Leveraging Carousel Posts on Different Social Media Platforms

Published on 20.04.2026 by Chizoba T

One of the most popular content formats on social media platforms such as Instagram and LinkedIn is the carousel post. These consist of swipeable posts that let viewers flick through multiple videos or images. Statistics indicate that these post formats tend to perform better than single-image posts across social media platforms.

For instance, a study of 22 million Instagram posts found that carousel posts had an engagement rate of 1.92% to 3.45%, higher than videos (1.45%) and images (1.74%). That means they can be a powerful tool for your social media marketing. Not only can they help you grab your audience’s attention, but they will also drive engagement. You can also use them to tell a story that would otherwise not be possible to tell with single images. In this guide, we look at why carousel posts are very popular and how you can utilize them to take your brand to the next level.

What Are Carousel Posts?

Carousel posts are social media content formats that feature multiple slides, allowing users to swipe left to view more videos or images in the same post. That means they enable users to display multiple images, or a combination of them, across different posts, providing their audiences with an engaging experience. Therefore, it works like a mini slide show.

Instagram allows users to add up to 10 slides (images or videos) to a carousel. The content format is also supported on Facebook and LinkedIn. They, therefore, help improve content creation efficiency and ensure your social media platform has a cleaner look.

Benefits of Using Social Media Carousel Posts

According to one study, carousel Instagram posts were more successful than single-image or video posts. This content format offers creators and brands various benefits, such as:

Better storytelling. Businesses and brands can use carousel posts to improve their storytelling by easily combining multiple videos and images. The results can be a more immersive narrative that captures the audience's attention and delivers the message more effectively.
Higher engagement. There are several reasons carousel posts are considered more engaging. First, they provide users with a more interactive experience, especially when they aren't sure what they really need. This translates to more time spent viewing the content, making them more effective. Carousel posts encourage users to spend more time viewing content, thereby increasing engagement. Users are more likely to like, share, and comment on the carousel when they watch multiple carousels. This, therefore, results in greater visibility and reach.
Ability to showcase multiple products. As noted earlier, you can add up to 20 images or videos on a single carousel post. That means when marketing on Instagram or other platforms, carousel posts can be a good choice for showcasing your products or services.
Efficient ad spend. If you are an advertiser, you can use carousel ads to reach your target audience more easily. Since you can feature several products in one post, carousel posts can be a good choice for optimizing ad spend.
Perfect for CTA. Carousel posts are also a great option for adding a CTA (Call to Action). They can help communicate the user’s expectations after clicking a button or taking an action, which can result in higher click-through rates, engagement, and conversions.
Perfect for audience education. If you want to educate your audience, carousel posts are a good choice. This is because they let you break your posts into multiple slides, making the content more visually appealing and easier to digest. This also helps audiences better understand what they are watching, reading, or hearing.

How Carousel Posts Work on Different Platforms

As mentioned earlier, carousel posts can be used on different platforms. Let us look at how each of them works.

Instagram

Instagram allows you to upload up to 10 videos or images together as a carousel post. Your followers can then see them all by swiping left or clicking. They are also allowed to interact with the carousel posts, just as they do with other social media posts. They can like, comment, tag, or share.

This means that brands can use Instagram carousel to share more in-depth content. The content format also enables creators to mix both images and videos for more effective storytelling. The format is a great choice for telling a story in a sequence, sharing tutorials, and even showing before-and-after images. Instagram also supports carousel ads.

As with other posts, you can add metadata to your Instagram carousel posts, such as image, alt text, product tags, and geotag filters. You can notice the published Instagram carousel posts because they are marked with a big dot under them. When you start viewing the carousel, the dot turns blue.

You can create an Instagram carousel post by adding multiple videos, photos, or both in one post using the following steps:

Create a new post. You can do that by tapping on the + icon at the bottom of the screen.
In the bottom menu, you will find options such as Post, Reel, Live, and Story. Select Post.
On your screen, click on the Choose Multiple icon. Alternatively, you can choose the video or photo until you see the number 1 appear in the far right corner. Note that this will be the first video or image on the slide. You will also see the other slides. Therefore, if you feel the carousel does not follow the correct sequence, you will need to replace your first choices. Remember that the first image is the most important as it sets the tone for the rest of the slide. Click Next.
You can now add filters to the slideshow. Once you're satisfied with the filter, tap Done in the bottom-right corner. After adding filters to all your images, tap Next in the bottom corner.
Then, you can add all the necessary details, such as tags and captions. You can also tag people, locations, products, or other important details. When you are happy with the carousel, click publish.

