Instagram Carousels Outperform Standard Posts, Says Chief

Instagram’s chief, Adam Mosseri, has recommended using carousel posts as a strategy to enhance reach on the platform. Carousels, which now support up to 20 frames and can include musical elements, are highlighted for their potential to drive user interaction and, consequently, expand visibility.

According to Mosseri, carousels often outperform standard photo posts for two key reasons. First, the inclusion of multiple media types encourages users to engage more, leading to a higher average interaction rate. Second, if viewers don’t swipe through the carousel, Instagram may automatically present the next piece of content, offering a “second chance” for engagement. This added interactivity makes carousels an appealing option for creators looking to maximize their posts’ effectiveness.

Furthermore, carousels with music can now appear in the Reels tab, further increasing their reach potential. Mosseri emphasized the importance of strategic planning when creating carousels, suggesting that marketers should not force the content but rather use it when they have relevant assets available.

Additionally, Instagram has introduced features that enhance carousel usability, such as text overlays and the ability to mix image formats (e.g., portrait and square) within a single post. These developments provide marketers with more tools to create engaging content that resonates with their audience, potentially leading to improved results on the platform.