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Touting strong early performances of its Carousel ads, Instagram has opened up the option to buy the multiphoto campaigns through its self-service interface. Carousel lets marketers use up to five still images in a single ad. Viewers can swipe through them like virtual magazine pages.
Instagram, which launched the offering in March, said multiphoto endeavors on average drive an additional 2.5-point lift in ad recall. If that kind of performance holds true, expect more brands to dip their toes in the expanding pool of Instagram marketing options.