As a former Amazon Account Manager who now helps sellers with multichannel marketing, I’ve tested every content format across platforms. The data from 2025 is clear: carousels are delivering stronger engagement than videos, and most sellers are missing this opportunity.
Analysis of nearly 700,000 posts from January to May 2025 revealed significant Instagram carousel vs video performance differences. In the specific dataset studied, carousels generated substantially higher engagement rates on both Instagram and TikTok compared to video content, though exact figures vary by niche and audience size.
What is the difference between Instagram carousel vs video? Instagram carousels are swipeable posts with multiple slides (up to 20) that often generate deeper engagement (likes, comments, saves) over time, while video posts (especially Reels) tend to deliver broader reach and immediate attention. Many 2025 benchmarks show carousels outperforming video in engagement rate, while Reels dominate reach and discovery.
Why Instagram Carousel vs Video Engagement Matters for Sellers
Multiple 2025 benchmark studies show Instagram carousel posts tend to generate higher engagement rates than Reels in terms of likes, comments, saves, and deeper interactions. Several publicly available datasets report carousel engagement ranging from approximately 1.9% to 2.3%, often outperforming Reels in direct engagement metrics. Reels, however, deliver greater reach and discovery due to Instagram’s video-forward algorithm emphasis.
For sellers, this means carousels drive actual interaction, not just passive viewing. When someone swipes through your carousel showcasing product features, they’re actively engaging. The Instagram algorithm rewards this extended dwell time with better organic reach to existing followers.
On TikTok, the engagement advantage becomes even more pronounced. In the Fanpage Karma analysis of nearly 700,000 posts, TikTok carousel posts showed significantly higher engagement—often 80%+ more—compared to conventional video posts in the specific dataset studied, with substantially more likes per post. Even shares, traditionally dominated by videos, showed competitive performance.
Instagram Carousel vs Video: The Technical Differences
Instagram carousels support up to 20 photos or videos per post. Each slide can be 60 seconds if using video. The swipeable format creates strong retention, with most users who engage with the first slide continuing through multiple slides.
Reels prioritize short-form content under 90 seconds. According to platform studies, Reels make up a significant portion of Instagram screen time and reach hundreds of millions of users. Reels deliver stronger initial reach and discovery.
The critical difference: carousels tend to accumulate engagement over time through saves and shares. Videos spike quickly for reach but may not generate the same depth of repeated interaction that carousels achieve.
Why Carousels Outperform Videos on Both Platforms
Extended Dwell Time: Users spend more time on carousel posts because swiping through multiple slides keeps them engaged longer. Instagram’s algorithm interprets this extended interaction as high-quality content worth promoting. The manual swiping action builds extra viewing seconds per user.
Higher Save Rates: According to various 2025 benchmark studies, carousels generate substantially higher saves than single posts. Users save educational content, product comparisons, and tutorials for later reference. Each save signals value to the algorithm, increasing organic distribution.
Multiple Engagement Opportunities: Each slide in a carousel creates another chance for interaction. Users comment on specific slides, creating deeper conversations. According to CreatorsJet’s analysis, mixed-format carousels combining images and videos produced 2.33% engagement compared to video-only at 1.86% in their dataset.
Lower Production Barriers: Creating quality carousels requires less equipment and editing than videos. You can repurpose product photos, screenshots, or graphics without filming. This accessibility lets sellers post more consistently without video production overhead.
Best Practices for Instagram Carousel vs Video Content Strategy
Lead with Your Strongest Visual: The first slide determines swipe-through. Use attention-grabbing imagery or compelling questions. Instagram leadership has publicly recommended carousels for content strategies focused on engagement depth.
Optimize the Second Slide: Instagram’s algorithm may reshow carousels starting from slide two if initial engagement is low. Make it work independently while complementing the first.
Use Storytelling Structure: Arrange slides in logical sequence. Product showcases: problem, feature, benefit, social proof, call to action.
Mix Media Formats: Combine static images with short video clips. Start with image for hook, use video for demonstration, return to image for call to action.
