We’re talking about my favorite type of social content today. Yes, I absolutely think your brand should focus on short-form vertical video, but Carousels are easily my favorite way to tell stories through statics. |
Even better—I partnered with Adobe Express to build you an Instagram Carousel template! We’ll run through some brief strategy thoughts, followed by a remixable template you can literally use this very second, then an entire breakdown of my favorite Instagram Carousel of all time from a band (?!?!) |
—Jack Appleby |
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I made an Instagram Carousel template for you! |
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It’s Round 2 of my ridiculously cool partnership with Adobe Express, where they’ve asked me to share my personal social media strategies in templates for everyone to try!
Today, I’ve got a fun one for ya: the Instagram Carousel template I’ve been using on my personal social media. |
But I bet it has some tricks you wouldn’t normally use… mainly that it’s heavily text-based, because I think we truly underestimate how we can use words on images to tell our stories.
Carousel virality isn’t based on production value… wait, that was too jargony… carousels ain’t gotta be pretty. They just need to read like a story. A great way to give your carousel images more context is to add Bold text on every slide with a hook that makes you swipe to the next one. It's all about momentum. |
Because every slide is a decision. Your audience is either swiping or bailing, and words can pull a person through Carousel image #5 more than a random photo. You can build tension and curiosity if you add words to your Carousels! |
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And here's the part most people don't think about: Instagram gives carousels two chances in the feed. If someone scrolls past it the first time, the carousel pops back up, but starting on slide two. So slide two is basically your second cove that needs its own hook! Every slide does! |
The whole format is stupid simple. One photo per slide, bold text at the top that acts as a hook, a paragraph underneath that delivers on it. You're not designing, you're writing. And if you can tell a story to a friend at a bar, you can make one of these. |
I built the exact template I use in Adobe Express & you can grab it for free. Drop in your own photos, write your own story, post something people actually swipe through. |
Always proud to be an #AdobeExpressPartner |
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How an Emo band built my favorite Instagram Carousel of all time |
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That format I showed you in Adobe Express? It’s very inspired by a band. |
Not a brand—a band. |
My social media secret weapon: I get most of my marketing inspiration from artists, creators, musicians, and the people making content to promote their passions. You’d be amazed how different their vantage points are than us ~paid marketers~. |
I came across this Carousel just casually scrolling Instagram. Hundredth, a band I love, was celebrating their album anniversary with this gorgeously designed carousel, detailing the history of their banger record. Now it’s the content I teach the most.
Let’s break down what makes this Carousel in particular so brilliant. |
Telling a narrative across 10 slides |
I’m not gonna scream storytelling at you again. You know a powerful, compelling story sticks in your memory. While you’re reading all the below analysis, I want you to remember how the band’s pulling you along said story. |
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Slide 1: Title card + stand-alone image |
Your first carousel photo needs to hit a few important notes: On its own, it must be compelling enough to drive user interest in swiping, and it needs to be highly shareable so fans will add it to their personal Instagram Stories. Think of it like the first movie in your larger franchise—if it doesn’t pull in audiences now, no one’s going to watch your sequels. Hundredth nailed both by not just posting their eye-catching album art, but overlaying it with big, bold text to make a clear announcement (“5 years of RARE”). Through the caption, they make sure you know to keep swiping, inviting you to hear more of their story. |
Slide 2: Introduction + hook |
Throwing your big hook on slide No. 1 is perfectly viable, especially for listicle or writing-focused carousels. Author Mark Manson uses that strategy often. Because Hundredth are a band, they chose to stay more visually focused for slide No. 1, then use on-image text to introduce the purpose of the carousel on slide No. 2. The arrow here on slide 2 is a great addition too, giving users a clear, directional prompt. |
Slides 3–9: Storytelling |
I love the visual balance Hundredth hits as they tell their narrative via three consistent elements: |
Photos: A mixture of aesthetics and behind-the-scenes snapshots, leading to the next post. Storyline: Two big, bold sentences per slide. They’re not trying to over explain, but give you the big points with succinct yet casual flair. Easter eggs: The band rewards the most curious of fans with fine print facts on each slide, a nice touch that adds without distracting.
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As if the format wasn’t a great fit on its own, the band expertly curated anecdotes that’d be the most interesting for fans, ranging from insider info to FAQs. (Why do people ask bands to change their name when they change their sound?) |
Slide 10: Outro + shareable |
The band ends their carousel with their album title in huge letters alongside an asterisk. As a fan, I never knew that RARE was an acronym: “Refine and Reinvent Everything.” It’s a perfectly fitting mantra with the aforementioned sound shift. Concluding on one last easter egg is a smart touch that lends itself to another highly shareable image. |
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So, how can I use Instagram-carousel storytelling? |
Narratives like Hundredth’s are an excellent opportunity to build a personal relationship with your followers. It’s a tried-and-true approach: They’ll care about you more when they know more. |
Maybe you want to try something a little easier, or feature a product alongside all that awesome content you’re making. Here are a few other trends with carousels to consider: |
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If you wanna hook your consumers or fans with deeper emotions, Instagram-carousel storytelling is an easy way in without dumping tons of time and money into video. Play around with the format! I bet you’ve got plenty of tales to tell. |
