What Is an Instagram Carousel, and How to Create It?

If you've been scrolling through Instagram lately (and let's be honest, who hasn't? 🤳), you've probably noticed that single images are waning in popularity. Instead, those little dots at the bottom of posts - signaling an Instagram carousel - are becoming increasingly common. And for a good reason! 

According to the Head of Instagram, Instagram carousels perform better than single photos. With multiple media pieces, users engage more, boosting interactions and reach. Plus, if someone skips swiping, Instagram may resurface the post with the second slide, giving it another chance to grab attention.

But before we discuss why you should use them, let's explain exactly what they are and how you can use them to spike your engagement.

What is an Instagram carousel?

An Instagram carousel is a post format that allows you to share up to 20 photos or videos in a single post. Think of it as a mini slideshow that your audience controls by swiping. While a single post gives you one chance to capture attention, carousels provide multiple opportunities to engage your viewers. You benefit from having more creative space to connect with your audience without overwhelming their feed.

Unlike Instagram Stories, which disappear after 24 hours, carousel posts remain on your profile permanently. That makes carousels a valuable asset for long-term engagement and discovery. They also tend to get more shares than other posts, boosting your content's reach and longevity in the Instagram algorithm.

Uses of Instagram carousels

Instagram carousels are incredibly versatile, making them a great way to showcase information in an engaging, swipeable format. Before I reveal some of the best Instagram ads examples out there, let’s dive into some creative ways to use carousels:

1. Product showcases

Carousels are perfect for highlighting your products from every angle. Show off multiple perspectives with detailed shots, display different color variations and styles, and include size comparisons to help customers visualize scale. You can also use slides to break down product details, materials, and specifications, ending with pricing, availability, and exclusive offers. For extra impact, feature user-generated content to show how real people use and love your products.

2. Educational content

Carousels are one of the best ways to break down complex topics and share knowledge in an easy-to-digest format. Create step-by-step tutorials with clear instructions, present data, and statistics using engaging visuals, and offer actionable tips and tricks. To add extra value to your audience, you can also include expert insights, industry trends, and resource lists with recommended tools.

3. Brand storytelling

Your audience wants to connect with the story behind your brand, and carousels are an excellent way to do just that. Share key milestones in your company’s journey, introduce team members and their roles, and take followers behind the scenes of your processes. To reinforce your brand values, you can highlight customer success stories, showcase company culture, and document social responsibility initiatives.

4. Event coverage

Carousels help you share the event experience, from pre-event buzz to post-event highlights. Show behind-the-scenes preparations, capture key moments, and share attendee testimonials and reactions. You can also display event highlights, key takeaways, recap statistics, and feature memorable speaker quotes or presentation snippets to keep the momentum going even after the event ends.

5. User-generated content

Nothing builds trust like real customer experiences. Use carousels to showcase customer reviews with product photos, share impressive before-and-after transformations, and highlight real-life usage scenarios. You can also feature customer testimonials, community engagement moments, and collaborations with influencers to create authentic, relatable content that resonates with your audience.

Instagram carousel size and specs

Getting your Instagram post sizes right on Instagram is crucial for professional-looking content. Here are all the specs you need to know:

Image carousel specifications:

File types: JPG or PNG
Minimum resolution: 1080×1080 pixels
Maximum file size: 30MB per photo
Minimum no. of carousel cards: 2 (Stories and Feed)
Maximum no. of carousel cards: 10 (Stories), 20 (Feed)
Supported aspect ratios: 1:1 or 4:5. The 4:5 aspect ratio is currently limited to Advantage+ catalog ads in the carousel format, specifically when using product images from your catalog. Meta is rolling out this feature gradually, so it may not be available to you yet.
Aspect ratio tolerance: 1%

Video carousel specifications:

Maximum length: 60 seconds per slide
File type: MP4, MOV, or GIF
Ratio: 1:1 or 4:5
Maximum size: 4GB per video
Duration: 60 seconds per video
Video sound: Optional but highly recommended
Minimum resolution: 1080 x 1080 pixels (There is no maximum resolution)
Minimum no. of carousel cards: 2 (Stories and Feed)
Maximum no. of carousel cards: 10 (Stories), 20 (Feed)

Other requirements:

• Maximum caption length: 2,200 characters
• Hashtag limit: 30 per post
• Tagging limit: 20 accounts per slide

Quick tip 🛎️ Adding music to your carousels and photos makes them eligible to appear in the Reels tab, giving your content an extra boost in reach.

