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How to Create Instagram Carousel Posts from Scratch
As a social media manager, have you ever found it difficult to pack in as much information as possible in a single post? Especially on a visual platform like Instagram, have you had to remove creative storytelling in your content to focus on critical information? While we may live in a world of microcopy, some content still requires a little bit of additional space to fully convey a story. That’s where Instagram carousel posts come in.
Carousel posts allow users to post multiple images and videos in a single feed post, enabling brands to increase brand awareness, drive engagement, and generate leads. In 2023, carousels had a 15.82% year-on-year growth in interactions, and received an average of 271 interactions, while images received only 117. Clearly, there is a growing appetite for this content format.
In this blog, we’ll explore the art of creating Instagram carousel posts that can captivate your audience. We’ll also cover scenarios when they work particularly well, the benefits of using carousels, a couple of examples and tips on creating engaging posts.
What is an Instagram carousel post?
An Instagram carousel post allows users to add multiple images or videos in a single post. While this feature was first released with a limit of 10 images or videos, they have recently increased this limit to 20 frames in a single post.
Carousels enable brands to tell more comprehensive stories by capturing their audience's attention and encouraging them to swipe through each frame to get more information. Users can swipe left on the mobile app or click the arrow button in the desktop version to see all the slides.
📸Pro tip: Instagram recommends posting only high-quality images and videos, paying special attention to the size and aspect ratio. It is ideal to upload a photo with a width of at least 1,080 pixels with an aspect ratio of between 1.91:1 and 4:5. This is because larger or smaller files will be adjusted by Instagram and can impact the resolution of the final post.
Now that you know what a carousel post on Instagram is, let’s compare it to other popular Instagram formats, namely static posts and Reels.
Features | Carousel posts | Static posts | Reels |
Format | Carousels are interactive by nature, allowing users to swipe through multiple frames. | A static post is a regular photo or video post that will appear in your feed. | Reels support short videos or compilations of photos and videos |
Length | Carousels can range between 1 to 20 slides. | Static posts are limited to one image. | Reels can accommodate video content of up to 90 seconds. |
Purpose | You can use carousels to tell longer stories, showcase a tutorial or feature multiple products. | Static posts are perfect for evergreen content and brand announcements. | Reels are used to compile multiple pictures and images around a similar theme or event |
Engagement | Carousel posts typically have higher engagement rates due to the interactive nature of swiping. | Regular posts may have lesser engagement due to the lack of interactive elements. | Reels are great for generating social media engagement as they tend to go viral. |
Information | A carousel is more informative, as you explain a complex topic through multiple slides in a single post. | Static posts convey less information as they are limited to a single image. | Reels can be informative but are generally used for entertainment, as users can incorporate music, stickers, and other fun elements. |
When to use an Instagram carousel post
Carousel posts are versatile and can be easily used for multiple purposes. You can create carousel posts to share:
- Educational content: Carousels are a great way to break down complex topics into smaller chunks and place each bite of information onto a slide. This helps users navigate and interact with the content easily.
Look at how Simple Skincare India does it. Using a carousel post, the skincare brand explains the meaning of ‘chemical exfoliation’.
- Before-and-after reveals: Carousels can showcase transformations using before-and-after images. Versions of this “this or that”, or “now and then” posts are a great way to tease your audience and get them to interact with your post.
Take a look at how pow8r - a fitness app - uses carousels. In one of their Instagram posts, the brand highlights its service efficacy by visually comparing a client's condition before and after using the service.
- Brand storytelling: Carousels can also help you tell complete stories with real depth and context. This allows you to connect with your audience and create a positive brand image on social media. When done right, it can also enhance the aesthetics of your Instagram feed.
Consider the image below. A food brand, Tom’s Perfect 10, is able to break its founding story into its various stages using an Instagram carousel post.
- Event highlights: Carousels are extremely popular for capturing multiple moments and perspectives of festivals or events. Events offer a plethora of elements that brands might want to highlight but cannot in a standard feed post.
For instance, let’s say you are planning a product launch - you might want to share images of the new product, the event attendees, the location and decor, and much more. Carousel posts can help gather user attention and show various aspects of the event, driving both online and offline engagement.
For example, Zomato often features its flagship event, ‘Zomaland,’ using carousel posts.
- Product promotions: Carousels help promote products on Instagram by offering brands the real estate to describe the product and benefits in more detail. Different slides can be used to show different aspects of the product, such as dimensions, usability, texture, color, etc.
