The five best Instagram Carousel ads (so far)

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Last month, Instagram launched a new ‘Carousel’ ad format that let brands post a rotating number of images to boost the story-telling element of their campaigns. A month on, we look at 5 brands that have made use of the new feature, including L’Oreal, Banana Republic and Samsung.

The Facebook-owned social network said the new format will give companies “more flexibility” in the storytelling of their ads.

Swiping left will reveal additional images, linking out to the appropriate website for further investigation.

Underneath the post, dots will show which photo is being viewed with a ‘learn more’ button.
Advertisers can also leverage the app’s video abilities to drive the intended message home.


Showtime used the format to promote the season-two premiere of Penny Dreadful. Each carousel ad features a major character, letting the audience to connect with the show in a deeper way.


Showtime Networks executive vice president of program marketing, media, promotions and digital services Donald Buckley said, “The Instagram carousel expands our ability to showcase the richness and complexities of Penny Dreadful and the series’ multi-dimensional characters. As the series delves deeper into the psyches of the family, this new feature will allow us to further engage with fans.”

Banana Republic

To highlight the diversity of its spring collection and reach new customers, the clothing retailer is focusing on one girl, Song of Style blogger Aimee Song, sharing four different looks through carousel ads.


Senior VP and general manager of customer experience Aimee Lapic said, “With a carousel, our customers can discover more if they want as we spotlight some of our favorite products and share styling ideas across multiple images. Creating relevant content for our customers, while also making it easier for them to shop, is a win-win.”

Old Navy

The clothing retailer used carousel ads to show the multiple ways the brand offers on-trend, affordable fashions to its younger target customer.


Director of digital and social strategy Taylor Bux said, “Instagram is a distinctly visual medium, and the carousel function enables us to deliver richer, more cohesive storytelling. Additionally, the direct linking creates a seamless experience for fans to purchase the items that they love without having to hunt.”

L’Oréal Paris

To promote the longevity of L’Oréal’s Infallible makeup line, the brand is using the carousel format to detail the day in the life of an influential community member.


Senior VP of marketing Malena Higuera said, “We are committed to empowering women to be their own makeup artist through superior products, tools, education and inspirational content. Instagram allows us to bring this mission to life in a visually compelling and beautiful way.”


Samsung used the carousel ad to tell the story of the enhanced camera capabilities of the new Galaxy S6 and Galaxy S6 Edge smartphones. Each ad is a mini photography tutorial and highlights a different camera feature.


Samsung Electronics head of digital Kelly Solomon said, “Instagram is a perfect platform for us to show the full potential and power of our new smartphone cameras, and with the carousel media placement, we can share the stunning camera quality of the Galaxy S6 and Galaxy S6 Edge with millions of Instagram users.”

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