How to make a good Instagram carousel ad

Instagram’s creative strategist Derek Echevarria-Scott spoke to Adweek a few days ago about how to make a good carousel ad. These new Instagram ad formats, which are currently available in sponsored posts in the US and will soon launch in Europe, consist of a single post with multiple images which users can swipe to view.

Brands like Lacoste and GM have been some of the first to try these out, creating ads like these:




We’ve rounded up Derek’s advice for you here, mainly: “Many images, one story”

  • “The initial image in Carousel should have stopping power in-feed and stand on its own. It’s important to convey enough visual information to pay off on the concept, message and branding elements for those that chose not to swipe.”
  • “The most important visual information should be within the first two focal points in each image. If a person’s face is clearly visible, especially if you can see their eyes, it will always be one of the first focal points.”
  • “Think about creative ways to hint that there’s more to the story beyond the initial view. Once the viewer has made it to the second image, it’s safe to assume they will swipe to the end.”
  • “If the carousel includes a call to action, ensure the landing page continues the tone of the Instagram creative and is mobile-optimized.”

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