Brands wanting to go beyond static image or quick videos on Instagram’s picture sharing platform can now develop e-stories to engage viewers. The company announced the launch of the Carousel Ads format at Facebook Canada’s Brand Summit in Toronto on Thursday. Brands can upload up to four images per post, allowing users to swipe from image to image and link off the post, and engage directly on the brand’s site.

Instagram launched the new addition with a seven major Canadian brand partners including Rogers, Air Canada and Canadian Tire.

The four-image ad is the company’s first initiative that is driven from a brand point-of-view, says Daniel Habashi, brand development lead for Instagram. 

“Carousel started from an insight we had from both community and brands: We want to go deeper. We want to tell more of a story, and how do we tell that story? This is one way that we’re learning how to do that.”

Instagram launched its ad business in Canada in November last year. It followed this up with offering video capability for ads. This news follows the company’s recent announcement regarding the success of its inaugural ad roll-out in Canada.

The company has plans to expand brand offerings further keeping in line with its community-centric approach to sharing content. For the moment it is cultivating bigger brands but Habashi says that the company wants to reach out to small businesses, as well, in the long run.

Carousel Ads became available in the U.S. in April this year.