Sometimes not even a single picture is enough for advertisers to convey their message.
That's why Instagram added a new ad unit last month designed as a digital analog to the multi-page print magazine spread. In each so-called carousel ad, advertisers can include up to four photos that people can swipe through as well as a link to a dedicated landing page.
In an interview with Ad Age in March, Instagram's global head of business and brand development James Quarles said the carousel ads were an answer for advertisers looking to do deeper storytelling with their ads on the Facebook-owned photo-sharing service.
For example, Old Navy will use the carousel ads to promote its Baja wear through a series of day-in-the-life vignettes (as seen the photo at the top of this article). By blending the product with real-life scenes, people will be able to see how to wear items from Old Navy's Baja line as well as when and where to wear them, according to Old Navy's director of digital and social strategy Taylor Bux.
"The way we're crafting the story is putting it into the context of real life. The model who's wearing the product is actually experiencing a day at the beach: surfing, meeting that guy, having an ice cream cone. And the serialized content is telling that story," Mr. Bux said.
Here are ways other brands will be using Instagram's carousel ads: