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Data From the Field
Reels Are Not the Only Answer. Your Data Might Already Know That.
Everyone says video is everything right now. We looked at a client’s April data and found something worth sharing.
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Hey friend!
Everyone in the content space will tell you the same thing right now: video is king, reels are the future, and you need to be posting video to stay relevant. And honestly, video does matter. We are not here to tell you to stop making reels.
But we want to share something we noticed in a client’s April data that made us stop and look more closely at the numbers instead of just going along with the conventional wisdom.
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What we actually found in the data
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Facebook
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Top Posts by Format
Carousel & Photo
Reels
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Every single top post in April was a carousel or photo. Not even close.
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✨
Instagram
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Top Posts by Format
Carousel & Photo
Reels
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An even split. Both formats working equally well.
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Why This Matters
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Reels were getting
Views
Reach is great. But views alone don’t train the algorithm the same way deeper engagement does.
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Carousels were getting
Comments, Saves & Shares
These are the signals that tell the algorithm your content is worth showing to more people.
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Format should follow content, not the other way around
This is the big takeaway. You do not need to force every piece of content into video format because someone told you that is the only thing that works right now. The format should serve the content, not the other way around.
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When video probably wins
Complex techniques, tricky steps, or anything where people want to see the process in real time. A layered cake with a specific folding technique. A bread shaping method. Anything where watching matters more than reading.
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When carousels and photos win
Simple, familiar recipes where people already know the general process and just want the recipe and a beautiful photo. A chocolate chip cookie. A classic pasta. Anything where the visual is the selling point and the steps are straightforward.
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Do not sleep on topical carousels
Text overlay carousels that speak to a moment or a feeling were performing really well on both platforms in April. Relatable cooking humor, “that moment when” content, timely takes on food trends. Not everything has to be a recipe tutorial, and this type of content often gets the strongest share numbers of all.
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The Real Lesson Here
The lesson is not “stop making reels.” It is “know what format serves your content best, and know that you do not have to pick just one.” If you are exhausted trying to film and edit video for every post and your numbers still are not moving, it might be worth looking at your format breakdown. Sometimes the fix is simpler than you think.
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Quick Reference: What Each Format Does Well
| Format |
Strongest Signal |
Best For |
| Reels |
Reach & Views |
Discovery & new audiences |
| Carousels |
Saves & Shares |
Algorithm training & loyal audience |
| Photos |
Comments |
Facebook especially, simple recipes |
| Topical Carousels |
Shares |
Reach without filming anything |
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If you want to dig into what your own data is actually saying about format performance, just hit reply. We look at this stuff all the time and we are happy to take a look with you.
Talk soon,
Alexandrea
Honeycomb Media
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Work With Honeycomb Media
Want us to look at what your data is actually telling you?
We handle social media strategy, content planning, Instagram, Facebook, Pinterest, email marketing, SEO copywriting, NewsBreak posting, and full growth retainers. Real strategy built around your specific numbers. Reply and let’s talk.
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