Adam Mosseri on Carousels

Adam Mosseri, the head of Instagram, clearly recommends that creators utilize Carousels as a format to improve post reach on the platform. He attributes this performance benefit to two primary factors: first, the format allows for multiple pieces of media, which naturally leads to more interactions from the audience. Second, he explained that if a viewer scrolls past a Carousel without engaging, the algorithm often gives the post a second chance by automatically showing them the second slide. This mechanism provides an additional opportunity for engagement that single-image posts do not offer, thereby boosting overall reach on average.

Further context from Mosseri highlights additional strategic benefits for using this format, noting that creators should consider adding music to their Carousel posts. When audio is included, the post becomes eligible to appear within the Reels tab, extending its distribution reach beyond the main feed. While he advises against forcing music if it doesn't fit the content, the suggestion implies that multi-format integration is an encouraged strategy for maximizing visibility. He also noted that Carousels can now support up to 20 frames and can include mixed image formats within a single set.