‍Recommended read 📚 If you’re unsure whether your Instagram ads meet the right specs, this Instagram ad specs guide covers the perfect dimensions and formats for Feed, Stories, Reels, and more—so your campaigns always look sharp and perform at their best. How to create an Instagram carousel. Creating an engaging carousel doesn't have to be rocket science. Here's a comprehensive step-by-step guide that'll take you from concept to successful post:

1. Open Instagram and tap the [+] icon at the bottom menu.

2. Select 'Post' in the media selection screen and tap the multiple-photo icon (the square with stacked layers).

3. Choose up to 20 photos or videos: You can mix and match media types. For example, start with an attention-grabbing video followed by detailed product images. Arrange them in your desired order by holding and dragging. Consider creating a narrative flow that keeps users swiping.

4. Edit each slide individually or apply the same edit to all: Use Instagram's built-in filters and editing tools, but keep the editing style consistent across all slides.

5. Write a compelling caption and include 3-5 highly relevant hashtags for better performance—research shows this is better than stuffing all 30 hashtags allowed by Instagram. Keep your caption clean by hiding hashtags in the first comment or underlining breaks. If applicable, add a location tag—it can boost engagement by up to 79%! Finally, give your carousel a last preview before hitting ‘Share.’

Inspiring Instagram carousel examples

Let's look at some creative ways brands are maximizing their carousel game:

#1 RAW Coffee Company

What you can steal from this idea: If you have a product line—a kit, a flavor range, or items for different demographics—you can use an Instagram or Facebook carousel for your ads to give each product its personality, theme, or colorway, making them more relatable to different audience segments. There’s something about assigning human-like traits or moods to objects that helps forge stronger connections. Carousels make this storytelling effortless, with each card offering a fresh perspective that keeps people engaged.

Now, I always say to be bold and bright on the timeline. Still, RAW Coffee Company took a refreshingly rebellious approach by muting their ad creative and leaving only the product in color. Ironically, this greyscale treatment makes the ad stand out even more because it recedes—drawing all the focus straight to the product. You can apply the same concept with any dominant color—imagine an entire ad in flat red or deep purple. When everything blends, the product pops, proving that sometimes, more is more.

📚 Want to learn more about what Instagram ads are and how they work? This guide covers everything you need to know, including their costs and expert tips for making them more impactful. And if you’re curious about the other types of Instagram ads beyond carousel ads, this guide is for you.‍

#2 Nivea

What you can steal from this post: 

If your product makes a claim—like reducing dark marks—show it in action. This all-video carousel smartly highlights one USP per card, using real people to connect with the audience. Visual proof builds trust, whether a demo, a before-and-after, or a relatable testimonial. Plus, featuring a dermatologist who reflects the target market adds credibility—she’s not just an expert; she gets you.

#3 Thirdzy Sleep

If you’ve got a business, take a page out of Thirdzy Sleep’s playbook—or should I say presentation? They’ve used the carousel format as a mini pitch deck, strategically guiding you through why you should ditch melatonin and switch to their Rest & Recover Collagen instead.

‍Steal their flow:

1. Hook – Bold claim: "Finally QUIT Melatonin" (commands attention).
2. Value proposition – Why their product is worth it (emphasizing benefits like deeper sleep and no grogginess).
3. Pain point breakdown – Why melatonin isn’t great for you (highlighting adverse effects).
4. Ingredient credibility – What’s inside their product and why it works.
5. Social proof – Glowing customer reviews + a flex on serving 1,000,000+ nights of great sleep.

This format keeps Instagram users engaged by answering key objections in a structured way. So, if you’re looking to sell through storytelling, a carousel pitch deck might be the way to go.

