Do carousels perform better than Reels on Instagram in 2025?
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In 2025, the Instagram algorithm continues to favor Reels with 30.81% average reach versus carousels at 14.45%, yet carousels generate 12% more interactions per post.
This comprehensive analysis breaks down the exact performance metrics between Instagram carousels and Reels based on the latest data from June 2025. Whether you're managing a brand account or building a personal following, understanding these format-specific metrics will help you optimize your content strategy for maximum growth.
And if you need help with your social media, our team can take a look and help you grow more efficiently.
Summary
Reels dominate reach metrics with double the visibility of carousels, but carousels excel in engagement quality and conversion rates. The optimal strategy combines both formats based on specific goals and account size.
| Metric | Carousels | Reels |
|---|---|---|
| Average Reach Rate | 14.45% of followers see content | 30.81% of followers see content (2.13x higher) |
| Engagement Rate | 1.92% engagement rate with 12% more interactions | 1.23% engagement rate but broader audience |
| Completion Rate | Multiple viewing opportunities via algorithm | 57% for <15 seconds, 36% for >60 seconds |
| Save Rate | 151 saves average (higher for educational content) | 194 saves average (lower for educational niches) |
| Viral Potential | Low viral ratio, "slow-burn" content | 10x higher reach rate, designed for discovery |
| Ad Performance | 61% click-through rate, higher cost | $4.29 CPM, $1.21 cost per link click |
| Best Account Size | Above 100K followers for engagement | Under 50K followers for growth |
What's the actual reach difference between carousels and Reels in 2025?
Reels achieve 30.81% average reach rate while carousels only hit 14.45%, making Reels more than twice as effective for visibility.
This reach advantage stems from Instagram's algorithmic prioritization of video content across multiple discovery surfaces. Reels appear in the dedicated Reels tab, Explore page, and home feed, while carousels primarily rely on follower feeds and limited Explore placement. The platform plays Reels over 140 billion times daily across Instagram and Facebook combined.
For accounts seeking rapid audience growth, Reels generate 1.36x more reach than carousels and 2.25x more than single photos. However, reach alone doesn't guarantee meaningful engagement or conversions. Small accounts under 10K followers see Reels achieve 13% average view rates compared to just 6.5% for accounts over 100K, indicating the format's particular effectiveness for growing channels.
The reach disparity reflects Instagram's strategic competition with TikTok. The algorithm actively pushes Reels to non-followers through aggressive recommendation systems, while carousels rely more heavily on existing audience engagement to gain traction.
How do engagement rates actually compare between formats?
Carousels achieve 1.92% engagement rates versus Reels at 1.23%, with carousels generating 12% more total interactions per post.
This engagement advantage occurs because carousels encourage multiple interaction types. Users swipe through slides, spend extended time consuming content, and frequently save posts for future reference. The multi-slide format creates natural pauses that prompt likes and comments at higher rates than quick-scrolling Reels.
Influencer content shows even starker differences. Influencer Reels achieve 2.08% engagement while their carousels reach 1.7%, both significantly outperforming traditional video posts at just 0.42%. The key factor is content depth—carousels allow creators to deliver comprehensive value that resonates more deeply with audiences.
If you're struggling to identify what content works in your niche, we can help you figure it out. The engagement quality difference means carousels often drive stronger audience relationships despite lower reach.
What are the real completion rates for each format?
| Content Length | Reels Completion Rate | Key Performance Factors |
|---|---|---|
| Under 15 seconds | 57% watch to end | Optimal for quick tips, trending audio, entertainment |
| 15-30 seconds | 48% watch to end | Sweet spot for educational content with clear value |
| 30-60 seconds | 41% watch to end | Requires strong hooks and continuous engagement |
| Over 60 seconds | 36% watch to end | Only for highly compelling narratives or tutorials |
| Carousel (all slides) | Not tracked traditionally | Algorithm reshows unseen slides as "new content" |
| Carousel (partial) | Multiple exposure opportunities | Each slide can trigger separate algorithmic distribution |
| Video View Rate | 10.53% for Reels | Compared to 4.42% for Stories, 2.3x better |
How does follower growth differ between formats per 100K views?
While specific follower growth per 100K views data remains limited, smaller accounts under 50K followers see dramatically better performance with Reels for audience building.
