Instagram is experimenting with a new analytics feature that breaks down like counts per individual image in a carousel post, potentially offering a deeper glimpse into what’s resonating most with your audience.
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First spotted by Lindsey Gamble and shared by Adina Jipa, the feature attributes likes to specific frames based on what image was on screen when the like was given. Each image gets its own visible like count, helping creators pinpoint which frames are performing best; At least in theory.
It’s not perfect. Some users may like a post based on the whole vibe, not a single image. But if one frame is significantly outperforming the others, that’s likely a signal worth paying attention to.
For now, it’s a subtle shift, but it could have big implications for content strategy. This test also connects to Instagram’s broader strategy of boosting carousel performance. As Adam Mosseri explained last October:
“Why [do] carousels often get more reach than photos? Two main reasons. One, multiple pieces of media are going to mean more interactions with your carousel posts, and more interactions is going to mean more reach on average. And two, if someone sees your carousel post but they don’t swipe, we’ll often give that carousel a second chance and automatically move to that second piece of media for the viewer.”
Translation: more content equals more chances to engage and potentially, more chances to optimize.
If this frame-by-frame like data rolls out more broadly, it could give creators and brands a new layer of feedback to fine-tune their storytelling, layouts, and hooks. For now, it’s only in testing. But if you’re serious about performance, it’s definitely something to watch.