Carousels vs. Reels: Which Drives More Engagement?
Instagram carousels vs Reels: Reels boost reach and discovery; carousels drive higher engagement, saves and shares—choose by goals and audience size.
Which works better for Instagram engagement: carousels or Reels? It depends on your goals. Reels are better for reaching new audiences, delivering 1.36× more reach than carousels. However, carousels outperform Reels in engagement, with a 1.38% engagement rate compared to 1.23% for Reels, and they generate 12% more interactions on average.
Key takeaways:
- Reels: Best for visibility and discovery. They reach non-followers via the Reels tab and Explore page, making them ideal for growing your audience.
- Carousels: Best for deeper engagement. They encourage swiping, saving, and sharing, helping build trust and drive sales.
Quick Comparison:
| Metric | Reels | Carousels |
|---|---|---|
| Reach | 36% higher | Lower |
| Engagement Rate | 1.23% | 1.38% |
| Best For | Discovery, growth | Engagement, loyalty |
| Audience Focus | Non-followers | Existing followers |
For smaller accounts (<50K followers), Reels are more effective for reach. Larger accounts (500K+ followers) see better engagement with carousels. Combining both formats - a Reel to attract attention and a carousel for detailed content - can maximize results.
Instagram Carousels vs Reels Engagement Comparison Chart
Instagram Reels vs Carousels: which does the Instagram algorithm REALLY like better? EXPERIMENT
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Engagement Metrics: Carousels vs. Reels
When it comes to Instagram, both carousels and Reels have their own strengths. A study from 2025, which analyzed 10,000 Instagram posts, found that carousels had a slightly higher engagement rate at 1.38%, compared to Reels at 1.23%. While the difference might seem minor, it can add up significantly for accounts that post consistently.
Interestingly, carousels with a mix of images and videos performed even better, achieving an average engagement rate of 2.33% - outshining both image-only and video-only posts. This suggests that combining different content types within a single post can grab more attention and keep users engaged longer.
Engagement Rate by Account Size
The effectiveness of carousels versus Reels also depends on the size of your audience. Smaller accounts tend to see better reach with Reels, while larger accounts benefit more from carousels in terms of both engagement and impressions.
| Account Size | Format | Median Reach | Median Likes |
|---|---|---|---|
| Under 1K Followers | Reels | 134 views | 6 |
| Carousels | 56 views | 7 | |
| 500K–1M (Creators) | Reels | N/A | 2,600 |
| Carousels | N/A | 4,983 | |
| 1M+ (Brands) | Reels | 110,500 views | 2,900 |
| Carousels | 217,668 views | 4,980 | |
| 1M+ (Creators) | Reels | N/A | 6,400 |
| Carousels | 219,000 views | 15,080 |
(Source: NetInfluencer/Metricool 2025 analysis)
For example, Sarah Israel conducted a short experiment in early 2023, comparing six carousels with six Reels over three weeks. Her carousels outperformed Reels, earning 220 likes versus 126 likes and reaching 2,316 users compared to 2,052 users. However, for accounts with fewer than 50K followers, Reels were better for reach. Once accounts surpass 500K followers, carousels nearly double the engagement seen with Reels.
These findings highlight how the effectiveness of each format can shift depending on your follower count.
Reach and Discovery Differences
Reels excel in reach and discovery, offering 1.36 times more reach than carousels on average. Their design prioritizes pushing content to non-followers through the Reels tab and the Explore page, making them a powerful tool for expanding your audience.
Carousels, on the other hand, are primarily shown to your existing followers in their home feeds. But Instagram’s algorithm gives carousels a unique edge: if a user scrolls past your carousel without interacting, Instagram might show it again later, starting from a different slide. This "second chance" feature allows carousels to generate 12% more interactions - including likes, comments, saves, and shares - compared to Reels.
"Posting multiple photos at once can make it a richer experience. It also gives that feed post multiple chances to show up in follower's feeds." - Adam Mosseri, CEO of Instagram
These insights underline how carousels and Reels serve different purposes, with Reels excelling in discovery and carousels driving deeper engagement with your existing audience.
Why Reels Work for Discovery and Growth
Reels are a powerful tool for creators aiming to reach new audiences. Unlike carousels, which mostly appear in the feeds of your existing followers, Reels have a dedicated tab that prioritizes discovery. This placement makes them one of the quickest ways to boost visibility and connect with people outside your current follower base.
For smaller accounts, Reels level the playing field. With only a 0.12 correlation between follower count and Reel impressions, even accounts with fewer than 10,000 followers can achieve impressive reach. In fact, Reels account for 52% of all impressions for these smaller accounts.
