Instagram has launched a new way for brands to tell their stories on the platform with video carousel ads. Taco Bell, Macy’s and Air B’n’B are amongst the first global brands to create ads using the new format.
With the carousel ad format, marketers can build ads using up to five pieces of video and photo content as a combination for richer storytelling. The maximum video length is 60 seconds per video. Initial results show  that carousel formats have, on average, a 2.5 point increase in ad recall over static image formats.
“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 Amy Cole, head of brand development, EMEA at Instagram. “In the last six months we’ve seen video consumption on Instagram increase by 40 per cent. With today’s launch of video carousel, marketers have even more creative flexibility to tell their brand’s visual stories on Instagram.”
Launched in 2010, Instagram is a community of more than 300 million monthly active users.