Instagram: are carousels better than Reels in 2025?

This article has been written by our Instagram expert who will tell you what are the most efficient strategies in your niche

Which content type actually performs better on Instagram right now?

The performance battle between carousels and Reels isn't straightforward - it depends entirely on how you define "performance."

Carousels win the engagement rate game with 0.50% average engagement compared to Reels at 0.45%, and they generate 12% more total interactions. This happens because users spend more time swiping through slides, signaling high-value content to Instagram's algorithm. The multi-slide format creates multiple engagement opportunities - users can interact with different slides, save the post for later reference, and share specific slides with friends.

However, Reels dominate the reach metrics with 1.36x more visibility than carousels and 2.25x more than single photos. They achieve an average reach rate of 30.81%, which is double that of other post types. This superior reach stems from Instagram's aggressive push of Reels into the Explore feed and dedicated Reels tab, where non-followers can easily discover your content.

The real insight is that "better performance" depends on your goal: use Reels when you need to reach new audiences quickly, but lean on carousels when you want to deepen engagement with your existing community.

How do engagement rates really compare between the two formats?

The engagement rate comparison reveals surprising nuances that most creators miss when analyzing their content performance.

Recent platform data shows carousels maintaining a slight edge at 0.50% engagement rate versus 0.45% for Reels across all account types. However, this changes dramatically based on your account category - creator accounts see Reels engagement jump to 2.08% while their carousel posts achieve 1.7%. Business accounts face suppression on both formats but see relatively better performance with carousels, especially if they're not running ads.

The engagement quality differs significantly between formats. Carousels generate more saves (indicating content value), more shares (showing social proof), and longer dwell times (signaling algorithm preference). Users typically spend 3-5 seconds per slide on carousels, creating total engagement times of 15-50 seconds for a 10-slide post.

Reels engagement is more immediate but less deep - viewers double-tap quickly but rarely save or share unless the content is exceptionally valuable or entertaining. The platform counts a "view" after just 3 seconds, making engagement metrics somewhat inflated compared to the deliberate interaction required for carousel engagement.

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Is Instagram still pushing Reels harder in the algorithm?

Instagram's 2025 algorithm updates reveal a more sophisticated approach than simple Reels favoritism.

The platform now prioritizes three key ranking factors: watch time, likes per reach, and shares per reach. While Reels still receive preferential treatment in the Explore and Reels tabs, Instagram has made significant changes to level the playing field. Carousels with music can now appear in the Reels tab, effectively giving them access to the same discovery features previously exclusive to video content.

The algorithm has shifted focus from vanity metrics to meaningful engagement signals. Original content now receives massive boosts over reposts, and 3-second viewer retention matters more than total view count. This means a well-crafted carousel that keeps users swiping can outperform a Reel that gets views but no meaningful interaction.

Instagram has also introduced the "second chance" feature for carousels - if users don't engage with your first slide, the algorithm may show them the post again days later with a different slide preview. This gives carousels multiple opportunities for visibility that Reels don't receive.

The platform is clearly moving toward content quality over format preference, rewarding creators who produce original, engaging content regardless of whether it's slides or video.

Which account types benefit more from each format?

Account Type	Best Format Choice	Key Performance Data
Business Accounts	Carousels for organic reach, Reels for paid campaigns	B2B brands see 188.6k average reach with single images, 149.9k with carousels, only 109.4k with Reels
Creator Accounts (1k-5k followers)	Reels for growth, carousels for engagement	20% Reels view rate (highest among all account sizes), 2.08% engagement rate on Reels vs 1.7% on carousels
Creator Accounts (5k-10k followers)	Balanced approach with slight Reels preference	10.20% Reels view rate, benefit from Instagram's support for smaller creators
Personal Accounts	Carousels for friend engagement, Reels for virality	Higher engagement from existing connections on carousels, better discovery potential with Reels
E-commerce Brands	Carousels for product showcases and conversions	Multiple product angles increase purchase likelihood, detailed descriptions improve conversion rates
Service Providers	Carousels for explaining services, Reels for testimonials	Step-by-step explanations perform better in carousel format, quick social proof works in Reels
Educational Accounts	Carousels for detailed lessons, Reels for quick tips	Save rates 3x higher on educational carousels, Reels better for bite-sized knowledge

How do users interact differently with carousels versus Reels?

User behavior patterns between these formats reveal fundamental differences in content consumption psychology.

Carousel interactions are deliberate and engaged - users actively choose to swipe through slides, spending an average of 3-5 seconds per slide. This creates a lean-forward experience where viewers are mentally invested in the content journey. The swipe action itself is a micro-commitment that signals to Instagram's algorithm that the content has captured attention. Users save carousels at 2.5x the rate of Reels because the format naturally lends itself to reference material, tutorials, and valuable information worth revisiting.

