How to Run Political Ads on Instagram: A Beginner’s Guide

Running a campaign today means meeting voters where they already spend their time, and Instagram is one of the most powerful places to do it. For political campaigns, it’s an ideal platform for reaching younger voters, building visibility, and telling your campaign’s story in an authentic way.

But figuring out how to run political ads on Instagram takes more than boosting a post. Meta (Instagram’s parent company) requires campaigns to complete a verification process, follow strict ad rules, and include clear disclaimers. Once you’re set up, though, Instagram ads can help grassroots and Independent candidates expand their reach and compete against better-funded campaigns.

Why Use Instagram for Political Campaigns

Instagram is a storytelling platform at its core. Unlike text-heavy platforms, like X or LinkedIn, Instagram thrives on visuals that create emotional connections with audiences. For political campaigns, that makes it an ideal place to bring voters into your journey.

While only 26% of Instagram users report using the platform to follow politics, most use the platform to keep up with friends and family and for general entertainment. That creates an opportunity for candidates to connect with voters on Instagram in a more personal and authentic way than on other, more politically-focused platforms. 

Here’s why Instagram matters:

• Emotional Connection: Stories and Reels let you show behind-the-scenes campaign moments in a way that feels authentic.

• Community Visibility: Photos and short videos from campaign events highlight your ties to the district you want to represent.

• Momentum Building: Sharing milestones, like reaching a fundraising goal or launching a volunteer program, keeps supporters engaged.

• Younger Audience Reach: With 76% of adults under 30 saying they use Instagram, it’s one of the best ways to reach first-time and younger voters.

Together, these features make Instagram more than just another posting platform. It’s a place where Independent candidates can grow an audience that feels personally invested in their campaign.

Types of Instagram Ads for Campaigns

Instagram gives you several formats to share your message. The best choice depends on your goal and the kind of content you have:

• Feed Ads: Standard posts that appear in the main Instagram feed. Great for polished graphics, headshots with slogans, or donation appeals.

• Stories Ads: Full-screen ads that show up between people’s Stories. Perfect for quick, personal videos or eye-catching calls to action.

• Reels Ads: Short, vertical videos that appear between Reels. Ideal for dynamic, creative content that feels authentic.

• Carousel Ads: A swipeable series of photos or videos in a single ad. Useful for showing multiple issues, events, or campaign updates.

• Explore Ads: Appear in the Explore tab when people are looking for new content. Good for reaching audiences beyond your current followers.

• Collection Ads: Combine video and product-style tiles. Less common for campaigns, but it can work well for showcasing multiple initiatives at once.

Start with Feed and Stories ads. They’re the most straightforward and usually perform well for local campaigns.

Rules for Running Political Ads on Instagram

Since Instagram is owned by Meta, you must comply with their verification and disclosure rules to run ads.

The most important rules to know are: 

• You must complete Meta’s verification and authorization process, which verifies your identity and location.

• All ads must include a disclaimer (e.g., “Paid for by Friends of Jane Doe”).

• Every ad will be stored in Meta’s Ad Library for seven years.

• You can only target audiences in approved locations.

• You must stay compliant with election laws.

For the full step-by-step authorization process, see our guide to getting verified to run political ads on Facebook. Once you’re approved for Facebook, you’re automatically approved for Instagram.

How to Run Political Ads on Instagram

Once you’re verified, here’s how to launch your first ad on Instagram, step by step:

Step #1: Set Up Your Accounts the Right Way

Before you can run ads, you need the right foundation. Instagram ads are managed through Meta Ads Manager, not directly in the app. That means your campaign’s Instagram profile must be linked to a Facebook Page and connected through a Meta Business Manager account.

This setup matters because it:

• Creates a central hub where you can manage both Instagram and Facebook ads.

• Unlocks advanced tools for targeting, budgeting, and analytics.

• Lets you assign access to campaign staff without sharing personal passwords.

Start by creating a dedicated Instagram account for your campaign, then link it to your official Facebook Page. Next, set up a Meta Business Manager and connect your Facebook Page, Instagram account, and ad account. With this structure in place, you’ll avoid headaches later and be ready to run compliant political ads.

Avoid relying on Instagram’s “boost post” button. It might seem quicker, but it limits your targeting options. It also can violate Meta’s political ad rules, which may lead to restrictions on your Instagram or Facebook accounts.

Step #2: Add a Political Disclaimer

Meta requires every political ad to display a disclaimer explaining who paid for it, like “Paid for by Friends of Jane Doe.” This disclaimer keeps ads transparent and helps voters trust that your campaign is above board.

To add one: 

• Go into your campaign’s Facebook Page settings. 

• Find the page for Issue, Electoral, or Political Ads. 

• You’ll be prompted to create and verify your disclaimer by adding your campaign’s contact information, website, and email. 

Once Meta approves it, the disclaimer will automatically appear under all your political ads on Instagram and Facebook. Without this step, your ads won’t run, so set up your disclaimer early to avoid delays and double-check it’s there before launching your ads.

Step #3: Design Content That Feels Authentic

Instagram is a visual-first platform, which means your ads should feel natural in the feed rather than overly polished. The goal is to grab attention quickly, tell your story, and prompt action.

When designing ads:

• Use real campaign photos or short selfie-style videos. These outperform stock graphics.

• Keep text brief. Most voters will only glance for a few seconds.

• Match your campaign’s brand colors, fonts, and tone for consistency.

