Meta has introduced a new Instagram feature that allows advertisers to add customizable offers directly to call-to-action (CTA) buttons on their Instagram ads. 

Why this is important 

Although available only for single-media ads on Instagram Stories, advertisers can attract more clicks and drive higher sales through this feature. Now, customers are open to up to 20 offers before they take action. They can simply select the best option that aligns with their purchase behavior. 

Imagine a clothing brand running an ad for a seasonal sale. Instead of just a generic "Shop Now" button, the ad’s call-to-action (CTA) can display up to 20 different offers. For instance, it can add a 10% off, a buy-one-get-one-free deal, or other interesting offers that attract customers. This is pulled directly from the brand’s website.

The system uses predictive technology to highlight the offer most likely to grab a user’s attention. This means that when customers see the ad, they’re presented with the most appealing promotion available before they make any purchase. 

A guide on how it works

Creating a successful Instagram ad with custom offers is easy. Begin by setting up your ad in Ads Manager with goals like Traffic, Engagement, Leads, or Sales. For example, if you're running a campaign for a seasonal sale, select "Sales" to target shoppers looking for discounts. 

Next, choose a location. Doing this, choose "Website" to link directly to your site. This means that when users click on your ad, they'll be directed to your website where they can take advantage of the offer.

Now, integrate your offers by entering your website URL; this automatically pulls in important details. However, you can do this manually, by adding your offers if you prefer a more tailored approach. For instance, if your ad promotes a 10% discount on summer clothes, ensure the discount is visible on the CTA button.

Finally, review and confirm all offer details during the ad setup to ensure accuracy and maximize your campaign’s effectiveness.