I had a meeting recently with a social media consultant. One of the interesting points that came out of it was how Instagram had decided to train users. She advised Instagram had launched support for swipe-able ads, but not many users were swiping. In order to help this, they launched the same feature for users, adding the ability to have multiple pictures on one post. As people go through their Instagram feed they are now more inclined to swipe to see the the multi-photo posts. A subtle way of training user habit in order to make their ads more effective.
http://www.prnewsonline.com/instagram-carousel
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