Concept driven Ideas are essential in paid advertising to drive metrics – to say something about your brand you need a message in your campaign. An idea can come to life through a storyline, a specific visual treatment, or a theme that carries through your brand's content. It can be conceptual, or it can be executional. Well crafted Campaigns must be well crafted to inspire the Instagram community. This does not always mean "expensive production" – it needs to inspire through whatever means are right for your brand's idea. Strong focal point Avoid using imagery that is a busy or complex composition. As a best practice, one of the focal points should include a branded element. Framing and balance Subtle details such as the rule-of-thirds, straightening, and symmetry make a big difference in the overall polish of an image and affect the tone of your shot. Lighting and detail Every pixel is important when publishing to an audience with high-resolution screens. CROSS-BORDER BUSINESS HANDBOOK