Reels vs Photos: What Actually Performs Better on Instagram in 2025?

If you’ve been on Instagram for more than five minutes this year, you’ll know one thing for certain:
Reels have taken over.
But does that mean photos are dead?
Absolutely not - but the way photos perform has changed massively.

In this blog, we break down what actually works in 2025, what the data says, how the algorithm behaves, and what businesses in Shropshire should be posting if they want real growth - not just pretty grids.

This guide is for business owners who want clarity, speed and strategy. If you’re tired of guessing whether to post Reels or photos, this will give you the answer.

⭐ What Instagram Wants in 2025 (and Why It Matters)

Instagram has openly stated that its priority is still video-first, because video keeps users on the platform longer.
In 2024, Meta revealed that Reels consumption grew 57% year-on-year across Instagram and Facebook.
(Source: Meta Q4 Earnings Report, 2024)

And here’s the key part:
Longer watch time = more ads served = more revenue for Instagram.
So yes, the platform favours Reels - but not blindly.

Photos still matter.
Carousels still matter.
Static visuals still matter.

But they play a different role now. And understanding that difference is where growth starts.

📈 Reels vs Photos: The Data (2024–2025)

Here’s what real industry data tells us:

Engagement

• Reels generate up to 22% more engagement than standard photo posts.
  (Source: Hootsuite Social Media Trends Report, 2024)
• Carousel posts still outperform single photos by 1.4x because they hold attention longer.
  (Source: Later, 2024)

Reach

• Reels earn up to 67% higher reach on average compared to photos.
  (Source: Sprout Social Benchmark Data, 2024)

Follower Growth

• Accounts that post Reels consistently grow nearly 3x faster than accounts relying mainly on static content.
  (Source: Social Insider, 2024)

Saves + Shares

• Carousels have the highest save rate (great for long-term visibility).
• Reels have the highest share rate (great for rapid exposure).

So what does this actually mean?

You need both - but for different reasons.
And if you’re only posting one type of content, you’re leaving performance (and revenue) on the table.

⭐ Why Reels Perform Better in 2025

Reels win for four main reasons:

1. Instagram pushes them harder

Reels get shown on:

• The Explore page
• The Reels feed
• Topic feeds
• Suggested content
• Other users’ timelines

Static posts only appear in follower feeds (unless shared).

2. Reels generate deeper engagement

Watch time is the No.1 ranking factor for video.
If your Reel hooks attention in the first 2 seconds, Instagram rewards it by expanding reach.

3. Reels feel more human

Users want:

• Real people
• Real stories
• Real transformation
• Fast information
• Behind-the-scenes moments

This is why businesses who use Reels see stronger connection and trust.

4. Reels help both organic AND paid performance

Reels-style content often becomes:

• High-performing ads
• Strong retargeting assets
• Top-of-funnel attention drivers

For agencies like Evolve My Media, Reels are now foundational to content strategy, both for growth and for high-performing paid ads.

⭐ But Are Photos Dead? Definitely Not. Here’s Why.

In 2025, photos play a crucial but different role - especially in industries like hospitality, retail, events, fitness and property.

Photos are better at:

• Showcasing products clearly
• Establishing brand aesthetic
• Building trust
• Increasing saves (especially with informative carousels)
• Creating a consistent brand identity

Instagram has confirmed that while Reels boost reach, static content boosts retention.
(Source: Instagram Creators, 2024)

If Reels get you found…
Photos make you followed.

Photos are where you build brand depth.
Reels are where you build brand awareness.

You need both.

⭐ The Algorithm in 2025: How Reels and Photos Fit Together

Instagram’s recommendation algorithm now prioritises three things:

1. Time spent

Reels and carousels win.

2. Interest compatibility

Instagram shows users content related to what they engage with most.
So if someone loves local restaurants, interior inspo or fitness content, your photos will still be seen.

3. Quality signals

This includes:

• Saves
• Shares
• Rewatches
• Comments
• Profile visits
• DM clicks

Reels often spark these behaviours quicker, but carousels drive deeper signals like saves - which fuel long-term reach.

The best strategy for 2025?
Reels for reach.
Photos for depth.
Carousels for authority.

⭐ So… What Should Businesses Actually Post?

Here’s the simplest, most effective posting structure for 2025:

⭐ 1. Reels: 3–4 per week

Purpose:
🚀 Reach
🚀 New audience
🚀 Brand awareness
🚀 Hooks + storytelling
🚀 Showing your personality

Best-performing formats:

• POV or day-in-the-life
• Myths vs truths
• “Here’s what’s working right now…”
• Behind-the-scenes
• Quick wins / mini tutorials
• UGC-style content

⭐ 2. Carousels: 1–2 per week

Purpose:
📚 Education
📌 Saves
🤝 Building expertise
🏆 Increasing authority

Best-performing formats:

• Step-by-step guides
• Before/after transformations
• Lists
• Mini case studies
• Problem → solution slides

⭐ 3. Photos: 1 per week

Purpose:
🎯 Brand feel
🎨 Visual identity
👀 Consistent presence

Best-performing formats:

• Team photos
• Product highlights
• Interiors / aesthetics
• Branded visuals

⭐ What Actually Performs Best? (The Real Answer)

It’s not Reels or photos.
It’s Reels + Carousels + Photos, used intentionally.

If you only post photos → you won’t grow.
If you only post Reels → your feed lacks depth and value.
If you use all three → your growth becomes predictable.

This is exactly how high-performing brands manage content - and why working with a Shrewsbury marketing agency like Evolve My Media helps businesses scale far quicker.

⭐ FAQs: Reels vs Photos in 2025

Do Reels perform better than photos?

Yes. Reels outperform photos in reach, shares and engagement across all industries in 2025.

Are photos still worth posting?

Absolutely. Photos build brand identity, trust and profile retention.

What’s the best content to grow on Instagram?

Reels - especially short, punchy videos with strong hooks.

How often should businesses post?

3–5 Reels weekly and 1–3 static posts per week is the sweet spot.

Do you need a professional video?

No - authenticity performs better than over-production.

⭐ Final Thoughts: Reels for Growth, Photos for Depth

In 2025, the debate between Reels vs photos isn’t about picking a winner.
It’s about understanding the role each plays:

• Reels help people discover you.
• Photos help people trust you.
• Carousels help people learn from you.

If you want Instagram to work harder for your business, you need a strategy that uses all three - consistently, creatively and intentionally.

And that’s exactly what we build for businesses across Shropshire.

⭐ Ready to transform your Instagram strategy?

If you’re tired of posting randomly and hoping for the best, it may be time to chat.

At Evolve My Media, we help brands turn Instagram into a predictable growth engine with:

• Strategic content planning
• High-performing Reels
• Brand-led photography
• Data-backed optimisation
• Clear monthly reporting

Book a free discovery call and let’s explore how your business can start seeing real results in the next 30 days.

👉 Click here to book your discovery call with Evolve My Media.

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