After years of being held hostage by the algorithm demanding we dance for our dinner, something remarkable is happening on Instagram.
No fr, I’m kicking my little feet and giggling rn. Because the feed is FINALLY filling with carousels. These are multi-image posts that feel less like content and more like conversation.
Some creators layer on-screen text over their images to build narratives. Others embrace the "photo dump" aesthetic, sharing imperfect, authentic moments that feel refreshingly human.
The data proves it: stills, particularly in carousel format, are outperforming video content in ways that would've been unthinkable less than a year ago. And for creators and brands exhausted by the relentless treadmill of short-form video production, this is a revolution worth joining.
The data says carousels are crushing it.
If you've been telling yourself "everything has to be a Reel," 2025 data says otherwise. According to Zoomsphere's analysis of 5 million posts, static images on Instagram are driving 6.2% engagement rates. Meanwhile, Reels sit at just 3.5%. Even more impressively, carousel posts average 10.15% engagement, crushing both single images and video.
Why? Carousels do something Reels can't—they encourage sustained attention. Each swipe signals to Instagram's algorithm that users are deeply engaged. Buffer research found that carousels are 12% more likely to be saved and liked than Reels, and a staggering 114% more than single photos. That snowball effect leads to more clicks, more saves, and more meaningful interactions.
Instagram doubled carousel capacity to 20 slides in August 2024, and the format has exploded. 49% of Gen Z now prefer carousels to static images. The algorithm re-serves carousel content multiple times to users who don't initially engage. This effectively extends post lifespan far beyond traditional metrics.
And let's be real, video fatigue is a thing.
Reels demand constant creativity, trending audio, precise timing, and often expensive equipment (if you’re that serious.) For many creators and brands, the ROI hasn't matched the effort.
Meanwhile, carousels are:
Easier to produce: No filming, editing, or on-camera presence required. A collection of thoughtful images with text overlays can tell a complete story, and an engaging one too.
More authentic: Photo dumps, casual, imperfect collections of moments, feel more genuine than polished Reels. They embrace messiness in a way that resonates with audiences tired of performative content.
Better for storytelling: Carousels let you build narrative arcs across multiple slides. You can educate, entertain, and engage without cramming everything into 90 seconds.
Perfectly suited to the scrapbooking trend that’s sweeping IG: digital stickers, ripped paper edges, Polaroid frames, handwritten fonts all add texture and personality to carousels. It's nostalgic, tactile, and distinctly un-algorithmic. It feels like something you made, not something a team of strategists optimised.
How to join the revolution:
If you’re ready to embrace the carousel comeback, here's how to do it right:
1. Lead with a hook (your first slide is everything)
This is no different to SFV - your first 5 seconds determines whether users swipe or scroll past. Make it visually striking, emotionally resonant, or curiosity-inducing. Use bold text overlays, contrasting colours, or a question that begs an answer. Think of it as your thumbnail—it needs to stop the scroll.
2. Layer text to build narrative
Instagram now offers in-app text overlays and stickers, eliminating the need for external design tools. Use them to guide viewers through your carousel. Pose questions on early slides and reveal answers later. Share tips across multiple images. Create interactive flowcharts where each swipe narrows down options (think: "Find Your Perfect Skincare Match").
3. Mix formats within carousels
Instagram now allows variable image sizes and mixed media (portrait, landscape, square) within single carousels. Combine photos, videos, screenshots of text messages or notes app entries, and infographics. This variety keeps viewers swiping to see what comes next.
4. Add audio
An instant game-changer: add trending audio to carousel posts. Instagram treats these as Reels content, pushing them into Reels feeds and suggested content. You get carousel engagement benefits plus Reels reach. It's the best of both worlds.
5. Optimise for saves
Instagram's 2025 algorithm heavily weighs saves, because they signal that content is valuable enough to revisit. Create educational carousels (how-tos, resource lists, checklists) that users will want to reference later. Carousels receive 22-23% more saves than single images, so lean into this advantage.
For brands stretched thin by content demands, the carousel renaissance is a lifeline.
Video production is expensive, time-consuming, and requires specialised skills. Carousels democratise content creation—anyone with a phone and some creativity can participate.
More importantly, carousels align with what audiences actually want: authenticity over aspiration. The shift from polished, generic content to authentic storytelling reflects users' growing preference for realness.
And when it comes to ROI, carousel ads offer lower cost-per-click with higher click-through rates than other formats. They provide multiple opportunities to engage audiences within a single ad unit. So this makes them ideal for product showcases, testimonials, or educational content.
The carousel revolution signals something bigger: a collective exhaustion with the relentless optimisation of online life.
For years, Instagram told us to dance faster, edit sharper, trend harder. But users are voting with their swipes, and they're choosing substance over spectacle.
The stills are back. The carousels are thriving. And the revolution is swipeable.
-Sophie Randell, Writer
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.