Facebook stories ads are full-screen image, video or carousel ads that appear between people's stories on Facebook, Messenger and Instagram. You create them in Meta Ads Manager or by boosting a story in the Meta Business Suite mobile app, and unlike organic stories they don't disappear after 24 hours.
The placement rule to know: Meta says Instagram Stories can run as a standalone placement, but Facebook Stories and Messenger Stories can only be included when Instagram Stories or Facebook Feed is also selected. So you can't build a campaign that runs on Facebook Stories alone.
Objectives that support stories ads
Meta lists six objectives that work with ads in stories:
- Awareness
- Traffic
- Engagement
- Leads
- App promotion
- Sales
There may still be limits depending on your conversion location, optimisation goal or engagement type, so check the placements screen after you set up the ad set.
How to create stories ads in Ads Manager
- Go to Ads Manager and click + Create.
- Choose one of the six objectives above and click Continue.
- Set the audience you want to reach.
- Stories are included in Advantage+ placements when your objective supports them. To see or change them, select Edit placements.
- Choose the Facebook Page, and the Instagram account if you want one, that represent your business.
- Pick Single image or Single video as the format.
- Add your media, check it meets the aspect ratio and length requirements, and finish the details.
- Review the ad and select Publish.
You may also see a campaign score while you draft. Meta describes it as a prediction of how optimised the campaign is before publishing, with recommendations you can apply. Meta is clear that a high score doesn't guarantee performance.
How to boost a story from your phone
If the story is already posted, the Meta Business Suite mobile app is quicker:
- Tap Content, then the Stories tab.
- Make sure the dropdown shows Active.
- Tap Boost story under the Facebook or Instagram story you want to promote, or Boost again for one you boosted before.
- Choose your budget, audience and how long it runs.
- Tap Boost story now.
Meta says you only need to boost one version of the story: boosting the Facebook or the Instagram one lets the ad run across the platforms you choose.
Turn a still image into a stories ad
Stories templates are Meta's free design tool for image ads. They turn a single image into a vertical, moving stories ad, so you don't need a designer. To use one:
- Create your image ad in Ads Manager.
- Under Ad preview, select the stories placement and click Edit.
- Choose Change template, then adjust media, crop, headline and primary text.
- Try the creative tools: solid or gradient Background color (with Auto-color), royalty-free Music clips by mood, and Call-to-action effects.
- Click Save, compare each placement, then Confirm.
Templates only work for image ads, and Meta warns the preview is approximate because stories look slightly different on different phones.
Keep your text in the safe zone
The app's profile icon and buttons cover the edges of a story, so Meta's guidance for 9:16 ads in Stories and Reels is to keep the top, bottom and sides free of key text and logos. Turn on the Safe zone guardrail in Ads Manager and the safe area shows as a yellow overlay. Meta's text overlay tips are plain: a clean, large font in a contrasting colour, don't cover the visuals, and stick to one message because there's usually one call to action.
On Instagram Stories, Meta says ads support a default call-to-action sticker that's placed automatically at the bottom of the ad, which is one more reason to keep that area clear. On screens taller than 9:16, Meta may zoom the creative to fill the screen, which can crop anything outside the safe zone.
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| Setting | Facebook and Messenger Stories | Instagram Stories |
|---|---|---|
| Run on its own | No, needs Instagram Stories or Facebook Feed selected too | Yes |
| Ad length on screen | Doesn't expire after 24 hours | Doesn't expire after 24 hours |
| Templates | Yes, for image ads | Yes, for image ads |
| Call-to-action sticker | Not mentioned by Meta | Placed automatically at the bottom |
Organic stories have separate privacy settings, covered in our guide to who can see your Facebook story.
My verdict
Stories ads reward vertical creative made for the format, not a square post with bars around it. If you've only got a still image, use the templates rather than skipping the placement, and keep everything that matters in the middle of the frame. For ideas that work, our round-up of good story ad examples for small businesses is a useful starting point, and our standard Facebook ad sizes guide covers the dimensions.
For the rest of the series, see the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Can I run ads only on Facebook Stories?
No. Meta says Instagram Stories is available as a standalone placement, but Facebook and Messenger Stories need Instagram Stories or Facebook Feed selected too.
Do Facebook stories ads disappear after 24 hours?
No. Organic stories disappear after 24 hours unless saved, but Meta says stories ads don't.
Which objectives work with stories ads?
Meta lists Awareness, Traffic, Engagement, Leads, App promotion and Sales as objectives that support ads in stories.
Are Meta's stories templates free?
Yes. Meta describes stories templates as a free design tool that turns an image into a vertical stories animation. They only work for image ads.
Do I need to boost my story on both Facebook and Instagram?
No. Meta says boosting either story lets the ad run across the platforms you choose.
