now you're an expert at finding the people that you want to be delivering your message to and the very next step with them to be to figure out exactly what message is going to help them to engage with your brand. So this chapter is all about the actual creative that you'll be putting into your campaigns. It's everything from the visuals, which are so important on instagram. So we'll talk about still images as well as videos and carousel ads. We'll talk a lot about some best practices for the words that will tell your story, as well as inspire action. We'll go through some calls to action that will help your clients to reach their campaign objectives. And we'll wrap it up with some best practices and examples of other companies that have utilized instagram to develop really memorable creative campaigns. Let's get started.