Insights & Updates for Smart Amazon Sellers
Creating Carousels Without Being On Camera
For sellers uncomfortable with video, carousels solve visibility issues. Use AI avatar video content in carousel format: 15-second AI avatar intro on slide one, product images in middle, AI avatar call to action at end.
Repurpose Amazon listing images: main product, feature highlights, comparison chart, customer review, call to action.
TikTok Carousels for Cross-Platform Strategy
TikTok allows up to 35 images, though 3 to 10 slides is typically optimal for maintaining viewer attention. TikTok introduced dedicated photo post features including an Explore feed in early 2025, signaling platform investment in carousel content. Industry reports suggest TikTok photo carousels show strong engagement metrics in many content categories.
Create once, distribute everywhere. Design in 1:1 square format that adapts to both platforms. Use consistent branding and strong opening hooks.
Measuring Instagram Carousel vs Video Performance
Track engagement rate (likes plus comments plus shares divided by reach), save rate (saves divided by reach), and swipe-through rate (percentage viewing all slides). Instagram Insights shows these metrics under each post’s analytics.
For carousels, monitor which slide generates highest interaction. If users drop off after slide three, restructure content to maintain interest. If slide seven gets most comments, it contains your strongest hook and should move earlier.
Compare carousel performance against Reels over 30-day periods. Many brands report stronger sustained engagement from carousels, while Reels deliver superior initial reach. Balance your content mix based on business goals: awareness (Reels) or engagement (carousels). Use Instagram analytics tools to track performance and optimize your social media content strategy 2026.
When to Use Video vs Carousel in Your Instagram Content Strategy 2026
Use Reels for:
- Quick announcements requiring immediate response
- Trending audio or challenge participation
- Accounts under 5,000 followers needing reach (Reels often deliver stronger discovery for smaller accounts)
- Content benefiting from motion or demonstration
Use Carousels for:
- Product comparisons and feature breakdowns
- Educational content and tutorials
- Behind-the-scenes storytelling
- User-generated content compilations
- Building deeper engagement with existing audience
Frequently Asked Questions
Q: Do Instagram carousels get more reach than videos? A: Reels typically generate higher initial reach and discovery due to Instagram’s video-forward algorithm. However, carousels often accumulate sustained engagement over time through saves and shares. For maximizing awareness to new audiences, prioritize Reels. For deepening engagement with existing followers, carousels often perform better.
Q: How many slides should an Instagram carousel have? A: Instagram allows 20 slides, but optimal length is 7 to 10 slides for most content. Educational carousels can use more slides if each adds value. Product showcases work best at 5 to 7 slides. Monitor your swipe-through rate and cut slides where users consistently drop off.
Q: Can you mix photos and videos in Instagram carousels? A: Yes, mixed-format carousels combining photos and videos often achieve higher engagement than single-format posts according to multiple benchmark studies. Start with static image hook, add video demonstration in middle slides, close with static call to action for maximum impact.
Ready to scale with carousel content? Book a strategy call with former Amazon Account Managers to create AI avatar carousel content that converts without being on camera. Book Your Strategy Call
Key Takeaways
Multiple 2025 benchmark studies show Instagram carousels generating higher engagement rates than Reels in direct interactions, with some datasets reporting carousel engagement from 1.9% to 2.3% while Reels excel at initial reach and discovery, making format choice dependent on campaign goals.
Analysis of nearly 700,000 posts revealed TikTok carousels showing significantly higher engagement—often 80%+ more in specific studied datasets—compared to videos, with substantially more likes and strong save rates demonstrating carousel effectiveness across both platforms.
Mixed-format carousels combining photos and videos achieve higher engagement than single-format content in benchmark studies, with optimal length of 7 to 10 slides and strong first plus second slide hooks for maximum swipe-through rates and algorithm favor.
Sellers can create high-performing carousels using AI avatar video content, repurposed product photography, and educational slides without filming, making carousels more accessible than video production while delivering superior engagement depth with existing audiences.
Ready to leverage carousel content for your brand? Luminus Hub’s former Amazon Account Managers help create AI avatar carousel content that drives engagement across Instagram and TikTok without requiring you on camera. Let’s discuss your content strategy