Instagram Carousel Posts

 Businesses are using the Carousel feature on Instagram to serve their current customers and generate new leads. As the number one social network for organic engagement, it’s a cost-effective, succinct, and engaging way to communicate your marketing message.

Carousels don’t necessarily have to be ads. In order to create a Carousel Ad, there are two requirements: switching to an Instagram Business account and having a connected Facebook Business page. That way, you can create Instagram Carousels from your Facebook page.

Here’s a step-by-step guide to creating a Carousel Ad:

1. Open Facebook’s Power Editor.
2. Select the campaign you want to be in the ad, click "Create Ad Set."
3. Fill out the information requested, including targeting and placements options.
4. In the placements stage, make sure only Instagram is selected.
5. Proceed with Facebook’s instructions and click "Create."
6. Your Carousel ad will then be published on Instagram, in either a Story or on your main feed.

Instagram offers two types of Carousel Ads for Stories that cater to your objective, assets, and target audiences: Native Stories and Expandable Stories.

For Native Stories, all of the cards are automatically displayed, meaning viewers won’t have to "swipe to see more," the ad will autoplay. Because these cards are automatic, there’s a max number of three for each ad.

A Native Story is an effective Carousel Ad for a full-length commercial or demonstration. Think of them as commercial breaks as viewers tap through their stories.

Expandable Stories are more traditional. Viewers can tap to keep watching and can tap through a max of 10 cards. Expandable Stories are great for mixed media ads and audiences who usually buy on mobile.

Both Story formats support mixed media and allow one CTA per ad. If any card, or all the cards, are seen by the same viewer, only one impression is counted. Finally, these ads can either have different web destinations per card or one destination for the entire ad.

New to the Carousel feature? We’ve put together 10 ways you can start using Carousels to promote your business.

10 Ways to Use Instagram Carousels

1. Product launch

Instagram is a perfect way to tease your followers with your next product launch. Use the Carousel to include pictures, specs, and even a first look, like Audio-Technica did below with their new headphones.

Since Instagram is known for business engagement, (about 80% of Instagram users follow a business), this is a great chance to answer questions and build hype. For instance, if a customer asked, "Are these headphones available for purchase?" Audio-Technica could mention them in a reply comment so others with the same question can see the answer.

2. Full-length videos/images

Have a full-length commercial or photo that’s too big for Instagram? Give it the Carousel treatment. TechCrunch highlights a packing robot from Amazon in the two-video Carousel featured below. Sometimes full videos can do what a commercial or quick clip can’t.

3. Before and after

One of the first questions asked when releasing a new product – or marketing an existing one – is "How does it work?" The Container Store uses Carousels to answer that question. Visually showing the benefits of your product gives your target audience the chance to see how your product fits into their lives.

4. Recap

If your business hosts events, and you’d like to boost attendance and thank attendees, consider using Carousels to recap those events. Followers can swipe through and reminisce on that rooftop dinner or RSVP for the next one. Take this example, from INBOUND:

5. Blog content

A secret weapon to promoting blog content? Teasing it on Instagram. IBM does this well by using the Carousel to tease their blog posts without giving the message away – a throwback theme for a throwback post.

6. Brand personality

Instagram is the perfect place to build your brand and company culture. Show the people behind the screen and highlight those who make your business what it is. Check out how Boston-based coffee company Pavement does this by spotlighting their employees and their favorite coffee blend. 

7. Customer testimonials

Ecommerce giant Shopify uses Carousels to promote its customer reviews in a weekly podcast. This is a great way to generate more leads and maintain existing customer relationships.

8. Group themed images

Who doesn’t love dogs? Social media management platform Hootsuite sure does. They posted a Carousel of everyone’s best friend in incredible costumes. Not only does this showcase company culture, but it shows how using Carousel themes brings vibrancy to a business’s page.

9. Storytelling

Carousels can do more than announce a product. They can also tell the story of a potential customer. Pepsi recently posted a comic-book style Carousel about a sixth sense: Pepsi style. They released it right around the time "Spiderman: Far From Home" was released, and it shows how Carousels can build suspense.

10. Process demonstration

Orangetheory Fitness has Carousels on their Instagram page to demonstrate how fitness helps the body in more ways than on the scale. Demonstrating a process is a great way of engaging potential customers who might be on the fence about buying a product. If your business offers long-term results, Carousels can be used to show the progression of the benefits your customers will enjoy.