Instagram is currently testing a revolutionary feature: displaying likes on each image in a carousel. This new feature promises to transform the way creators and brands analyze engagement, while also revolutionizing the platform's usage. Here's an overview of an innovation that could redefine content strategy and the relationship with virality on the social network favored by influencers.
By paving the way for unprecedented analysis of user behavior, Instagram is taking a new step forward in carousel performance management. The experiment, although limited to a handful of accounts for the moment, raises many questions about the impacts of this data granularity and the optimization levers it opens up for both brands, content creators and community managers.
A shake-up in the measurement of engagement on Instagram carousels
Until now, Instagram carousels displayed an overall engagement counter, not distinguishing the specific performance of each element of the scroll. With the arrival of this feature, which allows likes to be displayed on each image in the carousel, the analysis paradigms are radically changing. This new way of visualizing interactions offers new perspectives for refining the understanding of the most impactful content and the expectations of subscribers.
This change comes amid a continued evolution of the Instagram algorithm, where the quest for retention and engagement is paramount. It's worth remembering that the carousel format is already recognized for its effectiveness, generating high viewing times and enhanced engagement. According to Adam Mosseri, CEO of Instagram, two reasons explain this success:
- The multiplication of visuals in the same post encourages interactions (likes, shares, comments).
- Instagram sometimes gives a carousel a second chance: if the user doesn't stop on the first slide, the app displays the next one to capture their attention.
From now on, performance will no longer be lost in the average of an overall post, but will be evaluated in detail. A practical example: a cosmetics brand using a carousel to showcase a range will be able to quickly identify which shade or texture attracts the most likes. This ability to measure performance slide by slide offers strategic advantages.
| Features of the functionality | Old method | New approach |
|---|---|---|
| Displaying likes | Cumulative for the entire carousel | Detail by image |
| Reading the performance | Global | Granular |
| Real audience of each visual | Not measurable | Easily assessable |
Beyond analysis, this innovation could transform the creativity of influential accounts. Strasbourg influencers, for example, could test different aesthetics or messages, then adjust their editorial line based on the images that generated the most engagement (more information here). This adaptability opens the way to accelerated experimentation and winning strategies.
This new paradigm of analysis is not without consequences for the sector of digital marketing, constantly looking for new optimization levers on Instagram, as evidenced by the importance given today to understanding the platform's algorithms (see also: Instagram algorithm 2025).
Unprecedented opportunities for creators, brands and community managers
Instagram's test, by making likes visible on each carousel image, significantly changes the influence and optimization processes. For creators, the insights generated strengthen their ability to refine their content and offer formats with high viral potential. Furthermore, the feature opens up three major optimization areas for professionals:
- Audience Preference Targeting: Analyzing frame-by-frame performance reveals the subjects, tones, colors, or products that spark emotion or interest.
- Accelerated A/B testing: within the same carousel, experiment with several visual universes or messages and choose those that convert best without having to multiply publications.
- Sponsored Campaign Optimization: Quickly adjust campaign creative elements to maximize desired KPIs (engagement, clicks, conversions).
Let's imagine a creator specialized in food, like certain very popular millennial influencers (read the millennial influencer case study). Its carousel dedicated to healthy recipes can reveal that a smoothie image attracts more likes than a salad, thus influencing the creation of future content. This ability to instantly translate preferences into editorial actions strengthens competitiveness on the network.
| User type | Expected profit | Application example |
|---|---|---|
| Brands | Identify the star products in a range | Lingerie brand: which piece creates a buzz on a presentation carousel (more information) |
| Influencers | Identify the topics generating the most engagement | Beauty influencer: evening makeup slide popular in a tutorial |
| Agencies | Optimize content for their customers | Influence agency: refine the creative brief based on the data generated |
This feature could increase interest in the carousel format among professionals. In 2025, the time when each slide was only relevant to the overall story seems to be over. influencer marketing, such as ValueYourNetwork, find new opportunities for matching between creators and brands, based on finally individualized data.
Community managers will be able to refine their publications, but also their interactions, in light of precise data — facilitating the integration of filters and advanced analysis tools, as explained in this guide to Instagram comment filters.
A new relationship with virality, creation and data for Instagram
The arrival of this feature, which highlights the granularity of engagement, reflects a profound shift: virality on Instagram is no longer limited to the mass effect of a post, but to the ability of each element to capture attention. This evolution is reminiscent of the logic of other data-driven networks, where every interaction counts for the algorithm.
