All aboard the carousel! Instagram have recently updated how a user interacts with a brand and the adverts they release, by the magical power of tapping/clicking. Yep, took them long enough. But let’s give them credit for the other feature they’ve implemented which is the carousel feature. Now you might say that interstitial advertising is an old concept, but you might be missing the bigger picture.
How it works
This feature only works on the new Carousel ads platform which was launched last week. It’s stated on the Instagram for Business blog that they are ‘introducing this new format on a limited basis’. So don’t get your knickers in a twist just yet, it’s just a beta at the moment. Sadly at the moment it’s not available for user posts which kind of bugs me but hey it’s being improved. Now you might go ahead and say, ‘hey wait a minute this is like the slide-y thingy on my Facebook news feed’. Well that’s true average reader! But then again, we both know that Zuckerberg’s brainchild wasn’t meant for photo-sharing.
The way this works is that users are able to swipe right on images and at the end of the carousel they can learn more about the product or service being advertised. It seems like something really unimportant & obvious but I think most people underestimate the marriage of the visuals and the link to the key information. You’d be thinking, how have Instagram made so much cash and have implemented this just now? Well you got me there average reader.
Why am I fanboying over it?
Personally, though I’m excited for how the industry in general is opting for more interactivity and dynamism, valuing brands’ stories rather than just sales strategies. Compelling beautiful stories is the way to go for marketers and Instagram has realized that (finally). They take users on a ride as they learn not only about what they’re buying but how/where/when it was made. Long gone are the days where everything is kept behind closed doors.
The best thing about all this is that both marketers & designers will be forced to get their creative juices flowing. Brands can use it not just for the sake of redirection but also to tell better stories about themselves. Even though it might spell the end for the print industry, as one of my favourite gurus said, I can’t imagine the ROI that one can get from investing in these dynamic products.
You can watch the video they put up over here.