Instagram has launched video carousel ads, with Airbnb, Taco Bell and Macy’s among the first brands to sign up to the new interactive format.
The new video carousel ads let advertisers display three to five videos or images at a time that users can toggle from side to side to view.
The format is similar to the Facebook video carousels rolled out last autumn.
As an example, Airbnb’s first ads on the new format takes viewers through a sequence of videos from various tourist attractions in Tokyo.
Meanwhile, Taco Bell’s ads are a spoof of Buzzfeed’s popular Instagram-housed recipe videos.
Instagram began testing image-based carousel ads last spring as it prepared to expand its advertiser base from an exclusive handful of big brands to any business large or small.
They quickly proved to be about 2.5% more effective than single images, according to Instagram’s head of business and brand development, James Quarles.