Dive Brief:

• Photo sharing community Instagram will soon offer a clickable “Learn More” button through its branded image sets, or carousels. 
• The “Learn More” button will offer a measurable indication of consumer interest for advertisers, and a route to direct sales. 
• Now boasting more than 300 million users, Instagram started running ads in October 2013 and introduced video ads in late 2014. 

Dive Insight:

For the first time, Instagram is offering a way for viewers to click ads for more information, effectively creating a consumer call-to-action within its multiple-shot carousels of images. While the initial launch will emphasize brand advertising, the new “Learn More” button will ultimately attract advertisers wanting to generate sales rather than build awareness.

Click-through carousels are also likely to make a lot of money for Instagram, if advertiser interest in Snapchat’s “Sequenced Stories” and Pinterest’s “Buy” button is any indication, and offer a measurable indication of user interest. While carousels will initially include only stills, the Facebook property may decide to allow videos in carousels, and may also install a “share” option.

To maintain the site’s integrity, Instagram CEO Kevin Systrom approves all ads allowed on the platform.