How Reels Reach Non-Followers
A significant 55% of Reel views come from users who don't already follow you. Compare that to carousels, which predominantly reach existing followers. Reels also achieve an average reach rate of 30.81%, more than double the rates for carousels (14.45%) or single image posts (13.14%).
This broader reach stems from the Instagram algorithm, which prioritizes user interests and watch history over follower lists. Mark Zuckerberg highlighted this trend, stating:
"On Instagram, Reels and video continue to drive engagement, with Reels alone now making up 50% of the time that's spent within the app."
Instagram has even introduced a "Trial Reels" feature, allowing creators to test content exclusively with non-followers for 24 hours before sharing it with their main audience.
The algorithm favors content that keeps viewers engaged. Metrics like "dwell time" (how long someone watches) and "sends per reach" (how often a post is shared via direct message) are heavily weighted. As Adam Mosseri explained:
"Shareable content tends to perform the best because it drives the most value for the overall community."
This focus on engagement underscores the importance of creating content that grabs attention right away, setting the stage for strategies to craft impactful Reels.
How to Create Reels That Get Views
To make the most of Reels' discovery potential, creators need to craft content that stands out. A strong hook or jump cut within the first 3 seconds can increase a Reel's virality by 72%. Since viewers decide whether to keep watching in just 1.7 to 2 seconds, starting with movement, a bold statement, or a surprising visual is crucial.
Reels between 60 and 90 seconds perform best, as data from early 2026 shows this length drives the highest engagement. Breaking up your video with jump cuts every 3 to 5 seconds can also keep viewers engaged - this technique boosts engagement by 32% compared to single-shot videos.
Adding captions is another must, as 80% of viewers finish videos with text overlays. Pairing your Reel with trending audio can further boost engagement by 42%. Additionally, featuring people on screen increases clicks by 25%. Authenticity matters - spontaneous, relatable content consistently outperforms polished, heavily edited videos.
Why Carousels Work for Deeper Engagement
Instagram Reels might be great for attracting new eyeballs, but carousels shine when it comes to keeping users engaged. Unlike videos, which are often consumed passively, carousels demand interaction - users have to actively swipe through each slide. This extra effort filters out casual scrollers and translates into stronger engagement. On average, carousels boast an engagement rate of 1.38%, compared to 1.23% for Reels and just 0.72% for single images.
Carousels also excel at increasing dwell time, a critical factor in Instagram's algorithm for 2026. Posts that generate more saves and shares can achieve up to 200–300% higher reach compared to those that rely solely on likes. Interestingly, carousels are saved twice as often as other types of posts, boosting their visibility even further.
How Carousels Get Multiple Chances in Feeds
Instagram's "second chance" algorithm gives carousels a unique edge. If a user skips over a carousel without engaging, Instagram may resurface it later in their feed, often showing a different slide - like the second or third one - to recapture their attention.
This feature not only increases a carousel's visibility but also enhances its chances of being fully viewed. Instagram tracks the "completion rate" - how many users swipe through all the slides - as an important signal of valuable content, which can lead to broader distribution. According to data leaked in late 2024, carousels enjoy a 2.7x higher discovery score compared to single-image posts. For accounts with over 50,000 followers, carousels are particularly effective for building stronger community connections and fostering deeper interactions.
While Reels are great for reaching a wide audience, carousels are better at creating a loyal and engaged following.
How to Structure Carousels for Better Results
The way you design your carousel can make or break its performance. Mixed-format carousels - those that combine images with short video clips - perform especially well, achieving engagement rates as high as 2.33%, far surpassing single-image posts. The sweet spot for a carousel is 6 to 10 slides, which provides enough value without overwhelming your audience.
Start with a strong hook on the first slide, keep the middle slides easy to scan, and end with a clear call-to-action. For example, in early 2025, the beauty brand Glow Ritual used this strategy effectively. They began with a "Did you know?" hook, followed it with 5–7 slides of educational content, and finished with a slide encouraging users to save the post. This simple yet effective approach boosted their engagement rate from 2.4% to an impressive 11.7% in just 30 days.
To make your carousels even more impactful, focus on creating content that's "saveable." Think mini-guides, checklists, or tutorials - anything users might want to refer to later. Buffer's analysis revealed that while their carousel posts received fewer likes than single images, they saw 2.37% higher overall engagement because users were more invested in the content. This type of "zero-click" content, which delivers value without requiring users to leave the platform, tends to perform exceptionally well with Instagram's algorithm.
