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Influencer Marketing Strategy with Carousels on Instagram

Have you started implementing carousels in your Instagram posts and ads? If you haven't explored this tool yet, we encourage you to discover all the benefits that carousels can bring to your influencer marketing strategies. Join us as we explain how you can use this format effectively and successfully in your next campaigns.

carousel de instagram
carousel de instagram

Key points about Instagram carousels

  • Instagram carousels are a post format launched in 2015 which allows you to share up to 10 images or videos in a single post.
  • Using carousels on Instagram can improve the effectiveness of a marketing strategy by increasing visibility, engagement, and storytelling capabilities.
  • Influencers use carousels to share more varied and engaging content to their followers, which increases the likelihood of post engagement.

What are Instagram carousels?

Instagram carousels are a format that allows you to share up to 10 images or videos in the same post. To see all the photos or videos in a carousel, users must swipe through the content, either in the Instagram feed, in the profile, or in the explore section.

This feature was launched by the platform in 2015 and over the years has gained great popularity as it is an efficient way to share multiple moments of a single event, tell a story, or even showcase multiple products at once. Likewise, Instagram carousels are especially useful for brands and influencers who want to provide a more detailed experience to their followers.

How to make a photo carousel on Instagram?

Creating video or photo carousels on Instagram is a fairly simple process. Here’s the step-by-step:

  1. Head to your Instagram app.
  2. Press the “+” icon at the bottom of the screen to create a new post.
  3. You will  have the option to select a photo from your library or take a new one. To make a carousel, click on the icon that looks like several photos stacked together, located on the right side of the screen.
  4. Select the content you want to include in your carousel. Remember that Instagram allows you to select up to 10 photos or videos. Then sort  the photos in the order you want them to appear in your carousel.
  5. Once you have selected your material, press “Next” at the top of the screen.
  6. Now, you can edit each image or video individually or apply the same filter to all photos.
  7. On the next screen, you can write a title for your carousel, tag other users, add a location, and decide if you want to share the post on other social networks.
  8. When you’re done, press “Share” to publish your carousel to your Instagram feed.

Measurements and other technical specifications

The technical specifications for Instagram carousels are as follows:

For images:

  • Maximum image size: 30MB
  • Square: 1080 x 1080 px
  • Landscape: 1080 x 608 px
  • Portrait: 1080 x 1350 px
  • Aspect Ratio: 1:1 (square), 1.91:1 (landscape), 4:5 (portrait)

For videos:

  • Ideal formats: MP4, MOV
  • Length: 3 – 60 seconds
  • Aspect ratio: 1:1 (square), 1.91:1 (landscape), 4:5 (vertical)
  • Maximum size: 4GB

We recommend you read: Love it or hate it, video is driving higher engagement rates on Instagram.

Tools for designing Instagram carousels

To design Instagram carousels, there are several platforms with visual elements and templates that facilitate that task. Here are some of the most used tools:

Canva, with hundreds of creative ideas

Canva is a popular online design tool that allows you to create a variety of visual content, including Instagram carousels. Canva offers users hundreds of ideas with templates and visual elements to design attractive and customized carousels.

The app is easy and intuitive to use even when you have no experience in graphic design.

Illustrator, for your continuous carousels

Illustrator is a vector graphics creation software that allows you to make custom designs for Instagram carousels. If you are interested in using Illustrator for your carousels, just do the following:

  1. Open Adobe Illustrator on your computer.
  2. Create a new document with the dimensions: 1080 pixels wide by 1920 pixels high, which is the recommended size for Instagram carousel images.
  3. Design each of the carousel slides in Illustrator. You can use different graphic elements such as images, lines, and text.
  4. Save each slide as a separate file in PNG or JPEG format.
  5. Open the Instagram mobile app on your device and create a new post.
  6. Select the “Carousel” option and add each of the slides you created in Illustrator.
  7. Adjust the order and orientation of each slide as desired, and add relevant descriptions and tags.
  8. Publish your carousel and you are done!

How to make images for Instagram carousels in Photoshop?

To create carousel posts with Photoshop follow the steps below.

  1. Create a new project: to do this open Photoshop and create a new file with the dimensions 1080 px by 1080px. Make sure the resolution is set to 72 dpi.
  2. Design your slides: each slide in the carousel will have a layer in your Photoshop file. In Photoshop, you can create layers by selecting the “Layer” option in the top menu and selecting “New Layer”. You can then add images, text, and other elements to each layer.
  3. Check the order: remember that the order of the layers in Photoshop will be the same order that will appear in your Instagram app.
  4. Export your files: to save each of the images or videos individually, select the corresponding layer and go to File > Export > Save for web. Note that you must save the image as a high quality JPEG or PNG file and repeat this process for each layer.
  5. Go to your Instagram account: Open Instagram and click to create a new post.
  6. Upload your content: select the images or videos you just created and upload them in the order you want them to appear in the carousel.
  7. Add a title and any filters or effects you want, and publish the carousel.

