The short answer: video dominates, but context matters. Every major platform has pivoted to video-first algorithms, but that doesn't make photos obsolete.
Instagram Reels receive 22% more engagement than regular photo posts on average. The algorithm clearly prioritizes video content, especially Reels that use trending audio. For growing your audience, video is non-negotiable.
However, photos still excel in specific contexts. Product photography for e-commerce, menu items for restaurants, and portfolio work for creative businesses often perform better as high-quality photos. Photos also have longer shelf lives - they continue generating engagement for weeks, while videos peak quickly.
The ideal content mix for most businesses: 60% video (Reels, Stories), 40% photos (carousel posts, single images). This balances algorithm preference with content variety. Your audience appreciates diverse content formats, and different products/services showcase differently.
Quality matters more than format. A poorly shot video won't outperform a stunning photo just because it's video. Invest time learning basic video editing - transitions, captions, and trending audio make massive differences in performance.
One underutilized format: carousel photos. These posts can showcase multiple angles and tell visual stories, generating 1.4x more reach than single photos.
Related: Instagram Stories Guide - Another visual format to master Need professional content? Book a strategy call - We create scroll-stopping photos and videos for you.