Dive Brief:

• Old Navy, Banana Republic (both owned by Gap Inc.), and Tiffany's are among the first retailers to use Instagram's new carousel ads. 
• The new feature on the social media site, added last month, allows brands to post up to four pictures on one ad, in which viewers can swipe through and view. Advertisers can also include a link to a landing page in the ad. 
• Instagram told Ad Age that the carousel ad was designed to help brands dive a bit deeper with their ads, when compared to Instagram's traditional, one-picture-only ads. 

Dive Insight:

This new feature is particularly useful for retailers, who can now display many looks from new collections in one Instagram ad, mimicking a multi-page spread found in traditional print magazines. It's also relevant to help reach younger shoppers in an age where they're not just looking for a brand, but a story and an experience.