Is Instagram pushing Reels or Carousels more right now?

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

Which format delivers higher reach and engagement across different account sizes?

Reels consistently outperform Carousels in reach across all account sizes, delivering over double the average reach rate at 30.81% compared to Carousels' 14.45%.

For reach specifically, accounts with 1k-5k followers see Reels averaging 590 impressions, while 5k-10k follower accounts hit 1,078 impressions, 10k-50k accounts reach 2,424 impressions, and 50k-100k accounts achieve 5,409 impressions per Reel. This algorithmic boost makes Reels the clear winner for expanding your audience reach.

However, Carousels edge out Reels in pure engagement rate, achieving 0.55% average engagement compared to Reels' 0.50% for most brand and business accounts. The engagement story becomes more complex for influencer accounts, where Reels can score up to 2.08% engagement rates, particularly for micro and nano-influencers under 10k followers who benefit from higher algorithmic boosts.

The key difference lies in audience behavior: Reels capture attention from new audiences but may see lower per-view engagement, while Carousels generate deeper engagement from your existing follower base. For accounts prioritizing growth over engagement depth, Reels provide the superior path forward.

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What algorithm updates in 2025 changed how these formats perform?

Instagram's Spring 2025 algorithm update fundamentally shifted how both Reels and Carousels are distributed, with original content from smaller creators now receiving priority over aggregators and reposts.

The most significant change affects Reels distribution: Instagram now shows Reels to a test audience of non-followers first, increasing discovery potential but making it harder for generic, trend-based content to go viral unless it offers a unique perspective. This change rewards creators who add original commentary, personal stories, or unique twists to trending topics.

Ranking signals have been restructured to heavily weight saves and shares over traditional likes and comments for both formats. For Reels specifically, watch time and 3-second retention rates have become critical ranking factors, while Carousels benefit from their naturally higher save rates and longer viewing times.

The algorithm now prioritizes Reels on both Explore pages and main feeds, especially content under 90 seconds that drives high shares and saves. Carousels, while receiving less algorithmic boost for discovery, benefit from being shown twice in users' feeds and have increased longevity in the algorithm compared to previous years.

How do completion rates compare between Reels and Carousels in Q2 2025?

Reel completion rates vary dramatically by length, with shorter content significantly outperforming longer formats in Q2 2025 data.

Reels of 15 seconds or less achieve an impressive 72% average completion rate, making them ideal for quick tips, hooks, or entertaining content. However, longer Reels up to 90 seconds see completion rates drop to 46%, highlighting the importance of front-loading your most compelling content in the first few seconds.

Carousels don't have a universal "completion" metric like Reels, but they demonstrate superior engagement longevity through higher average time spent per post compared to static images. The key advantage of Carousels lies in their ability to be reshown in users' feeds, extending their engagement window beyond the initial viewing session.

The data suggests that Reels require immediate impact to maintain viewer attention, while Carousels allow for more gradual engagement building across multiple slides. This makes Reels better suited for entertainment and quick value delivery, while Carousels excel at educational content that users can digest at their own pace.

Which format drives more saves and shares according to current data?

Carousels dominate the saves category with an average save rate of 3.4% per post, making them the top-performing format for content users want to reference later.

This superior save performance stems from Carousels' natural fit for educational content, step-by-step guides, infographics, and reference materials that provide lasting value. The multi-slide format allows creators to pack substantial information into digestible chunks, encouraging users to save for future reference.

Reels excel in external sharing and DM forwarding, particularly when content is short, entertaining, or highly relatable. While their save rates vary significantly by content type, Reels that focus on tutorials, tips, or valuable information can achieve save rates comparable to Carousels.

Both formats now receive significant algorithmic rewards for saves and shares, but the strategic application differs: use Carousels for educational or evergreen content you want users to bookmark, and leverage Reels for viral, shareable moments that expand your reach through DM forwarding and external platform sharing.

Are Reels getting more priority on Explore and main feed compared to Carousels?

