Brands are moving their Instagram strategy away from single photos and videos to newer formats like carousel posts and IGTV, according to data from more than 25,000 accounts by analytics company Conviva.

Why it matters

Carousel posts are becoming more popular and have the highest Instagram engagement rate, particularly when they include video content. IGTV, which is the platform's longer-form video content, however, has the lowest engagement rate. Increasing audience engagement on the platform will become more important as social commerce and creator campaigns grow in prominence.

Takeaways

• Carousel posts on Instagram are now 20% of all brand posts and...