Accounts under 10K followers receive 55% of their total engagement from Reels versus just 35% from carousels. This engagement distribution directly correlates with follower growth potential, as Reels' discovery-focused algorithm exposes content to non-followers at significantly higher rates. The format's design for viral distribution means a single successful Reel can generate thousands of new followers.
Mid-sized accounts (50K-100K) still see Reels dominating with 51% of engagement versus carousels' 28%. However, once accounts exceed 100K followers, the gap narrows to 44% for Reels and 27% for carousels. This shift occurs because larger accounts already have established audiences who actively seek their content, reducing the relative advantage of Reels' discovery features.
Not sure why your posts aren't converting? Let us take a look for you. The key insight is that growth-focused accounts should prioritize Reels until reaching substantial follower milestones.
What's the save rate difference in educational niches?
Educational carousels significantly outperform Reels for save rates despite Reels averaging 194 saves versus carousels' 151 saves overall.
The paradox occurs because save behavior depends heavily on content type rather than format alone. Educational carousels excel because they deliver dense, referenceable information across multiple slides. Users save these posts as mini-guides, tutorials, or reference materials they'll revisit. The format's natural structure for step-by-step explanations, comprehensive lists, and detailed breakdowns makes it ideal for value-driven content.
Reels' higher absolute save numbers reflect their broader reach rather than superior save rates. When normalized for reach, educational carousels achieve save rates 34% higher than educational Reels. The key differentiator is information density—carousels can pack 10 slides of detailed content while Reels must compress information into digestible video segments.
For creators in educational niches, carousels represent the optimal format for building resource libraries that audiences consistently reference and share.
Which format drives more profile visits and link clicks?
Carousels achieve 61% click-through rates and generate more qualified profile visits despite Reels' superior reach metrics.
The effectiveness difference stems from user intent and content consumption patterns. Carousel viewers deliberately engage with multi-slide content, indicating higher initial interest. This engaged audience is 2.3x more likely to visit profiles and click links compared to passive Reel viewers who often scroll through content in discovery mode.
Reels excel at generating volume—more total profile visits due to higher reach—but carousels win on conversion quality. Studies show that increased Reel posting frequency doesn't significantly impact link clicks or profile visits, suggesting reach alone doesn't drive action. Carousels' ability to build trust through comprehensive information delivery creates stronger conversion paths.
The optimal strategy uses Reels to attract new audiences, then converts them through value-packed carousels that demonstrate expertise and build credibility.
How does time spent affect algorithm performance?
| Engagement Metric | Algorithm Weight | Format Advantage |
|---|---|---|
| Watch Time | Primary ranking factor for all content | Carousels: longer overall time; Reels: intense bursts |
| Likes per Reach | Second most important signal | Carousels: higher rate due to engaged viewers |
| Shares per Reach | Critical for new audience discovery | Reels: designed for sharing, 3x higher share rates |
| Comments per View | Indicates meaningful engagement | Carousels: prompts discussion through depth |
| Save Rate | Signals long-term value | Carousels: educational content drives saves |
| Repeat Views | Shows content relevance | Both: algorithm resurfaces to engaged users |
| Early Engagement | First hour performance crucial | Reels: faster initial traction from discovery |
What's the viral potential comparison between formats?
Reels demonstrate 10x higher viral potential with reach rates of 35% compared to carousels at 3.5% and regular images at 2.4%.
This massive viral advantage exists because Instagram specifically engineered Reels for discovery and shareability. The format benefits from placement across multiple high-traffic surfaces including the Reels tab, Explore page, and suggested content in the main feed. Reels also cross-promote to Facebook, where they're played billions of times daily.
Carousels function as "slow-burn, high-value content" that builds stronger audience connections but rarely achieves explosive growth. While a Reel can reach 10x an account's follower count within hours, carousels typically max out at 2-3x follower reach even with strong performance. The trade-off is engagement depth—viral Reels often generate superficial interactions while viral carousels create lasting audience relationships.
For accounts prioritizing rapid growth, Reels represent the only viable path to consistent viral moments. Carousels serve better for nurturing existing audiences and establishing thought leadership.
How does Instagram prioritize content in Explore and hashtags?
Instagram's algorithm gives Reels preferential treatment in Explore and hashtag feeds, with 73% of Explore video content being Reels versus 12% carousels.
