The carousel ad format is available for Facebook, Instagram, Messenger and Audience Network, and allows you to showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.
Here is an example from FNB
You can choose to let Facebook optimise the order of the carousel images, based on each card’s performance. However, if you’re using the format to tell a sequential story, make sure that you opt out of the automatic optimisation feature.
When are carousel ads your best option?
If you want to show off multiple products.
Feature a different product on each card that links to its own landing page. Give customers more options and help raise your click-through rate.
If you want to highlight the features of a single product.
Use each carousel card to show different product angles or details to better inform customers.
If you want people to actively engage.
Tell a compelling story that develops across cards – the interactive format encourages people to swipe through for more.
If you want to explain a process.
Give people a step-by-step tour of how your business or product works.