At the beginning of March, Instagram announced the arrival of its new carousel ad unit for businesses. Brands can offer up a series of photos that will appear in a subscriber's Instagram feed. Unlike Tinder, however, if users swipe left on the photo, the content won’t be sent off into the land of rejection, but instead be replaced another similarly-themed picture from the campaign. Once a user reaches the end of a photo story, they are offered a call to action that can direct them to a mobile friendly site or landing page. Much like Tinder, brands are hoping this newest advertising platform will make Instagramers fall in love, or at least in lust with their products enough to encourage them to book, buy or download.What differentiates these carousel ads from the other types of social advertising is that by nature they are meant to be unobtrusive. Ideally, they are meant to feel like a seamless part of the Instagram experience, not to interrupt the stream of visually compelling images that users seek out on the social platform.
Brands are given an opportunity to tell an aesthetically pleasing story without the annoying distractibility that comes with the ads that have started showing up next to my friends Facebook photos. According to Instagram, the new carousel ads are meant to replicate the feeling of a multi-page magazine spread with the tracking advantages that the digital world provides. And much like a magazine, if users choose to engage with the content, then they can. If they decide that it isn’t something they care about, then they can simply keep flipping the pages...ahem...I mean scrolling.Hotels and hospitality brands are already well-oiled machines when it comes to churning out beautifully visual content. By creating thematic stories to appeal to different kinds of travelers, what is known as “snackable” content, might actually provide a direct path to booking. Here are some examples:Hotels can sequence a “story” that shows what the ideal trip to their property might look like for a family. They can begin with a photo showcasing their lobby, and then progress to various activities, meals, or amenities that would appeal to someone traveling with their kids. At the end of the sequence, someone can click on “Learn More” and be instantly directed to your website’s landing page that can further sell them on the value of your property as family-friendly.Beach resort? You could even sequence the exact same shot of a spot on your beach just taken during different times of day, and maybe sometimes prominently featuring a frozen drink with a tiny umbrella. Consider what makes your property appealing or think about what guests are looking to experience when they visit and tell those stories.This is just another strategy to add to the marketing mix, and it should obviously be approached in much the same way you would approach any other part of your marketing plan. Carefully monitor and measure your brand’s performance on the platform, test various strategies, and always engage with user feedback.
At the beginning of March, Instagram announced the arrival of its new carousel ad unit for businesses. Brands can offer up a series of photos that will appear in a subscriber's Instagram feed. Unlike Tinder, however, if users swipe left on the photo, the content won’t be sent off into the land of rejection, but instead be replaced another similarly-themed picture from the campaign. Once a user reaches the end of a photo story, they are offered a call to action that can direct them to a mobile friendly site or landing page. Much like Tinder, brands are hoping this newest advertising platform will make Instagramers fall in love, or at least in lust with their products enough to encourage them to book, buy or download.What differentiates these carousel ads from the other types of social advertising is that by nature they are meant to be unobtrusive. Ideally, they are meant to feel like a seamless part of the Instagram experience, not to interrupt the stream of visually compelling images that users seek out on the social platform.
Brands are given an opportunity to tell an aesthetically pleasing story without the annoying distractibility that comes with the ads that have started showing up next to my friends Facebook photos. According to Instagram, the new carousel ads are meant to replicate the feeling of a multi-page magazine spread with the tracking advantages that the digital world provides. And much like a magazine, if users choose to engage with the content, then they can. If they decide that it isn’t something they care about, then they can simply keep flipping the pages...ahem...I mean scrolling.Hotels and hospitality brands are already well-oiled machines when it comes to churning out beautifully visual content. By creating thematic stories to appeal to different kinds of travelers, what is known as “snackable” content, might actually provide a direct path to booking. Here are some examples:Hotels can sequence a “story” that shows what the ideal trip to their property might look like for a family. They can begin with a photo showcasing their lobby, and then progress to various activities, meals, or amenities that would appeal to someone traveling with their kids. At the end of the sequence, someone can click on “Learn More” and be instantly directed to your website’s landing page that can further sell them on the value of your property as family-friendly.Beach resort? You could even sequence the exact same shot of a spot on your beach just taken during different times of day, and maybe sometimes prominently featuring a frozen drink with a tiny umbrella. Consider what makes your property appealing or think about what guests are looking to experience when they visit and tell those stories.This is just another strategy to add to the marketing mix, and it should obviously be approached in much the same way you would approach any other part of your marketing plan. Carefully monitor and measure your brand’s performance on the platform, test various strategies, and always engage with user feedback.