LinkedIn Carousel Posts

In 2022, LinkedIn introduced carousel posts, but less than a year later, it announced their removal because, apparently, they weren't popular with users. However, it's still possible to create similar posts using PDF post hacks and LinkedIn document posts. This feature has been around for longer than the actual carousel post feature.

However, the LinkedIn carousel posts are a bit different because they work like an embedded PDF rather than an image or video Slideshow on the other social media platforms. This content format seems to click with the LinkedIn audience, given that it's a professional platform. Users and brands can quickly upload posts in a swipeable format for their followers to interact with. Users can also create LinkedIn carousel ads that let them add up to 10 images to a post.

The LinkedIn carousel posts can enable brands to create a wide range of content, such as:

Before and after images.
Industry news
Educational slideshows
Statistics and data from reports
Step-by-step guides
Product promotions
Current events
Thought leadership content

Here are the steps to create a LinkedIn carousel post:

Create a PDF or PowerPoint. Begin by creating a PowerPoint presentation or a PDF of the presentation you want to share on LinkedIn. The platform allows you to upload a PDF with at least 300 pages. However, if you add a carousel this long, users will end up ignoring it.
Create a new LinkedIn post. Go to LinkedIn to create a New Post from the top of the LinkedIn feed. Tap the box to create a post.
Upload the documents. You can now click the + sign at the bottom for more content creation options. This will give you an option to add content. Click the button, use the pop-up search on your PC to find the document, and upload it to the LinkedIn post.
Add a descriptive name for the document. After uploading the PDF, you can add a title for the document that appears when people hover over it. Therefore, choose a good name rather than a generic one, such as title.pdf. A good idea would be to add the post or PDF topic. This will not only add context to the PDF but also make it look more professional.
You can add the post caption in the same way you do with other content formats. You can explain the purpose of the carousel and why it matters to your target audience.
Post the content. After adding the caption, click Post at the bottom right of the page. If you want to schedule the post, you can use LinkedIn's native scheduling feature.

Facebook

Facebook allows users to add up to 10 cards so that users can scroll or swipe through them. Since these usually occur as a single post, all the swipes will have a similar caption, even though they will have different images, links, or headlines. Therefore, these kinds of posts provide Facebook users with better opportunities for engagement and conversion.

In most cases, the carousel posts appear during the paid campaigns. However, it's also possible to create them using native tools. These can either be done through the Ads Manager, Business Manager, or Facebook page. Let us look at how to create a carousel ad on Facebook.

Here are the steps to follow when creating an Instagram carousel post:

Visit the Meta Ads Manager and select a campaign objective, such as sales, engagement, conversions, or traffic.
Select the Carousel format instead of a single video or image.
Add the carousel card. You can add videos or images to each card. You can also include the description and the URL for each card.
Arrange the Card Order. You can choose to place the order manually or have Meta automatically optimize the cards.
Include a Call to Action. This can include words such as Learn More, Shop Now, or Download.
Preview and Publish. Check the look of the carousel ads on different meta platforms.

TikTok

TikTok lets you add 4-35 images to a carousel post in a 1080-by-1920-pixel slideshow that can be swiped, along with the necessary music. You can use the platform's music option to enhance it. The posts can be a good choice for creating storytelling and tutorials, and they often perform better than videos. The only downside of the TikTok carousel is that it doesn't let you add videos to your slides. You can use the carousel posts to:

Showcase a collection of products.
Share your recent event’s photo dumps.
Adding a tutorial in the form of a step-by-step guide.
Showcasing the great transformations.

Remember to start with a strong first image, as this will serve as the hook. Also, add other features such as text overlays. To ensure a seamless experience, use a 9:16 aspect ratio. Here are the steps to create a TikTok carousel post:

Tap the + sign at the bottom of the TikTok app.
At the top of the image or camera interface, select Image or Photo.
Click Upload to open the images in your phone's gallery.
Click next and then add texts, effects, and stickers to the images. You can edit each image by tapping on it. You can position the text wherever you want.
If you need to add stickers, click the sticker icon. You can then resize and move them as needed.
You can choose to have TikTok automatically choose the background music for you. However, you can choose a different one by tapping Sounds and selecting an audio file from the audio library.
Click the volume icon and reduce the slider to zero if you don't want the music.
Once you are fully satisfied, click on Next. Add the caption and hashtags to enhance discoverability.
Then, publish the carousel post by clicking Next.

To ensure consistency, consider all your carousel images as part of a mini story. For instance, you can begin with a surprising image or a hook, and conclude with a conclusive image that encourages people to comment or respond.

