was too intrusive and prevented from watching the video, but by making it white and not too big, we’re still able to focus on the images in the background.
3. Clear and bold call-to-action at the end: With Instagram video ads, it’s important to have 2 call-to-actions. One on the button of the ad and one at the end of the video to emphasize the action you want viewers to take.
26. Tushy and the art of light-hearted storytelling
This is simply an amazing ad by Tushy.
They make great use of relatable situations with a light-hearted tone. This makes you connect instantly with what they talk about.
The minimalistic “PowerPoint” vibe with different slides also makes the ad very digestible.
The drawings and little comments throughout the video are just pure gold and greatly improve brand image.
1. Do a slides presentation: You could also choose to pick a multi-image ad to do that, but you’d be asking for more effort from your viewers. Transforming your slides into a video allows them to just sit back and watch your amazing short story. Speaking of stories…
2. They turn advertising to storytelling: There’s a negative connotation to advertising in general. By stating on the first slide that this is a story, they shed off part of that negative vibe and reinforce positive sentiment towards the brand. They don’t advertise, they simply tell a story.
3. Copywriting can take your brand to the next level: Slide after slide, the copywriting gets more hilarious. This is reminiscing of the infamous Squatty Potty ad.
27. UpWork’s simplicity makes the cut in the best Instagram ads of 2019 list
This ad creative by UpWork can be broken down in 3 parts, which makes it really easy to scan through.
First, you’ve got the title, broken in 2 parts itself. This allows passing 2 distinct messages in fewer words.
Then, you notice the creative. If it’s well-targeted, this woman drinking coffee in front of her laptop is probably you (a company owner/freelancer) while seeing the ad.
Finally, the caption has a message of its own, including some social proof.
1. Guide the ad reader: By giving a direction to your readers, you make sure they scan the information in the order you want them to. In this case, it’s extremely user friendly as it starts in the top left (title) and ends in the bottom right (caption), the natural flow of reading.
2. Different messages for different sections: Every written part in this ad tells a new piece of information/offers a different type of copywriting. This allows showing multiple facets of your brand/offer.
3. Use a creative your audience can identify to: UpWork primarily talks to the exact crowd they represent in their visual. This instantly catches their attention and they’re more likely to stick and read the whole thing.
28. Westel Canada and its soothing product display – video combination
This Westel Canada ad is probably the most beautiful and harmonious ad on this best Instagram ads list.
They make great use of the product display feature underneath their soothing video. This is like a 2-in-1 ad as you can showcase product images while showing an awesome advertising video.
1. Try every ad feature: This ad type is one we don’t see enough with eCommerce. It gives an incredibly unique and interactive feel and really showcases the power of social media advertising. This is sort of the Facebook equivalent of Instant Experiences ads.
2. They use a white background to show products: This is still the best way to show a product, whether it’s on your website or on your carousel ads. Note that it can be other colours, but keep them light and not dark as it allows to see more details on the product.
3. Match your tone and rhythm: A bass-boosted, dynamic and fast-paced video would simply throw off viewers. Westel deserves harmony and calm. Know your brand well before trying all sorts of marketing angles.
29. Wix uses precise targeting and adapted copywriting
We like what Wix has done with its marketing efforts this past year. What they lack in power and actual website qualities, they make up for by attracting certain crowds with really precise advertising campaigns.
As an agency owner, this title directly intrigues me so they’re doing a good job in that regard.
We also love the simple design they used for their background.
1. Try multiple angles in your ads: If you offer an extremely wide array of services that can appeal to a lot of very different crowds, try completely different ads with different brandings. In this case, a website builder can go crazy in terms of marketing angles.
2. Shapes and minimalist design: If you don’t have a “star” item on your ad (like in this case it’s just a title), a simple flat-coloured background won’t cut it. Adding shapes and layers like Wix did is an effective way to improve your Instagram ad design.
3. Big and bold title: They don’t mess around with pointless details. They just want you to focus on the big title in the middle of the ad.
30. Yanko Design makes you want to buy instantly
I’m almost certain you have seen this ad before. As you can tell by the number of likes, it performed REALLY well.
That’s because the video shows the product well on a nice decor to really accentuate the way it would look inside your own house.
They also make it look fun, lively and easy to use, making you want to use them.
1. Give your viewers the need to try your stuff: Showing happy people having fun with your product is the perfect way to boost brand value and maximize conversions.
2. Punctuate videos with copywriting: Yanko Design seamlessly breaks the flow of the video with copywriting on a light pastel colour. This is to make sure people focus on the title and are not distracted by the video on the background.
31. Anima goes retro and simple
Retro design might as well be called modern design because we see it everywhere nowadays… and it’s dope.
Using the retro vibe can be a great way to connect with any kind of audience because it’s such an easy-to-like sight.
This ad, along with its fun shapes, perfect copy and cool color tone is a great combination.
1. The perfect copy is often the simplest one: Sometimes, we tend to want to say too much in copywriting. Maybe our product or service has another amazing feature we want to talk about, but don’t. Stick to your strongest selling proposition, in this case converting XD into HTML.
2. Use retro design: If you’re tired of your old ad creative, giving them a retro vibe might be the way to inject some life into them. Retro is easy to like and touches every generation. But…
3. Choose the right colors: If you’re going to use retro, make sure to use retro colors and nothing too modern like bright blue, deep red, etc.
32. Shopify Plus and the use of colored shapes
Shopify ads are among my favorites in this best Instagram ads of 2020 list and in general.
The reason is that they’re able to keep their ads extremely simple yet beautiful with effective text and simple, minimalist design.
You can see that there is a creative effort, nothing too flamboyant, but it’s still not just a white background.
