Platform

Instagram Tests Analytics Feature Showing Which Carousel Frames Drive Likes

Published on July 22, 2025

Instagram is testing a new analytics feature that reveals which specific frame in a carousel post received a like, according to creator economy consultant Lindsey Gamble.

As reported by Gamble in his newsletter, the “When people liked your carousel” section in Insights displays a like count for the specific photo or video that was on screen when users engaged with the content, based on screenshots shared by creative Shannon Evans and Socialinsider founder Adina Jipa.

Image credit: Adina Jipa

This test follows Instagram’s recent pattern of enhancing creator metrics, including the platform’s August 2024 shift toward views as a primary performance indicator and the subsequent introduction of View Rate and retention analysis tools.

The frame-level insights offer several strategic advantages for content creators and marketers. Gamble notes that creators can evaluate whether their opening frames effectively hook viewers, assess audience retention throughout carousels, identify which content types resonate most with their audiences, determine optimal content sequencing, and pinpoint high-performing frames for repurposing.

This granular data aligns with findings from recent Sprout Social research, which reveals that brands are posting less frequently but seeing increased engagement rates, suggesting a broader industry shift toward quality over quantity.

Image credit: Shannon Evans

Responding to Content Trends

According to Sprout Social’s research analyzing nearly three billion messages from one million public profiles, single image posts on Instagram declined by seven percentage points from 2023, while Reels and Carousel posts gained popularity across industries.

The carousel analytics test builds on Instagram’s previous update that allowed users to mention specific frames in comments. Instagram has steadily improved its insights for creators while upgrading carousel functionality, recently enabling mixed size orientations and making carousels eligible for the Reels tab.

As social platforms approach what Sprout Social calls “peak saturation,” these enhanced metrics support the emerging strategy of “posting less to achieve more” by enabling creators to craft more effective, data-informed content that drives meaningful audience engagement.