Instagram has been pushing users to create more video content. Now it’s pushing advertisers to create more video ads.
Instagram announced Tuesday that it will soon roll out video carousel ads, a move that will let advertisers share up to five separate videos with one single ad purchase. Each video can be up to 60 seconds long.
Instagram already sells carousel ads, the kinds of ads that let users swipe between different pages (often called cards). But video functionality wasn’t available until now.
For brands and businesses, the carousels can feature three to five pieces of media, including photos and videos, with a 60-second maximum duration for the latter. Overall, that allows advertisers to cram a total of five minutes’ worth of video content into a single space. Users will see the first slide on their feed, and can swipe through to reveal the rest, or simply scroll down to ignore it. The first brands to utilize the video carousel will be Airbnb and Macy’s.
If users expect to see videos when they open Instagram, then video ads, which are typically more lucrative than static ads, won’t feel out of place.
These new video ads are now in beta and will roll out to all advertisers in the “coming weeks,” according to a company spokesperson.
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