You’ve got great content. A beautiful event, a perfectly staged home, or a behind-the-scenes moment that shows the heart behind your brand. But then comes the question: Should this be a Carousel or Reel post?
Choosing the right format isn’t just about what looks best—it’s about how people consume content and how the algorithm distributes it.
At Social Broker, we’re constantly analyzing what works across dozens of real estate agents’ and businesses accounts to strike the right balance between visibility, engagement, and growth.
Here’s a breakdown of how (and why) we choose a Carousel or Reel —and how to build a content strategy that works smarter, not harder.
Reels = Discovery + Brand Growth
Reels might seem like Instagram’s favorite child… and it’s true that they probably get the most views over any other type of content. The algorithm pushes Reels beyond your followers, often landing in the Explore feed or Reels tab for people who’ve never heard of you.
Best time to use a Reel?
When your goal is to reach new audiences and grow your brand visibility. That means content that resonates even with strangers:
- Property tours and sneak peeks
- Local spotlights (coffee shops, design showrooms, hidden gems)
- Behind-the-scenes moments (think: staging day, walk-throughs, personal routines)
- Anything with movement, storytelling, or a “vibe”
Reels aren’t just videos—they’re invitations. They should inspire someone who doesn’t know you to follow you for more. That means strong hooks, quick edits, and clear messaging about who you are and what makes your approach different.
Carousels = Engagement + Trust
Carousels, on the other hand, are for your followers. Instagram shows carousel posts primarily to people who already follow you—and they’re great for deepening connection, building authority, and encouraging meaningful interaction.
Best time to use a Carousel?
When your goal is to deepen the connection that you have with your existing audience. That means content designed to nurture people who already know you:
- Personal content (like celebrating a holiday or sharing life moments)
- Client stories or testimonials
- Educational content (step-by-step guides, FAQs, buyer/seller tips)
- Recaps of events or milestones
Carousels give people a chance to slow down, swipe through, and stay with you longer. They’re perfect for telling a story or giving your audience a behind-the-scenes look at what makes your business unique.
Why You Need Both
A smart strategy doesn’t lean on one format—it mixes both with purpose.
Think of it like this:
—————————————————-
Format | Purpose | Audience | Best For
Reels | Growth + Discovery | Non-Followers | Reach new audiences
Carousel | Engagement + Nurture | Current followers | Deepen trust, tell richer stories
—————————————————-
We often hear, “But my Reels didn’t get as many likes as I expected!”—and that’s true.
Reels tend to get broader reach, but less engagement per person. Carousels get fewer views, but more concentrated engagement from people who already know and trust you.
It’s not either/or. It’s both.
What the Data Tells Us
We analyze hundred (thousands?) of posts a month and consistently see this pattern:
- Reels drive higher reach and help accounts gain new followers
- Carousels drive higher engagement and connection with current followers
- A well-rounded strategy includes both
And when we layer in Stories to take people behind the scenes and develop a stronger sense of familiarity? That’s where we see real growth—not just in followers, but in leads, referrals, and brand loyalty.
Final Thoughts: Strategy > Aesthetic
Choosing a format should never be a guessing game or based on what looks best on the grid. It should never be about personal preference, either. Because your content is not for you, it’s for your audience. It should come down to what you want the post to do.
Ask yourself:
- Is this meant to grow my audience? → Reel
- Is this meant to nurture or educate my audience? → Carousel
- Is this a quick update or behind-the-scenes moment? → Story
The algorithm favors variety. So should your content.
Your audience is diverse—and their behavior is too. Some will swipe, others will scroll, and others will binge your Reels late at night. Our job as marketers is to meet them where they are, in the format they prefer, with a message that sticks.
And when you do that consistently? That’s when social media stops feeling like a chore—and starts delivering real results.
Additional Resources
Social Media for Real Estate Agents: Some Do’s and Don’ts