#4 Timex

Timex nailed the organic shop carousel format by using each card to dissect their product—revealing its meticulous structure, premium materials, and sleek design. Instead of just showing off the watch, they take you on a journey:

1. Hero shot – A clean, polished image that immediately sells elegance and craftsmanship.
2. Detailed close-ups – These breakdowns of materials and construction emphasize quality.
3. Feature highlight – The I-Size™ System is showcased in action, emphasizing its effortless resizing for a perfect, custom fit without tools.
4. Product core – A peek at the intricate mechanics, reinforcing its high-end feel.

This approach makes the product feel luxurious and well-engineered without saying much—each frame tells the story visually. If you’re selling a premium product, consider using a carousel to reveal, not just show.

‍Need more carousel ad inspiration? We’ve got you 🎠✨

Instagram carousel ads give you more space to tell your story—but coming up with fresh, scroll-stopping designs every time? That’s a whole other challenge. That’s where the Madgicx Ad Library comes in. It’s your go-to source for ad inspiration, letting you:

✔️ Browse thousands of real ads for creative ideas
✔️ Spy on top brands & competitors to see what’s working
✔️ Save your favorite ads for easy reference later

And if you find something that sparks an idea? You can instantly generate ad variations using Madgicx’s AI Ad Generator from the same dashboard. Three easy ways to create high-converting carousel ads with AI:

• See an ad you love? Prompt the AI to generate similar high-performing options.
• Have a product image? Upload it, and AI will build the perfect ad around it.
• Got a winning ad already? Repurpose it into new variations in seconds.

It gets even better—want to tweak the AI-generated ads? The AI Editor lets you customize elements, remove what you don’t need, and add your text for a personal touch. Try it out for yourself—Start your 7-day free trial today!

FAQs - Instagram carousel

Let’s get into some of the most common questions surrounding Instagram carousels.

Do carousels perform better on Instagram in 2025?

Yes! Recent data shows that Instagram carousel posts consistently outperform single images and even Reels for engagement. They're particularly effective in boosting your reach and growing your Instagram account. Social Insider found that carousel posts outperform Reels and single images, boasting an average engagement rate of 0.50%, compared to Reels at 0.45% and single images at 0.40%. This performance boost is likely due to Instagram's algorithm favoring posts that keep users engaged longer.

‍💼 Growing your Instagram account is one thing, but using it to grow your business? That’s another story. This guide shows you how to use Instagram for business if you're a beginner. Pro tips included.

‍How do I post 20 photos on an Instagram carousel? Instagram increased the limit for carousel posts to 20 photos or videos. That means you can now share more content in a single post. Here's how you can do it:

1. Open the Instagram App and tap the plus sign [+] on the bottom menu to create a new post.
2. Tap the icon that looks like two overlapping squares. Then, you can select multiple photos or videos for your carousel.
3. You can select up to 20 files (images, videos, or both). The selections will appear with numbers indicating their displayed order.
4. Edit each slide. You can apply filters and adjust each sli
5. de individually. Tap on a photo or video to tweak its appearance. If you prefer uniformity, use the same filter for all slides.
6. Tap on ‘Share’ when done.

Where is the carousel icon on Instagram?

When creating a new post, look for the multiple-photo icon (a square with stacked layers) next to the camera icon. It appears at the bottom of the image selection screen for mobile users. 

Instagram account not allowing for carousel video post

If you're having trouble posting video carousels, try these troubleshooting steps:

• Update your Instagram app to the latest version
• Check your video specs match the requirements
• Ensure each video is under 60 seconds
• Verify your account has posting permissions
• Clear your app cache and data
• Check your internet connection
• Try uploading from a different device
• Convert video format to MP4
• Reduce file size if over 4GB
• Check if your account has any restrictions

Conclusion

Instagram carousels aren’t just a passing trend—they’re your secret weapon for grabbing attention and keeping it. Whether you’re rolling them out for organic posts or paid Facebook and Instagram ads, they let you tell a richer, more engaging brand story. Nail the format, stay current on best practices and the latest Instagram updates. Your ads will be equipped to stop the scroll and have people swiping for more.