How and Why They Work (+ Examples)

We’ve all seen carousel advertisements in our social feeds. However do they actually work?

Recognized for his or her swipeable format, carousel advertisements are most frequently seen on Instagram and Fb in Feeds and Tales. And since they will showcase a number of photographs or merchandise in a single place, they’re naturally extra interactive than a single-image advert which may simply be scrolled previous.

However there are particular methods to make use of carousel advertisements to encourage much more interplay, improve engagement, and showcase your model’s choices.

Right here’s how and when to make use of carousel advertisements on Fb and Instagram to get probably the most out of this interactive advert format.

What are carousel ads?

Carousel ads are a type of ad format that allows you to share multiple images or videos in one swipeable ad. They are called “carousels” because these ads have a rotating effect, similar to a carousel device like a conveyor belt or a merry-go-round.

You can create carousel ads on nearly every social platform, from Facebook to Twitter and even LinkedIn. But for this article, we’re going to focus on Meta’s ad platforms, together with Fb and Instagram.

In Adverts Supervisor, you may create carousel advertisements for many advert placements, together with:

  • Fb Feed
  • Messenger
  • Fb Market
  • Instagram Feed
  • Instagram Tales
  • Viewers Community

Carousel advertisements can embody as much as 10 photographs or movies. Every picture or video slide, additionally known as a card, can have its personal headline, description, hyperlink, and name to motion button — giving your carousel advert a number of alternatives to transform folks.

Why must you use carousel advertisements?

Not solely are carousel advertisements extra visually partaking and interactive, however they’re confirmed to carry out higher than single-image advertisements.

When Fb first launched the carousel format, carousel link ads had a 30-50% decrease value per conversion and 20-30% decrease value per click on than single-image hyperlink advertisements.

On Instagram, carousel advertisements are simply as efficient. A case research on the clothes firm Lacoste discovered that utilizing the carousel advert format on Instagram Tales generated a 61% lift in click-through rate (CTR) and a 32% decrease value per click on (CPC) in comparison with different advert sorts.

Professional tip: You’ll want a Fb Enterprise Web page to create advertisements on each Fb and Instagram. Right here’s a fast tutorial on the way to create your Fb Enterprise Web page for those who don’t have one arrange but:

5 nice methods to make use of carousel advertisements

1. Share a number of merchandise in a single advert

Among the best methods to make use of carousel advertisements is to focus on a number of services or products. The carousel format provides you extra space and creativity to point out off your options than a single-image advert.

Use this area to share a brand new assortment, best-sellers, or a class of merchandise like Burrow does on this Fb carousel advert. The furnishings firm highlights a number of sofas from its store and consists of the “Store now” CTA on every slide.

Supply: Burrow on Facebook

This advert from Burrow additionally works effectively as a result of all the pictures are product photographs with a plain white background. A way of life shot or a distracting colourful background thrown into the combination would disrupt the movement of the carousel.

For those who’re going to showcase a number of merchandise, select photographs that visually work effectively collectively. Carousels are designed to look cohesive as customers swipe via, so the pictures ought to have an identical feeling or type. Choose photographs from the identical assortment or model photoshoot to make your carousel advert seamless and partaking.

This Instagram carousel advert from Few Moda is one other nice instance of selecting cohesive photographs. As you swipe, you may see completely different outfits from the model’s new seasonal assortment, every picture that includes a set of color-coordinated outfits.

Few Moda looker skirt seasonal collection

Few Moda walter top seasonal collection blue colors

Supply: Few Moda on Instagram

2. Inform a narrative

Storytelling is on the coronary heart of social media, and carousel advertisements are one other alternative to inform a narrative.

The storytelling technique can be utilized in a lot of artistic methods, from sharing a sequence of occasions, a step-by-step tutorial, or perhaps a sequence of suggestions or enjoyable information that construct curiosity as a person swipes via.

MasterClass makes use of a carousel advert on Fb to advertise one in all its courses taught by supermodel Naomi Campbell. The category teaches modeling fundamentals, and the advert presents a teaser of the category by sharing three suggestions for posing in photographs.

MasterClass Facebook carousel ad 3 tips for posing in photos with Naomi Campbell

Naomi Campbell photography tips find your light

Naomi Campbell photography tips find your best side

Supply: MasterClass on Facebook

This can be a artistic method to get folks to swipe via your total carousel advert and generate curiosity within the class. (And who wouldn’t need to learn to take higher selfies from a worldwide supermodel like Naomi Campbell?)