1. Add some simple design: Seriously, Shopify should be a great inspiration for everyone out there who’s not a design expert. Colors, shapes, image superposition… anything minimalistic is trendy nowadays. Leverage it for your ads.
2. Black bold text: Combined with effective copywriting, this will surely boost your ad’s perceived image.
33. Adobe goes full pop
I just love ads that showcase creativity and color.
We don’t have a clear idea of what we’re seeing here, and that’s the goal. They let your mind wander in what you could possibly do with the apps. This ad makes you think and project yourself in their world.
With Adobe, you can showcase your creativity and do whatever abstract 3D shapes you want.
1. Sense of inclusion: With an ad like this one, we feel empowered. We feel like we can achieve anything because they give us the possibility of doing so with the strong copy “Set your creativity free.”
2. Make image and copy relate: Pretty simple but here we have an amazingly creative design that’s kind of breaking free, exploding, spreading, just like yours could.
3. Popping colors: They’re still the way to go when you want to catch attention. If combined with an amazing pop-like design, your ad will perform a lot better.
4. The amazing offer: 40% is a pretty damn good discount if you ask me. Even better, they mention how many apps you have access to, and 20 is a lot. Note that they repeat the discount twice in the description after mentioning it in the visual to put emphasis on how attractive it is.
34. Hootsuite and the child-like simplicity design
Who ever dreamed of a big digital screen where you can move things around with your hands to easily have an overview of everything?
Anyone that simply needs to organize things, really.
This is what this super simple design by Hootsuite gives us.
1. Make your audience relate: Here, anyone who has trouble staying organized will love the easy-to-use interface the platform offers.
2. Compare yourself to something awesome: In this case, the giant screen where you can organize things with your hands. This makes potential customers think this is what they’re getting by buying your product/service (or close to it).
3. The irresistible offer (even better than the amazing offer): A 60-day free trial for a tool that’s going to simplify my life? Sign me up. Even if I’m not staying after those 60 days, it’s big enough a time frame to becoming dependent on that tool (which is what Hootsuite wants).
35. Adobe’s next level creativity: what is possible to achieve
Okay so… this is overwhelming.
If you’re not feeling dizzy or even high after watching this psychedelic trip then something is wrong with you.
But how amazing is it though? An ad like this makes you totally immersed and if you’re a creator, it will make you want to create.
1. Brilliant music choice: The matching words, the soothing voice, the dreamy tone… it just fits. Choosing the right audio for your ad can greatly improve its quality, and this is in part what makes this ad one of the best Instagram ads of 2020.
2. Time congruent: This ad was released during Pride Month, so it’s fitting to see their catchphrase “Creativity for all” at the end of the video. Adapting your ad to current times can be an effective way to generate results for your company. A good example of this is when he released our BLM movement ad for Taste (one of our clients) and it generated our cheapest downloads to date.
3. Superfast slides: Showing an array of images showcasing your product/service can be a great way to overwhelm your audience (in a good way). Especially if what you have is visually attractive. In this case, we see dozens and dozens of visuals at 20 images per second speed. Trust me I counted them.
36. Fiverr mixes soft colors and high-class visuals
I love the way they take the attention of the viewer to the center of the image. The related-to-the-ad design is beautifully showcased inside the white, soft overlay.
After seeing that, the eyes are naturally toward the title below, presented in a minimalistic fashion. It also helps that they show an array of services in a carousel, making sure there will be something for you in there. I love the way they included the Fiverr logo here as well.
Finally, the background is not too crowded and doesn’t remove focus from the essential.
37. Elementor uses the 4:5 format beautifully
If you’re running Instagram ads, the 4:5 format should be the all-star of your ads strategy.
Because everyone is browsing Instagram on mobile, the 4:5 format takes up more space on the screen and creates a more immersive experience for the viewer. This allows your designs to look bigger than in a classic 16:9 format.
Elementor also does good with the copy here, ending it with a powerful, all caps “FREE DOWNLOAD”.
38. Audiio and their amazing promise
They definitely got your attention with that title. Free music listening for $199? Too good to be true…
Indeed, it’s because there’s a catch to what that music is. Audiio is actually a royalty-free music platform for creators. Sure, you’re going to lose some people once they know what it’s about, but you’ll make an impression with such a title. This really shows the power of copywriting.
I would advise, if you are to use this technique, to maybe mention somewhere in the image what the product is so people know before reading the caption/visiting the website. This way, you’ll probably avoid negative feedback on the ad.
39. Heropost and their solid right hook
I just love a good jab to another company.
Burger King is notoriously good at mocking McDonald’s, often comparing the price of the two fast-food chains.
Here, Heropost creates a strong impression by showing their incredible price difference, but they also make sure to relate to their crowd (people who know social media) by wonderfully using a famous meme.
40. Mailchimp and they light tone best Instagram ad
Sometimes, what a brand needs to grow, is showing their values on social media.
We see it a lot on social media: posts where companies show they donated to a certain charity, where inclusion is being put forward or where they show success stories… why not turn that into an ad and reinforce positive sentiment towards your brand?
Here, Mailchimp shows their motivational, never-give-up values in a smooth-looking ad to all entrepreneurs out there.
Sometimes, all you need is a little boost, and Mailchimp did just that.
41. Monte Carlo Monaco uses perfect timing to get into the best Instagram ads list
The Monte Carlo Bay Hotel in Monaco really chose the perfect timing for this ad. Right after the COVID-19 quarantine in France in 2020, they advertised this smooth design with effective copy.
They literally tell you to go celebrate the end of this two-month sedentary lifestyle by going in one of the most chic places on earth… with a 15% discount.
I bet you a lot of french people went there for their vacation.
42. Nike’s beautiful use of the catalog ad
Instagram is becoming notoriously good for shopping and discovering new products. Indeed, around 60% of people discover new products through Instagram.
