For a long time, Instagram has felt like a black box. The algorithm is constantly being tweaked. Always adding features that no one requested. Keeping a veil of mystery over what is actually working to grow accounts.
But one thing has been clear for a long time: Instagram is improving its Reels feed in order to compete with TikTok and YouTube Shorts.
I've found myself consuming an increasing amount of content from the Reels tab. I still watch more TikTok — but it's closer to a 70/30 split right now.
We now have some idea of what the Instagram algorithm was prioritising. If you wanted to advance, you should post Reels.
As I've been scrolling through Twitter recently, I've noticed a few social media managers mentioning a trend they've noticed:
Instagram de-prioritizing Reels performance.
If your company has an Instagram account, it's worth experimenting with more carousels in the coming weeks. But what makes carousels appealing to the IG algorithm?
Simple. They keep people on the platform for a longer period of time. And this is the goal of ad-supported social media platforms like Instagram. Keep users on the platform longer so that they can serve more ads.
Here are some simple ways to incorporate more carousels into your Instagram strategy:
B) Meme dumps
C) Behind-the-scenes photo dumps
D) Product photo carousels
I'd suggest taking a look at the assets you and your team have right now and seeing how you can use them in a carousel format. Keep it simple.
Reels are still alive and well! Please accept my apologies for the subject line. But I needed to make certain that you read this topic and gained this insane amount of value.
The resurgence of carousels on Instagram in 2023 gives marketers a choice.
If you still enjoy video? - use Reels.
More of a writer? - use carousels.
Like both? - use both formats.
This is a far more promising future than having every piece of social content be a highly optimised TikTok that melts your brain cells and fries your dopamine receptors.