This prioritization reflects Instagram's strategic focus on competing with TikTok for short-form video dominance. The algorithm actively surfaces Reels to non-followers through sophisticated recommendation systems that analyze viewing patterns, engagement signals, and content similarities. Carousels receive minimal Explore distribution unless they achieve exceptional engagement rates from existing followers first.
Hashtag performance shows similar bias. Reels appear in hashtag feeds for extended periods and rank higher in top posts sections. Carousels require 3-4x higher engagement rates to achieve comparable hashtag visibility. The platform's machine learning systems are specifically trained to identify and promote video content that keeps users engaged longer.
If you feel like your content isn't getting enough engagement, we can help improve that. Understanding these algorithmic biases helps creators align content strategy with platform priorities.
What are the conversion rates for soft-selling content?
Carousels outperform Reels for soft-selling conversions, achieving 61% click-through rates versus Reels' average of 18% for conversion-focused content.
- Trust Building Through Information Density: Carousels allow 10 slides to establish credibility, address objections, and demonstrate value comprehensively
- Natural Sales Progression: Multi-slide format mirrors traditional sales funnels from problem identification to solution presentation
- Higher Purchase Intent: Carousel viewers spend 4x longer engaging with content, indicating stronger buying consideration
- Detailed Product Showcases: Multiple angles, features, and use cases can be presented systematically
- Social Proof Integration: Testimonials, results, and case studies flow naturally across slides
- Call-to-Action Optimization: Final slides can include specific CTAs after building complete value proposition
- Reference Value: Buyers save carousels to review before purchasing, extending conversion window
How do promoted posts compare in cost-per-engagement?
Reels ads deliver superior cost efficiency with $4.29 average CPM and $1.21 cost per link click, while carousel ads typically cost 2.8x more per thousand impressions.
This cost advantage makes Reels attractive for awareness campaigns and broad reach objectives. The format's native feel within the Reels feed reduces ad resistance, improving engagement rates at lower costs. Carousel ads face higher competition in traditional feed placements, driving up prices despite potentially better conversion quality.
However, return on ad spend often favors carousels for direct response campaigns. While Reels generate cheaper clicks, carousel viewers demonstrate 3.4x higher purchase rates post-click. The comprehensive information delivery possible in carousels creates more qualified traffic that converts at higher rates despite increased initial costs.
Smart advertisers use Reels for top-funnel awareness at scale, then retarget engaged viewers with conversion-focused carousel ads for optimal cost efficiency.
How does performance vary by account size?
| Account Size | Format Performance | Strategic Recommendations |
|---|---|---|
| 0-10K followers | Reels: 55% of engagement Carousels: 35% of engagement |
Prioritize 70% Reels for growth, 30% carousels for depth |
| 10K-50K followers | Reels: 53% of engagement Carousels: 31% of engagement |
Balance 60% Reels and 40% carousels as audience solidifies |
| 50K-100K followers | Reels: 51% of engagement Carousels: 28% of engagement |
Shift to 50/50 split, focus on audience retention |
| 100K-500K followers | Reels: 44% of engagement Carousels: 27% of engagement |
40% Reels for reach, 60% carousels for community |
| 500K+ followers | More balanced performance | Content quality matters more than format choice |
| View Rate Impact | Small: 13% Reels view rate Large: 6.5% Reels view rate |
Smaller accounts benefit more from Reels discovery |
| Growth Velocity | Under 50K: Reels drive 78% of new followers | Established accounts use carousels for monetization |
Conclusion
The data clearly shows that neither format is universally superior—success depends on aligning format choice with specific goals, account size, and content type.
Reels dominate for reach and growth, achieving double the visibility and 10x viral potential, while carousels excel in engagement quality, conversions, and building lasting audience relationships. The optimal Instagram strategy in 2025 combines both formats strategically: use Reels to attract new audiences and carousels to nurture and monetize existing followers.
Sources
- Vidico - Instagram Reels Statistics
- Cropink - Instagram Reels Statistics
- Sprout Social - Instagram Stats
- Inflact - Instagram Reels vs Carousels
- Gupta Media - Instagram Ads Cost
- Digital Information World - Mastering Instagram in 2025
- Fanpage Karma - Instagram Reels Algorithm
- Content Studio - Instagram Carousel
- Semrush - Instagram Reels for Business
- Taggbox - Instagram Reels Algorithm
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