Instagram is looking to make the ads in its Stories feed better equipped for brands to tell stories.
Instagram is rolling out a version of its Story ads that can include three consecutive photos or videos instead of the standard one, the Facebook-owned photo-and-video app announced on Thursday.
Instagram is testing the expanded format with 12 brands, including California Pizza Kitchen, Netflix and Paramount, and will also open up the new format, which it’s calling “carousel ads for Instagram Stories,” to brands buying ads through automated ad-buying firms in the Facebook Marketing Partners program. The company does not yet have a timeline for when it will become available to self-serve advertisers, said Instagram’s director of product marketing Susan Rose.
By tripling the number of posts in a Story ad, Instagram is enabling brands to get more creative with their campaigns and removing the pressure to squeeze everything into one 15-second video, as has been the case since Instagram introduced Story ads last year.
For example, a clothing brand could begin their ad with a video of someone wearing an outfit, followed by a close-up photo of a particular garment and finish up with a post that links to the brand’s e-commerce site so a person can swipe up on the ad to buy it. Or a brand could simply use the format to stitch together three 15-second videos into a single, albeit segmented, 45-second spot.
And now that brands can create multiple posts in a Story ad in the same
Read more here: https://marketingland.com/instagram-triples-length-story-ads-carousel-format-233523