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Did we time-travel back to 2019 OR are there a lot more static images and carousel posts on my Instagram feed than Reels?!
Apparently, we’re traveling backward, and I’m not the only one who’s noticed.
Later’s Social Media Manager, Christine Colling, says Instagram is currently in its “comeback season” with a resurgence of static and carousel content being pushed more heavily onto users’ feeds than video content – otherwise known as Reels. As the adage goes, “What’s old always becomes new again”; Instagram may be taking us back to the days when we loved the platform most.
However, we’re not complaining about this change–it just comes as a surprise considering in July 2022, Instagram’s CEO, Adam Mosseri, announced the platform would be making changes to the algorithm to increasingly promote short-form video (Reels) content over static content, urging users to lean into the shift to more of a video-first platform.
Mosseri’s announcement was met with much opposition, as it was clear this shift was Meta’s way of competing with the virality of short-form video content on TikTok. But as we know, the only way to get things done on social media is to get Gen Z or a ‘Karjenner’ outraged.
Our Sr. Creative Strategist and in-house Gen Z informant, Sophie Wood, said it best, “Kylie Jenner posted ‘Make Instagram, Instagram Again” and got Instagram to course-correct their algorithm.” So much so to the tune of 332,995+ social users signing a Change.org petition of the same name, calling for Meta to reinstate chronological timelines and ask that the algorithm RE-favor images over video and make Instagram what it was prior.
Could Gen Z’s obsession with the Photo Dump trend be another reason for this shift? A Photo Dump or #dump is an in-feed carousel post on Instagram that features a mix of 3-10 casual, candid images, videos, and memes.
On Negroni’s with Nord Episode 9, James called out a vibe shift towards “shitposting” on social media which takes away the need for overly curated social feeds and replaces it with a more natural, in the moment hodge-podge of content. Here’s a dump of examples: Alejandro Rodriguez, Remi Cruz, and Philipp Hehmann.
Currently, there is no official statement from Meta on this algorithm change, but we believe it’s noticeable enough that brands and creators should pay attention.
Our recommendation is to not completely break up with IG Reels. Instead, A/B test video vs. in-feed/carousel content on your feeds and see which performs the best against your specific strategies and KPIs as both Reels and in-feed content have their benefits:
According to a Rival IQ study, Reels have a 14% reach rate, while other media types on the platform see a reach rate between 9% and 10%, making Reels perfect for accounts that want to focus more heavily on brand awareness and introduction to new audiences.
However, Reels engagement doesn’t compare to in-feed static or carousel content. Static posts receive an average 1.74% engagement rate — carousel posts with 2 images receive an average engagement rate of 1.9%, while carousel posts with 10 images receive the most average engagement at 2.07%.
Ever notice how if you don’t finish viewing all the posts in a carousel, it’ll later pop back on your feed generally where you left off? Instagram wants you to spend time on this post and continue consuming the content. As a brand or creator, this can be leveraged to build product consideration or generate further user interactions (i.e., comments, saves, shares).
As always, be prepared for social media platform changes, but we'll keep our eyes glued to our phones on this and report back here with any updates!
