Instagram to roll out carousel ad platform

Instagram, the photo sharing social media site, is rolling out its carousel ad platform globally to help brands be more creative and "push the boundaries" with their ads.

Instagram: launches carousel ad platform
Instagram: launches carousel ad platform

Users will be encouraged to swipe left to see up to an extra four more images in a post from a brand trying to "tell deeper stories". Advertisers can also add a link to their website.

The platform will launch on 1 June in the UK, Canada, Australia, Germany, France and Brazil.

In the UK the carousel ads will launch with Ford, Tui and NHS Blood and Transplant. Brands including L'Oréal will feature in EMEA campaigns.

Amy Cole, the head of brand development for EMEA at Instagram, said that the site has been testing the platform for three weeks and has seen advertisers do more with their ads. For example a retailer can show different ways to wear an item, or a supermarket can show recipes in a series of images.

She said: "Carousel is a natural evolution. We are seeing incredible results from videos and this will help advertisers tell more complete stories.

"It’s a way of us finding ways of expanding the offering with the brands we are working with."

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