How to Choose Between Reels and Carousels
Matching Format to Your Account Goals
When deciding between Reels and carousels, let your account goals and size guide your strategy. For accounts with fewer than 50,000 followers, Reels are your best bet for increasing reach and attracting new viewers. On average, smaller accounts see a median reach of 134 views per Reel, compared to just 56 for carousels. Reels are especially effective at reaching users who don’t already follow you.
If you’re managing a larger account - especially one with over 1 million followers - the focus shifts. Carousels often perform better for deeper engagement, offering content that’s educational, tells a story, or is worth saving. Larger accounts see a median reach of 217,668 views for carousels, compared to 110,500 for Reels. If your aim is to drive sales or establish authority, carousels are the way to go. On the other hand, if visibility is your priority, Reels should remain a key part of your content strategy.
| Goal | Recommended Format | Key Metric |
|---|---|---|
| Brand Awareness / Reach | Reels | Reach / Views |
| Community Building | Carousels | Comments / Shares |
| Education / Tutorials | Carousels | Saves |
| Viral Potential | Reels | Shares / Sends |
| Sales Conversions | Carousels | Clicks / DMs |
That said, you don’t have to limit yourself to just one format. Combining both can lead to even better results.
Using Both Formats Together
Instead of choosing between Reels and carousels, consider using both formats to complement each other. A blend of the two often works best, with a 60/40 or 50/50 split depending on whether your focus is growth or engagement.
One effective strategy is the "one-two punch" approach: start with a Reel to grab attention and follow it up with a carousel for more in-depth content. For instance, you could post a Reel showing a quick before-and-after transformation, then share a carousel detailing the steps involved. This way, the Reel draws in new viewers, while the carousel engages your existing followers with richer content.
A great example of this strategy in action comes from a sustainable fashion brand’s "#30DayCapsuleChallenge" in early 2026. They posted daily Reels showcasing outfit combinations, followed by carousels explaining the styling principles behind them. This approach led to a 40% increase in profile visits and a 15% boost in direct sales.
To maintain an optimal posting frequency, aim for 3–4 Reels per week to drive discovery and 2–3 carousels to foster engagement. This balance ensures you stay visible in both the Reels feed and your followers’ main feeds, helping you connect with your audience at the right moments.
Conclusion
As we've seen, there’s no definitive winner between carousels and Reels - each serves a specific purpose. Reels offer 36% more reach, making them ideal for discovery and connecting with non-followers through the Explore and Reels tabs. On the other hand, carousels deliver 12% more interactions, excelling at deeper engagement through saves and comments.
The choice between these formats depends on your goals. Reels act as top-of-funnel content, perfect for grabbing attention and building brand awareness quickly. Carousels, however, shine mid-funnel, helping you nurture your audience with storytelling and educational posts that encourage loyalty.
Your account size and objectives should guide your approach. The most effective strategies often combine both formats - using Reels to attract new viewers and carousels to increase engagement on Instagram and turn those viewers into followers.
Keep an eye on your engagement data. Whether it’s reach, saves, comments, or profile visits, let the essential Instagram metrics that matter most to your brand shape your content mix. This ensures you're covering all stages of your audience’s journey.
For even better results, consider using tools like UpGrow to refine your strategy with real-time analytics and smarter targeting, helping you grow your community organically.
FAQs
How often should I post Reels vs. carousels?
When it comes to Reels, which are great for expanding reach and discovery, aim to post 3–5 times a week. For Carousels, known for driving higher engagement through saves and shares, posting 4–7 times weekly works best. By balancing these two formats within these ranges, you can boost visibility while also encouraging deeper interactions. Adjust your posting schedule based on your goals to get the best results.
Which metrics matter most for each format?
When it comes to performance metrics, the focus varies depending on the content type. Reels are all about reach. They’re crafted to gain maximum visibility, especially through Instagram’s Explore and Reels tabs. However, their engagement rates tend to hover between 1.23% and 1.5%, which is on the lower side.
Carousels, in contrast, shine in terms of engagement. They often drive more interactions, saves, and comments, boasting engagement rates between 1.92% and 2.0%. On top of that, they can generate up to 12% more interactions compared to Reels.
How do I turn Reel viewers into followers?
To turn Reel viewers into followers, incorporate clear calls-to-action (CTAs) directly within your Reels or at the end. Encourage viewers to check out your profile or hit the follow button. Make sure your content matches your niche and offers something valuable - whether it’s tutorials, behind-the-scenes moments, or other engaging clips. Regularly posting captivating Reels and using well-placed CTAs can help guide viewers to your profile and grow a loyal following over time.
