Instagram Ads for Government: Reach Younger Australians
Reels and Stories put public messages in front of younger Australians in the format they watch. We make captioned vertical video that informs, meets the campaign guidelines and drives action.
What Is Instagram Advertising for Government?
Instagram advertising for government uses paid Reels, Stories and feed ads to reach younger audiences with public information and a clear next step.
It suits short, visual messages, such as enrolment, safety, health and recruitment campaigns.
How Younger Australians Meet a Public Message on Instagram
People see it mid-scroll, so the first seconds decide whether the message lands.
- 01
Mid-Scroll in Reels
A full-screen vertical video appears between creators’ posts and has seconds to earn attention.
- 02
Between Friends’ Stories
Stories ads sit between friends’ updates, with a button through to the landing page.
- 03
A Fast Mobile Page
The page must load quickly on a phone and say the same thing as the ad.
- 04
Act, Save or Share
People act, save the post or send it to a friend, which carries the message further.
What Actually Moves Instagram Results for Government
Under-16 Account Rules
Instagram must take reasonable steps to stop under-16s holding accounts. Messages for school-age children need to reach parents or run elsewhere.
Captions and Auslan
NSW guidance asks agencies to consider captioning and Auslan interpretation in government ads. Build both into Reels from the first edit.
Creators and Electoral Rules
If a creator shares your message, check the AEC’s guidance on authorising electoral matter from content creators before you brief them.
Hook in the First Seconds
Lead with the action or the benefit in the opening frames, before people scroll past.
Real, Diverse Imagery
Commonwealth guidelines ask campaign imagery to reflect the diversity of Australians, including First Nations people, CALD communities and people with disability.
Story Sequences
Run a short series of Stories that builds the message over several views, then retarget people who watched.
Creative That Reaches Everyone
Instagram is visual first, so accessibility and fair representation have to be built into the edit.
Captioned Vertical Video
Burned-in captions, high-contrast text and safe margins, so the message reads on any phone with the sound on or off.
Representation Checks
Casting and imagery are checked against the Commonwealth guidelines’ expectations on diversity before production starts.
Audience Testing
The guidelines expect campaigns to be tested with target audiences. We test hooks and cuts with small budgets before scaling spend.
Meet the People Behind Your Instagram Campaigns
Our creative and Meta ads teams script, cut and run every Reel together, so the edit and the targeting are planned as one.
Why Instagram Ads Matter for Government Now
of Commonwealth campaign media spend went to digital in 2024-25 (Department of Finance, 2025)
Commonwealth campaigns above this a year must be formally evaluated (Department of Finance)
Australians have disability, up from 17.7% of people in 2018 to 21.4% (ABS, 2024)
Instagram vs Facebook for Public Campaigns
- Younger audience, accounts 16 and over
- Reels and Stories, vertical video first
- Fast, visual messages
- Best for awareness and quick actions
- Broader age range
- Feed video, images and longer captions
- Local Pages and community groups
- Best for detailed updates and consultations
Both run from the same Meta account. We split the budget by audience and format, then follow the results.
How We Run Instagram Ads for Government
Creative-led, accessible and tested before we scale.
1
Brief, Audience and Rules
We confirm the audience, age limits, authorisation needs and guideline requirements before any scripting starts.
2
Script for Vertical Video
We script hooks, cast to reflect your community and deliver captioned Reels and Stories in several cuts.
3
Test, Then Scale
We test cuts on small budgets, keep the winners and move spend to the placements that drive the action.
4
Report and Learn
Reports cover reach, video completion and actions, plus what the winning creative tells you for the next campaign.
Instagram Ads for Government Pricing
From $2,000 a month
- We usually suggest $50 to $100 a day in ad spend to start testing.
- We publish our price so you know whether we’re in your range before you book a call.
What’s included
- Creative strategy and scripts
- Captioned Reels and Stories in several cuts
- Representation and accessibility checks
- Mobile landing pages
- Campaign build, testing and optimisation
- Monthly and end-of-campaign reports
Get a Free Instagram Ads Review
- Which of your current ads would fail an accessibility check
- Whether your audience settings fit the under-16 rules
- Where your Reels lose people in the first seconds
Book Your Free Audit
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Instagram Ads for Government Questions, Answered
Not through their own accounts. Since 10 December 2025, Instagram must take reasonable steps to stop Australians under 16 having accounts. For messages aimed at children, we target parents and carers instead.
They should. 21.4% of Australians have disability, and NSW guidance asks agencies to consider captioning and Auslan interpretation in government ads. Captions also help anyone watching with the sound off.
Yes, with care. The AEC publishes guidance on authorising electoral matter created by content creators, and Commonwealth campaigns must stay free of party politics. We brief creators to those rules.
It depends on who you need to reach. Instagram suits younger audiences and short vertical video. Facebook suits broader ages, longer updates and local community Pages. Most campaigns use both.
Yes. We write the scripts, plan every cut and deliver captioned versions for each placement. Shoots are sized to your budget.
Non-corporate Commonwealth entities place all paid media through the Central Advertising System. For them we deliver strategy, creative and landing pages, and work with the master media agency on placement.
We usually suggest $50 to $100 a day to start testing, then scale the creative that works. The right budget depends on audience size and the campaign objective.
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