On this episode I talk about how Instagram is reportedly rolling out a new post analytics feature that shows how many likes each individual frame within a carousel receives. This could give creators and brands deeper insight into which specific pieces of content are resonating most with their audience.

As Instagram head Adam Mosseri explained, carousels often get more reach than single-photo posts for two key reasons:

They drive more interactions — more swipes, more time spent.

If someone sees your post but doesn’t swipe, Instagram may resurface the carousel and automatically show them the second slide in a second round of impressions.

Here’s where things get interesting: if your second slide ends up getting the most likes, it might not necessarily mean it's the most compelling — it could just be the first piece of content someone actually saw and engaged with. So, while a like on a specific frame doesn’t always mean it’s a viewer’s favorite, if one slide significantly outperforms the others, it could mean that it was the standout frame.