Big News for Brands: Instagram Photo Sets
Today Instagram announced an engaging new way for brand to share their stories through Instagram ads. They’re calling the new functionality “carousel ads” and they answer the ask from marketers as a way to “tell sequenced stories in beautiful, compelling ways that lead to meaningful results for their businesses.”
In addition to satisfying a more in-depth storytelling method for brands, it also solves the feedback from the Instagram community that “they are interested in learning more about a brand or product after they have been inspired by a sponsored photo or video.”
Carousel ads will allow photo sets that you can swipe through (to the left), as indicated by a row of dots below the photos, and also allow advertisers to include a button to “learn more” which links to their website. (It’s insane, we know!)
Instagram notes the potential for this new ad format as a very lucrative way for brands to create engagement and direct traffic to their websites. Which should prove very lucrative for both advertisers and Instagram.
One way to look at it is carousel ads bring the potential of multi-page print campaigns to mobile phones – with the added benefit of taking people to a website to learn more. For instance, a fashion company could use the carousel to deconstruct the individual products in a ‘look.’ A car company might share an array of different features of a vehicle and provide a link to learn more about the new model. Or, an advertiser could showcase how multiple ingredients come together to make a delicious meal.
For users who don’t want to see or engage with the ads? They can simply scroll past it.
Instagram has stated they will be launching the new ad format on a limited basis, we’re guessing with a very tight group of brand beta testers. The carousel ads will also shift formats as they are tested for what people are most interested in and what is performing best.