Instagram Ad scoring
Score your Instagram ad copy for a visual-first platform
Instagram ads live or die by the creative, but the caption closes the deal. Lytms scores whether your copy works with the visual, not against it.
Free with Google or email. No credit card required.
What Lytms evaluates
Every instagram ad is scored across platform-specific dimensions. Each dimension gets a 1-10 score with quoted evidence and a concrete rewrite.
does the first line stop the scroll even when the image is strong?
does the caption complement the creative, not repeat it?
does it tell the viewer exactly what to do next?
is the copy written for a defined buyer, not everyone?
does every word earn its place in a visual-first format?
Instagram Ad best practices
Patterns from high-scoring instagram ads. Apply these before you score for higher baseline results.
The caption supports the creative, never replaces it
Instagram users look at the image first. If your caption restates what the image already shows, you have wasted the only text real estate you get. The caption should add context, name the outcome, or create urgency that the image alone cannot.
Keep the first line under 125 characters — it shows without expanding
Instagram truncates captions at roughly 125 characters on feed ads. Your hook and value prop must be complete in that window. Supporting proof and CTA go below the fold for engaged readers.
Use checkmarks, numbers, or line breaks instead of paragraphs
Instagram captions are read vertically on small screens. Bulleted lists with checkmarks or numbers scan faster than dense paragraphs. Lytms rewards copy that formats for thumb-scroll speed.
Match the tone to placement: feed, Stories, or Reels
Feed ads can support longer captions with proof points. Stories ads need 1-2 lines max because the viewer is tapping through. Reels captions compete with video audio. Write for the placement, not the platform.
Frequently asked questions
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