Instagram has launched video carousel ads, which present users with a selection of videos and images to swipe between.
The carousel ads can contain up to five pieces of content, with the maximum length of each video set at 60 seconds, along with a call to action button.
Among the first brands to trial the format are Asos, Taco Bell, Macy's and Airbnb.
“Since we introduced carousel ads last year, businesses have been using the format to tell their stories in unique and compelling ways – and have seen solid results,” said Instagram EMEA head of brand development Amy Cole. “In the last six months we've seen video consumption on Instagram increase by 40 per cent. With today’s launch of video carousel, marketeers have even more creative flexibility to tell their brands visual stories on Instagram.”
Instagram reports that the Carousel format leads to an average 2.5-point increase in ad recall over static image formats.