Brands moving Instagram strategy to carousel posts and IGTV

An overview of Instagram posts by format (photo, carousel, video or IGTV) between 2019 and 2021.

Brands are moving their Instagram strategy away from single photos and videos to newer formats like carousel posts and IGTV, according to data from more than 25,000 accounts by analytics company Conviva.

While just 13% of brand posts on Instagram in 2019 used the carousel format, this has risen steadily to 20% this year and they are now more popular than single video posts. IGTV, which is the platform's longer-form video content, has also grown from