Observed Signal · Jul 26, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Instagram Adds Original Format to Carousels
Instagram has expanded its carousel post limit to support up to 20 images or videos for all users, up from the previous cap of 10. Early testers reported 15–20 visuals, and the update is being rolled out broadly, though a fixed rollout date was not provided. The news surfaced via Threads, with creators noting variations in available visuals during testing. The change fits within Instagram’s ongoing experimentation with post formats and creator collaboration, including prior tests around collaborative carousels and enabling followers to contribute media to posts before publication. Instagram CEO Adam Mosseri described the development as a test that could unlock new creative possibilities and engagement, while the company suggested dissemination may take time. The broader context includes continued platform enhancements to support visual storytelling and creator-driven content strategies.
Technical Release of a major platform feature (Instagram) impacting content creation and campaign workflows.
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Key Takeaways & Evidence Grounding
- Instagram now allows up to 20 images or videos in carousel posts for all users (previously 10).
- Some creators demonstrated 15–20 visuals in carousels during testing (e.g., 15 by Lia Haberman, 20 by Radu Oncescu).
- Announcement surfaced on Threads; no official rollout date announced for broad availability.
- The update follows Instagram's broader experimentation with carousels and collaborative features.
- Adam Mosseri highlighted a test allowing followers to submit photos/videos to a carousel before posting.
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Instagram Adds Per‑Slide Captions for Carousels
Instagram has begun rolling out a feature that allows creators and brands to add separate captions for each slide within a carousel post, rather than a single caption for the whole post. The capability follows tests and early sightings from app researcher Jonah Manzano and creators such as Sarah Roizman and Ahmed Ghanem; Instagram’s creator account reported strong demand and the feature is being widely rolled out, currently available on mobile. Publishers note the format could improve swipe rates, time on post and make tutorials, before/after formats and product posts more informative. The article (OnlineMarketing.de, author Larissa Ceccio) was published on 2026-06-19 and notes the story first appeared on 2026-05-12.
Instagram Expands Originality Rules to Posts and Carousels
Instagram has updated its Original Content Guidelines to extend the platform’s prior Reels-focused originality rules to photo posts and carousels. Under the change, content that is primarily reposted or sourced from others without the creator’s meaningful creative input will be deprioritized or excluded from recommendations, while clearly original content will receive greater reach across formats. Instagram clarifies what counts as original (self-created work or content with a distinct creator perspective), warns that low-effort edits (simple captions, overlays, watermarks, credits, subtitles, stickers) are insufficient, and points creators to examples and guidance on its Creators site and Help Center. The update also adds visibility for creators to see reach restrictions in account status and recommends using proper labels (Collab, Remix, Paid Partnership) to classify content.
Instagram Lets Users Reorder Carousels Post‑Publication
Instagram has rolled out a feature that allows creators and users to reorder the photos and videos within an already published carousel (multi-image/video) post. The change — announced via Instagram’s “What’s Good On Instagram” broadcast channel — lets account owners long-press and drag individual slides in the post editor to change their order, remove items, or undo changes. New media cannot be added to an existing carousel. The article notes the feature has reached Germany in broader rollout and highlights potential benefits for engagement and grid aesthetics, citing that carousels are among Instagram’s most engagement-rich formats and referencing a 2024 Metricool study on format reach.
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