Plus, the carousel design is simple to digest and scroll via, as every picture features a fast tip and a seamless means to enroll for those who’re within the full class.

While you select to inform a narrative utilizing the carousel format, simply keep in mind to observe the essential storytelling ideas and embody a transparent starting, center, and finish so it’s simple on your viewers to observe alongside.

3. Supply an unique promotion

One other means to make use of social carousel advertisements to achieve your viewers is by providing an unique promotion. Promo codes are particularly useful for product manufacturers as you may showcase a sequence of merchandise in a single advert.

To not point out, Fb is the primary supply of low cost code discovery within the US. Over 40% of consumers say they use Fb to search for promo codes, coupons, and reductions, adopted by Instagram. What does this imply for entrepreneurs? A carousel advert paired with a promo code is a successful mixture.

Take this Bombas advert, for instance. The sock model features a promo code for 20% off within the headline, which instantly attracts in a client. The carousel then permits them to scroll via a number of merchandise earlier than they determine to buy, retaining that low cost in thoughts as they visually store.

Bombas socks product ad with 20% off code

Supply: Bombas on Facebook

4. Encourage interplay

Carousel advertisements are all about interplay. Whereas this advert format naturally encourages a person to swipe via a number of photographs and movies, there are alternatives to optimize your carousel advert additional for max interplay.

Give attention to the small print for every card. Use the headline, description, and CTA buttons to encourage folks to maintain swiping and improve your engagement.

For instance, this Thinkful carousel advert on Instagram makes use of a vivid graphic with giant numbers and a formidable knowledge level of their carousel. These parts make it exhausting for his or her target market *not* to maintain scrolling to study extra.

Thinkful Instagram ad transfer skills into tech for $17k average salary increase

Supply: Thinkful on Instagram

One other instance of encouraging extra interplay is that this Fb advert from Joybird. The furnishings model took benefit of every carousel card by together with completely different messages and CTAs on each, together with a “Store Now” button, a “Get Instructions” button, and a “See Extra” motion with an internet site hyperlink.

These diversified CTAs and messages in a single carousel advert encourage folks to proceed swiping via and interacting with completely different parts, relying on what they need to do subsequent.

Joybird custom furniture Facebook carousel ad

Supply: Joybird on Facebook

5. Introduce a service or characteristic

Carousel advertisements are additionally an effective way to introduce an viewers to your service or product. Since you may embody as much as 10 slides in your carousel, there’s ample area to focus on any key information, options, or processes.

This format is very useful for those who want time to teach, nudge, or persuade your viewers earlier than they grow to be a buyer. For those who’re promoting a high-priced merchandise or a service requiring a long-term dedication, carousel advertisements offer you area to make your case.

Check out this carousel advert from Viva Day Spa that outlines their botox service. The sequence of photographs is a superb instance of the way to use carousels to introduce and present extra info.

The sequence of Viva Day Spa’s carousel advert eases potential clients in by addressing any questions or hesitations they might have concerning the service. After introducing the service, the advert mentions its skilled group and shares social proof via buyer critiques. The advert additionally mentions that they provide free consultations and features a low cost for first-time shoppers.

Viva Day Spa Facebook ad with botox information

Viva Day Spa complimentary consultations with trained medical staff

Viva Day Spa botox aesthetic with $120 off first time coupon code

Supply: Viva Day Spa on Facebook

2 methods to create carousel advertisements

You’ll be able to create carousel advertisements immediately in Meta Adverts Supervisor or through the use of an all-in-one social media software like Hootsuite.

Earlier than you create your advert, pay attention to Meta’s carousel advert specs. Yow will discover the total design specs here, however under is an summary of what you might want to know to get began:


  • Minimal variety of carousel playing cards: 2
  • Most variety of carousel playing cards: 10
  • Side ratio: 1:1
  • Decision: 1080 x 1080 pixels
  • Picture file format: .jpg and .png


  • Minimal variety of carousel playing cards: 2
  • Most variety of carousel playing cards: 3 (Tales), 10 (Feed)
  • Side ratio: 1:1 (Feed), 9:16 (Tales)
  • Video size: As much as 60 seconds (Feed), as much as 15 seconds (Tales)
  • Decision: 1080 x 1080 pixels (Feed), 1080 x 1920 pixels (Tales)
  • Picture file format: .jpg and .png

Right here’s the way to create a carousel advert utilizing Hootsuite or Meta Adverts Supervisor.