If you’re selling items online, catalog ads might be a match made in heaven for you.
I like how Nike shows a complete style and then shows the products in question below. This gives us an idea of what the whole look could look like and creates an automatic upsell if you like several products.
43. Offsprout goes back to the basics
Just a straight-to-the-point design by Offsprout here.
Sometimes, a simple ad like this can be good enough. Center your title, make it short yet effective, add some illustrations around it so it’s not too boring, and voila.
Do not forget to mention any competitive advantage or special offer you have in the image to add that extra little spice (in this case, the fact that it’s free).
44. Shaw Academy and their peculiar design
Sometimes, making a weird design will make you stand out.
This is what Shaw Academy does here, with an orange-target. Have you ever seen an orange-target before? Neither have I, and that’s why the design is going to stick in your head as well as grab your attention on Instagram.
When you have such an attention-grabbing design, you don’t even have to think too hard for the copy.
45. Shoelace gives a glimpse of their awesome content
Shoelace does something really good here, and it’s showcasing their product.
It’s almost like a watch company could do, unboxing the product, zooming on it, showing you the mechanism so you really know what you’re getting.
In this case, they give you an actual glimpse inside the document you’re about to download, and let you know about it right in the first slide. They also do a good job or reminding you to actually download it on the last slide to make sure they’re not losing customers.
46. Shopify Plus once again makes the cut in the best Instagram ads list
What I love with carousels is that you can easily spark curiosity. People will want to know what comes after the “Focus on what matters most.”
If they wanted to make the ad even better, they should have gone with a “…” at the end of the first sentence to really notify the viewer that there’s something more.
I also love the way the line art is actually congruent with what you see: it sort of follows a natural left to right flow on the first picture and goes down on the second to let you know there’s nothing more. This helps the user understand the ad better and scan through it more efficiently.
47. Pyxis Social gives you more for your money
A little bit like the Heropost ad above, Pyxis Social uses famous competitors to make their product look even more awesome.
Most people in the field know these three companies, so combining them into one app is definitely an interesting option for these people.
Combine this strong copy with a simple design and you’ve got yourself one of the best Instagram ads.
48. Vocal Creators using the power of typography
This one makes the cut in the best Instagram ads list because of two things.
First, I love the way they’re guiding the reader’s eyes by filling the outlined words one at a time. It makes us respect the pace and follow the ad easily.
Second, it’s unbelievably simple and their color code makes it stand out.
49. Promo Dot Com and their striking visuals
Who is not going to stop to look at some flying cheeseburgers?
The attention grabbing is great, but the message it sends is even better. If they have a video of flying cheeseburgers, what do they not have?
By showing this type of creative with a strong message, it automatically tells you that you’ll find what you need on their platform.
50. Jumper Media is calling you out
They have a simple, user-friendly animation that fits their description: pretty good.
They call you out saying you don’t have as much expertise as the people who made this guide: risky, but awesome.
This type of message is not going to fit everybody, especially someone that has a big ego like the guys from Jumper Media.
However, it’s okay if your ad creative isn’t “one size fits all”. Strong copywriting like this one will stil yield results.
51. GenM shows you an unusual way to grow your business
Their message is simple and striking.
It automatically makes your brain think of all the advantages of having student-employees.
Not full-time, less expensive, eager to learn, eager to get new experience.
Combined with their bright red creative, this ad is sure to stand out.
52. Domestika and their trendy Instagram ad
Keeping up with the trends, as you probably understood from this article, is one of the best ways to advertise on Instagram.
In recent years, with the rise of motion design, animating fonts has really taken a step forward. There is so many possibilities.
For any marketer that sees this ad, this is going to seem like a great opportunity.
The ad itself also shows a lot of possibilities, selling the promise of you being able to do that easily.
53. Artgrid with another stunning Instagram ad
Artgrid honestly makes among the best Instagram ads you can find out there.
They’re always so dreamy and grandiose.
It probably helps that they sell amazing stock footage and showcase it in the most awesome way.
They always use certain keywords like “story-driven footage, which is extremely important. It shows it’s not mindless stock footage that’s impossible to use.
Oh also, want a winning ad like Artgrid? Hire a British narrator.
54. Motion Design School using a detailed Instagram ad
Motion Design School does a good job of really explaining what you’ll obtain from these classes by using related vocabulary like frame-by-frame hand drawn FX, energy animation, morphing, etc.
It shows how complete the course is, and coupled with the great animations you see on the background, it’s enough to make you want to sign up.
55. Marriott Hotel makes you want to travel
It’s simple but effective.
Hire someone to take stunning videos of the most beautiful spots your locations have to offer, add background music that’s appropriate to the style of architecture or the emotion you want to sell and bingo.
56. Simplii Financial uses bold brand colours
This ad by company Simplii Financial is simple, but extremely effective. Even with an absence of words, they successfully use two bright red circles to get their message across.
1. Use brand colours to establish yourself. Simplii uses a bright red and deep navy blue in this advertisement, two colours that are in their logo and all across their website, and act as staple colours of the company. They also stick with a circle shape, as visible in their logo, to maintain consistency for their brand. Users that see ads with these colours and shapes in the future can quickly identify their company. Consistency is key!
2. No text, just icons. By using two simple icones featured in bright red circles, Simplii draws attention and gets their message out without requiring users to read anything. Sometimes, less really is more.
3. Sparking interest through money. In their caption, they offer users up to $200 for opening an account. This is an easy way to attract people who are looking for a new bank. Everyone’s interested in earning quick cash!
57. Ana Luisa’s clean and sleek composition
Ana Luisa does a great job at catching consumers’ eyes by showcasing one of their products in a high-quality, sleek photo. The composition creates a beautiful image for consumers to enjoy.