Best Practices in Using Social Media Carousel Posts

To ensure success with your Instagram carousel posts, follow these best practices:

Brainstorm Your Carousel Post Idea

Remember that an Instagram carousel is just another form of content, so start by brainstorming and ideating the post before formatting it as a carousel. One of the best ways to do that is to track time to understand who your target audience is, so you can use a language they understand.

While a carousel post will reach millions of users, you need to make each post speak to your audience in a personal way. A good way to do that is to use words such as “you”. You also need to create compelling images or information that help your readers understand what the carousel post is for.

Make the First Image Scroll Stop

Remember that the first image will serve as the hook and determine whether users continue to view the rest of the content. Therefore, treat it the same way you would with a headline or header image. After the first image has captured your audience’s attention, you can use the other one to send your brand messaging.

If your carousel includes an infographic, you can use a short, bold, or even controversial statement that draws people into the rest of the image. Since you will have up to 10 images to convey your message, make sure the first image serves its purpose. Here are some tips on making the first image scroll stop:

Don't overload the first image with text.
Use big fonts to increase readability on mobile devices.
Add a clear CTA on every slide to encourage engagement.

Adding a scroll-stopping first image can be an important step in an era when the reach of organic social media posts is decreasing.

Choose the Right Content Format

To make your carousel post compelling, choose the right content type. Some of the content formats that perform well with carousel posts include product highlights, event recaps, and educational materials. These kinds of materials will not only add value to the target audience but also encourage them to keep swiping.

Still on the content type, combine various media types such as videos, graphics, and images. These can enhance the storytelling experience. For instance, you can use animated slides instead of videos to create a more engaging carousel experience. Make the shots close up to capture the key details and drive engagement through the posts

Choose a Design that Drives Engagement

To make a carousel post more engaging, use a well-thought-out design when adding images. Make sure these are in the 1:1 format so they can be properly displayed across the different platforms. You can also add consistent visual stories and filters to have a cohesive brand identity on social media.

A good idea when creating a carousel is to follow a narrative structure that guides users through the content seamlessly. Having a clear structure in mind at the beginning will help you adapt to trends. Follow these carousel fundamentals:

Visual consistency. Ensure that the style and color schemes are consistent across the different slides.
Text overlays. When adding them, make sure they remain readable and concise. You can add some contrasting colors.
Optimal dimensions. Make sure you correctly size your carousel for each platform.
Branding. Add various branding elements, but in a subtle way.

Add Captivating Captions

An important component of a successful carousel post is the captions. These can help to stir curiosity and provide context for the carousel posts. As noted earlier, using a storytelling format will make your captions more memorable and engaging. Also, ask questions that stir curiosity.

You can use the first image as a teaser, followed by the details in the subsequent slides, encouraging users to keep sliding for more details. This can be an effective strategy for capturing attention and driving engagement. Leverage the analytics to determine the best posting time.

Carousel Posts Scheduling and Publishing

If you want to maintain a consistent carousel presence, you need to schedule your posts across the different social media platforms. Carousel post scheduling will also ensure your posts reach your audience at the optimal time for maximum engagement. Platforms such as Instagram allow users to schedule their posts for as many as 75 days in advance.

Before you begin scheduling, consider your audience's details, such as their time zones and when they are more active on social media. You can use a content calendar to create a good posting schedule and avoid having content gaps.

Optimize Your Carousel Posts

To be more effective, you need to optimize your carousel posts according to the needs of the platform audience and the user engagement. To do that, choose the right images or videos. Add the relevant hashtags to enhance the discoverability of the posts and reach a broader audience. You can cross-promote Instagram content on other platforms to increase visibility.

Track the Impact of Carousel Posts

To see whether your carousel posts are resonating with your target audience, you need to track their performance. The good news is that you will find robust analytics tools on social media platforms that enable users to track key metrics such as reach, engagement rate, clicks, and impressions. These insights can help businesses and social media managers to identify the carousel posts that are likely to capture the highest level of attention.

You can also leverage third-party tools such as Sprout Social and HootSuite to get deeper insights. These tools offer additional features such as the ability to compare performance across different platforms or campaigns. When you regularly track important metrics, you can determine which carousel posts are driving the highest engagement and use that data to optimize your future carousel posts. Therefore, tracking the performance of your carousel posts will enable you to make data-driven decisions, improve ROI, and achieve your social media goals.

Final Thoughts

Carousel posts are among the best-performing social media posts, and there are good reasons for that. Studies indicate that the reach of these posts is usually 3.1 times higher than that of the regular posts. On LinkedIn, the click-through rate for carousel posts is usually 20% higher. The cost per conversion for carousel ads on Facebook is usually 20-30% lower than for single-image ads. Therefore, go ahead and use the tips above to create your carousel posts