Instagram Content Format Breakdown for Business: What Works Best and When to Use It

Information in this blog post was obtained from Dominios MX, Momentum Marketing, LinkedIn, and Brand2Social.

Courtesy of Sora.com.

Do you ever feel your brand can leave a stronger mark? Every brand has a story to tell in every post. However, the way you choose to communicate it can make all the difference. Choosing the right content format behind your intentions can be more than just a creative tool. It can be a thoughtful way to enhance the experience of your followers and allow you to connect with your audience on a deeper level. In certain situations, a single photo paired with a caption can create a stronger impact than a reel could. For instance, when showing a sneak peek of an anticipated collaboration. Likewise, a reel can be better than a single post when showing a tutorial using your brand products. Each different content format Instagram offers serves a purpose, and when used thoughtfully, they can turn passive viewers into engaged followers. This blog will teach you why to use each content format, when to use them, and give you tips when creating reels, carousels, single images, and live videos on Instagram.

Reels as an Instagram Content Format

Instagram Reels are short vertical videos that can be up to 90 seconds long. According to Dominios MX, short videos are the most popular type of content on Instagram.  Short reels are a dynamic approach to engaging with your audience. Utilize innovative and engaging videos to communicate important ideas and highlight the personality of your brand.

Why Use Reels?

1) Reels have a high reach potential on Instagram; this content format allows for great visibility.

2) The perfect way to incorporate trends in your feed.

3) Reels give you the opportunity to show that there is a human behind your business; do not be afraid to showcase the brand personality.

4) It allows you to give value to your audience.

When to use Reels?

Momentum Marketing and LinkedIn recommend using reels to:

• Create short tutorials related to your product or service.

• Entertain your audience while indirectly promoting your product or service.

• Participate in trends by using viral audio and participating in challenges. Make sure you can relate it to your business in any way before participating.

• To educate your audience on the topic your business wants to solve.

• Cater to emotions through storytelling by telling an inspiring story.

Reel Tips

• Keep it short, between 15 and 30 seconds, and engage your audience in the first 3 seconds.

• Use trending audios, add text overlays, and reply to comments by using videos.

• Write an easy-to-read caption by using emojis and leaving space between paragraphs.

• Use up to 5 related hashtags, avoid too broad hashtags like #reel #business.

  
  

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  Screenshot of @rarebeauty's Instagram posts made in collaboration with @alexandraclaudia.

  Carousels

  An Instagram carousel is a post that can contain a collection of up to 10 images and videos. LinkedIn says carousels’ swipeable design encourages engagement and even deeper interaction. This format is a fantastic way to give detailed content to your followers.

  Why Use Carousels?

  1) To combine aesthetic visuals with the power of detailed storytelling.

  2) Create step-by-step tutorials, which make it easy for your audience to follow.

  3) Effectively draw attention to your products' features or variances.

  4) Boost engagement as swiping through increases time spent on your post.

  
  

  When to use Carousels?

• Teach or explain something step-by-step about your business. For instance, sharing your manufacturing process can boost transparency and trust.

• Tell a visual story. Some ideas include before and after product use pictures, client satisfaction testimonials, and stories about the development of your brand.

• Showcase several products from a collection. Carousels are useful for brands whose collections include several products, such as makeup and clothing brands.

• Sharing facts about your brand.

• Case Studies that show your product’s effectiveness.

• Photo dumps about your new, upcoming product.

  
  

  Tips for Carousels

• Use a bold cover to grab the attention of viewers.

• Make sure each slide adds value and hopefully has a cliff hanger, so readers keep sliding to the next image.

• End with a call to action such as “Save this post for later”, “share with your friends who….”

  
  

  

  Screenshot of @rarebeauty's carousel Instagram post.

  Single Images

  According to Brand2Social, static single-image posts are the backbone of Instagram. A single image post can be very impactful when used in the right context.

  Why Use Single Image posts?

  1) An easy and fast way for viewers to consume content.

  2) Useful to present important announcements.  

  3) When addressing important accusations.

  
  

  When to Use Single Image Posts?

• When addressing rumors, accusations, and misleading information about your brand or products.

• Announcing upcoming sales, showing sneak peeks of a new collection, or a collaboration.

