Supporting up to 5 pictures with links, the carousel ad format is interactive, attention-grabbing and helpful for direct response as well as brand awareness marketing. Carousel ads are a digital analog to the multi-page print magazine spread that let brands share their stories through imagery. In each carousel ad, marketers or advertisers can add up to four to five pictures along with dedicated links of landing page, which users can swipe through. To simply put, carousel ads are a great opportunity for companies to tell their stories and establish their brand in a unique way and further engage with fans.
About a year ago, Instagram introduced carousel ads, and gave a new medium to brands to tell deeper stories and share more images in an interesting way with insta users. It is not just Instagram, but Facebook and Twitter along with other social channels too support carousel ads.
With their innovation and creativity, several Brands including Old Navy, L’Oreal Paris, and Samsung have used Instagram to bring carousel ads to life. Have a look at how these companies use the carousel to tell their stories.
Old Navy is an international clothing retailer is carousel using ad for a day-in-the-life vignettes series targeting to its younger customer. These ads are linked to OldNavy.com which makes it easier for the fans to purchase the items that they love without the need of tiresome hunt. Through these ads, people can see how to wear items as well as when and where to wear them. Through the series of pictures, OLD Navy portrays a story of a girl, who is wearing Old Navy’s product and is experiencing a day at the beach: surfing, meeting a guy, etc.
Leveraging the carousel ad Samsung shared the story of the enhanced camera features of the newly launched smart phones: Galaxy S 6 and Galaxy S 6 edge. Each carousel ad is a mini photography tutorial and highlights a different camera feature.
Carousel ads have proved to become a game changer for digital advertisers, as these can be used for multiple purposes. Here is a list of things for which Carousel ads are worth experimenting with:
- Highlight a product: Like Tieks – a specialist ballet shoe maker did, advertisers can use carousel ads to highlight any of the products, wherein each ad card focuses upon on one aspect of their product, and has headline copy to add more contexts to each image.
- Demonstrate how to use a product: Advertisers can use a carousel ad to showcase how a user can use their products, wherein each card of the ad shares a step along with a corresponding image. Take inspiration from what Tyme Hair used to promote its curling iron.
- Tell a story: Without doubt, telling stories is an incredibly effective way to engage with customers. Here is something similar done for Project Repat, which makes quilts out of old t-shirts. It has used carousel ads to share a story of transforming memories into a quilt.
Along with these, carousel ads can also be used to give a product tour for example of an interior of a car; and even to share an article series.