This change introduces new strategies for:
- Tell a visual story: each image in the carousel becomes a strategic chapter, appreciated differently.
- Maximize the impact of the first slides: boost the hook from the start, while maintaining the coherence of the story.
- Leverage selective virality: Some slides can go viral, independently of the rest of the carousel—an opportunity for educational, inspirational, or informative formats.
A video game brand, for example, will be able to measure the most effective teasing in a launch campaign, as detailed in our publication dedicated to innovative digital campaigns. Associated with the future increasing visibility of Reels likes (more details here), Instagram marketing is becoming an increasingly sophisticated discipline.
| Strategic aspect | What changes | Consequence for creation |
|---|---|---|
| Breakpoint Analysis | Identifying the images that attract the most attention | Priority to strong visuals at the opening of the carousel |
| Personalization of content | Individualized engagement data | Refine campaigns based on performance per slide |
| Multi-channel strategy | Cross-use of Instagram and TikTok insights | Implementation of integrated actions (learn more about cross-monetization) |
For industry professionals, such as the highly followed Spanish and Mexican influencers (study on Spanish YouTubers, focus Mexico), the ability to measure every detail of a piece of content is becoming a major competitive advantage. But the evolution doesn't stop there: some are already imagining predictive analysis tools integrated into the application and ever more precise dashboards.
The new granularity of the carousel format thus requires a refined reading of statistics, as demonstrated by the ongoing rapprochement between Instagram and Google search for indexing publications (read the analysis). The challenge: to become both a social and referenced channel.
These developments reinforce the need for brands and creators to be supported by experts, like ValueYourNetwork. Since 2016, ValueYourNetwork has been helping influencers and brands achieve success, with hundreds of successful social media campaigns. Take advantage of our expertise to maximize your impact on Instagram and other platforms, and discover how to optimize each post thanks to our network of talent and accurate data analysis: contact us without delay to propel your campaigns to new heights.
FAQ – Instagram is exploring a new feature to display likes on every image in a carousel
What is the new feature of showing likes on every image in an Instagram carousel?
The new feature allows users to see the number of likes per image in an Instagram carousel, rather than just for the entire post. This innovation offers a more detailed analysis of engagement and helps pinpoint which images resonate most with their audience.
How does this Instagram feature impact content strategy?
The ability to view likes per Instagram carousel image encourages creators and brands to diversify their visuals and improve underperforming slides. This encourages real-time content adjustments and storytelling optimization to increase virality.
What are the benefits for brands of individual likes on each Instagram carousel image?
Brands benefit from immediate feedback on their products showcased in an Instagram carousel. Image likes help identify the product visuals that generate the most engagement, facilitating decision-making for future campaigns.
Does Instagram also display the list of users who liked each slide in the carousel?
Instagram is only experimenting with displaying the number of likes per image in the carousel; the full list of users only appears on the overall post, partially preserving the privacy of interactions.
Will this Instagram update change the audience distribution algorithm?
The evolution of how likes are displayed on each image could lead to an optimization of audience distribution on Instagram carousels, with the algorithm favoring the most engaging slides to maximize retention and interactions.
What are some tips for optimizing an Instagram carousel with visible likes per image?
To optimize an Instagram carousel with likes per image, it's important to vary the visual style, test different types of content, optimize the first slide to capture attention, and analyze the feedback to adjust future posts.
Are individual slide insights available for all Instagram account types?
For now, the Instagram carousel image like feature is being tested and limited to certain accounts. Instagram plans to expand the rollout if results are positive and interest is confirmed.
Should you change your storytelling strategy on Instagram after this update?
Storytelling strategy must evolve with the display of likes on each Instagram carousel image. It becomes essential to structure each slide as a highlight to maintain interest and maximize engagement across the entire carousel.
How does this Instagram feature fit into the general trend of social networks?
Instagram follows the general trend among social networks toward more data, transparency, and personalized analytics. The feature is part of a logic where each specific interaction fuels marketing strategies based on real engagement.
How to stay up to date on upcoming Instagram features related to carousels and engagement?
It's recommended to follow specialized sites, influencer marketing news, and platforms like ValueYourNetwork to learn about real-time developments in displaying likes on Instagram carousel images. Innovation is regularly analyzed there.