1. Use high-quality photos. You want to appear professional and put-together in your ads to convey reliability. One of the best ways to do this is by using a sharp, striking image of your product that shows users everything they want to see.
2. Clean composition as an eye-catcher. The way the products are laid out in this photo draws the consumer’s eye right to the middle, where one of the company’s necklaces is perfectly featured. This makes it easy for users to really appreciate the product.
3. Positive words = positive vibes! By cleverly including a product that has the word “Joy” printed on it, they’ve indirectly expressed happy feelings to users. This. canmake users feel positive connotations towards the brand as a whole.
58. Bioderma solves an everyday problem
Makeup removal is part of an everyday routine for many people. It usually involves cleansing, rubbing, wiping, and double-cleansing, and can be a long and tiresome chore right before bed. Bioderma knows this, and they target people that are tired of the process.
1. Solve an every-day pain. By claiming to make makeup removal easy, Bioderma appeals to a huge audience of makeup users that face this task everyday.
2. Make an offer. Saving money is something no one can turn down. So, by offering $5 off, they’ve given people even more reason to try their product out.
3. Use consistent, bright colours. The use of a bright pink in their text, background, in the model’s makeup, and of course, on the product itself, Bioderma has created a visually appealing and colourful ad to look at.
59. Revive Superfoods shows off their yummy product
There’s a healthy food craze going on, so it’s the perfect time to put out an advertisement like this one. This ad by Revive Superfoods is a great example of a method that companies in the food industry can use to really make an impact with advertising.
1. Make consumers’ mouths water. By featuring one of their own smoothie bowls, Revive Superfoods has shown consumers what they have to offer. And who doesn’t love a good Instagrammable smoothie bowl?
2. Tell them why your product works. Many people that want to switch to healthy eating face the obstacle of preparing the food itself. Healthier meals are usually more time-consuming in the kitchen, and Revive Superfoods knows it. So, they’ve let consumers know that their smoothies are “ready-to-blend”. You can have a perfect smoothie bowl with one push of a (blender) button.
3. Not one, but two discounts! Not only have they offered 50% off their product, but they’ve also thrown in free shipping. The combination of these discounts can really push consumers to purchase.
60. Kits’ unbeatable offer for first-time buyers
Instagram is a great place to reach users who are totally unaware of your brand. In this ad, Kits offers this type of audience a chance to try their product risk-free.
1. Big text for a big offer. When I look at this ad, the first word I see is FREE. This automatically draws a consumer in, because, well, who doesn’t want to get things for free? And as mentioned, it’s a great way to get new users to try a product out, as there’s no risk involved.
2. Share discount codes directly through the ad. Rather than make users click on another link to find out how to get a free pair, Kits gives a discount code straight away in the ad. This lets users know that they’re serious about the offer. It’s right there for them to use it!
3. Use actionable words. GET your first pair free. USE code. They’ve given consumers the next step in purchasing with words that compel them to action.
61. General Assembly Pizza Subscription Box is the first of its kind
This ad introduces the world to something it’s never seen before: a pizza subscription box. Yup, you read that right. General Assembly makes great use of copywriting in their caption to let users know exactly what they’re getting and for how much.
1. Set yourself apart. In this ad, General Assembly lets users know that they’re above other pizza companies because they are the first pizza subscription service. This shows that the brand is confident in the value of their product.
2. Tell consumers what they want to know. The caption for this ad gives consumers a lot of information: what it is, how many pizzas you get, and the starting price. Users that visit their link are truly interested in the product or service because they want to learn even more.
3. Show them exactly what they get. In their photo, they’ve shown users exactly how the subscription box looks and how the pizzas are packaged. This promotes transparency and trust for their brand.
62. Call It Spring appeals to a specific audience
In this ad, Call It Spring targets a specific audience of ethical buyers. Their use of colours and smiles gives consumers super warm vibes.
1. Use happy colours. Yellow is often associated with happy things: summer, the sun, vacation… by choosing a nice muted yellow for this ad, they’ve given a feeling of warmth to their consumers without overwhelming their eyes by using a shade that’s too bright.
2. Convey happiness with smiles! To go with the warm yellow, they’ve also used a smiling model wearing their product AND a smiley face under their message of being vegan and sustainable. This ad couldn’t get any happier!
3. Style the product. The model in this ad is showcasing a full outfit featuring Call It Spring’s shoes. This gives users an idea of how they can wear the shoes with their own clothes. Push users to ask themselves if they can see your product fitting into their personal style.
63. Chef’s Plate conveys authority with this Instagram ad
We all want to be kitchen whizzes that cook up perfect meals from home with almost no effort. Chef’s Plate brings this dream one step closer to reality with their meal kit delivery service. In this ad, they offer users a great deal for their chef-status meals.
1. Use words that convey expertise. Using the word “chef” in their brand name and advertisement gives off a sense of authority and expertise. This causes users to trust their brand more and see them as top of their industry. Plus, throwing in the time cap of “15 minutes” lets users know that they can have chef-quality meals in a short amount of time.
2. Show off your product. They’ve featured one of their finished meals in the ad, showing users what they can achieve with the delivery service. The copywriting in combination with the visuals leaves consumers in awe. As in, wow, I can make that in 15 minutes?!
3. Offer them your high-quality product at a discount. By offering 50% off, they’ve sparked users’ interest in their high-quality product. You can get a chef-status meal to the comfort of your home for half off. Who could say no to that?
64. EF Tours uses stunning and informative visuals
In this ad, EF Tours features a beautiful image of a church in Europe. But not only this, they’ve mixed in an informative map to get users’ minds dreaming.
1. Use a combination of visuals. The stunning image of a European city in combination with a map lets users know where they’ll go and what they can see on one of EF’s tours.
