How and Why They Work (+ Examples)


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

Identified 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 photos 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 essentially 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 Advertisements Supervisor, you’ll be able to create carousel advertisements for many advert placements, together with:

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

Carousel advertisements can embrace as much as 10 photos 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 do you have to use carousel advertisements?

Not solely are carousel advertisements extra visually participating 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 varieties.

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 right way to create your Fb Enterprise Web page in case you 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

The most effective methods to make use of carousel advertisements is to spotlight a number of services or products. The carousel format offers you extra space and creativity to indicate off your options than a single-image advert.

Use this house 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 contains the “Store now” CTA on every slide.

Supply: Burrow on Facebook

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

Should you’re going to showcase a number of merchandise, select photos that visually work effectively collectively. Carousels are designed to look cohesive as customers swipe by way of, so the photographs ought to have the same feeling or model. Choose photos from the identical assortment or model photoshoot to make your carousel advert seamless and fascinating.

This Instagram carousel advert from Few Moda is one other nice instance of selecting cohesive photos. As you swipe, you’ll be able to 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 methodology can be utilized in numerous artistic methods, from sharing a sequence of occasions, a step-by-step tutorial, or perhaps a collection of suggestions or enjoyable information that construct curiosity as a person swipes by way of.

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 affords a teaser of the category by sharing three suggestions for posing in pictures.

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 solution to get folks to swipe by way of your complete carousel advert and generate curiosity within the class. (And who wouldn’t need to discover ways to take higher selfies from a worldwide supermodel like Naomi Campbell?)

Plus, the carousel design is straightforward to digest and scroll by way of, as every picture features a fast tip and a seamless means to enroll in case you’re within the full class.

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

3. Provide 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 helpful for product manufacturers as you’ll be able to showcase a collection 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 profitable 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 consumer. The carousel then permits them to scroll by way of 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 by way of a number of photos and movies, there are alternatives to optimize your carousel advert additional for max interplay.

Concentrate on 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 shiny graphic with giant numbers and a powerful knowledge level of their carousel. These parts make it arduous for his or her audience *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 a web site hyperlink.

These diversified CTAs and messages in a single carousel advert encourage folks to proceed swiping by way of 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’ll be able to embrace as much as 10 slides in your carousel, there’s ample house to spotlight any key information, options, or processes.

This format is particularly helpful in case you want time to teach, nudge, or persuade your viewers earlier than they turn into a buyer. Should you’re promoting a high-priced merchandise or a service requiring a long-term dedication, carousel advertisements provide you with house to make your case.

Check out this carousel advert from Viva Day Spa that outlines their botox service. The collection of photos is a superb instance of the right way to use carousels to introduce and supply extra data.

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 crew and shares social proof by way of buyer critiques. The advert additionally mentions that they provide free consultations and features a low cost for first-time purchasers.

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 possibly can create carousel advertisements immediately in Meta Advertisements Supervisor or by utilizing an all-in-one social media software like Hootsuite.

Earlier than you create your advert, pay attention to Meta’s carousel advert specs. You will discover the total design specs here, however beneath is an outline of what it’s good 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 right way to create a carousel advert utilizing Hootsuite or Meta Advertisements Supervisor.

Create a carousel advert utilizing Hootsuite

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

2. Subsequent, enter a marketing campaign identify, choose your advert account, after which choose your marketing campaign goal.

3. On the Advertisements 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 possibly can enter a couple of advert textual content for break up testing.

5. Within the Gadgets part, choose Sure or No for Inventive Optimization.

Choose Sure to let Fb optimize for one of the best parts and routinely choose and order the playing cards in your carousel advert. You possibly can add as much as 10 playing cards to your advert with this choice.

Choose No to decide on the cardboard order your self. You possibly can 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 House placement choices.

card test with headline URL and description

7. Choose Add Merchandise so as to add extra playing cards. Your carousel advert wants not less than two playing cards.

8. Once you’re carried out importing the artistic for every card, overview your entire carousel within the Placement & Previews part.

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

Create a carousel advert utilizing Meta Ads Manager

1. First, open Fb Advertisements Supervisor and click on Create within the prime left nook.

Facebook Ads Manager create button

2. Subsequent, select an goal in your carousel advert marketing campaign. What would you like your carousel advert to attain? Your choices are Consciousness, Site visitors, Leads, App promotion, or Gross sales. Meta notes that Engagement will not be an goal that helps the carousel format.

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

3. Subsequent, you’ll be able to add your marketing campaign particulars, reminiscent of marketing campaign identify, particular class (if relevant), and whether or not or not you need to A/B check or use Benefit marketing campaign finances.

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

4. Within the subsequent step, you’ll be able to arrange extra marketing campaign particulars, reminiscent of conversion location, finances, 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 out whether or not you need to manually add your advert content material or in order for you Fb to routinely pull media out of your catalog.

Ad setup with creative source and format options

6. Now, for the enjoyable half: Add the photographs or movies you need to share in your carousel. Underneath Advert artistic, add as much as 10 photos or movies. You possibly can customise the headline, description, and URL for every card.

upload image or video carousel cards under Ad creative

On the appropriate aspect of the web page, you’ll be able to see a preview of what your carousel will appear to be in varied 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.

Incessantly requested questions on carousel advertisements

What’s a carousel advert?

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

What number of advertisements does a carousel have?

On Meta platforms, carousel advertisements can have between 2 and 10 photos 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 photos 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 possibly can create a Fb or Instagram carousel advert immediately in Advertisements Supervisor below your Meta Enterprise account. You can too use an all-in-one social media software like Hootsuite.

Why is it known as a carousel?

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

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