Observed Signal · Oct 21, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Carousels Now Support 20+ Images
Instagram is expanding its Carousel post capability beyond the previous limit of 20 visuals, enabling posts with 20 or more images and videos, a change that also applies to Threads. The format remains one of the most engaging on the platform, though its reach still lags Reels. Notably, Adam Mosseri posted a Carousel with 23 visuals, and a Rings Awards post featured 26 visuals, illustrating real-world use of the extended Carousel. Instagram also confirmed a new swipe-enabled navigation layout that is ready for broader rollout. It remains unclear whether the 20+ visuals feature will be universally available to all users yet, as testing continues and some commentators question the necessity of more than 20 visuals. The development sits within broader creator storytelling use cases, such as product launches or behind-the-scenes content, and underscores Instagram’s ongoing feature evolution for creators.
Technical Release of a major platform feature (Instagram Carousel support for 20+ visuals) with potential industry impact
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Key Takeaways & Evidence Grounding
- Instagram allows up to 20 images and videos in a single Carousel, and this also works on Threads.
- Adam Mosseri posted a Carousel with 23 visuals.
- A Rings Awards post contained 26 visuals.
- Carousels are engagement-strong but have lower reach than Reels.
- Instagram confirmed a new swipe-based navigation layout ready for broader rollout.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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Instagram tests reordering carousels after posting
Instagram is piloting a feature that would let creators reorder slides in carousel posts even after they have been published. The test follows earlier experiments in late 2024 that allowed adding visuals to published carousels, though not a full reorder capability. App researcher Alessandro Paluzzi identified the new function and demonstrated how it would work in a video on Threads. At present, the feature is not publicly accessible to users as Instagram has not announced an official rollout. Proponents argue that the ability to rearrange carousels could improve engagement and time spent in the feed and enhance content reuse for brands and creators. The format remains a high-engagement option on Instagram, with carousels traditionally performing well in engagement terms but competing with Reels for reach. If the feature becomes available, it could influence content optimization strategies and post-grid presentation, while exact rollout timing remains unclear.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
Getting Fired, Risk and Ambition at Changemakers
The Marketing Society's Changemakers conference explored career resilience, ambition, and failure. Speakers included Laura Brown, former InStyle EIC, who discussed her layoff and the importance of personal equity separate from job titles. Sofia Hernandez, ex-TikTok executive, talked about leaving a high-powered role for health reasons and the evaporation of corporate status. Wendy Kula, now CMO of Saucony, took a year off after Nike restructure to combat burnout. Maryam Banikarim, former Hyatt CMO, stepped away at 50 to prioritize family. Sam Tomlinson, CEO of MediaSense, advocated for a 'learn fast' culture and criticized corporate risk elimination over risk management. The event focused on defining success beyond big titles and embracing failure as a growth path.
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