• Send a powerful message that represents one of your brand’s core values.

• Showing infographics about an important matter.

• When wanting to write a long caption.

• Humorous images like memes.

  
  

  Tips for Single Posts

• Be consistent with your brand’s visuals and colors.

• Pair with a well-written caption. Make sure you leave spaces between paragraphs.

  
  

  

  Screenshot of @rarebeauty's single image Instagram post.

  
  

  Stories

  Instagram Stories are vertical images that have an expiration of 24 hours. There is an option to showcase previous stories in your profile through the use of “highlights.”

  Why Use Stories?

  1) Show daily activities in your office.

  2) Have guests take over your account.

  3) Build trust by being authentic with your followers.

  4) Have real-time interaction by using polls, answering questions, showing countdowns, and giving fun quizzes to your followers.

  
  

  When to use Stories? 

• Wanting to create a highlight. For instance, you can make a highlight that answers regularly asked questions.

• When needing quick feedback from followers regarding specific questions. For instance, you can ask your followers what they would like to see in the next collections of your brand.

• Creating time-sensitive promotions on current sales or certain products.

• Show daily behind-the-scenes posts.

• Interviewing people of interest to your brand.

• Promote your new posts or someone of interest to the business.

  
  

  Tips for Stories

• Highlight important stories by using highlights.

• Mix videos, photos, text, emojis, GIFs, and stickers to keep things interesting.

• Remain consistent with the colors of your brand. 

  
  

  

  Screenshot of @rarebeauty's Instagram stories on April 22, 2025.

  Instagram Live

   The Instagram live feature allows users to broadcast live video to their followers. With the help of this real-time video capability, you can communicate and engage with your audience right away.

  Why Use Instagram Live?

  1) Allows you to interact with your followers in real time.

  2) Creates a stronger bond and allows you to interact with followers in a personal way.

  3) It can boost sales of specific products showcased in the broadcast.

  When to use Instagram Live?

• To do live demos of your products. If you are a makeup brand with a new launch of blushes, you can show how each blush looks in real life.

• Answer questions about your business.

• Do step-by-step tutorials with your products. For instance, if you are a pasta company, you can share a pasta recipe on Instagram Live using your own products.

  
  

  Tips for Instagram Live

• Have a visually appealing background and good lighting.

• Make sure you have a stable Wi-Fi connection.

• Be enthusiastic and have good energy.

• Play music in the background, make sure it does not overpower your own voice.

Courtesy of Sora.com.

Instagram isn’t just a platform. It’s a place to tell your story, build confidence in your brand voice, and connect with others who care about what you do. When you choose content formats with intention, you’re telling the world that your message is worth hearing—and it is. Each content format Instagram offers has its own unique strength, and learning how to properly use them can create a huge impact on your engagement. Reels can showcase personality in a trendy way, Carousels show detailed yet engaging stories, single photos create a strong impact with minimal content like no other format, stories can build trust and show authenticity, and live videos can create meaningful one-on-one interactions with followers. By understanding how to use each format, you give your brand the ability to speak in different tones (while remaining professional), deliver messages effectively, and adapt to challenges your business might come across on its journey. When content is made to enhance user experience beyond a post, it does not just fill space on a screen …it leaves a mark on them.

📚If you are interested in learning more about Instagram marketing, check out my last blog post!

Disclaimer: No AI was injured in the production of this content. Chat GPT was used as a tool to supplement, enhance, and make suggestions in writing this blog post.

References

Anastasia. (2025, January 22). How to choose the right format for your Instagram Post. Brand2Social. https://brand2social.com/blog/choose-instagram-post-format/  

Herrera, D. (2024, April 9). The most effective types of content for Instagram. Dominos.mx. https://www.dominios.mx/the-most-effective-types-of-content-for-instagram/  

Momentum Media Marketing. (2023, April 17). Your complete guide to content formats on Instagram. MOMENTUM MARKETING. https://momentummarketing.com.au/2023/04/18/your-complete-guide-to-content-formats-on-instagram/ 

Oworks Marketing Tech Pvt Ltd. (2024, December 14). The importance of choosing the right content format for your brand. LinkedIn. https://www.linkedin.com/pulse/importance-choosing-right-content-format-your-7jpcc/