What to Post and How to Make It Work
Okay, so you know Instagram offers a mix of Reels, carousels, Stories, Lives, and Channels. But what do they actually do for your business—and how do you make them perform?
Let’s break it down format by format:
Reels = Reach
Reels are your best bet for reaching new people. They show up on Explore, get pushed to non-followers, and can land you in front of totally new audiences.
Use Reels for:
Behind-the-scenes clips
Quick tips or tutorials
Trending audio with a brand twist
Make them work harder:
Hook your viewer in the first 1.5 seconds
Add on-screen text or captions—most people scroll with the sound off
Stay under 15 seconds for best performance
End with a clear CTA: follow, comment, or share
Reminder: All videos on Instagram are now Reels—even the ones you upload to your grid.
Carousels = Connection
Carousels invite people to pause, swipe, and spend time with your content. They’re ideal for storytelling, teaching, or showing off multiple products or angles.
Use Carousels for:
Product roundups
Step-by-step walkthroughs
Explaining your process or sharing bite-sized tips
Make them work harder:
Lead with a strong first slide to grab attention
Treat each slide like a sentence in a story—keep the flow
Add a final slide with a CTA or save-worthy summary
Check your insights: Instagram now shows you which slide got the like—so you can learn what visuals or messages landed best
Yes, you can include videos in carousels too. Mix it up.
Stories = Relationship Building
Stories keep you top-of-mind with your existing followers. They’re quick, casual, and perfect for everyday updates or micro-interactions.
Use Stories for:
Polls, sliders, and quick Q&As
Flash sales or drops
Day-in-the-life content
Make them work harder:
Use engagement stickers early in your Story sequence
Show your face or voice occasionally—it builds trust
Keep slides clear and uncluttered
Don’t worry about polish—consistency wins
Lives & Channels = Deep Loyalty
These are for your most engaged audience—the people who already know, like, and trust you. Think of them as your inner circle content formats.
Use Lives or Channels for:
Product launches or behind-the-scenes peeks
Deeper chats or interviews
VIP-style updates and community-building
Make them work harder:
Promote in advance (don’t rely on people stumbling into it)
Have a loose outline—even a casual one
Repurpose the best moments as Reels or carousel content
Keep Channels useful—don’t over-message
What to Post Based on Your Goal
Mix and match these formats based on your goals—because not everything needs to be a Reel.
Now You Know What to Post—So What’s Next?
This doesn’t mean you have to overhaul your whole strategy overnight. It just means you can start choosing your post type with purpose instead of defaulting to whatever Instagram seems to be pushing this week.
Here’s what I’d do if I were you:
Pick one goal for the week—reach, engagement, or connection.
Choose the best format for that goal (you’ve got the cheat sheet now).
Post it. Watch it. Learn from it.
Rinse. Repeat. Tweak. Grow.