2. Write smart captions. In this caption, they’ve cleverly drawn users in with their play on the number “21”. Plus, they grab attention with the low price of $21, making them wonder how such a small amount of money can turn into a whole trip.
3. Make consumers’ dreams come true. Barcelona, Paris, Prague, Rome… these and many others highlighted on the ad’s map are destinations that consumers dream of visiting. By featuring them in this ad, they’ve really pushed people to click their website and turn their dreams into reality.
65. Fido lets you know you can rely on them
This ad by Fido is super effective with its smart copywriting and brand-consistent image.
1. Call out your target audience. In the caption, Fido has appealed to students directly. Students are a group that rely heavily on the Internet, so Fido does a great job at offering them a service that they need.
2. Brand-consistent imagery. Everyone knows that dogs are the face of the Fido brand, and this ad shows exactly that. It also helps that almost everyone is a dog lover. They’re just so darn cute.
3. Use bright colours to really pop. Using a bright yellow on an unlikely item (i.e. the laptop) makes this advertisement really stand out. When you use unconventional, striking colours, you really draw users’ attention to your advertisements.
66. LeadPages uses simple graphics in this Instagram ad
To advertise their eBook, LeadPages uses this simple but effective graphic advertisement that flashes through some of the book’s highlights. This gives users a taste of what they can get with the product.
1. Use clean graphics. This ad features great graphic designs in a video format that is visually appealing to the consumer. Not only that, but the use of one colour makes the advertisement appear seamless.
2. Give users a preview of the product. What other way to grab a consumer’s attention than by showing them what they’re getting? Previewing the product, like LeadPages does here by flashing through some titles in the eBook, leaves users wanting more.
67. The New Yorker gets festive
We’ve all seen the popular New Yorker tote bags. They’re chic, stylish, and best of all, practical. With this ad, The New Yorker puts on play on their classic tote and offers users an exclusive design plus subscription to their magazine at a low price.
1. Use a simple layout. In this ad, they’ve used a simple, one-toned background to draw all the focus to their famous tote bag. It helps to use a background colour that contrasts well with your object-of-focus; in this case, the bright orange makes the white and black of the tote pop.
2. Incorporate a holiday into your ad. Make things fun by incorporating an upcoming holiday/occasion into your product and/or advertisement. The New Yorker does this by offering their classic tote bag with a twist; it features a little monster, an ode to one of the funnest holidays in the year: Halloween!
3. Offer limited-edition products. Letting customers know that you have a limited-edition product is a great way to engage them. It moves them to desire the product because of its exclusivity.
68. Fossil’s uncomplicated showcase ad
Fossil features three styles of their elegant watches in this ad, and uses simple copywriting to call consumers to action. They’ve only used two colours, a few words, and a simple design, but they get their message across.
1. Let consumers in on the deal. In this ad, they let consumers know that their 40% off sale is a “limited-time offer”. This moves consumers to action as they try to get in on the best deals.
2. Feature more than one product. Fossil shows consumers what they can get in the sale by featuring three of their sleek watches in their advertisement. By displaying more than one product, they appeal to people with different styles.
69. Murad’s Skincare with their playful, eye-catching Instagram ad
This is a simple ad, but Murad adds an extra element of design by creating a fun bubble graphic behind their product. They could have left it as a single-shot image on a nice blue background, but by adding the bubbles they draw customers’ attention in. Not to mention, they offer a solid deal: 20% off your order. And they make it super easy for consumers to shop by giving them the necessary code right there in the ad.
70. Samsung’s fun video format ad
This ad by technology giant Samsung introduces their new phone to customers in a fun but informative way. By using video they’re able to fit a lot of information into the ad without it being boring.
1. Use a fun video format. In their ad, they feature the new phone in a dynamic way, with movement, speed, and demonstrations. Honestly, it’s so unique that it’s hard to describe with words. You’ll have to watch the video for yourself!
2. Use simple text that doesn’t take away from the video. They make sure to give specs for the new phone in short but informative text spaced out throughout the ad, so as not to overwhelm the viewer.
3. Set the mood with a lively tune. The music that Samsung chose for this ad is purposeful. It sets the mood for the whole video, giving it an amusing, poppy vibe that users can enjoy.
71. Minto Apartment with cool transitions
In this ad, Minto Apartments goes above using simple images to feature their new apartments. They could have created a catalogue ad, but instead, they made a video and used really cool transitions in between each picture to keep viewers interested. In combination with the text that boasts of the apartments’ amenities, this ad is super effective and is a win in our books.
72. Hush Blankets uses a sincere testimonial
What better way to appeal to customers than through real-life testimonials from other real customers? In this ad, Hush Blankets records a customer’s reaction to using their blanket for the first time. This is a great way to gain the trust of consumers.
1. Use first-impressions. Show users other consumers’ first impressions towards your product or service to really gain their trust and show your true value.
2. Tell a customer’s story. In this video, they’ve featured a woman that claims she usually has trouble sleeping, but she believes that this product will help her sleep better. This is an awesome way to advertise, as it allows other consumers to relate to her problems—and the solution? Your company!
73. FabFitFun makes you jealous with their product preview
Subscription service FabFitFun has created a great Instagram ad by opening one of their boxes and displaying everything inside. Their boxes are super packed with tons of great products. By using a video, they show consumers how fun it is to open a box up and look through everything they’ve scored!
74. Vessi Shoes puts their product to the test
Vessi Shoes knows their product’s worth, and they’ve created this video ad to show it. Their product is a waterproof shoe, and through this video, they show users that their product is seriously good.
1. Show that your product is really what you say it is. Vessie claims to have completely waterproof shoes, and they show it with their video of someone wearing the shoes walking directly into a puddle. They talk the talk, and walk the walk.