• Always include a clear call to action, such as “Sign up to volunteer” or “Donate $10 today.”

Think about the format too. Reels and Stories are ideal for showing quick, personal moments. Feed ads work well for graphics like a headshot with a slogan. Test different formats to see what connects best with your audience.

LEARN MORE: Build an authentic and persuasive online presence for your campaign with our guide to political digital marketing. 

Step #4: Target the Right Audience

One of the biggest advantages of running ads through Meta is precise targeting. Instead of shouting into the void, you can ensure your ads only reach the voters who can actually support you.

To effectively target your voters, narrow down your ads’ reach by:

• Geography: Start with geographic targeting, limiting ads to your city, county, or district.

• Politics and Voting: Narrow it with political affiliation info and past voting behavior.  

• Basic Demographics: Layer in demographics like age or language. 

• Special Interests and Issues: Add interest filters, like local community organizations. 

The voter file is a great place to start if you’re unsure where to start narrowing the list down. You can see who’s in your district, their past voting behavior, and key demographic information. However, don’t narrow your audience down too much. You want to reach as many potential supporters as possible while staying relevant. Careful targeting helps you stretch your budget and ensures your message isn’t wasted on people who can’t vote for you.

Step #5: Set Your Budget and Schedule

Instagram ads don’t require a massive budget. You can start with $5 to $20 per day and scale up if your budget allows. 

When setting an ad budget, you’ll see two main options in Ads Manager: 

• Daily Budget: A fixed amount spent each day, like $10 per day, until you turn the ad campaign off.

• Lifetime Budget: A total cap spread over the campaign period, like $200 for a month.

Most campaigns see costs anywhere between $0.25 and $2 per click, but it depends on your targeting and content. Start small, gather data, and then increase spending on ads that perform best.

Spread your budget across different objectives. For example, you might run one ad to grow your email list, another to boost event attendance, and a third for fundraising. This keeps your campaign strategy balanced.

Step #6: Launch and Monitor Your Ads

Once your ad is ready, submit it for Meta’s review. The review process usually takes less than 24 hours, but it can take longer, so don’t wait until the last minute.

After launch, your job isn’t done. Use Ads Manager to track performance metrics like: 

• Impressions: How many times your ad appeared on someone’s screen, even if they didn’t click or interact.

• Clicks: How many people tapped your ad to learn more, visit your site, or take the next step.

• Conversions: The number of people who completed a specific action you set as a goal, like signing up, donating, or registering for an event.

• Engagement: How people interact with your ad using likes, comments, shares, or saves. 

Focus on the actions that matter most for your campaign, like sign-ups, donations, and RSVPs. Likes and shares may feel nice, but if they aren’t producing actual results, they don’t matter much. 

Regular monitoring lets you adjust quickly. If one ad underperforms, pause it and redirect funds to what’s working. If a Reel is driving volunteer sign-ups, double down. Campaigns that adapt based on data get the best results.

LEARN MORE: Take our free digital ads course to learn how to effectively create and run ads that drive results. 

Using Instagram vs. Other Platforms for Political Campaigns 

Each social media platform has its own strengths and weaknesses: 

• Instagram: Strong for visual storytelling, emotional connection, and engaging younger voters while still benefiting from the powerful targeting tools of Facebook’s Ads Manager. 

• Facebook: Great for broad community reach and event promotion, but its audience skews older. 

• TikTok: Excellent for viral, creative content, but harder to control and less reliable for precise targeting. 

• X (Twitter): Useful for press and political commentary, but limited for voter persuasion. 

• YouTube: Powerful for long-form video ads and storytelling, with strong reach across demographics. Best for building name ID and credibility, but can require higher production effort.

• LinkedIn: Niche, but valuable for reaching professionals and community leaders, especially for local races or ballot initiatives.

The biggest advantage? You don’t have to choose one over the other. Since Instagram and Facebook ads are both run through Meta Ads Manager, you can design campaigns that appear across platforms, then tailor visuals to match Instagram’s more polished, creative environment.

LEARN MORE: Ads aren’t the only content you can put online. Check out our guide to using social media for political campaigns to see how you can leverage digital spaces to grow your base and win votes.

Best Practices for Instagram Campaign Ads

The most effective Instagram political ads don’t look like traditional ads. They feel like authentic campaign content, designed to meet voters where they already spend their time.

To maximize results:

• Refresh your ads every few weeks to avoid ad fatigue.

• Balance paid ads with organic posts to strengthen trust and community.

• Use short-form video whenever possible. Reels and Stories drive stronger engagement than static graphics.

• Continuously track performance and adjust often. Even small tweaks can make a big difference.

Remember that Instagram and digital ads are just one part of your campaign. Balance your digital marketing efforts with other outreach methods, like canvassing, phone banking, texting, and yard signs. 

Leverage Instagram Ads for Your Political Campaign

Running political ads on Instagram gives Independent candidates a powerful way to connect with voters, especially younger ones. By following Meta’s rules, starting small with your budget, and focusing on authentic content, you can create ads that increase your visibility and motivate real action.

And you don’t have to do it alone. At GoodParty.org, we believe every candidate deserves a fair shot without needing millions in the bank. That’s why we’re empowering Independents with free training, strategy support, and campaign tools designed to level the playing field.

With the right approach, your ads can build momentum, strengthen your grassroots campaign, and bring you closer to victory on election day.

Photo by cottonbro studio