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Instagram is bringing videos to its Carousel ad format, allowing marketers to pick five videos—or a combination of videos and photos—for users to swipe through. Launch partners include Airbnb, Taco Bell, Hollister, IBM and W Hotels. (Above is an example from Airbnb.)
The new format is an extension of Instagram's existing carousel ads for photos that the company unveiled in March 2015. According to James Quarles, Instagram's global head of business and brand development, the platform's video views have increased 40 percent in the past six months.
"The reason why we're excited for video carousel ads is this format gives marketers creative flexibility to tell richer stories on Instagram," Quarles said.