How to Use Instagram Formats Right

You’ve probably heard it a hundred times: “You should post more Reels.”
But building an effective Instagram presence isn’t just about posting what’s trending. It’s about understanding what each format is designed to do, and how they work together within a broader content strategy.

Instagram recently shared a breakdown of how each content type maps to different stages of the customer journey. Here's what we think marketers should take away from it.

Top of Funnel: Reels Rule, But Not Alone

If you're looking to grow your audience, Reels is the obvious place to start.

Reels now make up more than half of all time spent on Instagram. They’re not just for discovery. They’re the fastest route to getting on someone’s radar.
According to Meta, 61 percent of Instagram users say Reels ads have made them consider a product or brand further.

But don't stop there. Carousels also perform well in reach-driven strategies, especially when used to educate or tell a story. They encourage swipes, which means more time spent with your content. And the algorithm notices that.

Mid-Funnel: Don’t Underestimate Carousels and Stories

When it comes to engagement, carousels and Stories are still strong performers.

Carousels allow you to layer context, showcase variations of a product, or walk users through an idea. Think: “5 Ways to Style It” or “Here’s What You Missed at Our Event.”

Stories, on the other hand, are where personality and proximity shine. Polls, countdowns, quick updates — they’re low-barrier, high-frequency formats that help keep your audience close.

Use Stories for daily touches and to humanize your brand. Think less polish, more presence.

Bottom of Funnel: Go Deeper with Lives and Channels

When nurturing your most loyal followers, Lives and Channels offer deeper interaction.

Lives are still underused by most brands, but they’re effective for Q&As, behind-the-scenes sessions, and product drops with urgency.
Channels, Instagram’s DM-based broadcast tool, gives brands a direct line to their most engaged fans. Think of it as a low-noise, high-attention space. Ideal for exclusive updates, early access, or even private community building.

What This Means for Your Strategy

Instagram is no longer a feed-first platform. Each format has its own role, and using them intentionally, not interchangeably, is what sets structured strategies apart.

Start with these questions:

• What’s your goal — visibility, engagement, loyalty?
• Where in the customer journey are you targeting?
• Are you overusing one format at the expense of others?

The smartest content calendars don’t just follow trends. They build journeys.
And Instagram just gave us a cheat sheet. It’s on us to use it well.