Instagram definitively prioritizes Reels for non-follower exposure on both Explore pages and main feeds, making them the superior format for organic discovery and audience growth.

This prioritization reflects Instagram's strategic focus on competing with TikTok and keeping users engaged with video content. Reels are specifically designed and algorithmically boosted for exposure to users who don't follow your account, creating opportunities for viral growth that Carousels simply cannot match.

Carousels operate differently in the algorithm, being primarily shown to existing followers with some potential for Explore visibility when they generate exceptionally high saves and shares. This makes Carousels more valuable for nurturing your current community rather than expanding your reach to new audiences.

The strategic implication is clear: use Reels to attract new followers and Carousels to provide value to your existing audience. This two-pronged approach maximizes both growth potential and community engagement, leveraging each format's algorithmic strengths.

How have top creators shifted their content strategies in 2025?

Leading creators have adopted a strategic dual-format approach, using Reels for growth and discovery while leveraging Carousels for depth and community engagement.

The most successful creators now use Reels as their primary discovery tool, creating entertaining, trend-based, or highly shareable content designed to attract new followers. Once these new audiences are captured, creators use Carousels to deliver substantial value, educational content, and detailed guides that encourage saves and build authority.

This strategy is particularly pronounced in educational niches like coaching, business, and personal development, where creators use short, hook-heavy Reels to demonstrate expertise and then direct audiences to comprehensive Carousel guides for deeper learning. The result is a content ecosystem that balances viral potential with valuable depth.

Top creators have also increased their Reels posting frequency to 5-7 times per week while maintaining 2-3 high-quality Carousels weekly. This approach ensures consistent algorithm favor from frequent Reels posting while maintaining the content depth that builds lasting audience relationships through Carousels.

Which industries see better performance from Reels versus Carousels?

Industry performance varies significantly between formats, with visual and trend-driven sectors favoring Reels while education and service-based industries excelling with Carousels.

Industry/Niche	Best Format	Performance Reasoning
Fashion & Beauty	Reels	High visual appeal, trend-driven content, outfit reveals, and transformation videos drive viral sharing and discovery
Coaching & Education	Carousels	Step-by-step guides, detailed frameworks, and educational content generate high save rates and position creators as authorities
Real Estate	Both	Reels excel for property tours and neighborhood highlights; Carousels work for market insights, buying guides, and detailed property features
Tech & Software	Carousels	Complex feature explanations, data visualizations, and step-by-step tutorials require the detailed format Carousels provide
Media & Entertainment	Reels	Behind-the-scenes content, viral moments, memes, and entertainment-focused content naturally fit Reels' discovery-focused algorithm
Health & Fitness	Both	Reels for workout demonstrations and transformation reveals; Carousels for detailed nutrition guides and exercise form breakdowns
Business & Finance	Carousels	Complex concepts, data-heavy content, and educational frameworks benefit from Carousels' ability to break information into digestible slides

How do Instagram ads perform differently between Reels and Carousels?

Reels ads offer superior reach potential with lower CPMs averaging $4.29, but deliver lower click-through rates at 0.35% compared to traditional feed ads.

This performance profile makes Reels ads ideal for top-of-funnel awareness campaigns and brand introduction, where the goal is maximum exposure at efficient costs. The video format naturally captures attention in users' feeds, but the viewing experience doesn't always translate to immediate action, resulting in lower conversion rates.

Carousel ads command slightly higher CPMs but deliver superior engagement and conversion rates due to their interactive format and ability to showcase multiple products or benefits in a single ad unit. The format excels at storytelling and product demonstrations, making it valuable for mid-to-bottom funnel objectives.

The strategic approach involves using Reels ads for initial audience exposure and brand awareness, then retargeting engaged users with Carousel ads that drive specific actions. This funnel approach maximizes the strengths of each format while minimizing their respective weaknesses in the advertising ecosystem.

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What do Instagram's statements suggest about future format priorities?

Instagram leadership, particularly Adam Mosseri, has publicly reinforced Reels as the platform's "golden goose" for engagement and discovery, with continued investment in video-first features through 2026.