Reels consumption is passive and rapid - users scroll through content in a lean-back state, making split-second decisions about whether to watch. The first 1-2 seconds determine whether viewers stay or scroll, creating intense pressure for immediate hooks. Sound plays a crucial role, with 80% more views on Reels with audio, yet creators must still include captions since many users watch without sound in public spaces.

The comment patterns differ dramatically too. Carousel comments tend to be longer and more thoughtful, often referencing specific slides or asking detailed questions. Reel comments are typically shorter, more reactive, and often just emojis or brief reactions to the content.

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Which format drives more consistent follower growth?

Follower growth patterns between carousels and Reels follow distinctly different trajectories that smart creators can leverage strategically.

Reels excel at rapid follower acquisition through their massive reach advantage - appearing in Explore feeds, the dedicated Reels tab, and even in non-followers' home feeds. Accounts posting primarily Reels see initial follower spikes of 15-30% monthly when content resonates with trending audio or topics. However, these followers often have lower engagement rates with non-Reel content, creating a quantity-over-quality dynamic.

Carousels drive slower but stickier follower growth. Users who follow after engaging with carousel content typically show 40% higher engagement rates on future posts because they've already demonstrated interest in your detailed, value-driven content. These followers are more likely to have saves, shares, and meaningful interactions with your content long-term.

The most successful growth strategies in 2025 use Reels as the top-of-funnel discovery mechanism while deploying carousels to qualify and nurture those new followers into engaged community members. Accounts using this dual approach report 25% better follower retention rates compared to those focusing exclusively on one format.

Small accounts (under 10k) should prioritize Reels for growth velocity, while established accounts benefit more from carousel-driven community building.

Do Reels or carousels convert better for sales?

Conversion data reveals clear winners depending on your sales funnel stage and product complexity.

Carousels dominate direct product conversions with 3x higher click-through rates to product pages compared to Reels. The format's ability to showcase multiple product angles, explain features in detail, and build value through sequential slides creates a mini-sales page within Instagram. E-commerce brands report 45% higher conversion rates when using carousels for product launches, particularly for items requiring explanation or demonstrating value propositions.

Reels excel at top-of-funnel awareness that leads to delayed conversions. While immediate sales from Reels are typically 60% lower than carousels, they generate 5x more brand awareness that converts over 7-14 day windows. The key is using Reels for problem agitation and brand positioning while directing viewers to carousel posts for detailed product information.

For paid advertising, vertical Reel ads achieve 48% lower cost per action than traditional formats, making them cost-effective for scaling awareness campaigns. However, retargeting campaigns using carousel ads to users who engaged with Reels see the highest overall ROAS, often exceeding 4:1.

Service-based businesses find carousels particularly effective, with consultation bookings 2.8x higher from carousel content that explains their process compared to Reels showcasing quick tips.

How much time and resources does each format really require?

Production Element	Carousels	Reels
Average Creation Time	30-60 minutes for 10 slides with graphics	2-4 hours including filming, editing, and post-production
Required Skills	Basic graphic design, copywriting, visual hierarchy understanding	Video editing, audio syncing, on-camera presence, trending audio awareness
Software/Tools Needed	Canva, Photoshop, or similar design tools (often free versions suffice)	Video editing apps, ring lights, microphones, potentially multiple takes
Content Planning Complexity	Moderate - requires logical flow and compelling slide progression	High - needs script, shot list, audio selection, and timing coordination
Revision Difficulty	Easy - can update individual slides without recreating entire post	Difficult - usually requires complete reshoot for major changes
Batch Creation Potential	High - can create 10-15 carousels in one design session	Low - each Reel typically requires unique filming session
Learning Curve	2-3 weeks to master effective carousel creation	2-3 months to develop efficient Reel production workflow

Which format keeps users on profiles longer?

Profile visit behavior data reveals surprising insights about how each format influences user journey depth.

Carousels generate 2.3x longer average profile visit durations compared to Reels. When users discover your profile through a carousel, they spend an average of 47 seconds exploring additional content, often saving multiple posts and checking your highlights. This behavior stems from the expectation set by carousel content - users who appreciate detailed, valuable content seek more of the same.

Reels drive higher volume but lower quality profile visits. While 3x more users visit profiles from Reels, they spend only 15-20 seconds on average, often just checking if you have more similar Reels. The quick-consumption mindset from Reels viewing carries over to profile exploration, leading to surface-level engagement.

