Earlier this month we announced that Instagram was starting to allow advertisers to add videos to carousel ads. Now, the feature is available to all, as announced in a recent Instagram for Business post.
Carousel ads were initially rolled out on Facebook and saw much success. Then Instagram made them available to advertisers just last year, where they have also been a great success as well. As the company explains,
[quote]Over time, we’ve seen carousel campaigns perform better for ad recall than single photo campaigns on Instagram, driving on average an additional 2.5 point lift in ad recall.* [/quote]
The company wants advertisers to take advantage of this and also enrich their carousel ads with video. Because quite simply “video matters”.
[quote]Over the last six months, the time people spent watching video on Instagram increased by more than 40%.[/quote]
Research has shown that adding video to campaigns with static photos “drives higher” favourability. Adding video allows advertisers to reach audiences in much a more immersive way. The new feature also adds some creative flexibility to how brands “tell their story”. They can now do so with a combination of static images and videos – a minimum of three and a maximum of five 0f each.
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As video carousel ads are also available on Facebook, advertisers can launch the same campaigns seamlessly across both channels.
As always, advertisers have the option to choose the sequence of their choice, thus allowing them to lead the viewer in a way that best suits their objectives. One of the first advertisers to use the new feature is Disney. The company created a video carousel ad for Alice: Through the Looking Glass. With the ad, Disney “showed the journey of Alice stepping through the mirror into Wonderland”. The ad also included a Book Now button, for fans to buy tickets to the movie.
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If you want to try the new video carousel ads, it is available to all in Ads Manager, Power Editor or the marketing API.
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