Dive Brief: 

• As a response to requests by advertisers, Instagram is introducing new feature options that include multi-photo carousel ads and live links. 
• The carousel ads allow users to swipe through four different images within one ad. 
• Prior to the changes, Instagram didn't allow clickable links with its images, but the new ads include a "Learn More" button that will open a live URL within the app. 

Dive Insight: 

Carousel ads are becoming a new trend in social media—Pinterest just announced a similar product. While the multi-photo ads are a helpful addition, clickable links are the real game changers for Instagram. With a live URL, it will be much easier for advertisers to calculate the ROI for Instagram ads. Without a direct link, it can be difficult to determine if the ads are driving real engagement or sales.