The most effective profiles strategically place carousel content in their first grid rows to capture Reel-driven traffic. Accounts implementing this strategy see 40% higher follow rates from profile visitors because the carousels provide the depth that hooks users beyond initial entertainment value.

Grid aesthetic also plays differently - Reel covers need to maintain visual cohesion while carousel first slides must promise value, creating a complex balance for optimal profile presentation.

What storytelling techniques work best for each format?

Storytelling mechanics differ fundamentally between carousels and Reels, requiring distinct narrative approaches for maximum impact.

Carousel storytelling thrives on the "curiosity gap" principle - your first slide must create an information gap that only swiping can resolve. Successful carousel narratives use progressive disclosure, revealing information strategically across slides to maintain swipe momentum. The most effective structure follows a problem-agitation-solution framework, with slides 1-3 identifying pain points, slides 4-7 building tension, and slides 8-10 providing resolution and clear next steps.

Educational carousels perform best with numbered lists, step-by-step tutorials, or before-and-after transformations. Each slide should deliver one complete thought while teasing the next insight. Typography hierarchy becomes crucial - headers that can be read while speed-swiping with supporting text for engaged readers.

Reel storytelling demands immediate hooks and rapid payoffs. The three-act structure compresses into 15-30 seconds: setup (0-2 seconds), conflict/development (3-10 seconds), and resolution (final 5 seconds). Successful Reels often use pattern interrupts, unexpected reveals, or satisfying visual loops that encourage rewatching.

If you feel like your content isn't getting enough engagement, we can help improve that.

Which accounts are crushing it with each format in 2025?

Leading accounts in 2025 demonstrate mastery of format-specific strategies that others can model and adapt.

Gymshark exemplifies the perfect dual-format approach, using Reels featuring influencer workouts and trending fitness challenges to reach 2.3 million new accounts monthly. Their carousel strategy focuses on detailed workout plans and nutrition guides that generate 5x higher save rates. The brilliant connection: Reels create desire while carousels provide the actionable steps, driving both community growth and apparel sales.

Creator success stories show different patterns:

1. @thefinancialdiet - Grew from 100k to 450k followers using carousels exclusively, posting detailed financial breakdowns that users save at a 12% rate (industry average: 2%)
2. @doctormike - Combines medical myth-busting Reels reaching 5M+ views with carousel deep-dives on health topics, achieving 8% engagement rates on both formats
3. @minimalistbaker - Uses Reels for 30-second recipe previews driving 250k+ views, then posts full recipes in carousels that convert 4x better to website traffic
4. @thepsychologymum - Grew by 300k in 6 months using carousels for parenting advice with 15% save rates, supplemented by relatable parenting moment Reels
5. @garyvee - Posts 4-5 Reels daily for reach while using carousels for business framework breakdowns, maintaining 3M+ engaged followers

B2B success leans heavily carousel-focused: HubSpot generates 3x more leads from carousel marketing frameworks than any other content type, while Canva uses Reels purely for brand awareness and tool feature highlights.

Should you focus on one format or balance both?

The strategic answer depends on your resources, goals, and current growth stage - but data strongly supports a balanced approach.

Accounts using both formats see 40% better overall engagement rates compared to single-format strategies. The synergy creates a powerful flywheel: Reels attract new audiences who then engage deeply with carousel content, while carousel success signals to Instagram that your account produces valuable content, boosting all post types in the algorithm.

For resource-constrained creators, follow the 70-30 rule based on your primary goal. Growth-focused accounts should allocate 70% effort to Reels and 30% to carousels, while engagement-focused accounts should flip that ratio. This ensures you maintain format diversity without spreading yourself too thin.

The optimal posting schedule emerged from 2025 data: 3-4 Reels weekly for consistent reach, supplemented by 2-3 carousels for depth. Posting only Reels can typecast your account in the algorithm, potentially limiting carousel reach later. Similarly, carousel-only accounts miss massive discovery opportunities.

Advanced creators batch-create content monthly: filming multiple Reels in one session while designing carousel templates for quick customization. This approach reduces the time burden while maintaining consistent presence across both formats.

Conclusion

Sources

1. Cropink Instagram Reels Statistics
2. LinkedIn: Reels vs Carousels Engagement Analysis
3. Buffer: Instagram Reach and Engagement Analysis
4. Sprout Social: Instagram Statistics
5. Future Social: Why Brands Make Better Carousels
6. Inflact: Instagram Reels vs Carousels
7. Digital Information World: Mastering Instagram in 2025
8. LinkedIn: It's All About Carousels
9. CapCut: Increasing Engagement with Carousels Guide
10. Vix Media Group: Instagram Format Comparison

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice,we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.