As we reach the midpoint of 2025, Instagram remains a leading platform in social media marketing, particularly for experimenting with high-performing content formats. This makes it an ideal time to explore two of the most effective content types based on recent performance trends: Reels and carousels. Are Reels or carousels better for reach?
Once again, we’re using our own Instagram data to inform these comparisons, specifically content from this year to date, during which we posted a high volume of carousels and Reels.
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We analyzed over 25 posts for each content type, covering approximately six months of Instagram activity. Our working hypothesis for our 2025 Instagram strategy is that Reels tend to reach significantly more users, while carousels consistently emerge as the top-performing format for driving engagement.
We’ve also observed that this performance gap between the two content types has become increasingly pronounced in recent years.
The table below compares these formats across key Instagram metrics by averages, all of which can be accessed directly from Meta Business Suite. (Check out our blog on benchmarking to learn how to pull and interpret this data.)
Additionally, if a significant difference was observed for any given metric, the corresponding cell is highlighted in green in varying shades based on that level of significance.
Having run some basic hypothesis tests comparing two samples, we can draw the following conclusions and interpretations for each metric.
Reach, alongside Engagement Rate, was the most significantly different metric among those analyzed. In addition to Reels generating higher average reach across the sample, we also observed a greater number of outliers, unlike carousels, which featured none. The data provides strong evidence—both in this analysis and from previous years—that Reels consistently offer greater audience reach potential.
When it comes to total engagement and likes, carousels continue to lead the platform. However, the gap between carousels and Reels is narrowing in newer data—Reels are even outperforming in certain areas, such as shares and saves. Beyond the ongoing platform shift toward prioritizing video content, the recent introduction of collaboration features is likely further amplifying engagement totals for Reels. Furthermore, because Reels are outpacing all other content types in terms of reach, we expect engagement rates to be lower—though relative engagement can still be higher.
So what content type should you prioritize?
Based on our analysis, Reels generate significantly higher reach than other content types. This is likely driven by the platform’s structure and the overwhelming popularity of vertical video content today.
Whether to use Reels over carousels depends on your specific strategy. We always prioritize testing different content types across various components and would never recommend narrowing your approach to a single format—social media platforms evolve faster than benchmarking reports can keep up.
Want personalized help with benchmarking strategies to optimize your social media results? Chat with our team today!
