It was only less than a year ago that Instagram launched advertising on Stories, where in November last year it boasted of 300 million daily active users. Now Instagram is introducing Carousel Ads to Stories.

Carousel Stories Ads will now be able to display up to three pieces of media in a similar way to how you would see content from organic posters. Users will be able to tap through, swipe back and forth or pause content.

Instagram Stories ads were previously limited to one piece of media – either a video or a photo. Carousel stories ads will allow advertisers to create more depth to their storytelling whether it be a three part video, a slideshow or a combination of the two.

With organic Stories already allowing for multiple postings, Instagram’s Director of Product Marketing, Susan Rose mentioned that this seemed like a natural step to incorporate that capability into ads as well.

“It’s a feature that was requested from businesses and advertisers, give the power that they’ve seen through organic stories with multiple pieces of content.”

Carousel stories ads are currently being rolled out to a limited group of advertisers at the moment, including the likes of Coca-Cola, Renault and Paramount. There is no scheduled date for when carousel ads will be available to self-serve advertisers.  But the new format will open up to brands who buy ads through automated ad-buying services in the Facebook Marketing Partners program. 

You can view the full announcement here.

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