Instagram has added video carousel ads to the platform, and Asos and Macy’s are two of the first businesses to adopt the new service.
The Facebook-owned social media platform said video “drives higher favourability than campaigns with static photos” and the new format demonstrates greater levels of ad recall than stills.
The carousel works in the same way as the current photo carousel with up to five pieces of content. Each video can be up to 60 seconds.
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 Instagram increase by 40%. With the launch of video carousel, marketeers have even more creative flexibility to tell their brands visual stories on Instagram.”