I regularly get adverts from orchestras and other classical media accounts when I go on social media. Over the last year, I’ve been bombarded by a new trend. A type of advert that is truly, astonishingly terrible.

I’m not talking about something complex where the strategy behind the advert isn’t working. I’m talking about bad adverts that create broken posts that would never be clicked on. They are as effective as the orchestra setting its marketing budget on fire. These, are terrible Instagram story adverts.

Now, Instagram stories are a great way to engage with your existing audience, connect to new people, and push events as they have the feature to include a link. But to be effective, these need to be engaging, interesting, and bespoke. As people consume Instagram adverts at speed, they also need to hook people’s attention. The adverts I’m talking about are far from this. Take a look…