It’s been less than a year since Instagram launched advertising on Stories. And now they’re expanding upon this by adding carousel ads.

With this update, advertisers 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.


What’s the difference?

Instagram Stories ads were previously limited to one piece of media, either a video or a photo. Carousel Stories ads will allow advertisers to add more depth to their storytelling, whether it be with a 3-part video, a slideshow, or a combination of the two.


Why the change?

With organic Stories already allowing for multiple postings, Instagram’s Director of Product Marketing, Susan Rose mentioned that it seemed like a natural progression to add this capability into ads too.

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


What next?

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’s 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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