When it comes to a picture oriented social media platform, none can beat the popularity of Instagram. Pictures have the potential of conveying messages that fail to be described even with a thousand words. The company has recently rolled out its latest update, which also happens to be the biggest update till date and has the potential of changing the way people relive the special moments through the pics.
“Carousel” is the name of the latest feature update by Instagram which allows users to view a series of photos that can be flicked through just like you would view a slideshow. You can identify a carousel photo series by looking for a series of dots under a picture. This is an indication that you can flick through the photos. However, the facility to upload multiple pics together has been restricted to advertisers only (at the moment).
The introduction of this new feature has completely changed the way in which Instagram works (traditionally). This feature has been brought out as an experiment to analyse the benefits of such multiple upload facilities for brands. An Instagram spokesperson shared, “Once we iterate and see how people engage with the content, [we] may explore the possibility of bringing it to other types of users on Instagram.”
“One way to look at it is carousel ads bring the potential of multi-page print campaigns to mobile phones – with the added benefit of taking people to a website to learn more. For instance, a fashion company could use the carousel to deconstruct the individual products in a ‘look.’ A car company might share an array of different features of a vehicle and provide a link to learn more about the new model. Or, an advertiser could showcase how multiple ingredients come together to make a delicious meal.”
At the moment, it would be right to consider the carousel feature to be ads with slideshow capabilities because only advertisers can make use of it during the testing phase. It is possible that this facility would be brought out for general users, but this depends upon the extent of engagement that the carousel ads are able to generate.
In terms of branding, the carousel photos would have a “learn more’ option which would direct users to the website of the advertisers. This should enhance the visibility and relevance of the ads with respect to the brand’s promotion. Just a click of the button would redirect the users directly to the website without the presence of any intermediary entity. While the format for the same has not been decided, Instagram is working on pushing out an appealing design that has a systematic approach to all the elements required for the feature.
For a better understanding of the carousel feature, check out the following video. Don’t forget to leave your opinions and views in the comments below.
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