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Twitter is rolling out a new form of carousel ads which let you showcase between 2-6 images or videos in a single ad. 

According to the social network, the ads are particularly suited to helping businesses reach their advertising goal with a more immersive and interactive format which includes:

  • An edge-to-edge design
  • Third party measurement reporting
  • Accessibility support
  • New reporting features (such as swipes within the Carousel and breakdowns to measure individual Carousel card performance)

The ads have an edge on most other Twitter advertising formats because they allow you to approach an ad from a variety of different directions. You could highlight a variety of features and benefits of a single product, highlight a small collection of products, or tell a story about your brand. 

Why You Should Try Carousel Ads

Carousel ads have already proven to be a powerful tool on a number of other platforms including Facebook, Instagram, and Google Ads. 

According to a Nielsen study cited by Twitter, using 3 or more assets in an ad format increases awareness by up to 20% and purchase intent by 7%.

Based on Twitter’s early testing of the ad format, that will continue to be true here. The company says carousel ads saw an average 15% increase in click-through rates compared to traditional single asset ad formats. 

Carousel ads for apps saw an even bigger boost, with an average 24% increase in installs.

Twitter Carousel Ads Best Practices

To help you get started, Twitter provided a set of recommendations and best practices for making the most out of carousel ads:

  • Use all of the available components: Including visuals, headlines, descriptions, and calls-to-action.
  • Tell a story: Craft a visual narrative with a beginning, middle, and end to keep viewers engaged.
  • Consider the audience: Show different product images to re-targeted customers than you would show to new, prospective customers.
  • Highlight the product and its benefits: The product should be visible and there should be clear, simple communication of benefit to the consumer.

Available Now To Everyone

The new ad format is available to all advertisers and marks a renewed effort by Twitter to create a more effective and enticing advertising platform:

“This investment in performance advertising also includes expanding the capabilities of our ad formats to enable advertisers with more options to show and tell their brand story, while providing a more intuitive, engaging experience for people on Twitter.”

Pinterest Promoted Carousel Ads

Pinterest has launched a new ad format that gives advertisers the ability to promote up to 5 different products with a single ad.

The new “Promoted Carousel” ads combine 5 normal ad posts into a single ad unit, which will let viewers swipe through products or different ad experiences.

The format is built with unique slides, where each can have its own image, title, description, and landing page.

The most obvious benefit of these ads would be to highlight several different products at the same time, but advertisers could also craft these ads around highlighting different aspects of a single product.

Pins in these Promoted Carousel ads appear like any other pin, but users can swipe through each image and enlarge a specific card for a full-screen experience.

In the announcement, Pinterest says the new ads can help brands effectively raise awareness of their products and improve ad performance with better traffic results and conversions.

“This format can present a product’s numerous features, drive additional purchases by showing multiple items in a Pin or increase awareness with a multi-image brand story.”

Those given early access to Promoted Pins affirm this, saying they have seen improvements in:

  • Brand awareness
  • Ad awareness and association
  • Ad performance
  • Engagement Rates

Promoted Carousel ads began rolling out late last week and are now available for all businesses utilizing Pinterest’s self-serve ad platform.

Instagram has introduced a new way for brands to tell their Stories, with expanded photo and video carousels.

In the past, brands could only include a single photo or video in their Story ads. Now, a limited number of advertisers can triple that with three consecutive photos or videos, as the company announced today.

For now, the expanded ad unit is only available to 12 brands, such as California Pizza Kitchen, Netflix, and Paramount. However, it is also opening the format, which it is calling “carousel ads for Instagram Stories” to brands buying ads through automated ad-buying firms.

It is unclear when Instagram will be bringing the ad unit to self-serve advertisers, which include the vast majority of small businesses that advertise on the platform.

The expanded format should come as a relief for the advertisers who have access. In the past, the constraints of Instagram’s Story ads forced brands to squeeze in as much as possible within a single image or 15-second video. Now, they have more breathing room to tell actual stories.

The versatility of the new ad unit also offers new creative options for brands who advertise on Instagram.

Because you can mix-and-match, you might start a carousel with a short video showcasing the product, followed by an image highlighting features or details, with a link to your website on the final slide. Or, you might create thematically related short-videos that complement each other. You could also just split a 45-second video ad into three segments across the carousel.

“The goal is really to create ad formats that feel as native as possible to Instagram,” said Susan Rose, director of product marketing for Instagram.

According to Rose, one-third of the most-viewed organic Stories on Instagram are posted by brands, and 60 percent of Instagram’s organic Stories are viewed with the sound on.

While the expanded carousel gives you more room for telling stories with your ads, the individual limitations for each slide remain the same.

The maximum length of each video is 15 seconds, and photos only stay on the screen for up to five seconds. Users can also swipe past the ad to skip it.

To provide better insight into how these carousel ads are performing, Instagram says it will record analytics data for views and swipes on each post in an ad. However, the impressions for the ad will only be counted once when the ad is served.