<\/center><\/div><\/a>\n\n\n\nCarousel vs. Single Image on Facebook<\/h2>\n\n\n\n We found that in the Facebook platform, the median click-through rate (CTR) for single image ads is higher than Carousel ads. This indicates that most apartment ads on Facebook utilizing the Single image format are more likely to have a higher CTR than those using the Carousel format. However, this does not discount the effectiveness of the Carousel ads as they had a wider distribution of CTR performance, meaning the top performing Carousel ads have the potential to outperform the top performing Single Image ads.<\/p>\n\n\n\n
Carousels can provide a higher ceiling on Facebook but Single image ads perform more consistently.<\/p>\n\n\n\n
Why might this be?<\/p>\n\n\n\n
Single image ads are more native looking than Carousel ads. In Facebook, most of the ad engagement comes from the ads in the newsfeed. The format of single image ads looks like something someone may share in their newsfeed. When people post multiple images in the Facebook feed organically, they look like photo collages, with images arranged in tiles. Carousels, on the other hand, stand out as an ad, because people don\u2019t natively post images using this format in the newsfeed.<\/p>\n\n\n
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<\/figure><\/div>\n\n\nCarousel vs. Single Image in Instagram<\/h2>\n\n\n\n On Instagram, Carousel ads had a much higher median CTR than Single Image ads. Single image ads were more likely to have click-through rates that varied more from the median, meaning they are more likely to either knock it out of the park or fall below the pack. This is the exact opposite of what we saw with Facebook.<\/p>\n\n\n\n
Interestingly, the Carousel format is a native format for how users share organic Instagram content. Carousel ads allow advertisers to showcase more images of their community. Since images are more of a focal point than copy is on Instagram, it makes sense that these ads are more consistently engaged with on this platform.<\/p>\n\n\n
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<\/figure><\/div>\n\n\nSo, what does this mean for multifamily advertisers?<\/h2>\n\n\n\n Regardless of which ad format you use, our research shows that both image ad formats have the potential to do well within these social platforms. The decision to use one or the other comes down to a community\u2019s assets, value proposition and the execution of the advertisement.<\/p>\n\n\n\n
On Facebook\u2026<\/h3>\n\n\n\n Our research indicates that selecting a single image ad is a \u201csafer\u201d bet than a Carousel ad. If you believe you have a limited assortment of quality imagery you may want to use a single image ad. If you have exceptional images, then you should utilize a Carousel, as they are more likely to deliver above-average results.<\/p>\n\n\n\n
Pros of Single Image Ad Format<\/h4>\n\n\n\n\nAppears more native in the newsfeed<\/li>\n\n\n\n Provides more emphasis on the copy<\/li>\n\n\n\n The assets presented are the same for every prospect every time<\/li>\n\n\n\n Only requires one great image asset<\/li>\n\n\n\n Leaves them curious as to what the rest of the apartment community looks like<\/li>\n<\/ul>\n\n\n\nCons of Single Image Ad Format<\/h4>\n\n\n\n\nThe one image may not resonate with everyone<\/li>\n\n\n\n Missed opportunity to showcase multiple images if you have a lot of design features and amenities you want to show off<\/li>\n<\/ul>\n\n\n\nPros of Carousel Ad Format<\/h4>\n\n\n\n\nCommunicates multiple messages with visuals and headlines<\/li>\n\n\n\n Ads in this format can stand out (in a good way) because they aren\u2019t native (if executed well)<\/li>\n\n\n\n The user is presented with an optimized order of carousel cards (you have more chances to present prospects with the right imagery and messaging)<\/li>\n<\/ul>\n\n\n\nCons of Carousel Ad Format<\/h4>\n\n\n\n\nIt isn\u2019t native for organic posts, users may scroll past this content more readily<\/li>\n\n\n\n Can be information overload if too much imagery and messaging is presented<\/li>\n\n\n\n Requires multiple high-quality images to be effective<\/li>\n<\/ul>\n\n\n\nOn Instagram\u2026<\/h3>\n\n\n\n If you have a lot you want to communicate about your community, you should use the Carousel format. With limited copy available to communicate your community\u2019s value proposition and lifestyle, the Carousel format will give you the opportunity to tell a compelling story. If you have one stand out message and visual that you think captures your community\u2019s unique value proposition, try using a Single Image format in Instagram, as it has a greater potential to be a high performer within this platform.<\/p>\n\n\n\n
Pros of Single Image Ad Format<\/h4>\n\n\n\n\nPresenting one concise and powerful message can make you memorable<\/li>\n\n\n\n Looks native in the feed<\/li>\n\n\n\n A consistent experience for everyone<\/li>\n\n\n\n Leaves them wanting to see more<\/li>\n\n\n\n Only need one great image asset<\/li>\n<\/ul>\n\n\n\n