Instagram is testing a new Insights feature for Carousels that reveals which specific frame a user was viewing when they liked the post. This update, visible in a new section called When people liked your carousel, displays like counts tied to individual photos or videos within the Carousel.
Importance of the Feature
This granular data offers creators and brands deeper performance insights, especially valuable for Carousels—a popular format for storytelling, how-tos, educational content, and commentary that relies on sequencing and pacing. Knowing which frame drives likes helps creators understand what content resonates and why.
Key Uses of the New Insight
- Evaluating the Hook: If most likes occur on the first frame, it indicates the hook is effective. Creators can test different first frames to optimize initial engagement.
- Measuring Retention: Likes on later frames show strong viewer retention and engagement, validating the use of Instagram’s allowance of up to 20 frames. It also highlights weaker mid-carousel frames needing improvement.
- Understanding Content Preferences: Patterns in liked frames—considering orientation, subjects, photography style, text overlays, or media type—help identify audience preferences. This data is especially useful in brand partnerships to tailor creative briefs.
- Optimizing Frame Order: Frame-level engagement data guides creators on the best sequence for photos and videos to enhance the viewing experience.
- Repurposing Content: High-engagement frames can be repurposed as static posts, Reels, or Stories, extending the content’s lifespan and reach.
Context and Future Possibilities
This update builds on previous Carousel-related features, such as the ability to mention specific frames in comments. Instagram has recently enhanced Carousels with mixed size orientations and eligibility for the Reels tab. Future improvements could include view counts per frame, unique captions or interactive elements for individual frames, and potentially a lightweight alternative to the retired Guides feature.
These advancements continue Instagram’s trend of improving creator insights and functionality, enabling more precise content optimization and engagement strategies.
