Reels vs. Photos: What’s REALLY Working Right Now?

Is Instagram’s Algorithm Secretly Favoring Photos Again?

Are photo carousels making a comeback on Instagram, or is the app still all about Reels? It’s a question many of us have been asking, especially as Instagram has tried to address the outcry from users who miss the good old days of the photo feed. While Reels remain a major focus for the platform’s algorithm, there’s been a noticeable shift: photos are starting to reclaim their space. After all, not everyone wants to scroll through endless video content 24/7. Instagram knows this, which is why we’re seeing more photos pop up in our feeds again.

So, how do you balance the two?

It’s all about strategy. While Reels are still the best way to expand your reach quickly, photos (SPECIFICALLY CAROUSELS) excel at driving engagement with your existing audience. The key is to alternate between both formats based on your content goals. Think of Reels as your party invites—they bring new people in. Meanwhile, carousels are like having a coffee chat with your closest friends—they deepen existing relationships. Reels should be entertaining, educational, or shareable, while photos can be more intimate, showing behind-the-scenes moments or personal updates that resonate with your core followers.

To find the right mix, look at your analytics. Are Reels bringing in tons of new eyes, but not a lot of engagement? Try following up with a photo post that offers more context or detail, encouraging people to connect further. If photos get lots of comments but not many new followers, keep posting them to maintain engagement while mixing in Reels to reach a wider audience. Aim for at least two Reels and two carousel posts each week, adjusting based on what works best for your account.

Ultimately, both formats can work wonders when used intentionally. You just need to know when to lean into each one. So, yes—photos are definitely making a comeback, but don’t abandon Reels just yet. The magic is in the balance, and the more you experiment, the more you’ll see what drives engagement and growth for your specific audience.

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This week: taking a much-needed pause, something you should NEVER do, and how to clarify your role.

HOP ON THESE TRENDS:

If I was your Instagram strategist, here are 3 Reels I’d encourage you to recreate for your brand: