Instagram has introduced a carousel feature which allows users the ability to publish a mix of up to 10 images or videos within a single post. This new creative format will be rolled out globally in the coming weeks, and will be available to both paid and organic users. Already available on Facebook, carousel posts have been widely adopted by both brands and users alike with their scope for more extensive storytelling capabilities a key trait.


In terms of functionality, users can now upload up to 10 photos or videos with the option of a single filter to ensure it is visually consistent. Users will then be able to choose the order in which assets are shown, and also tag their friends throughout allowing for a much more complete narrative. Instagram is seemingly keen for users to think of this new feature as an album of one moment, as opposed to a collection of different moments, evident in the ability to only use one caption and location.

For the foreseeable future, engagement will only apply to the post as a whole and not for individual elements of the carousel. Carousel content will be identifiable in the newsfeed with a set of blue dots on the first image, indicating that users have the ability to swipe back and forth throughout the carousel.

This latest announcement does mark a significant milestone in the creative network’s evolution, as up until now, the aim has been for users to curate and publish that ‘one perfect moment’. Now however, following on from the introduction of stories, Instagram is encouraging users to share a more authentic reflection of themselves. With over 600 million voracious users to keep engaged, this latest feature offers the scope for even more relevant content on the network.

It will be interesting to see if this new update will be used in similar fashion to Facebook, or if the creatively-led network will carve its own interpretation of carousel posts. What does appear to be clear however is that in a world where authenticity is increasingly paramount in order to elevate above the noise, perhaps it is no longer about that one perfect moment, but rather the ten moments that made it perfect.