If a picture is worth a thousand words, imagine the worth of multiple pictures, especially in an ad campaign.
Instagram has answered Facebook’s multi-product ad with a similar option – the carousel ad. Instagram announced the launch of carousel ads on Wednesday and will roll it out over the next few weeks. This ad format allows users to swipe through multiple photos in one ad and will only be available for advertisers at this time.
Carousel ads are designed to give brands more flexibility to tell their stories. People who view the ads can swipe to see additional pictures and are given a link to the website. Users do not have to swipe through the pictures and can scroll past them on their feed if they do not wish to see them.
There is some speculation that organic users will be able to use a feature similar to carousel ads in the future. Even if the option is limited to advertisers for now, it is still a step in a potentially lucrative direction. Stacy Greco, Head of Integrated Marketing at Teen Vogue noted, “Our readers are telling us that they want to be able to purchase from Instagram.” Carousel ads may be the beginning of the answer to those users’ requests.