Recent backend changes prioritize original content while penalizing reposts and aggregators, with smaller creators receiving increased distribution opportunities. This shift benefits creators who produce unique Reels content while maintaining the educational value that makes Carousels successful.

New feature integrations blur the lines between formats, with Carousel ads now appearing in Reels feeds and Reels being usable as replies to posts. These developments suggest Instagram is creating a more integrated content ecosystem rather than favoring one format over another.

The API changes and public statements indicate Instagram's commitment to supporting diverse content types while maintaining video as the primary growth driver. This suggests creators should continue investing in both formats, with Reels for discovery and Carousels for community building and engagement depth.

How does engagement drop-off compare between formats over time?

Reels experience rapid engagement spikes within the first hour followed by significant drop-offs after 24 hours, while Carousels maintain steadier engagement over extended periods.

The Reels engagement pattern reflects their discovery-focused algorithm placement, where content either catches fire quickly and maintains momentum through Explore page feature, or fades rapidly if initial performance is weak. This creates a high-stakes environment where the first hour of performance often determines overall success.

Carousels demonstrate a "slow burn" engagement pattern, resurfacing in followers' feeds days after initial posting and maintaining consistent interaction rates over 7-day periods. This extended lifespan makes Carousels more predictable for engagement goals and valuable for evergreen content strategies.

The time-based performance difference suggests different strategic applications: use Reels for time-sensitive content, trending topics, or when seeking viral moments, while leveraging Carousels for educational content that provides lasting value and doesn't require immediate viral success.

Do Reels have better non-follower discovery potential than Carousels?

Reels dramatically outperform Carousels for non-follower exposure, with the algorithm specifically designed to show Reels to users outside your immediate follower base.

This discovery advantage stems from Instagram's strategic positioning of Reels as their TikTok competitor, requiring aggressive distribution to non-followers to compete effectively. The algorithm actively tests Reels with small audiences of non-followers before deciding on broader distribution, creating viral potential that Carousels cannot match.

Carousels primarily serve existing followers, with limited Explore page visibility reserved for content that generates exceptional save and share rates. While high-performing Carousels can achieve some discovery, it requires significantly higher engagement thresholds compared to Reels.

For creators prioritizing audience growth, this makes Reels the clear choice for expanding reach beyond existing followers. However, the discovery potential comes with higher performance pressure, as poor-performing Reels receive minimal distribution while poor-performing Carousels still reach your existing audience.

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What are the optimal posting times and frequencies for each format?

Posting frequency and timing strategies differ significantly between formats, with Reels requiring higher frequency and Carousels benefiting from strategic timing precision.

Reels perform best with 3-7 posts per week, ideally daily posting to maintain algorithmic favor and maximize discovery opportunities. The best performance windows are 8am-12pm Monday through Thursday, with additional strong performance from 2-5pm on weekdays. Monday and Wednesday consistently show the highest engagement rates for Reels content.

Carousels should be posted 1-3 times per week to maintain quality over quantity, with 5am posting across all days yielding the highest engagement rates. Tuesday emerges as the strongest day for Carousel performance, likely due to increased professional and educational content consumption patterns.

The frequency difference reflects each format's algorithmic treatment: Reels benefit from consistent posting to maintain discovery algorithm favor, while Carousels succeed through strategic timing that maximizes engagement from your existing audience. Quality remains crucial for both formats, but Reels require more consistent content production to achieve optimal results.

Conclusion

Sources

1. Adam Connell - Instagram Reels Statistics
2. Vidico - Instagram Reels Statistics
3. Blogging Wizard - Instagram Reels Statistics
4. PopularPays - Instagram Engagement Rate 2025
5. Social Insider - Instagram Benchmarks
6. Inflact - Instagram Reels vs Carousels
7. Sprout Social - Instagram Statistics
8. Metricool - Instagram Algorithm
9. Stack Influence - Instagram 2025 Algorithm
10. EmbedSocial - Instagram New Features

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.