Instagram introduces new multi-photo ad format, clickable links

Instagram is introducing a new way to allow brands to advertise called ‘carousel ads’. It notes that this is a feature born from community feedback.

The new product is designed to assist those interested in learning more about a brand or product after they have been inspired by a sponsored photo or video. At the moment, brands can advertise with a single at a time but now carousel ads allows for more.

Carousel ads allow users to swipe left to see additional images and links to websites of a brand’s choice, allowing it to showcase its products. Users can swipe through four branded images in sequence. The new ad format also brings another new feature to Instagram: clickable links.

The links for ads makes sense, as they offer the advertiser options as opposed to the current single image ads which Instagram has been offering since October 2013. As Instagram explains:

“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”.

 

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The new “Learn More” button that houses the clickable links will open a URL in an internal browser which allows users to quickly return to the feed with a tap of the top bar.

It was inevitable Instagram would diversify its ad offering to create more revenue. The new feature is however likely to result in an uproar from users. This may be why Instagram has had to be so strategic about its advertising offerings.

Instagram notes that the feature is being introduced on a limited basis and might change in the coming weeks as it learns “what people are most interested in and what performs best”.
Its parent company Facebook employs a format where ads are curated from a user’s data, only showing the users ads they are interested in. It is this methodology that, to maximise its ads placing, Instagram might adopt.

At the moment, the carousel ads are photos but Instagram could also offer the carousel ads in video format at a later date. It could also allow users to share ads, allowing brands to reach more people.