Social media study finds that Instagram carousel posts have the most engagement compared to just a single-content post whether photo or video.
Carousels are a type of Instagram post where multiple media are put in just one post. The maximum number of photos and videos combined that can be put in one carousel post is 10. Many influential people are promoting products via Instagram posts, and making money off content that they put out on the platform.
A study by Social Insider monitored more than 22 million Instagram posts, almost 3 million of which were carousels, and came to the conclusion that carousels are indeed the ones that garner the most user engagement. As of 2020, Instagram has around a billion active users all in all, and more or less 500 million active users every single day - a combination of content creators and content consumers. The research also narrows down the common denominator of the carousel posts with the most engagement.
The number of carousel posts has significantly increased almost five times in percentage from its 2017 release. Double-slide carousels are the most abundant with 33.10% share of the total number, almost 20% contain three slides, and almost 7% contain four or more slides. A 2% engagement increase is also observed when carousel posts really make use of all 10 allotted slides, with the right mix of photo and video content.
Instagram expert and social media strategist Jenn Herman says that carousels allow for viewers to spend more time on the post. Users tend to indulge more when there is a lot of visual content. It allows for more opportunities to interact with followers. However, as much as this brings engagement, content creators should not overuse it.
The best way to optimize the content is to know when to post which. Carousels are more suited for lengthy-type posts for brands that require heavier advertising. Follow-up posts supporting the main content can be added to the carousels. The right amount of photos and videos in a multiple-slide carousel can be a factor in its ability to attract more viewers and gain likes, comments, and shares.
The ‘swipe left’ directive is also an effective way to give your audience a slight push to engage themselves in your content. The study has proven that it increases the rate of engagement between 1.80% to 2%. However, it isn’t a widely used technique - only 5% of carousel posts have it.
If done right, marketing on Instagram is a very effective way to promote a brand. Being one of the biggest and most influential social media sharing networks, the app/site is one of the audience-rich platforms where advertising runs wild and can give marketers high chances of making their brand known, acquire engagement, and gain loyalty.