How to Create an Ad That Opens Instagram Direct

An Instagram Direct ad looks like any Feed or Stories ad, but tapping it starts a private message thread with your business account. From there you can answer questions, give support or complete a sale in the chat. Meta’s setup article adds three Instagram-specific points: the account you need, where the ad can appear and who it can reach.

What do you need first?

• An Instagram business account. If you do not have one, create it first.
• A Facebook Page, or, if you do not have a Page, a business portfolio with your Instagram account added to it.

Meta says ads that click to Instagram Direct appear in Instagram Feed or Stories, and its placement table lists Instagram as the only place an Instagram Direct destination can run.

How do you create the ad in Ads Manager?

1. Go to Ads Manager and choose Traffic, Engagement, Leads or Sales, then click Continue.
2. Set the conversion location: Message destinations for Traffic, Engagement or Sales, or Instagram for Leads.
3. In the message destination section, select Instagram. If no account is available, connect one here.
4. Edit audience, placements, budget and schedule, then click Next.
5. Select your ad format and complete the ad setup.
6. Under Message template, choose Create new or Use existing.
7. Click + Create to build the flow, then click Save and finish.
8. Finish editing the ad and click Publish.

Once approved, the ad starts appearing in the placements you selected, and a tap opens a message on Instagram.

What limits apply to Instagram Direct ads?

Rule	What Meta says
Age	You can’t target ads that click to Instagram messages to people under 18
Placements	An Instagram Direct destination runs on Instagram only
Regions	Certain messaging metrics, campaigns and features are unavailable for ads delivered to and from Europe and Japan
Customized experience template	In a multi-destination ad, only supported for the Messenger plus Instagram Direct bundle

Can you optimise Instagram Direct ads for purchases?

Yes, if you qualify. The performance goal Maximize number of purchases through messaging needs 10 or more purchase events shared with Meta within 30 days from Instagram professional inbox. To share them:

1. Open Instagram, go to your profile and tap the menu.
2. Tap Settings and privacy, then Business tools and controls.
3. Tap Data sharing for business activities and turn on “Allow Meta to use business activities to improve ads”.
4. Label chats that became purchases with the predefined labels Ordered, Paid or Shipped.

Meta warns that purchase events shared with other labels may not be attributed.

FAQ

Can I send Instagram Direct and Messenger traffic from one ad?

Yes. If your business messages customers on two or more of Messenger, Instagram Direct and WhatsApp, you can select several message destinations in one campaign. Meta then sends each person to the app where they are most likely to engage, and allocates the budget across destinations automatically.

Why can’t I reach under-18s with this ad?

It is Meta’s rule, not a setting you can change. Meta’s setup article states that you can’t target ads that click to Instagram messages to people under the age of 18, so set the minimum age in your audience to 18 or older before you publish the ad.

How should I greet people who message from the ad?

Meta’s best practices suggest a greeting that shows you are available and ready to engage, and point to free automated tools such as custom FAQs on Instagram Direct. Meta also suggests a follow-up message in your template to remind people to book an appointment or use a promotion.