Instagram continues to ramp up its advertising offering within Stories with new direct response ads.

As first reported by Ad Age, the new Stories direct response ads work in a very similar manner to the “See more” swipe up prompt that Instagram launched for all verified users back in November last year.

This time, it is available to all users, but as an ad format. And now it is about much more than just inviting your followers to “swipe up.” The new direct response ads come with 12 CTA options:

– Apply Now
– Book Now
– Contact Us
– Donate Now
– Download
– Learn More
– Send Message
– Request Time
– Start Order
– Shop Now
– Sign Up
– Watch More
The new ads are available through Facebook’s Ad Manager and Power Editor, as well as through Facebook’s advertising API (Marketing partners.) You can use both vertical imagery and video of up to 15 seconds.