Instagram’s new ad format means you’re about to see a lot more video commercials

Instagram’s carousel ads have been a staple of the platform for a while, but now they’re getting a new feature: video.

If you’re not familiar, carousel ads are basically slideshows you can swipe through to view multiple images from a brand in the space of a single ad.

Now brands can mix and match photos and video to their liking. In total, brands can have up to five videos of up to 60 seconds long, although we doubt anyone could stand to look at ads for five minutes straight.

The feature is rolling out today to a small group of beta testers – including Airbnb, Taco Bell and Macy’s – and will be rolled out to all advertisers later this month.