To answer that, we went data-deep—analyzing over 2,000 pieces of content from nano influencers. We broke it down by format: Reels, Carousels, Images, and Stories. The goal? To see what really works over the first four days after posting.
Spoiler alert: the results are not what you might expect.
If views were currency, Reels would be minting money.
In just four days, Reels racked up a staggering 8 million views—outperforming every other format by a landslide:
And it wasn’t just about reach. Reels also pulled in nearly 500K interactions, leading all formats in total engagement. That’s:
But not all that glitters is engagement gold. When we zoom in on engagement rate—interactions divided by views—Reels actually lag behind images and carousels.
It’s a classic scale-versus-depth trade-off: Reels help you get seen, but they’re not always where meaningful engagement happens.
Carousels and images might not dominate in reach, but they quietly outperform where it matters: engagement rate.
This metric rewards resonance over raw numbers—and these formats deliver. Carousels, with their swipeable, mini-series feel, and images, with their simplicity and focus, both suggest that audiences still crave thoughtful, scroll-stopping storytelling.
Static images, in particular, earned the highest engagement rate overall—a reminder that great content doesn’t always need a trending sound or fast cuts to connect.
Stories have always had a limited lifespan, disappearing after 24 hours. But the data shows their impact fades just as quickly:
That doesn’t mean Stories are without value. They shine for behind-the-scenes moments, limited-time offers, or quick polls. But for sustained performance or campaign KPIs, the format comes up short.
This study makes one thing clear: your Instagram content strategy should be goal-driven.
There’s no magic formula—but there is a smart balance. Think of your content mix like a portfolio: spreading your bets across reach, resonance, and relevance creates a strategy built for both scale and connection.
Instagram continues to evolve, but one thing remains true: creators and brands who align content format with campaign intent consistently win.
Whether you're launching a product, telling a story, or growing an audience—this data gives you the edge. And if you want to go even deeper, Heylist partners with brands and nano influencers to craft content strategies grounded in real performance.
