Instagram to begin "carousel" advertising

Photo sharing site, Instagram, is launching a global “carousel” advertising platform to encourage creative advertising and enable companies to “push the boundaries” when it comes to adverts.

Under the new system, users can swipe left and see a further four more images in a post from a brand, this is to produce “deeper” advertising stories to increase customer engagement.

The UK carousel ads will launch with Ford, Tui and NHS Blood and Transplant, additionally, L’Oreal will feature in EMEA campaigns.

The platform, which will also allow advertisers to add links to their website, is set to launch in the UK, Canada, Australia, Germany, France and Brazil at the start of June.

During a three week pilot scheme, advertisers had been doing more with their adverts such as demonstrating different uses for items of clothing or recipes from food products, according to head of brand development for EMEA at Instagram, Amy Cole.

She explained: “Carousel is a natural evolution. We are seeing incredible results from videos and this will help advertisers tell more complete stories.

“It’s a way of us finding ways of expanding the offering with the brands we are working with.”