Instagram Adding Video to Carousel Ads

By Tinuiti Team

Instagram launched as a way for iPhone users to share their photographs with the rest of the world. Over the last few years, however, it has morphed into something far more diverse. It has recently announced that it will continue to push video among users and has created a way for marketers to add video to carousel ads.

How Will Video Work for Carousel Ads on Instagram?

Instagram has offered carousel ads for a while now. Users can swipe from one ad or image to the next and click on them if they’re interested. Now, however, publishers will be able to serve up video ads (up to 60 seconds long), which can dramatically improve engagement. It’s also a win-win prospect for advertisers. A single ad purchase will allow the advertiser to serve up to five ads.

This is a smart move for both Instagram and advertisers. Consumers have demonstrated a voracious appetite for video, and video ads often perform better in terms of ROI (return-on-investment). Seeing people move, interact with products, and demonstrate services can have a more profound impact on any advertising campaign.

Why Is Video So Strong?

Adding video
Mobile users have devoured video just as fast as desktop users.

Instagram has experienced a tremendous surge in video interest over the last few months. According to Tech Crunch, watch time for Instagram videos has increased by 40 percent over the last six months, and as the number of interested viewers increases, the demand for video-based ads grows, as well.

Tech Crunch notes that video ads will likely feed on themselves. The increased interest will encourage creators to make more videos, which will simultaneously fuel demand for ads. This could increase Instagram users’ income substantially — especially those who already generate income from the site.

Why Should Advertisers Use Instagram?

The video carousels on Instagram create a horizontal ad space, which means that users swipe side-to-side when they want to move on to new content. This means that the vertical feed remains relatively clutter-free, which increases usability and engagement.

Additionally, Instagram has found an excellent balance between user control and advertising efficacy. The first video will automatically play when users encounter it, but they can swipe at any time to move on. This should prevent users from growing irritated by auto-play ads while still maximizing exposure for brands.

When Can You Try It?

Instagram hasn’t given a solid delivery date for this new feature. However, it has announced that the first brands to try it will include Macy’s, Taco Bell, and Airbnb. These major players in the online advertising space will serve as excellent guinea pigs to determine potential ROI.

If you’re interested in generating leads and converting prospects, it’s essential to keep your thumb on the pulse of online advertising. When heavyweights like Instagram roll out new features, jumping on board can give you an edge over your competition. To learn more about achieving greater ROI on your online advertising, read our case study: Gilt City Increases PPC Clicks by 16% While Reducing CPA by 20%.

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