1, 2 or all 3? Stories, Reels, and carousel posts are the best formats to get more reach and engagement on Instagram. We will show you how this works in practice using data, best practices and current platform developments.
In 2024, Instagram will continue to be one of the most important platforms for companies to reach a broad target group with creative content and promote engagement. The app once again topped the list in September global download charts. Stories, Reels and carousel posts are the top formats on Instagram when it comes to reach and interaction. Stories dominate as the most used format and enable real-time interactions, while Reels generate the most reach and carousel posts score with the highest engagement rate.
Instagram:
Largest reach and engagement rate by format
© Instagram Credit
R for reach: interaction boost with Reels
Reels are the format that achieves the highest reach on Instagram. According to the Metricool study 2024 about Instagram Reels reach an average of 37.87 percent of users and thus generate significantly more visibility than other formats. Reels are played in both the Explore Feed and the Reels Feed, which further maximizes their reach. Stephan PichlmeierHead of Marketing DACH at Metricool, explains in the report:
Reels are currently the absolute performance driver on Instagram. Our 2024 Instagram study shows that Reels generate an average of thirty-eight percent more reach than other formats.
An example from the study shows that brands like Jokolade achieve longer viewing times by combining images and videos in Reels because they work with short, attention-grabbing videos. To fully utilize the potential of Reels, it is recommended to publish Reels to both the main feed and the Reels Feed. The design of the first visual view is crucial in order to immediately capture the user’s attention. In general, as Instagram boss Adam Mosseri himself says, the first impression is more important with videos than with other formats. More precisely: the first three seconds:
What effect does posting Reels regularly have? Small accounts in particular can see a significant increase in reach by posting Reels: over 32 percent increased reach is possible, and engagement is also on average 13.08 percent higher with Reels than with other formats. In general, the majority of accounts benefit from regularly posting Reels, with the exception of so-called Huge accounts, whose reach decreases by up to 7 percent year-on-year due to posting Reels.
Reach new accounts with Reels © Metricool
Reels-Engagement © Metricool
This should not be missing from Reels
Particularly exciting: Instagram is currently testing the integration of links in Reels, a function that could be extremely valuable for brands. Another tip for your performance boost comes from Adam Mosseri himself: Be sure to use songs and sound effects in reels and carousel posts.
If those aren’t enough reasons to currently rely on Reels on Instagram, you should know that the algorithm heavily rewards video content. So much so that Instagram itself shares tips for creating successful Reels. For example, creators should use relevant hashtags, adopt current audio trends and post Reels on multiple platforms simultaneously. Social media expert Lia Haberman also points out Instagram best practices for Reels, which can be found in the Professional Dashboard.
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It is worthwhile for marketers to always stay informed about the latest Instagram features and tools, as Instagram is constantly working on them. We have put together an overview of recently created creative tools for Reels, but also stories and posts. Anyone who is up to date has probably already noticed that the first creators can create Reels directly from feed posts. Also new: Meta also promotes in an advertising context with a new Guide Reels.
Carousel Posts: Engagement Winners on Instagram
Carousel posts are characterized by their exceptionally high engagement rates. According to the Metricool 2024 study, carousel posts only make up 5.3 percent of Instagram posts, but achieve an above-average engagement rate of 10.5 percent.
Engagement rate depending on format, © Metricool
The special thing about this format is that it enables longer interactions by combining several images or videos on up to 20 slides and is ideal for storytelling. Pichlmeier emphasizes:
Carousel posts are the ultimate engagement format on Instagram. The key is to design the first slide so that it immediately grabs users’ attention.
To further increase engagement, Metricool recommends making the second image in carousel posts particularly attractive, as Instagram will display this slide again in the feed a few hours later. Additionally, every third slide in a carousel post receives an average of 2.1 times more engagement than the first slide because Instagram redisplays carousel posts in the feed, further encouraging engagement. Brands like Netflix use this strategy successfully, for example by placing memes on the second slide to captivate users.
Optimal structure of a carousel post, © Metricool 2024
The combination of music with carousel posts is particularly effective, as Metricool emphasizes in the study. Both photos and videos benefit from the background music as it strengthens the emotional connection of the user and extends the time spent on the site. To maximize the performance of a carousel post, we recommend using the new like tracking tools that allow creators to see which image in a carousel receives the most likes. This makes it easier to optimize the content strategy and specifically address the target group.
