You’re working on your content calendar. You’ve got the ideas, but now you need to choose a format. “Should it be a video? A gallery? Maybe it’s a series of posts…”
You’re tired, and the decision fatigue is setting in. But don’t worry: Answers lie ahead.
Reels: Best for Reaching New Audiences
In general, Reels offer your best shot at reaching new users and attracting new followers. Over 2 billion people interact with Reels every month (that’s nearly everyone on Instagram). Plus, Reels reach 125% more users than regular feed posts.
For iHeartRaves and its sister brand INTO THE AM, Reels have been the most reliable content format, period. “The algorithm favors them, and they’re unmatched in discoverability, reach, and engagement,” says CEO Brian Lim.
One example? An @iheartraves Reel that earned 134,000 views and nearly 10,000 engagements. In it, influencer @thejamijones jams out in a chair (as opposed to enduring the pit) while wearing a sweatshirt and a beanie — slightly atypical rave gear.
It struck a chord with their followers, many of whom are 25+ ravers. “It resonated because it’s real,” explains Leonard Pulig, iHeartRaves’ marketplace manager. “Our audience relates to the exhaustion after a festival day. It shows the fun side of being comfy and imperfect.”
That one Reel isn’t an outlier, though. Between Q1 and Q3 of 2025, Reels generated about 68% higher engagement than static content for iHeartRaves and INTO THE AM. Their average engagement rate for Reels was 5.19% (more than double that of static posts at 2.4%). Even months after they post, their top-performing Reels continue to resurface and gain traction — proof that short-form video remains a key driver of visibility and growth on Instagram.
FYI: Reels aren’t outright better than carousels for reach. There will always be some variance in what performs best depending on the account and audience. For instance, Metricool and HypeAuditor’s 2025 Instagram Content Playbook found that whether a Reel or a carousel will give you better reach depends on the size of your account:
| Reach: Reels vs Carousels | ||
|---|---|---|
| Account size | Median reach (Reel) | Median reach (carousel) |
| 1,000 to 10,000 followers | 624 accounts | 272 accounts |
| 10,000 to 50,000 followers | 1,900 accounts | 1,600 accounts |
| 50,000 to 500,000 followers | 8,000 accounts | 9,300 accounts |
| 500,000 to 1 million | 37,600 accounts | 63,700 accounts |
| 1 million or more | 110,500 accounts | 217,600 accounts |
Here’s my point: If you’re still growing your account, you definitely should be making Reels. But don’t write off carousels completely, because they also boost reach and engagement.
On that note ⏭️ Let’s Get Reel: Videos are Instagram’s Most Important Content Format
Carousels: Best for Getting Likes and Saves
It’s a close race between Reels and carousels for the top-performing content format on Instagram. The winner depends on who you ask; Buffer, Sprout, and all the other major social media platforms have conflicting opinions.
One thing that’s not up for debate: Carousels drive engagement. They’re designed to be swiped through (you can add up to 20 photos or videos), so users spend more time interacting with the post than they would with a static image.
Carousels are saved twice as often as any other content format, and they typically receive more likes than Reels. This is because you can use them to share content your audience wants to consume, like “10 things I’m gifting my friends this holiday season,” “what I wear on race day,” or, if you’re Chipotle, “choose ur perfect chip.”
I polled a few marketers to learn whether carousels or Reels get more engagement for them. Social media manager Nicole Langdon told me that she worked on a five-part Reel series for one of her clients that reached nearly 39,000 users (impressive). But a single carousel post for the same brand earned higher engagement — 6.5% vs. 3% — and more likes — 194 vs. the top Reel’s 121 — despite a much smaller reach.
BTW, Nicole is a creator in her own right (she’s a co-founder of The Candid Cooks). I asked her how she decides what content format to use for @candidcooksblog, and she said: “If I want higher reach, I’ll use a Reel. If I want higher engagement, I’ll use a carousel. And if I’m just sharing an update with my followers, I’ll use a static feed post.”
To sum it up: Use carousels as comment bait. Those slides should entertain, educate, or both.
Bookmark this ➡️ How to Create a Swipe-Worthy Instagram Carousel
Feed Posts: Best for Announcements and Promos
Let’s get real: Regular feed posts aren’t even included in the “which Instagram format is best” debate anymore. And while it’s true they don’t get the same algorithmic love as Reels or carousels, they still have a place in your content mix.
Feed posts are a great option for announcements and promotions — essentially, anytime you need to share information quickly. For example, we rarely opt for a static image post on the @Manychat Instagram, but it was the clear choice for this IGSxM lineup announcement:
So, if you want to announce an event, promote a flash sale, or share an update, a static feed post will do just fine. And here’s a tip: Pin it to the top of your profile so it doesn’t get scrolled past immediately.
Choose Your Fighter
At the end of the day, there’s no straightforward answer as to which format is superior (sorry to disappoint). Some creators crush it with Reels; others thrive on carousels. And yes, even good old-fashioned feed posts occasionally pull their weight.
If you still need help deciding which format to go with, social media strategist Shannon McKinstrie boils it down to these three simple questions:
- What kind of content do you like to create?
- What type of content do your followers like to consume?
- What’s working for your account?
That’s it — that’s the formula. Now, go forth and post.
Want more views? Get more followers.
✋Frequently Asked Questions (FAQs)
1. How do I turn reach into relationships?
Reply to comments, greet new followers, and post consistently. For more advice, read Customer Relationship Marketing for Instagram.
2. Which metrics actually tell me if my content is working?
Watch time and saves > likes. If people finish your Reel, that’s retention. If they save or share your carousel, that’s value. Track where engagement comes from (Reels tab, Explore, or followers) to understand what’s fueling growth versus what’s just entertaining your current audience.
3. How can I test new ideas without tanking my engagement?
Use Trial Reels — quick, low-effort videos that test a new hook, topic, or style. Post them at off-peak hours so your algorithm baseline isn’t affected. If one takes off, reshare it to your followers.
4. How can I keep engagement steady without burning out?
Batch and repurpose like a pro. Cut long-form content into multiple Reels. Turn your highest-performing Reel captions into carousels. Alternate between trend-led videos and “evergreen” formats (such as tutorials, behind-the-scenes content, or day-in-the-life posts) so you’re not constantly chasing trends.