Create a carousel advert utilizing Hootsuite

1. In your Hootsuite Adverts account, choose New marketing campaign.

2. Subsequent, enter a marketing campaign identify, choose your advert account, and then choose your marketing campaign goal.

3. On the Adverts Design web page, choose Carousel within the Advert Format part. As soon as you choose the carousel format, add your artistic parts for every product within the carousel.

Hootsuite Ads Design customize carousel format

4. Specify the textual content you need to seem above the carousel advert. You’ll be able to enter a couple of advert textual content for cut up testing.

5. Within the Objects part, choose Sure or No for Artistic Optimization.

Choose Sure to let Fb optimize for the most effective parts and mechanically choose and order the playing cards in your carousel advert. You’ll be able to add as much as 10 playing cards to your advert with this choice.

Choose No to decide on the cardboard order your self. You’ll be able to add as much as 5 playing cards to your advert with this choice.

6. Choose a card to add a picture or video, and enter its headline, URL, description and Name To Motion (CTA). To add a video, you first must scroll to the Placement & Previews part and deselect the Instagram and Messenger Dwelling placement choices.

card test with headline URL and description

7. Choose Add Merchandise so as to add extra playing cards. Your carousel advert wants at the very least two playing cards.

8. While you’re performed importing the artistic for every card, evaluate the complete carousel within the Placement & Previews part.

9. Choose Proceed and full your marketing campaign arrange as ordinary.

Create a carousel advert utilizing Meta Ads Manager

1. First, open Fb Adverts Supervisor and click on Create within the high left nook.

Facebook Ads Manager create button

2. Subsequent, select an goal on your carousel advert marketing campaign. What would you like your carousel advert to attain? Your choices are Consciousness, Visitors, Leads, App promotion, or Gross sales. Meta notes that Engagement isn’t an goal that helps the carousel format.

Choose campaign objective including Awareness, Traffic, Leads, App promotion, or Sales

3. Subsequent, you may add your marketing campaign particulars, similar to marketing campaign identify, particular class (if relevant), and whether or not or not you need to A/B check or use Benefit marketing campaign funds.

campaign details with A/B test and Advantage campaign budget option

4. Within the subsequent step, you may arrange extra marketing campaign particulars, similar to conversion location, funds, schedule, and viewers.

5. When you’ve entered your marketing campaign particulars, you’ll get to Advert setup. Choose the Carousel format. You even have the choice to pick whether or not you need to manually add your advert content material or if you’d like Fb to mechanically pull media out of your catalog.

Ad setup with creative source and format options

6. Now, for the enjoyable half: Add the pictures or movies you need to share in your carousel. Beneath Advert artistic, add as much as 10 photographs or movies. You’ll be able to customise the headline, description, and URL for every card.

upload image or video carousel cards under Ad creative

On the appropriate facet of the web page, you may see a preview of what your carousel will appear like in numerous placements like Fb Feed, Instagram Feed, Tales, and Reels.

When you full the advert artistic setup and placements, hit Publish within the backside proper nook and your carousel advert is sweet to go.

Often requested questions on carousel advertisements

What’s a carousel advert?

A carousel advert is a single advert with a number of photographs and/or movies. Carousel advertisements are used on social to share a number of merchandise or options in a single advert.

How many advertisements does a carousel have?

On Meta platforms, carousel advertisements can have between 2 and 10 photographs and/or movies in a single advert. Every picture or video has its personal headline, description, hyperlink, and CTA button.

What makes a great carousel advert?

Good carousel advertisements are seamless and use cohesive photographs or movies to inform a narrative, share a course of, or spotlight a set of merchandise, options, or providers.

How do you create a carousel advert?

You’ll be able to create a Fb or Instagram carousel advert immediately in Adverts Supervisor underneath your Meta Enterprise account. You can even use an all-in-one social media software like Hootsuite.

Why is it referred to as a carousel?

These advertisements are referred to as “carousels” as a result of this format has a rotating impact just like that of a carousel system like a conveyor belt or a merry-go-round.

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