They often say that the good things in life come in threes, but Instagram seems to think that fours are even better.

The platform is currently testing another Multi-Advertiser ad format, which allows businesses to showcase their advertisements alongside three other brand ads. 

These four ads are consolidated into a single carousel positioned between Reels. 

It is worth noting that these advertising placements are an extension of the AI-powered, Multi-Advertiser ads that were initially introduced for the main feed back in October. 

However, it is easy to predict that this layout might not resonate well with Instagram users from a UX perspective. Many could potentially feel bombarded and will instinctively swipe these carousels away. In all cases, advertisers will surely be squeezing in more ad impressions.

So brace yourselves for the ad invasion, or maybe just hope that this novel trick up Meta’s sleeve ends up being as fleeting as our attention spans.

In the meantime, you can read more about it here.