Instagram tests frame-specific like counts for carousel posts

New Delhi: Instagram is rolling out a new feature in a limited test phase that could transform how creators and brands analyse engagement on carousel posts. 

The platform is experimenting with frame-specific like counts, allowing users to see how many likes each individual image or video within a carousel receives, rather than just a total for the entire post. 

The new feature attributes likes based on which frame was visible when a user taps the like button. Each frame in the carousel displays its own like count, offering a clearer picture of which specific images or videos resonate most with viewers. While not perfectly precise—some likes may reflect appreciation for the overall post—a significantly higher count on one frame could signal stronger audience interest in that content. 

For example, a brand showcasing multiple products in a carousel could identify which item drives the most engagement, enabling more targeted content strategies.

This test aligns with Instagram’s broader push to enhance carousel functionality. In October 2023, Instagram head Adam Mosseri noted that carousels often outperform single-image posts due to increased interaction opportunities and the platform’s practice of resurfacing carousels by automatically showing subsequent frames to non-engaging users. 

Recent updates, including expanded carousel limits to 20 frames and tests of text overlays and collaborative posts, further underscore Instagram’s investment in this format.

For creators and businesses, frame-specific like counts could streamline A/B testing within a single post, helping refine visuals or messaging without needing multiple uploads. 

However, some experts caution that this granular data might add pressure for users to overanalyse individual frames, echoing past concerns about overall like counts. 

The feature is currently in testing with a select group of users, and Instagram has not confirmed whether it will roll out globally.