As marketers, we need to innovate our brand stories. Carousel ads are one of the ways to do just that. Its an advertising platform that can combine videos and images in the form of a slide show in a single ad. Its an alternative to otherwise static traditional. This capability was first provided by Facebook … Continued
As marketers, we need to innovate our brand stories. Carousel ads are one of the ways to do just that. Its an advertising platform that can combine videos and images in the form of a slide show in a single ad. Its an alternative to otherwise static traditional.
This capability was first provided by Facebook in 2015, followed by Instagram which launched Carousel ads in 2017. LinkedIn recently announced its new carousel ad feature. Pinterest is testing the carousel ad feature for some selected ads. Carousel ads in many cases are considered better as the advertiser has more options to play within a single ad. It allows companies to show off multiple products, is more interactive, and most importantly, has helped improve CTR. Carousel ads are inexpensive ways to display multiple images and are particularly popular among apparel, retail, beauty, and fitness as they get to share multiple products in a single ad.
The Ads are displayed based on an algorithm that tracks your interest based on your browsing history and displays randomly on your news feeds. Given that they are displaying the ads to an already interested audience, its more likely for them to click on it.
Benefits of Carousel Ads
To summarize the benefits of Carousel Ads,
More than 1 image can be displayed in a single ad
Slides can have images, gifs, and videos
Already engaged audience lands on the ads
Multiple CTAs in a single ad
Carousel ads best practices
All Carousel ads should have the first image engaging enough that it pushes the audience to keep swiping and go through all the slides. This in principle is better than a video ad, which interrupts your entertainment for promotion and its forceful wait by the audience. In the carousel instead, the viewer only swipes right if he/she is interested to know more or is intrigued to see what’s ahead. So to make the audience do that willingly, there are some industry-developed best practices for successful carousel ads display.
1. Tell a story
As we swipe through the carousel ads, the consecutive images if they tell a story compel the audience to swipe next and continue doing so until the last slide where they can finally click on the CTA.
2. Highlight Product features and Value Proposition
It’s an engaging way to entice the audience by showcasing product’s features in each slide with an image and CTA. This way they keep swiping right to see the features and may click on one of the slides, where they see a must-have feature.
Atlassian talks about the different features of its Jira software in each of the slides.
3. Showcase multiple feature products
Ecommerce websites run multiple sale seasons. Carousel ads are a good way to get traffic on their websites. They can display some of the popular products on the display cards, and the CTA can directly land them to the specific product feature page, thus getting higher engagement and getting the lead closer to purchase and conversion.
Moxie Jean showcases its new arrivals in the below carousel ad snapshot with a quick preview to the approximate price.
4. Engage audience in conversation
To attract engaged traffic to your websites, it’s important to have engaging conversations. Each of these conversations should hit a particular pain point that your product or service is fulfilling. It’s more likely for the viewer to click on the CTA if the specific pain point resonates with what they are facing today.
dDriven is using the buyer pain-points as the conversation starters in the below example. Its also a good example as to how B2B companies are levaraging the ad feature to attract buyers.
5. Feature article/blogpost/report highlights
Carousel ads can be an innovative way to feature thought leadership articles or survey reports. Each slide could talk about the anchor features in the article which would encourage the readers to click on the CTA and read the article/blogpost/report.
Precision nutrition had 6000 new newsletter sign ups at 50% lower Cost per lead and 50% higher CTR with their carousel ad messaging strategy around article highlights
Carousel Ads have been most successful on Facebook. Different businesses have been able to increase their ad engagement through carousel ads. Its an art to create the carousel ads, as sometimes you may want the audience to scroll 5 to 7 images to get to the CTA. To have successful sales each of those slides should have a strong message.