Instagram tests frame-specific like counts for carousel posts

Instagram is experimenting with a new analytics feature that breaks down like counts for each individual frame within a carousel post. The update, currently in testing, aims to offer users more granular insights into which parts of their content are resonating most with viewers.

First reported by Lindsey Gamble and showcased by Adina Jipa, the new feature attributes likes based on which image was visible when the user hit the like button. Each frame in the carousel then displays a separate like count, providing a potential indicator of frame-level engagement.

View on Threads

While the method doesn’t guarantee pinpoint accuracy, likes may still reflect appreciation for the overall post rather than a single image, a noticeably higher count on one frame could highlight stronger viewer preference or interest in that specific piece of content.

The feature comes amid continued emphasis on carousels by Instagram. In October 2023, Instagram head Adam Mosseri acknowledged that carousel posts often outperform single-image uploads in reach. He cited two key reasons: greater interaction opportunities due to multiple media elements, and Instagram’s practice of resurfacing carousels by automatically showing subsequent images if users don’t initially engage.

The addition of frame-specific insights may give content creators another tool to refine their posting strategies, particularly as the platform continues to prioritise engagement-driven visibility.