Who Needs Videos Anyway? Carousels Are Making a Major Comeback
An interesting shift has been taking place on Instagram and TikTok. After years of video dominance, traditional photo formats have recently returned to the spotlight. Carousels, which are posts consisting of multiple swipeable images, in particular seem to be gaining traction.
Carousels: Recommended by Instagram’s CEO, up-and-coming on TikTok
Since fall 2024, Instagram CEO Adam Mosseri has regularly recommended carousels, especially when it comes to increasing reach. On TikTok, traditionally known as a video-only platform, the content game seems to be changing as well. In early 2025, they introduced a new Explore page featuring only photo posts. Recently, TikTok has added the option for users to add alt text to images, further indicating that the platform is investing in this feature.
But what does the performance of carousels really look like compared to Reels and TikToks? Do they actually get prioritized more by social media algorithms, or is this just a case of skewed perception? To get to the bottom of this question, we did our own counting with an extensive data analysis.
Stats Don’t Lie: Comparing the Performance of Carousels vs. Videos
To evaluate the performance of carousels against videos on TikTok and Instagram, we analyzed almost 700,000 posts published between January 1 and May 31, 2025. We assessed four key metrics: reach, engagement, likes, and shares. So, are reels or posts better? Let’s find out.
Do carousels perform better than reels on Instagram?
- Carousels achieved a 13% higher reach than Reels.
- The engagement rate for carousels was 1.5 times as high as that for Reels – meaning they led to 51% more interactions.
- Carousels also performed significantly better in terms of likes per reach, with an increase of over 50% more likes than Reels. A high like rate is particularly relevant for brands looking to boost their connected reach and reach more of their existing followers.
- The number of shares was virtually identical for carousels and reels on Instagram.
Do photo posts perform better than videos on TikTok?
- On TikTok, carousel reach was only 3% higher than that of video posts, and therefore relatively similar.
- However, the engagement rate for carousels was more than 81% higher, resulting in 1.81 times as many interactions as for video content.
- Carousels also performed well in terms of like rate, receiving almost 82% more likes than video posts.
- Shares for carousel posts were around a third lower than for classic videos..
So what does this mean if you are planning content and thinking about carousels vs. reels or carousels vs. TikToks? Our analysis clearly shows that carousels are at least equally effective on both Instagram and TikTok, often even outperforming video posts – especially when it comes to genuine interaction. They have a higher engagement rate on both platforms, and generate significantly more likes. For the Instagram algorithm in particular, the like rate is a key ranking factor when it comes to reaching existing followers – in other words, increasing what is known as Connected Reach.
For brands, these findings offer valuable strategic insight. If you want to ensure long-term visibility, you should actively integrate carousels into your content strategy. They are particularly effective in B2B environments, where content is often complex and products require explanation. Carousels allow you to convey complex information on multiple slides, encourage users to spend more time on your content, and are ideal for explainer posts and deep dives.
5 Tips For More Effective Carousels
If you want your photo posts on TikTok and Instagram to be as effective as possible, there are a few basic principles to keep in mind. Not every carousel post is guaranteed to resonate with your audience. So what are the best practices for optimizing carousel performance? When creating carousel content, make sure to keep these 5 tips in mind:
- Make the first slide a scroll stopper
The first slide should be visually striking and spark curiosity. Strong typography, bold colors, and a catchy hook work particularly well here. - The second slide is crucial
If your followers don’t engage with a carousel the first time around, Instagram often displays it in their feeds again, starting with the second slide. It is important that the second slide both complements the hook on the first slide and is interesting and engaging when viewed on its own. - Make use of storytelling
A carousel is more than just a collection of individual images – it’s a mini presentation. Use this classic structure to tell your story: hook – problem – solution – call to action. - Include sounds & audio
Carousels benefit from accompanying sounds. The audio continues to play when you swipe, creating an immersive experience. On Instagram, sounds also allow carousels to show up in the Reels tab, further increasing their reach. We recommend keeping an eye out for trending sounds and incorporating them subtly. - Provide alt text & use location tags
Providing each slide with descriptive alt text is worthwhile for more than just accessibility. Alt text can positively impact social SEO. In-line with this, location tags can enhance visibility, especially when it comes to local content or events.
Carousel or Video? Strategy Takeaways
So, are carousels or reels better? Our analysis clearly shows that carousels are not only a temporary trend, but a powerful content format with real strategic advantages – both on Instagram and TikTok. Carousels are especially impressive because of their much higher engagement rates, even though the difference in reach may occasionally be negligible when compared to videos.
The high like rate in particular makes carousels the ideal format for building and maintaining visibility within your existing followers. If you want to stand out and make a lasting impression in a competitive feed environment, you should not treat the format as an afterthought, but integrate carousels into your strategy.
Those who use and optimize carousels strategically will be able to make their content positively stand out in an increasingly saturated media landscape. The combination of high retention times, multiple feed appearances, and increasing platform support makes them a serious alternative – or addition – to Instagram Reels and TikTok videos.
