What Is a Carousel Post? Is It Really Better Than a Reel in 2025?

 You open the Instagram app and see two things dominating your feed: reels and carousels. In recent years, Instagram has pushed reels, but carousels are still everywhere.

But what is a carousel post? Which form of content drives better results? Let's break down both formats so you know exactly where to focus your efforts.

​What is a carousel post?

What is a carousel post? A carousel post is similar to a regular social media post, but it's a swipeable form of content that allows users to share multiple photos, graphics, and videos within a single post.

A carousel is an effective way to pack a lot of information into one post, and it's an adaptable form of content for any brand.

This type of content is found on Instagram, LinkedIn, and now even video platforms, like TikTok. Instead of limiting posts to only one type of content, you can add up to 20 slides and let your creativity flow.

Figuring out how to keep your audience engaged in a swipe-through post can be challenging, but easier with these simple steps:

• The first slide is your hook: the first thing your audience will see and then decide if your content is worth swiping through.
• Middle Slides are the narrative you're trying to tell: this is where your post will be most informational.
• Last Slide, your call-to-action: what do you want your audience to do after they swipe through the slides?

How can I use a carousel post?

Carousels are great for showcasing multiple aspects of one topic and creating a more engaging storytelling experience. They’re eye-catching, and also one of the most versatile formats for brands.

One benefit of a carousel is that if you don't swipe through the entire post the first time you see it, Instagram's algorithm will put it back on your feed, showcasing a different slide. This happens the next time you scroll, so there's more than one opportunity for a carousel to be seen.

The best thing about using a carousel is that it allows you to share more than what fits in a single graphic. This allows for carousels to be one of the most flexible forms of media on Instagram. There are multiple ways a carousel post can be used to showcase content.

• Step by Step: Keeps information memorable. This type is great for tips, tutorials, and easy-to-digest content.
• Infographics: turn complex data into bite-sized visuals that users are more inclined to share.
• Storytelling: Lets you share a narrative across multiple slides, keeps users interested from start to finish.
• Before and afters: transformations, product results, visual comparisons. 

So, if you’ve heard people talking about “what is a carousel post” and have no idea what it means, these examples are the most effective uses of one. The mix of visual storytelling and swipeable interaction makes carousels more engaging and highly shareable forms of content.

What is a reel?

A reel is a short-form video content designed to quickly engage users, typically lasting between 15 and 60 seconds. You can find reels on pretty much every social platform these days.

Reels are designed for entertainment and discoverability, typically utilizing trending audio. Instagram also conveniently has built-in editing tools, including templates, an audio library, effects, and scheduling opportunities.

Let's be honest: we most likely know what kind of content we want to consume within seconds of seeing it. Reels are often boosted on Instagram’s algorithm due to the fact that they don’t need to hold a user's attention for as long as a traditional post would.​

Consumers will typically decide whether to watch a reel within the first 3-5 seconds of the video. This means the first few seconds of your video are the most important and must engage your viewer. Writing a hook sounds tricky, but when writing, ask yourself: is this scroll-stopping?

Which is more beneficial?

Now that we've answered the big questions: what is a carousel post, and what is a reel? How do you decide which is more for your brand?

Both types of content are meant to hook and engage, but users consume this content in different ways. Reels are often viewed continuously as users scroll through hours of content. This often means that users will continue to scroll without actively engaging with the content.

Carousels, on the other hand, require user involvement. So, when you’re thinking, 'What is a carousel post, and how can I use them to boost my brand?' the answer ties back to interaction and engagement. User involvement encourages more time spent interacting with content.

While these types of content can be entertaining or educational, they tend to have different niches. An example of this is that reels are used for brand awareness and recognition, as well as entertainment purposes.

This content is ideal for anyone looking to increase their brand's visibility to a broader audience. Carousels can also be used for creative purposes, but they tend to do better as informational content.

Tutorials, before-and-after images, and infographics are great ways to utilize a carousel in an informative way.

Unlike carousels or still posts, reels appear on your feed based on your interests. Reels only have a few seconds to capture the attention of your audience. Therefore, there is a high risk that your reel may not reach the desired views.

Carousels encourage users to interact with the post by swiping through the content, but you need a compelling enough first slide for users to swipe.

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So, Instagram Carousel VS Reel?

So we took all this time to figure out what is a carousel post and which form of content is better. The moral of the story is that neither is better than the other. The most effective way to grow your account and strategy is... to utilize both!

There is no one-size-fits-all answer to which is better for your brand. Reels are more popular, but carousels are more engaging. The decision you make for your brand is based on your specific goals and your account type.

Reels are a fun and dynamic way to create content and are ultimately favored more by Instagram's algorithm. Reels have a better chance of reaching a wider audience and increasing brand visibility. Overall, reels are a great option for those just starting out, looking to grow and improve reach, showcase products, and follow trends.

The swipe-through format of carousels offers multiple opportunities to be seen, resulting in a 12% higher engagement rate compared to reels. Carousels can be used for various purposes, whether entertaining or educational, making them a versatile tool for brands.

Carousels are better suited for established brands that aim for engagement, as their multi-slide format encourages your audience to swipe through and spend more time with the content.

​Using both forms of content will create optimal results for your brand, allowing you to reach a wider audience, transform your content strategy, and maximize engagement and discoverability.

Now it’s time to put this into action: repurpose your old content into a carousel, and into a reel, and compare the results. By testing both formats, you’ll discover what truly resonates with your audience and unlock new opportunities for growth on Instagram.

✍️ Written by Lindsay Ratajczak