Our 50M+ travel community has shown us exactly when to use Reels, Carousels, or Stories. And a lot brands get it completely wrong.
Every post serves a specific role in your audience's journey, and it's never been more important to use each format with intention.
Here's how we break it down:
Reels
Get in front of people who have never seen your brand before. Think awareness campaigns, launching new destinations, or spotlighting visual "wow" moments that stop viewers in their tracks.
Carousels
Great for reaching current followers and new ones, when used right. Ideal for deeper storytelling, detailed itineraries, or list-style guides that people save for later.
Carousels outperform on views, engagement, and saves, when used right. Carousels will first be viewed by your existing audiences, then views will slowly increase over time. Within a few weeks carousels can grow from 100K views to a million.
Stories
Build relationships. They nurture existing audiences, keeping your brand top of mind in their day-to-day scroll. These showcase behind the scenes moments, quick polls, and real-time updates build loyalty and connection. Though less polished, they are a chance to put personality behind your brand.
What we've learned from our community:
The most effective campaigns come from mixing formats with purpose to hit a specific campaign goal:
→ Awareness? Lead with Reels.
→ Education & saves? Invest in Carousels.
→ Nurture & loyalty? Show up in Stories.
When every format has a role in your strategy, you're not just creating content, you're building campaigns that our 50M+ community has proven actually convert browsers into travellers.