In a blog post yesterday, Instagram announced that their new carousel ad units—launched as a beta back in June—will roll out to self-service advertisers through Facebook Business Manager over the coming weeks.
The Facebook-owned company introduced these Instagram carousel ads as means to drive awareness & brand affinity. Early results, as reported by the company, have been compelling: advertisers are seeing an average 2.5 point lift in brand recall over traditional, single-photo campaigns.
Facebook itself has had “carousel-like ads” available in the form of their Product Ads offering for some time. Through Instagram, advertisers will have the ability to customize offsite links, select the appropriate call-to-action button, and, like Facebook, utilize the social networks’ extensive demographic data for targeting.
A direct response case study posted by Instagram on carousel ads reported that the French retailer L’Occitane saw a 58% increase in conversion rate with the new ad units over Instagram ads running only a single photo.
After a long period of being available only for select advertisers, Instagram finally opened up their ad platform to self-service channels (including Facebook) last month.