Earlier this year, Instagram introduced a new ad offering called 'carousel ads'. Exactly as it sounds, carousel ads enable advertisers to upload up to four images for one ad, which users can then flick through to see more related content, or even related shopping options.
To showcase the potential of this new option, Instagram called upon the creative teams from some of the world's biggest agencies and brands - Toyota with Saatchi & Saatchi, Capital One with T3 and HP with Collectively - to show what could be done with the carousel option, specifically, how Instagram carousel ads could be used for brand storytelling.
Instagram has now released a video showing the process these teams went through in creating ads for the carousel format and how they approached the storytelling aspects of the process. It's a fascinating insight into how leading creatives work, and how they approach the Instagram platform for advertising purposes - it's not often you get this type of insight.
Even if you're not looking to utilize Instagram's carousel ads, the storytelling process will get your brain thinking on how you can improve your Instagram strategy and use the platform in ways you may not have considered.
- Grab attention with the first image in the sequence
- Entice viewers to swipe with leading images
- Consider the platform and popularity of content on Instagram
One of the key notes from Wassum's advice ties directly into the approach taken by the creative's in Instagram's promotional video:
"... figure out how your brand fits into your customers' lives and create a scene that demonstrates it"
This is great storytelling advice, and a great approach for brands looking for a more engaging way to utilize the Instagram platform. Often times, people aren't sure what they should be posting, what content is going to best resonate with their social media audiences, and they don't want to just push promotional material. Storytelling is a great way to communicate your brand values and offerings - and the fact of the matter is, every brand has a story. Every product and service has been built on a passion at some level, everything offers a level of functionality and utility in the lives of consumers. Why not showcase that? Why not showcase what your brand's about, what your value offering is, the purpose and mission of your business.
Resources like this underline the more creative ways brands can approach these new mediums, and both are likely to open your mind to the possibilities of brand communications - via Instagram, definitely, but they may also highlight storytelling possibilities that can be applied more widely to better engage your social media audiences.