2. Use short, but effective copywriting. Giving consumers all the facts in short copywriting alongside compelling video will really make your product stand out.
75. Designer Shoe Warehouse makes the top Instagram ads list
In this ad, Designer Shoe Warehouse shows off all of the brands they have in store. This allows them to appeal to many different audiences that may be fans of different shoe brands. They also use colours that contrast, with a dark black background and bright yellow and white text. Lastly, they give the consumer a deal they can’t refuse: an instant 30% off with an easy-to-enter code. This company knows that you can never have too many pairs of shoes!
76. Levi’s Take on Black Friday Sale
We love this fresh take on a Black Friday sale. This ad ran around the end of November, so in a sea of other Black Friday ads, it’s important to stand out.
- Stand out: Levi’s Indigo Friday Sale is their way of standing out against the thousands of other Black Friday sales this November. Using Indigo instead of Black is a clever nod to the colour of their jeans.
- Impressive deal: 40% off and free shipping is a great deal, so Levi’s chose to put this front and centre. It is an effective way to get your ad noticed.
- Showcase the product: This ad is all about denim on denim on denim and it does a great job of making sure the customer knows that. The models are wearing all denim and even the background looks to be made out of denim.
77. Lagostina Proves its Non-Stick Power
Lagostina’s non-stick cookware is put to the test in this super effective ad. We love their smart use of the boomerang technique.
- Use a boomerang: The content of this ad looks like native content. Their smart use of the boomerang technique means that this ad fits right into users’ feeds.
- Show the product in action: Lagostina’s chosen medium is also perfect for showing off their non-stick pans. It’s repeatedly showing users how easy it is to flip pancakes in their pans.
- Effective ad copy: The copy under this ad is simple and clear, there is no doubt what the ad is for and it gives more clarification about the pan.
78. Furbo is Tossing Customers a Black Friday Treat
Furbo’s dog cameras act as both a camera and a neat way to toss treats to your dog when you’re not home.
- Boost confidence with approval: Mentioning the vet approval in the ad copy is a quick way to improve customer confidence in the product.
- Emoji: Furbo uses emojis in their ad copy and if that’s a good fit for your brand, definitely give it a try. It helps to make the copy friendly and easy to read.
- Great image: The photo used in this ad is really clear and high quality. It’s easy to see the product in action and easy to picture your dog sitting on the couch waiting for their treat.
79. Laneige Offers a Rainbow of Choice
Laneige is a Japanese skincare brand known for its super moisturising masks and serums.
Their popular lip masks come in a variety of flavours and this ad does a great job of showing them off.
- Colourful: Laneige has made great use of colour in this ad. It’s sure to be noticed against the yellow background.
- Use emojis: The emojis go with the colourful theme of the ad and make it seem more friendly overall.
- Show the product: The image also does a good job of showing the actual product through their use of swatches. Customers can see the consistency and colour of the product and it helps in the decision-making process of buying the product.
80. IKEA Goes Virtual
Swedish furniture giant IKEA has adapted their popular workshops to a virtual format.
We love this ad because not only is it a highly effective way to continue to interact with customers, it also brings the atmosphere of IKEA into customers’ homes.
- Virtual workshop: A virtual workshop is a great way to introduce new customers to your products and services, as well as have customers engage with your brand.
- High-quality photo: This image is clear and has a lot of depth. For a company like IKEA, it’s important to invite customers into your world, and they’ve done a great job communicating an atmosphere in this ad.
- Emojis: IKEA is another brand that has integrated emojis into their ad copy and it works really well for them. In addition to making the copy friendly, it helps users to understand what it’s all about quickly – using the gift and plate setting emojis makes it clear in a glance that this is about gift wrapping and table setting.
81. Spotify’s Premium Use of Colour
Spotify has employed some pretty premium strategies to promote their Premium services. Their beautiful use of colour and unique design makes this attractive ad super effective.
- Trial offer: Trial offers are a really great way to gain new customers. By the time a customer is 3 months into their trial, the goal is that they’ll realize how much they like it and continue their subscription
- Creative copy: Bliss, happy, free, premium, high-quality – these are all great words and command attention. Users looking for bliss and happiness are sure to take notice.
- Brilliant colour: These colours pop brilliantly against the plain Instagram background. It really catches users’ eyes.
82. Tentree Turns Black Friday Green
Another fresh take on Black Friday, Tentree takes advantage of the shopping season to reinforce their eco-conscious stance. They even plant 10 trees for every item they sell.
- Show your logo and brand: Tentree has done a good job making sure customers will recognize this ad as theirs. In addition to their brand name being included at the bottom of the ad, they’ve made sure the logo is visible at least twice on the sweatpants that are featured in the image.
- Eco-Conscious: The background behind the image features trees and the green tones of the overall ad, combined with the Green Friday deal, communicate the eco-conscious tone of the ad.
- Repetition of the deal: 50% off is a great deal, so repeating the deal twice on this ad ensures that customers will take notice.
83. The New Yorker’s Collectable Freebie
If you’re not familiar with The New Yorker, it’s an American weekly magazine. They’ve taken variations of their iconic logo and printed them onto collectable totes.
- Customers love a freebie: The New Yorker has a great deal on, and they do a great job of communicating that. On the image itself, they keep the copy simple, stating the deal and also using the word free (free is a great word to use because it always gets attention).
- Pop of orange: The vibrant orange colour stands out against the black and white bags.
- Smart copy: The copy that goes with the ad is great too, as it gives a bit more information about the free tote. Collectability makes the tote feel very exclusive and customers love exclusive deals.
84. Fjallraven Outdoor Giveaway
Fjallraven is a Swedish company known for its outdoor goods and equipment. As a company, they embody the outdoor lifestyle. This giveaway helps to communicate the outdoor focus that the brand has to its customers.
