Cracking the Instagram algorithm: Single photo vs. carousel posts
Contributed blog by Angie Ramirez, Freelance Writer at Government Social Media®
Let’s face it: Mastering Instagram isn’t just about slapping up a post every day and calling it a victory. If you really want to take your social media accounts to the next level, you’ve got to understand the inner workings of the algorithm. Luckily for us socialgovs wearing many hats, a little strategy goes a long way in boosting your content’s reach and engagement!
Just recently, the Head of Instagram, @Mosseri, shared a reel that answered a burning question I’ve personally wondered a time or two: What performs better—a single-image post or a carousel? I had a hunch based on what I’ve seen, but now we have confirmation straight from the horse’s mouth: Carousels reign supreme, and Mosseri’s video explains why.
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Why carousels outperform single-image posts
- Increased engagement: Carousels offer multiple opportunities for interaction. Each swipe left or right on your carousel counts as an engagement, which is a key factor in boosting your post's visibility in the algorithm. More engagement equals more eyes on your content—it's a simple yet effective strategy!
- Second chances for visibility: One of Mosseri's key points is that if a carousel post doesn’t receive immediate interaction, Instagram often gives it a “second chance” by showcasing the second image in the carousel first. This reinforces the importance of curating both the first AND second pieces of media. Choose a captivating first image to grab attention, followed by another strong visual to keep users swiping.
- Reel eligibility: Another valuable insight Mosseri provided is that adding music to your carousel makes it eligible to appear in the Reels tab, further increasing your reach. This is a fantastic way to engage viewers who enjoy dynamic content.
So, if you're on the fence about whether to post a single image or a carousel, the evidence suggests that carousels are the way to go. They significantly enhance the likelihood of your post being seen and engaging with your audience.
But wait—when to skip the carousel
Now, before you start throwing every single post into a carousel just because, hold on a second! Mosseri warns against forcing carousels. If you don’t have multiple cohesive pieces that work together, don’t just toss them in for the sake of the algorithm. Your audience craves valuable content, and variety keeps things interesting. The primary goal should always be to provide value to your audience. Mixing in some single-image posts keeps your account fresh and engaging.
Looking for more insights?
Stay tuned for future blog posts as we delve deeper into tips from Mosseri and explore more strategies for effective social media management. And don’t forget to follow @Mosseri on Instagram for real-time updates and insights directly from the source. His transparency about the algorithm is not only refreshing but also invaluable for enhancing our social media strategies.
Meet the author
Angela Ramirez (Pitts)
Freelance Writer - Government Social Media LLC
Angela is an award-winning government communicator who is passionate about leveraging social media to build strong relationships between government agencies and the people they serve. During her tenure with the City of Tampa, Angela proudly maintained a dynamic social media presence for the City, telling Tampa’s story through historic events, including the Super Bowl, the COVID-19 pandemic, major hurricanes, and more. She also helped establish a community-centric social media following for the City, growing the @cityoftampa Instagram profile from less than 1k followers to over 100k in under five years.
She has recently moved to the beautiful state of Colorado and now serves as Communications Manger for the City of Lakewood, the 5th largest city in the state. Her passion for government social media continues as she strives to be a thought leader in the field. She takes immense pride in the connections she’s made with social media professionals across the nation.
Angela earned her bachelor's degree from the University of South Florida and is currently completing her master's degree in Digital Strategy from the University of Florida. In her free time, you can find her scrolling Instagram Reels, spending time with her husband and dog, or planning her next big adventure.
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