Instagram quietly admitted they got it wrong with reels. They pushed them too hard, too fast, and oversaturated the platform. Since that correction, carousels have been getting more reach and distribution — and the data reflects it. In 2025, carousels carry a much higher average engagement rate than both reels and single images.
The Supply and Demand Equation
Here is the strategic reality: Instagram increased the reach given to carousels, but the number of people actually creating carousels has not increased at the same rate. That gap is an opportunity. When supply is low and platform distribution is high, your content reaches further with less competition. Reels have the opposite problem — so much supply that the platform cannot distribute it all, and year-over-year views continue declining.
What This Means for Your Content Strategy
This does not mean abandon reels. It means a healthy Instagram strategy in 2025 is not all-reels. Brands posting only reels are competing in the most crowded lane on the platform. Adding carousels into your content mix gives you access to a less competitive format with higher engagement and growing algorithmic support.
There is also an audience consideration. Not every follower you want is a reels person. Some of your highest-value prospects — people who are actually reading, thinking, and deciding — prefer to consume content differently. Carousels reach them where reels do not.
The Takeaway
The brands winning on Instagram right now are not the ones going all-in on one format. They are the ones reading where the platform is distributing attention and adapting accordingly. Right now, that points clearly toward carousels. The opportunity is real, the competition is still relatively low, and the algorithm is on your side — but that window will not stay open indefinitely.