- Have a giveaway: Running a giveaway is a wonderful way to get your brand noticed. This one encourages customers to sign up for emails to be entered to win National Park Passes and a $500 shopping experience.
- Partnerships help gain exposure: Partnering with another company or organization helps get your brand noticed, too. Choosing a like-minded organization also helps customers better understand what your brand is about.
- Logo repetition: Repetition of the logo is a smart way to ensure that users recognize the ad as your own. Fjallraven has included their large logo at the top of the ad, as well as on the hat worn by the model.
85. Canada Pooch’s Bold Sale
This ad is great for a few reasons, especially the very cute dog wearing a shirt. Canada Pooch makes quality clothing and accessories for customers and their pups, and they’ve done an excellent job choosing a model for this look.
- Bold font: The font used in this ad helps make it stand out. Going bold on the 25% OFF copy also helps to draw users’ to focus on the savings.
- Use effective imagery: People love cute dogs, so having the dog front and centre is another great way to get their ad noticed.
- Ad copy: Order while they’re still in stock creates a feeling of exclusivity and an urgency to buy. Customers are being encouraged to order as soon as possible because things are so popular they might sell out.
86. Astrid & Miyu Keep Their Branding Consistent
London based jewellery company Astrid & Miyu keep their branding consistent with their Cyber Week offers.
- Keep your branding consistent: Astrid and Miyu use their signature colour in the ad to help communicate that this is their ad. Loyal customers know the colour and associate it with the brand.
- Stand out deal: The deal stands out and is the first thing customers see. It’s a simple and effective way to communicate with customers.
- Persuasive copy: The copy encourages customers to treat themselves to a piece for themselves with their Cyber Week sale.
87. Casper’s Big Savings
Casper mattresses are on sale at their best prices ever, and Casper has done a great job letting customers know with this ad.
It’s a really great idea to show customers how much they can save in a dollar amount as opposed to only a percentage off. It helps customers to understand how deep the discount is.
- Show how much customers save: Showing a deal for 15% off is all well and good, but showing customers that they can save up to exactly $569 is even better! Customers don’t want to be doing the math in their head and would much rather see an exact amount that they’d save.
- Use your logo: The Caper logo at the top helps with brand recognition, so there is no doubt that this is a Casper ad.
- Best offer ever: Promising customers that this is your best offer ever is a good way to persuade them to try out your products now, while they’re at their lowest prices ever.
88. Browns Shoes’ Brand Name Sale
Montreal’s Browns Shoes have tons of brand names. They use that to their advantage in this simple but very effective ad, to attract customers who are familiar with some of these brands.
Their smart use of minimal colour here also helps their ad to really pop out on users’ Instagram feeds.
- Simplicity is key: Browns went super simple with this ad. Simplicity is a great strategy because it creates a sharp focus within your ad. In this case, Browns want customers to focus on their Black Friday sale.
- High contrast gets noticed: The contrast between the black and red on this ad is brilliant and definitely helps to get this ad noticed.
- Brand names draw customers in: Showing customers specific brand names that are on sale helps to attract new customers. A customer looking to get a deal specifically on Dr. Marten’s might make their first purchase at Browns because they noticed this ad.
89. Crave’s Limited Time Deal
Crave is a Canadian streaming service. Their use of popular TV shows to promote their services is a smart strategy, as they can reach out to fans of these shows and introduce new viewers to these shows.
They’ve created a clever Black Friday offer that will hopefully attract and keep new customers.
- Popular TV shows: Using popular TV shows in the ad, Crave attracts fans of those shows in particular. Also, if a customer hadn’t seen Canada’s Drag Race, they may be enticed to try Crave to finally watch it.
- Limited time only: This great offer is only available for a limited time, suggesting that customers should jump on this deal as soon as possible so that they don’t miss out.
- Long-term deal: This deal is great, and it encourages customers to go with an annual plan instead of a monthly one. This works well for Crave because as a result, they gain more customers who are locked in for a year and more likely to stay longer once they know they like using Crave.
90. Oreo Gives Customers a Holiday Recipe
Who doesn’t love Oreos? And the Holidays are the perfect time to get cosy and enjoy some cookies!
They’ve done a great job with this ad, simultaneously making their cookies look delicious and offering a fun way to interact with Oreo through a recipe.
- Give customers something consumable: It’s always a good idea to give customers something they can easily consume and interact with your brand through. This fun recipe allows customers to try it out and gets customers to buy Oreos to bake with.
- Work with the season: Oreo is playing into the Festive season with this ad.
- Slogans work: Oreo has been using the Stay Playful slogan for a few months now and it has become a way to identify the brand. Using a slogan is another great way to keep your branding consistent.
91. Caramilk’s Secret Keeps Customers Engaged
Caramilk is playing on the age-old question: How do they get the caramel in the Caramilk bar? Promising that it’s a secret that will never be discovered makes it very intriguing – and it encourages customers to try to find out!
Also, how good does that caramel look?!
- Be intriguing: The secret of the ad makes Caramilk interesting. It’s a question that they want users to wonder about and they’ve even invited customers to Google it.
- Delicious imagery: The gooey caramel in the chocolate bar is deliciously good… and definitely will have customers wanting a Caramilk bar.
- Consistent colour palette: The colour palette of the ad matches the bar and wrapper itself, which contributes to making the ad recognizably Caramilk.
92. AllSaints’ Simple Ad For a Big Sale
Known for their leather jackets, AllSaints is a British fashion retailer. Their branding is super consistent and simple, and this ad is no different.
- Smart simplicity: AllSaints have kept it simple here, but it’s evocative of their iconic simple black leather jackets. This way, it is pretty consistent with their branding.
