According to Instagram for Business, Brands can now promote and advertise products with Carousel Ads that will display a Call to Action, leading the user to a new link. According to Tech Crunch, The new “Learn More” button that houses these links will open a URL in an internal browser within Instagram that allows you to quickly jump back to the feed with a tap of the top bar.
Carousel ads will make it easier for brands with multiple products to display the range or different images and style for the same product with easy user interface that allows users to swipe left to see additional images and link to a website of the brand’s choice. As seen the earlier ads were effective in building awareness and bringing in the likes, however, the advertisers were not able to tell the whole story beyond an image. Now the ads will benefit from links that can give the unique features with different images and at the same details in the links.
In addition to the ads being clickable, Carousel ads give unique opportunities for Brands to engage audiences. Instagram is the most popular network with the US Teens according to PiperJaffray survey. For instance, a fashion company could use the carousel to deconstruct the individual products in a ‘look.’ A car company might share an array of different features of a vehicle and provide a link to learn more about the new model. Or, an advertiser could showcase how multiple ingredients come together to make a delicious meal.
Instagram has earlier been seen as a successful advertising network where ads rolled out for Ben & Jerry’s new flavor saw a significant lift in ad recall, awareness and reach. Using Instagram to build awareness, Ben & Jerry’s reached 9.8 million users and saw a 33-point increase in ad recall. Of users who saw the ad for Scotchy Scotch Scotch ice cream, 17 percent not only became aware of the new flavor, they also associated it with Ben & Jerry’s.The lift in ad recall was approximately 3X in comparison with the control group.
Paid advertising on Twitter has yielded results for advertisers and advertisers from Fortune 500 brands that have invested marketing dollar in Twitter advertising have seen multifold increase in engagement in comparison with the only organic tweets.
Promoted Tweets gained 670 percent more retweets and favorites than non-Promoted Tweets. Fortune 500 brands earned on average 72 (median = 12) retweets and favorites per organic Tweet per week with a mean of 22.8 (median 10) total Tweets per week. Conversely, Fortune 500 brands received an average of 487 (median = 158) retweets and favorites per paid Tweet, with a mean of 4.6 (median of 3) paid Tweets per week.
Carousel Ads on Instagram give brands an opportunity to build on the existing advertising campaigns to target the audiences more effectively with multi-product and image campaigns. According to the blog post the ad format is being introduced on a limited basis.