Short video isn’t the only winner; static photos still dominate saves and carousels. Below you’ll find fresh data to balance formats and hit your niche’s sweet spot.
1. Metric Refresher
| Format | Primary metric | Secondary metric |
|---|---|---|
| Reels | View-through rate (VTR) = views ÷ followers | Like-to-View % = likes ÷ views |
| Photos/Carousels | Engagement Rate (ER) = (likes + comments + saves) ÷ followers × 100 | Save-to-Like Ratio |
2. 2025 Benchmarks by Follower Band
| Followers | Reels VTR (Healthy) | Reels VTR (Great) | Photo ER (Healthy) | Photo ER (Great) |
|---|---|---|---|---|
| < 10 k | 35–60% | ≥ 65 % | 4 – 8 % | ≥ 9 % |
| 10–50 k | 25–45% | ≥ 50 % | 3 – 6 % | ≥ 7 % |
| 50–250 k | 15–30% | ≥ 35 % | 2 – 4 % | ≥ 5 % |
| > 250 k | 10–20% | ≥ 25 % | 1 – 3 % | ≥ 4 % |
Note: View-through rate = unique views, not total plays.
3. Niche Variations (Healthy Ranges)
| Niche | Reels VTR | Photo ER |
|---|---|---|
| Fashion & Beauty | 30–45% | 3 – 6 % |
| Fitness/Wellness | 25–40% | 3 – 5 % |
| Food & Recipe | 40–60% | 4 – 7 % |
| Tech Tips | 20–35% | 2 – 4 % |
| Luxury/Jewelry | 15–30% | 2 – 4 % |
| Non-profit/Cause | 30–50% | 4 – 8 % |
4. Why Reels Win Views but Photos Win Saves
⏺ Algorithm push: Reels surface in multiple tabs (Reels, Explore, hashtag pages).
⏺ Passive consumption: Users swipe video even if not ready to buy, view counts inflate.
⏺ Reference value: Infographic carousels become “digital notes,” driving high save counts that feed long-term reach.
5. Quick Fixes If One Format Lags
| Symptom | Fix | Expected lift |
|---|---|---|
| Reels VTR < benchmark | Open with motion in first 0.5 s; add captions | +5–10 pp VTR |
| Reels Like-to-View < 2 % | End with verbal CTA “double-tap if…” | +50 % likes |
| Photos ER < benchmark | Swap single image for 3-slide carousel | +0.5–1 pp ER |
| Saves weak | Post checklist graphic; caption “Save this for…” | Save-to-Like ↑ 0.1 |
6. Utility & Originality Checklist
| Question | Quick test | Fix if “No” |
|---|---|---|
| Does each Reel teach or entertain in the first 3 s? | Watch mute preview | Cut intro fluff |
| Do carousels use a consistent palette? | Grid scan | Standardise colours |
| Is the hook line clear on slide 1? | Mobile preview | Add bold benefit text |
| Are you rotating formats weekly? | Calendar | Schedule 2 Reels + 1 carousel |
| Are captions prompting action? | Read CTAs | Add save/share ask |
7. FAQs
Can photos still outperform Reels in reach?
Yes, if ER and save ratios exceed niche benchmarks, carousel photos often top Reels in Explore.
Do video views hurt ER?
No; IG separates VTR for Reels and ER for photos. Algorithms weigh each format differently.
Should I hide like counts?
Hiding likes doesn’t affect algorithm weight; use it if it fosters deeper content.
Key Takeaway
Healthy 2025 performance means Reels VTR above 30 % for small accounts and Photo ER above 4 %. Balance both formats, track the right metric for each, and tweak hooks weekly to stay ahead of the curve.
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