Instagram’s Head, Adam Mosseri, recently shared valuable insights into why carousels often outperform single-photo posts when it comes to reach on the platform. He also dropped a game-changing tip for content creators and marketers alike: adding music to carousels and photos can make them eligible to appear in the Reels tab, further expanding their reach. This update is yet another example of how Instagram is continually evolving its features to support content creators and brands.
Why Carousels Outperform Single-Photo Posts:
Carousels have been outperforming single-photo posts on Instagram for two key reasons:
- Multiple Chances to Engage
With carousels, users are presented with multiple images or videos within a single post. If a user scrolls past the first slide, Instagram may show them subsequent slides later, giving the post multiple opportunities to catch their attention. This feature increases the likelihood of engagement since users can interact with different pieces of content within the same post. The more they swipe, the better Instagram’s algorithm understands that the post is engaging, leading to increased reach. - Enhanced Storytelling Capabilities
Carousels allow for more comprehensive storytelling. Whether it’s a series of product shots, a step-by-step tutorial, or a behind-the-scenes look at a brand, carousels give creators and businesses the space to provide deeper context. The ability to showcase more content within a single post encourages users to spend more time interacting with the post, signaling to Instagram that the content is valuable, which boosts its visibility in the feed.
Using Music to Tap Into the Reels Tab
Mosseri’s update about using music on carousels and photos to qualify them for the Reels tab presents a unique opportunity for marketers. With Reels being one of the most popular formats on Instagram, getting content to appear in the Reels tab can significantly increase its exposure. This shift in how content can be distributed offers brands a new way to reach audiences beyond the typical feed and Stories, tapping into users actively engaging with Reels.
Music is already a key component of Reels’ success, making content more dynamic and engaging. By adding music to carousels and photos, brands can now access the same audience base that spends time in the Reels tab, broadening their content’s potential reach.
What This Means for Marketers
Marketers should take note of the strategic benefits of both carousels and music integration. Here’s how:
- Increased Visibility: The ability to place carousels in the Reels tab expands a post’s visibility. Since Reels are one of the most frequently consumed formats on Instagram, integrating music into carousels can push the content into a space where users are actively exploring new material.
- Higher Engagement: Carousels already perform better in terms of engagement due to the multi-slide format. Adding music creates an extra layer of interaction that can further increase the likelihood of likes, shares, and saves.
- Cross-Content Leverage: With music integration and potential Reels placement, brands can maximize the reach of their carousel posts. It also provides a fresh way for brands to test creative storytelling, blending the appeal of both visual and auditory engagement.
Conclusion
Instagram’s evolving features—such as prioritizing carousels and integrating music to reach the Reels tab—provide marketers with exciting new tools to expand their reach and engagement. For brands, leveraging these updates is key to staying competitive on a platform that is increasingly favoring multi-media, interactive content.
