Let’s be honest, not everyone enjoys having ads flood their social media spaces. Instagram’s new Carousel feature, however, may be a tolerable alternative to traditional social advertising.

As a social media platform deeply rooted in visual authentic experiences, Instagram knows far too well that if there is going to be an advertising feature added to its interface, it needs to be mutually beneficial for both the business and the user. So with Carousel (which is essentially “Instagram for Businesses”), ads mimic designs of multi-print campaigns, making them less interruptive to a user’s overall experience.

This new Carousel format provides users with the ability to donate, learn a recipe, or scan a look book, all within one post. As Instagram’s advertisers learn to breathe better stories into each of their posts, users’ experiences with each ad will become more meaningful. Talk about a win-win.