For videos, the process is similar. You will need to create or edit your videos in another program before importing them into Photoshop, but once they are in Photoshop, you can organize them into layers and then export them as you would images.

Are there Apps to create and download carousel templates for Instagram?

Yes, there are different apps and programs that allow you to create and download carousel templates for Instagram. Some of the most common tools are Visme, Panoslice, Canva, and collage making apps like Moldiv or Instagram Layout. In addition, there are specific carousel apps like Carousel by Dropbox or Later that also have predefined templates with a variety of visual elements for creative carousel ideas .

How to use the carousel format for your branded ads?

The carousel format on Instagram offers a great opportunity to enhance your brand and promote products in a creative and dynamic way. Thanks to the possibility of sharing up to 10 images or videos, it is ideal to showcase the details of your offer in a single post without cluttering your feed with advertising content.

Carousels are also ideal for telling stories about your brand or product. You can create a visual narrative that shows how your product is used or how it was made. Carousels are also great for creating tutorials or demonstrations of your products. Each slide can show a different step of how to use it, providing a valuable visual resource for your followers.

Some examples of how brands in Spain use carousels on Instagram.

As we have seen, Instagram carousels have become a fundamental tool in the digital marketing world to tell stories and create more engaging ads.  Here are some examples of Spanish brands that have used this format to boost their messages.

Netflix Spain

Netflix is the king of telling stories and taking advantage of Instagram carousels. In most cases it uses them to promote its own series and movies, showing different images, clips, and details of each title in a single ad. It also uses the format to draw attention to relevant content, specific events, or holidays.


HelloFresh is a  company that offers kits to prepare easy and healthy recipes at home and  another brand that uses carousels successfully. In its carousels, the company  shows the various dishes that can be created from its product offerings, preparation tips, as well as the benefits of some foods or key messages of its company DNA.


The renowned airline Iberia, which has more than 644K followers on its Instagram account, uses carousels to promote the destinations to where  it is flying. The company also uses carousels to promote contests, highlight the work of their employees and, in general, to express messages about the company’s values.

Instagram carousels vs. other formats

Carousels have become a powerful tool for brands to tell their stories. In fact, several studies have shown that Instagram carousels can generate more benefits compared to other formats, such as still images or videos.

Higher participation and engagement rate.

It is estimated that the average interaction rate per post of Instagram carousels is 1.92%, which is higher than the average interaction rate of regular images (1.74%) and videos (1.45%). This means that users interact more with Instagram content containing multiple images or videos than  when they are viewing a single piece at a time.

And although Instagram carousels have the highest engagement rate, they only account for 19% of Instagram content. This shows that most marketers are still not making use of the power of carousels to gain more engagement with their target audiences on this social network.

You might be interested in: How to improve engagement rates on Instagram in 2023?

More audience engagement

Carousels allow users to share up to 10 images or videos in the same post. This feature allows to capture people’s attention for a longer period of time. In fact, it has been found that using all 10 slides in a carousel post can increase the engagement rate to over 2%.

By providing this more interactive user experience, the carousel format is undoubtedly a good idea for brands to increase the likelihood of getting comments, likes, and shares on their posts.  Confirming this, a study by Socialinsider found that Instagram carousels have a 10% higher response rate than single image posts.

Increase profile visibility

Instagram has adjusted its algorithm to show carousels in users’ news feeds for a longer period of time. This means that carousels can appear in followers’ news feeds multiple times, increasing the likelihood of interaction.

Tell brand stories

One of the great advantages of creating your own carousels for product recommendations or simply sharing key messages about your brand is that you have more space to tell your stories. The carousel format invites people to swipe left and continue exploring to the end of your post. This action can increase the engagement rate from 1.83% to 2%.

Recommended reading: How to do it: product placement on Instagram.

How do influencers use carousels to communicate?

For influencers, carousels represent a useful tool to communicate with their followers. Generally, they use this format to create more engaging content.

For example, when brands establish collaboration agreements with influencers, they can create carousels to explain the advantages of a certain product or offer tips on how to use it better. In the case of fashion influencers, most of them make use of carousels to show their outfits. The content creator can then tag the brand and thus share the garment with their community, enabling  that product to potentially go viral.

You might also be interested in: Influencer marketing guide for fashion brands.

In the case of influencers who engage in creating vlogs, they may post a series of images that chronicle a day in their life, detail a transformation process, or show the stages of a personal project. This can give followers a more intimate view of their life and connect them more deeply with their content. It is precisely these bonds and relationships of trust that allow brand or product recommendations made by content creators to have the expected effect on audiences, translate into greater sales opportunities, and brand positioning.

We recommend reading: How to measure the impact of influencer marketing on sales?

Finally, carousels can be a great way for influencers to interact with their audience. Content creators often use this format to ask questions, start discussions, or invite followers to participate in some way. This can help increase engagement and strengthen the relationship between the influencer, brands, and their followers.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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