Instagram:
Music for photo and video carousel posts
© Instagram via Lindsey Gamble (changes made via Canva)
Additionally, Instagram is continually working to improve the carousel post experience. Users can now add music to photo and video carousel posts to enhance the emotional impact of their content. In addition, Instagram – see thread – may soon enable subsequent editing of carousel posts so that creators can change or add individual images. This flexibility is particularly important for campaigns that are planned for the long term.
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Stories: Real-time interactions and brand loyalty
Stories will remain the most used format on Instagram in 2024 and make up 71.2 percent of all analyzed posts. Metricool analyzed that weekly story publishing frequency increased by more than 25 percent from 2023 to 2024 across all account sizes. The success of Stories lies in its flexibility and its ability to promote real-time interactions, not least through the use of interactive story stickers and features. Brands capitalize on the FOMO effect by publishing content that is only available for a short time, creating a sense of urgency that activates followers. Pichlmeier explains why stories are so effective:
Stories are the most flexible and authentic format on Instagram when it comes to driving real-time interactions and actively engaging followers. Through the targeted use of interaction stickers such as surveys, reactions and quizzes, brands sustainably increase engagement.
A successful example is the Nivea brand, which captivates its followers with regularly changing interaction stickers and leads them to the landing page through strategic storytelling.
Nivea lets users vote on their skin condition, © Nivea_de on Instagram, own screenshot
Another innovation that further promotes engagement in Stories is the introduction of the public comment function. Brands can now respond to direct comments in their stories and thus increase the interaction rate. You can find more specific tips for creating stories as well as an insight into the public comment function here.
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Know when to post
According to the study, the best time to post on Instagram has not changed. 8:00 p.m. remains the undisputed peak time for publishing content. However, there was a change in the best days: While the previous study favored Monday and Thursday, it is now Wednesday and Friday that achieve the highest engagement rates. In any case, you can expect the most engagement during the week. Brands and creators should publish posts during these periods to maximize their reach.
Optimal posting times on Instagram, © Metricool 2024
The right format for every goal
The 2024 Instagram study shows that stories, reels and carousel posts each have different strengths that should be used depending on the objectives. Stories are perfect for real-time interactions with accounts and create proximity to followers, while Reels maximize reach relatively quickly and reach new users. Carousel posts, on the other hand, enable deep engagement and are great for detailed storytelling. Brands should still incorporate all formats into their social media strategy and use them specifically to anchor their message in both the long and short term.
Teaching reels, guides, personalized tips:
Instagram introduces best practices in the Professional Dashboard
© Instagram via Canva
Understanding the Instagram Algorithm: Best Practices for More Reach
Another important success factor besides the posting time on Instagram is the algorithm. Mosseri regularly provides insights into how brands and creators can get the most out of the algorithm. Most recently, he confirmed the suspicion that Instagram prioritizes short videos. Instead of long videos, he recommends content that is quick and visually appealing – especially clips under 30 seconds. Additionally, one of the most important metrics for the algorithm is the number of shares. Content that is shared often has a greater chance of being more visible in the Feed and Explore section. After all, Instagram recently made views a metric for all formats.
Instagram:
Algorithm update rewards smaller creators and original content
Mosseri also made it clear that there is no shadowban. If content achieves less reach, it is usually due to the choice of hashtags, posting times or interactions. His most important advice: Pay more attention to the story you want to tell and less to the technical production. The algorithm rewards content that is engaging and relevant to users.
Post what arrives
So what can you bring with you for your Instagram game? Whether you want to maximize your reach with Reels, build deep engagement with carousel posts, or create real-time interactions with Stories, each format offers unique advantages that you should take advantage of. In order to stay up to date and continually improve your strategy, it is important to keep an eye on the latest developments on Instagram. The algorithm, posting times and new features are constantly changing, so it’s crucial to stay up to date.
You can find even more insights from Metricool from the comprehensive study on Instagram on the analysis company’s blog.
Instagram:
7 tips for more success in your stories
