The new video format works in the same way as the familiar photo carousel ad format, inviting users to swipe sideways to see more clips. The maximum video length remains at 60 seconds.
According to Instagram, Asos is using the carousel to engage its male customers on the platform.
Amy Cole, head of brand development, EMEA at Instagram, said: “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. In the last six months we’ve seen video consumption on Instagram increase by 40%. With today’s launch of video carousel, marketeers have even more creative flexibility to tell their brand’s visual stories on Instagram.”
Airbnb has also booked video carousel ads for a campaign encouraging people to visit Paris and Tokyo.
Source: Campaign Live