- Brand name: Their brand name is large and very visible, another way this ad is undoubtedly AllSaints.
- Big deal: The wording of the deal is great in this ad. 30% off everything is an amazing deal, and adding now to the copy adds a sense of urgency to the sale. It encourages customers to check out the sale – now!
93. Glamglow Sparkles This Holiday Season
Glamglow is a skincare brand that is well known for their mud masks. This ad is for their holiday value set and they’ve done a great job of highlighting their selling features in 3, 2, 1.
- Make it sparkle: The sparkle in the ad and copy reflects the holiday season and the sparkle of their products. In addition to this, it draws customers’ eyes to the products because they’re shiny.
- Spell out key benefits: In simple terms, Glamglow has outlined three quick benefits to using their products in the ad copy. It’s a great way to get customers familiar with your strongest selling points.
- Good sale: Glamglow’s 40% off sale is a great deal, and calling this set a value set also helps customers feel confident that they’re getting the best deal possible.
94. Joy’s Colourful Intro Offer
Joy pride themselves on creating quality shaving products that are accessible and affordable.
Their use of happy colours and attractive intro offer is sure to attract new customers.
- Consistent colour: Joy has used colour beautifully here, and it’s consistent with their branding strategy.
- Starter offer: Offering a deal for starter kits is a great way to introduce new customers to your brand. Free shipping makes it even better!
- Clever copy: The copy makes smart use of their name Joy because ordering their products will bring the customer joy (happiness) and, quite literally, Joy (the product).
95. Squarespace Keeps It Simple
Squarespace has made it easy for potential customers to access information by providing them with a quick step-by-step guide. Combined with this smart use of space and layout, this ad is a great way to reach out to new customers.
- Easily consumable content: A step-by-step guide is an easy way to give something simple and useful to your customers.
- Image: This image works really well because it is speaking to business owners. Including the sunglasses and bag allow business owners to identify with the ad, as these products are something a business could sell online.
- Blank space: Leaving blank space in this ad is a good technique because it allows the customer to focus on only the important stuff. There is no way to get distracted from the message the ad is trying to convey.
96. Good Food’s Tasty Trial Offer
Good Food wants customers to try out their meal kits by offering 8 free meals. This ad uses smart copy and mouth-watering images that help to encourage new customers to try their services.
- Free is a good word: The word free is super enticing. Making sure you use it in a large font that is clearly visible ensures customers see it.
- Trial offers are super effective: This offer is a great one because it’s a free trial. Free trials are a perfect way to get customers to try your products. 8 free meals is enough for the customer to realize it might be something they want to start using regularly for full price.
- Let your products speak for themselves: The plates of food in the image look delicious, and this is a great way to show that to their customers without including it in the ad copy. If your product is good, let it speak for itself.
97. Casetify Uses Simple Colour
Casetify advertises their phone cases for their Black Friday sale with this simple Instagram layout. Their smart use of colour and contrast, combined with a limited time deal is a great way to reach out to customers.
- Contrast commands attention: The contrast between the colour of the text against the black background is highly effective and will get the ad noticed.
- Primary colours: The use of primary colours is smart in this ad and it’s even better that the colours change. This is another great way that the ad gains attention from users.
- Limited time deals: Adding limited time to your sale is an excellent way to make sure customers know they need to shop now.
98. Pilgrim Making The Most Out of Carousel Ads
Pilgrim combines high-quality photos with simple video to show off their jewellery. They’ve also included pricing in one of their images, so bonus points! Customers appreciate knowing the price.
- Make use of the carousel feature: Pilgrim has done a great job using a range of images and a video in Instagram’s carousel feature.
- Include your logo: In each slide, they’ve made sure to include their logo – just in case users forget what they’re looking at.
- Great video: This ad is for one of a kind pendants and jewellery, and they’ve shown users just how easy it is to customize in this video.
99. Frank and Oak Black Friday Offer
Canadian clothing brand Frank and Oak showcases their high-quality products in this simple ad for Black Friday.
Their copy is especially effective, highlighting the most important words by capitalizing them.
- Free shipping and returns: Offering free shipping is always a great thing, but customers also want free returns. Especially now, when lots of stores are either closed or at reduced capacity due to the pandemic, customers can rest assured knowing that they can return something for free if it doesn’t fit.
- Capitalize the important stuff: Frank and Oak know what they want customers to focus on when reading the ad copy, so they’ve capitalized the important stuff.
- Focus on the product: This ad has a real focus on the product. The high-quality image shows a close-up of the coat and draws customers into the product.
100. Klorane’s Sparkly Giveaway
Klorane’s plant-based dry shampoo line claims to be #1, which is a great way to instill confidence in their brand.
They’ve used a giveaway and carefully curated colour and sparkle to effectively communicate to customers.
- Giveaway: Klorane’s giveaway is an awesome way to gain new customers. They’ve included the caveat that users must be following their account to win, so they’re recruiting lots of new followers through the giveaway.
- Colour coded: Their green colour is an important part of their branding strategy and helps with brand recognition, so they’ve used it in varying shades all over the ad.
- Smart use of emojis: Klorane has also made great use of emojis, tying the gold sparkle emoji in with the sparkle in the copy font and the colour of the metal on their shampoo bottles.
To conclude this best Instagram ads 2020 list…
So there you have it, our curated list of the best Instagram ads 2020.
There’s a multitude of angles, creative and ways to make your advertising work on Instagram. All of these examples use different techniques you can mimic to generate results and perfect your ads strategy.
We only selected ads that had been running for a few months, so you know for sure they were getting conversions and that you can trust the marketing techniques they’re utilizing.
We hope you’ll take notes and revisit this article for inspiration in the future. If Instagram ads are not yet part of your strategy, make sure you implement them in 2020!