For example, beauty brand Aqualogica promotes new products using carousel posts.
- User-generated content (UGC): Carousel posts are a great way to include as much user-generated content as possible. While Reels might seem like the better option for UGC, the ability to pause at individual images and absorb the information on a carousel can be more compelling than the quick transitions of a Reel.
Carousels can include photos from satisfied customers, customer testimonials and reviews and help brands to build trust and credibility with their audience.
For example, Chipotle often uses Instagram carousel posts to showcase UGC.
Benefits of creating an Instagram carousel post
While most social media managers today focus on Stories and Reels, here’s why brands need to leverage carousel posts in their social media content strategy:
1. Delivers more information
Carousel posts can pack more information in less space without overwhelming viewers. It is a great format to explore when you don’t want your content to look text-heavy, when you want to be able to explain a concept or describe a product in more detail, or even add information regarding an offer or giveaway. Nike, for example, uses carousel posts during product launches to highlight the features and benefits of its products in detail.
2. Builds brand awareness
With multiple slides, carousel posts offer a platform to showcase different aspects of a brand's persona and values.
For example, a tech company can use a carousel to highlight its innovative products, company culture and social responsibility initiatives. This comprehensive approach can enhance its brand image and create a stronger connection with the audience.
3. Increases engagement
Carousels have an engagement rate of 1.02% compared to 0.72% for image posts. Every slide offers a new opportunity for interaction through likes, comments and shares.
For instance, a fashion brand might use a carousel to showcase a complete outfit, with each slide highlighting a different accessory or styling tip. Their slides can cover multiple product shots and tips in a single carousel post.
Pro Tip: The engagement rate of your social media content can vary based on channel, format and campaign. In order to find what’s working, Sprinklr’s Engagement Dashboards allows you to create customized channel dashboards where you can track engagement across 30+ digital channels.
4. Strengthens storytelling
Carousel posts provide an immersive storytelling experience. You can break down a story into multiple frames, encouraging viewers to keep swiping.
National Geographic, for example, uses carousel posts to tell immersive stories about various cultures and environments. Each slide unfolds a new aspect of the story by adding more information, helping the brand build a deeper relationship with its target audience.
5. Improves click-through rates
Carousels for sponsored posts or Instagram ads can effectively drive traffic to your website or landing page if you add a clear call to action (CTA). This encourages users to take the desired action right after they consume content about a brand. Take a look at this sponsored carousel post by Cigna Healthcare. The insurance brand adds a CTA, ‘Get Quote,’ redirecting the audience to its site.
How to create an Instagram carousel post
Uploading a carousel is not very different from uploading a single post to your feed. Here’s a step-by-step breakdown of how you can create one for your brand:
Step 1: Open Instagram. Click on the “+” button in the navigation bar at the bottom of your screen.
Step 2: Select the option to create a new post. Then tap on “select multiple” slides. Instagram will now allow you to add multiple slides to the post. Choose the photos or videos you want to upload as a carousel post. You can select up to 20 photos or videos for your carousel. Then tap on “Next.”
Pro tip 📱: Use large fonts and high-quality images, as most people use Instagram on their phones. Add ample white space on the sides of your carousel post. This will increase readability and provide a seamless viewing experience to users.
Step 3: Customize your posts by adding music or audio to the post to improve storytelling.
Pro tip 🎨: Try maintaining a consistent aesthetic throughout the carousel, using the same color palette, fonts and overall design elements. This helps create a unique brand language and makes your Instagram profile look professional.
Step 4: Now, add the necessary details to your carousel post, such as a suitable caption and relevant hashtags, to improve its visibility. Like a regular post, you can tag people, add a location or set a reminder for upcoming events.
Pro tip 💡: A clear CTA can be a game-changer. Always state what you want users to do after viewing your carousel — be it visiting your website, making a purchase or following your account.
Step 5: Once you have everything sorted, tap on the “Share” button and that’s it. You’ve created and published an Instagram carousel post!
Pro tip 🗓️: To rank well in Instagram’s feed, make sure you have a consistent social media posting schedule, as timeliness plays a key role in how the Instagram algorithm works.
Use a social media content calendar tool to make sure that your content on Instagram is published at the right time, without you having to manage your own calendar around it. These tools come with extended capabilities that allows you to collaborate with global teams, uncover key insights in real time, and manage cross-channel conversations from one place.
