Website Design Services
Speak to a Social Media Expert
In This Article

Carousel posts succeed because they combine high-engagement mechanics with a natural storytelling structure that rewards curiosity and saves. On Instagram, carousels average a 0.55% engagement rate per post, outperforming Reels at 0.50% and single images at 0.45%, according to Sprout Social. For UK SME owners, this format offers measurable results without complex video production or technical skill.

Table of Contents

What makes a carousel post different from a normal post?

A carousel is a single social media post containing multiple images or videos that users swipe through, rather than a standard post with just one visual. On Instagram, a carousel supports up to 20 slides in a single post, according to Sprout Social. On mobile, viewers swipe left to move through each slide; on desktop, they click the arrow on the right side of the post.

A smartphone showing an Instagram post against a marble background, showcasing modern social media use.
Photo by Lance Reis on Pexels

The first slide acts as the cover image and dictates the aspect ratio for the entire post. Instagram automatically crops every subsequent image to match that first slide’s dimensions, so consistency matters from the very beginning. This format is available on Instagram and LinkedIn, where a PDF upload creates a swipeable carousel with each page acting as a slide, according to Slate Teams. That makes carousels versatile for both B2C and B2B audiences.

Yes, carousel posts consistently outperform other Instagram formats on engagement. Instagram carousels earn an average engagement rate of 0.55% per individual post, outpacing Reels at 0.50% and single images at 0.45%, according to the Sprout Social 2025 Content Benchmarks Report cited by Sprout Social. The gap widens for influencer content, where carousel posts average a 1.36% engagement rate compared to 1.04% for single-image posts.

Person browsing Instagram over coffee, relaxed morning vibe.
Photo by Mayara Caroline Mombelli on Pexels

Single-image posts on Instagram have declined by seven percentage points since 2023, according to the same Sprout Social report. This shift suggests audiences increasingly prefer multi-slide content over static single images. Instagram’s algorithm also gives carousels a second chance: the platform re-serves carousel posts to users who did not engage on the first swipe, boosting potential reach beyond the initial impression, according to Slate Teams.

People stop scrolling because carousels create a curiosity gap that single images cannot replicate. The first slide teases content that requires swiping to reveal the full story, and that partial reveal compels users to continue. The format also rewards save behaviour, as users save multi-slide posts for later reference, which signals high value to social media algorithms, according to Sprout Social.

Major brands demonstrate the format’s versatility. Disney uses Instagram carousels to provide previews of upcoming projects and tell stories through a series of pictures, while Etsy showcases multiple products from various angles using pictures in their carousels, according to Slate Teams. A UK local business can apply the same principle by showing a step-by-step process or a before-and-after transformation without needing video editing skills.

What types of businesses benefit most from using carousels?

Businesses with visual processes, step-by-step explanations, or product ranges benefit most from carousels. Retailers can use Etsy-style product angles to show items from multiple perspectives, while food brands can follow the BuzzFeed Tasty approach of sharing video demonstrations and pictures of recipes in a single swipeable post, according to Slate Teams.

B2B brands on LinkedIn can repurpose slide decks into PDF carousels for thought leadership content. LinkedIn carousels can incorporate various file types, including PDFs and PowerPoint presentations, according to Slate Teams. The format suits a design agency showing a website build or a marketing team breaking down a strategy. Carousels are not industry-specific; they work whenever you have a story to tell in steps.

You can create a carousel without a design team by using free template tools that handle the layout work for you. Canva offers customisable carousel Instagram post templates with multiple designs to edit, download, and share, according to Canva. These templates remove the need for a professional designer and make the format accessible to busy UK business owners.

If time is short or you want a more polished result, Delivered Social offers creative content services including video, photography, and design to produce carousels as a done-for-you option. The technical barrier is lower than many owners assume, but professional polish can be outsourced when internal capacity is limited. Design inspiration is also widely available, with over 10,000 social media carousel projects listed on Behance.

Instagram carousel posts support three aspect ratios: square (1:1), horizontal (1.91:1), and vertical (4:5), according to Sprout Social. For images, use a resolution of 1080 x 1080 pixels. Videos in Instagram carousels require a minimum resolution of 600 x 600 pixels and a maximum of 1080 x 1080 pixels.

Instagram uses the first slide as the reference for aspect ratio and automatically crops every subsequent image to match it, according to Sprout Social. Every slide must therefore be designed with that first slide’s ratio in mind. Consistency across slides is critical to avoid awkward cropping or misaligned text that undermines the professional appearance of the post.

How do I turn a carousel into a regular part of my content plan?

Start by auditing your existing content to find listicle-style topics that translate naturally into slides. Blog posts, FAQs, and common customer questions often contain step-by-step answers that work well as carousel slides. A carousel post is a type of social media content that contains multiple slides, and users can swipe left or right to see more images or videos, according to Echelon Media.

Post at a frequency that does not overwhelm a busy owner, focusing on quality over quantity. Measure success by tracking saves, shares, and swipe-through behaviour rather than just likes, as these signals indicate deeper engagement. Consistent carousel content can support broader digital marketing goals, including driving traffic to websites and generating leads for UK businesses.

Can carousels work on platforms other than Instagram?

Yes, carousels work on LinkedIn and Facebook, though the mechanics differ by platform. LinkedIn supports carousels via PDF uploads, where each page of the PDF becomes a swipeable slide, according to aiCarousels. Facebook supports carousel ads, which require specific audience targeting to maximise their impact, according to Slate Teams.

TikTok does not support the traditional swipeable carousel format, so businesses should adapt the concept into a video series instead. UK businesses should match the platform to the audience: Instagram works well for visual consumer brands, while LinkedIn suits professional services and B2B content. The core storytelling principle remains the same across platforms, even when the technical format changes.

Key Takeaways

  • Instagram carousels support up to 20 images or videos in a single post, giving brands more space to tell a story.
  • Carousel posts average a 0.55% engagement rate, outperforming Reels at 0.50% and single images at 0.45%.
  • Instagram re-serves carousels to users who scrolled past them, offering a second chance at visibility.
  • The first slide of a carousel dictates the aspect ratio and cropping for all subsequent slides.
  • LinkedIn carousels are created by uploading a PDF where each page becomes a swipeable slide.
  • Free tools like Canva provide pre-designed carousel templates that remove the need for a professional designer.
  • Influencer carousel posts achieve a 1.36% average engagement rate compared to 1.04% for single-image posts.

References

  1. A guide to crafting seamless Instagram carousel posts – Sprout Social
  2. Understanding What is a Carousel Post and How to Use It Effectively – Slate Teams (published 2025-09-13)
  3. Free customizable carousel Instagram post templates – Canva
  4. Social Media Carousel Projects – Behance
  5. Carousel Posts: Do They Work on Social Media? – Echelon Media
  6. aiCarousels.com: Free Carousel Maker & Generator
Share This Article

About the Author: Jonathan Bird

Jon built Delivered Social to be a ‘true’ marketing agency for businesses that think they can’t afford one. A dedicated marketer, international speaker and proven business owner, Jon’s a fountain of knowledge – after he’s had a cup of coffee that is. When not working you'll often find him walking Dembe and Delenn, his French Bulldogs. Oh and in case you don't know, he's a huge Star Trek fan.