DATA SHOWS INSTAGRAM REELS ARE BEST FOR REACH — BUT NOT ENGAGEMENT

Summary from the TLDR Marketing newsletter

Instagram Reels generate 36% more reach than carousels but fall short on engagement, with carousels outperforming Reels by 12%. Reels benefit from a dedicated feed that promotes discovery by non-followers, while carousels reappear in users' main feeds, driving more interactions. Single-image posts, though still popular, deliver the lowest reach and engagement of all content types.