Examples of Instagram carousel posts
Looking for inspiration on how to create engaging Instagram carousel posts? In this section, we’ll explore some examples of highly effective Instagram carousel posts that brands have used to captivate their audience, boost interaction, and showcase products or ideas in a visually appealing way.
1. Bon Appetit: If you look at Bon Appetit’s Instagram page, the brand often breaks down complex recipes into easy-to-follow steps using carousel posts. Each slide showcases a different step with clear instructions and mouth-watering visuals.
By providing a step-by-step guide, the brand keeps users engaged. It helps users follow through and inspires cooking enthusiasts to try new recipes.
2. Netflix: The streaming platform uses carousel posts to give behind-the-scenes (BTS) peeks, such as press tours or fan question-and-answer sessions. This intrigues viewers and keeps them anticipating the launch of new seasons of Netflix’s popular shows.
Sharing behind-the-scenes content builds trust and authenticity. It also keeps viewers excited about your next launch, increasing engagement and viewership.
Pro tip 💡: Want to know what kind of content your audience really wants to see – whether that’s a behind-the-scenes look like Netflix, or a step-by-step tutorial like Bon Apetit?
With an AI-powered listening tool, you can track conversations, stay in the loop of what's trending across the globe in real time, and uncover customer sentiment (positive, negative or neutral) to better understand how your audience feels about your content.
3. Lululemon: Fitness apparel retailer Lululemon uses carousels to feature UGC, such as customer testimonials and stories. This helps the brand build authenticity, attracting new customers and retaining existing ones.
UGC content on Instagram is booming. Leveraging it using carousel posts can easily boost brand credibility and inspire users to share their experiences.
🎯Read on: The Instagram Marketing Guide for 2025
Top tips for creating engaging Instagram carousel posts
Instagram carousel posts are the way to go if you’re looking to grow on Instagram while also building a loyal community of followers. Here are a few tips on how to go about it:
Follow Instagram’s image guidelines
When you share a photo on Instagram, regardless of whether you're using Instagram for iPhone or Android, make sure that you upload it at the best resolution possible (up to a width of 1,080 pixels).
Create templates
Design reusable templates for your Instagram carousel posts so you don’t have to go back to a blank canvas whenever you want to post. This will not only ease your post-making experience but also ensure consistent branding.
Experiment with different formats
Carousel posts offer the flexibility of using both photos and videos, unlike other formats. Use them wisely. Mix photos and videos and see which format works best for you. Look at how the e-commerce brand Local Nation does it.
Track performance
Analyze metrics of your carousel posts and identify patterns to optimize future posts. For instance, if carousel posts about sports are doing well, add more of them.
Pro tip 📊: Try a social media analytics and reporting tool to track your carousels’ performance. Monitor engagement metrics such as likes and comments to understand audience preferences. Analyzing social media data allows you to create more effective and engaging carousel posts that resonate with your audience.
Schedule posts based on engagement
There are various advantages of scheduling Instagram posts in advance. It ensures a streamlined workflow and a consistent online presence. You can schedule posts based on different time zones to reach a global audience, which will help you increase engagement and followers.
Final thoughts
From boosting engagement to offering a versatile platform for longer content, carousels are an essential tool for brands looking to stand out on Instagram. By mastering how to create and optimize carousel posts, you can drive meaningful connections with your audience and achieve measurable results.
To take your Instagram strategy to the next level, you need a reliable tool to manage, schedule, and analyze your posts seamlessly. That's where Sprinklr Social comes in. It simplifies the entire carousel creation and management process by allowing you to publish to different social media channels from a single platform. You can even schedule posts for optimal reach and gain audience insights.
By understanding the features, benefits and strategies outlined in this blog, you can unlock the true potential of Instagram carousel posts and achieve your marketing goals!
Ready to meet your social media goals with Instagram carousel posts with Sprinklr Social?
Frequently Asked Questions
Your Instagram carousel post can include up to 20 slides. This allows you to tell more comprehensive stories, showcase product collections or provide detailed tutorials.
Yes, you can use a mix of photos and videos. This allows you to create a more dynamic and engaging experience for your audience.
To make your carousel posts more accessible, add more details like captions, hashtags or location. This can help you target your relevant audience.
One of the best practices for designing seamless transitions in a carousel is maintaining a consistent color palette and visual style. This helps in driving a unique brand identity.
No, you cannot edit or rearrange slides after publishing a carousel post. So ensure that you double-check everything before posting.
While Instagram doesn't provide detailed analytics for individual slides, you can track overall post performance to gain insights.
