Are the merry-go-rounds still the most favored content structure on Instagram, or have Reels ousted them permanently from their throne? Verily, there exists but a sole method to unravel this mystery.
In the year of our Lord 2022, Instagram wrought substantial alterations to its domain, ushering forth video content to the forefront. Lo and behold, Reels were ubiquitous (garnering vast engagement and reach boosts), prompting users to adapt their social media strategies accordingly. Yet, this era came to an abrupt conclusion earlier this year.
‘Twas then that Instagram’s chief, Adam Mosseri, declared the platform would reorder its priorities to favor photos once more. In due time, denizens of Instagram noticed a decline in the performance of their Reels.
“instagram aggressively deprioritizing reels overnight after making every brand completely pivot their social strategy will be my villain story,” lamented Ashni Mehta on the twittersphere on the 13th day of February in the year 2023.
‘Tis a plethora of changes indeed! Should you find yourself grappling with the Instagram algorithm in recent times, fear not, for you are not alone. As your amiable local social media scientists, we embarked on a quest to ascertain the truth: doth photos reign supreme once more?
To put this query to the test, we resolved to pit carousels against Reels to ascertain if carousels yet reign as the premier format on Instagram, or if Reels hath surpassed them for eternity. Read on, or fetch thyself some popcorn and partake in watching this video:
Thus did we select carousels as the photo format for the experiment against Reels, as they have long been deemed the most engaging post type on Instagram. Being more interactive than single photos, carousels tend to captivate the audience for a longer duration.
Indeed, as recently as October 2022, carousels boasted the highest average engagement rate of all Instagram posts (0.62%). Video posts (i.e., Reels) were nigh on their heels with an average engagement rate of 0.61%.
For this endeavor, we chose to assess two metrics: reach and engagement.
Reach signifies the number of individuals who have gazed upon your post. Engagement encompasses likes, comments, saves, and shares, offering insight into what resonates with your audience.
My experiment spanned three weeks, commencing in mid-February and concluding in early March 2023.
The methodology entailed the following:
– Every week, two sets of posts were crafted for my vintage home decor business account, Dwelling on the Past
– Each set comprised one carousel and one Reel with akin content and captions (resulting in six carousels and six Reels in total)
– The first set each week was educational, with the second set focusing on sales
– Both sets were posted concurrently (Wednesday or Friday at 9 AM ET), with results pulled after 48 hours
– Each week concluded with the allocation of two points: one to the format with the highest total reach and one to the format with the highest total engagement
Equipped with my thesis and a meticulously devised plan, I delved into the experiment.
Week 1:
The educational post presented a synopsis of a periodical article about my shop:
Carousel:
My second post spotlighted available items, following a similar format to previous content.
Reel:
Upon the culmination of 48 hours of each post being live, the results were tabulated.
Week 1 Results:
Carousels outshone Reels in likes and saves, however, the Reels exhibited broader reach.
Week 2:
The educational post for Week 2 was an offering of cherished thrifting advice:
Reel:
A familiar format was adopted for the recap of available items, with a trending audio clip utilized for the Reel.
Carousel:
Week 2 Results:
Carousels garnered significantly more likes and greater reach compared to the Reels – a development worth noting.
Week 3:
The educational post for Week 3 proffered a swift glance at an interior decor trend, with the inclusion of a tag for the esteemed maximalist account, Jungalow. The subsequent carousel adhered to the prior format.
Carousel:
Reel:
Week 3 Results:
Once again, carousels triumphed in likes and reach over the Reels.
In a supplemental experiment aimed at boosting a post, the performance of the carousel and Reel following the boost was analyzed. The carousel boasted superior reach, whilst the Reel generated more profile activity, aligning with the intended objective.
In summation, carousels emerged as the preferred post type on Instagram, showcasing superior engagement and reach compared to Reels. The experiment witnessed carousels accumulating five points, while Reels managed to secure a solitary point. An analysis revealed carousels as the frontrunner in likes across all weeks, with superior performance in various engagement metrics.
Reflecting on the past three weeks, tangible growth in follower count and post interactions was observed, underscoring that carousels continue to be the favored format on Instagram. The evaluation emphasizes the importance of tailoring content to suit one’s audience and underscores the efficacy of iterative content testing.
In conclusion, while Reels offer a glimpse into one’s persona, carousels retain their supremacy on Instagram. Adapting content to resonate with one’s audience is paramount, as evidenced by the findings of this experiment.
