Instagram carousels vs Reels vs single images: what the data says
Which Instagram format gets the most engagement? We break down the latest benchmark data on carousels, Reels and single-image posts — and what it means for your strategy.
If you've ever wondered whether you should be posting Reels, carousels or single images, you're not alone. Each format plays a different role, and the best accounts use them together. But when it comes to engagement — the likes, comments, saves and shares that signal people genuinely valued your post — one format has led the benchmarks year after year: the carousel.
What the benchmarks show
Socialinsider's Instagram benchmark study analysed 35 million posts from 447,613 accounts published during 2025. Measured by average engagement rate, carousels came out on top, ahead of Reels and well ahead of single images.
0.55%
That means carousels earned roughly 49% more engagement per follower than single-image posts. It's a pattern that has held for several years of Socialinsider data, even as overall engagement on Instagram has declined.
Reach vs engagement: why both formats matter
Reels are built for discovery. Because they're pushed to non-followers in the Reels tab and Explore, they often reach more people. Carousels, by contrast, tend to win on depth: people stop, swipe, read and save. Many industry analyses report the same trade-off: Reels reach more people, carousels earn more engagement from the people they reach.
Why carousels earn more engagement
- Swipes keep people on your post longer, which signals interest.
- Instagram can re-show a carousel with a different slide to people who didn't swipe the first time — a second chance to hook them.
- Educational carousels are highly saveable, and saves are a strong signal that content is valuable.
- Multiple slides let you tell a story with a hook, a middle and a payoff.
How to make carousels that win
- Open with a hook: a question, surprising fact or bold promise on slide one.
- Teach one idea per slide using a relatable scene or metaphor.
- Keep text short — aim for under 25 words a slide so it reads at a glance.
- Keep a consistent look: same art style, palette and character on every slide.
- Finish with a payoff and a reason to save or share.
That's exactly the structure ToonSlides’s script writer follows. Type a topic, review the slide-by-slide script, and every slide is illustrated with a consistent cartoon character in the 4:5 portrait format that gives you the most space in the feed.
The bottom line
There's no single 'best' format — but if your goal is engagement, saves and building trust, the data points clearly towards carousels. Pair them with Reels for reach and you have a strategy that covers both discovery and depth.