Swipe your way to audience engagement

Reels receive all of the hype. But we’re here to spill the tea on another high-performing content type: The Instagram carousel post ✨

To be fair, Instagram reels truly deserve the hype they receive. Especially when we consider how they amplify reach and enhance brand awareness for smaller accounts—it’s killer. 

However, reels aren’t your only option when it comes to creating scroll-stopping, engaging skincare content for your audience. Prepare yourself for a guide on optimizing an Instagram carousel post and some skincare-specific carousel ideas you can implement today! 

“Are Carousels Still Worth Posting?”

Yes! Here’s why…

They’re the most engaged-with content type on Instagram. In 2021 and 2022, carousel posts took the crown for the highest average engagement rate of 3.11%. That’s higher than image posts (2.7%) and videos/Reels (2.6%).

Reels still perform well in terms of reach and impressions. But an Instagram carousel post is where you can really get your audience to engage!

Why Instagram Carousel Posts Work 

Carousel posts are a canvas for creativity. For you to showcase your products, share value, and connect with your audience in a way that's captivating and informative.

Also: an Instagram carousel post is a goldmine for brands, especially in the skincare realm. 

They allow for a dynamic storytelling experience that keeps your audience swiping through valuable content. Here's a simple formula for crafting carousel posts that resonate:

1. Eye-Catching Intro Slide: Grab attention with compelling visuals or intriguing text to entice viewers to swipe.

2. Visual Direction to Swipe: Encourage users to keep swiping by signaling visually that there's more to discover.

3. Value on Each Slide: Ensure each slide offers something valuable—tips, insights, or engaging content.

4. Optimal Slide Count: Aim for 3 to 5 slides to maintain interest without overwhelming your audience.

5. Juiciest Value at the End: Save the best for last—end with a bang, whether it's a surprising fact, a captivating image, or an exclusive offer.

7 Instagram Carousel Post Ideas for Skincare Brands

Are you coming out of the Reels trance and are brain-farting on Instagram carousel post ideas? Take a breather, we’ve got you covered with 7 easy ones you can implement in your next strategy. (Plus a bonus one at the end 😉

Disclaimer for each of these ideas: If you’re a product-based company, always add those shoppable links to the appropriate slides!

1.Seasonal Guide To Skincare 

A year-round idea gem: A carousel that showcases skincare routines tailored to each season.

Highlight a skincare concern someone might have during a seasonal time, and provide tailored routines they didn’t know they needed. The genius moment of Osea’s carousel (above) is the inclusion of categories for skin types. *Chefs kiss*

2. Holiday Giveaway:

Who doesn’t love a good holiday campaign?! Carousels are a great tool for giveaways, especially themed ones like during the holiday. 

The cutoff image tells the user that there’s more for them to see. And including the giveaway details on the second slide also gives them a reason to swipe. Bravo badescu 👏

3. Product Tutorial: 

You gotta explain how your products work, especially new ones!

We love this simple, yet captivating slideshow from Face Halo. Detail-oriented and visually rich, this Instagram carousel post breaks down the application process of using their newest product.

While the first slide doesn’t command a swipe, it’s visually interesting enough to entice the user to swipe on their own. 

P.S. Product tutorials can be boring when done incorrectly, so visuals are key here!

4. Healthy Skincare Routine Tips:

Skincare advice is the cornerstone of skincare brand content. So utilize the tools at your disposal (ahem–carousels–ahem) to give your audience the value they’re looking for!

This carousel we created for our client Xage Med Spa does exactly that. Whether it’s a full-blown routine or some esthetician-approved truth about your skin, skincare audiences will have a field day with it.

Bonus points if it’s a really jarring ‘Did You Know?’ hot take from the professionals. It’s valuable information your audience isn’t getting from anywhere else!

5. Skincare Tips for Specific Skin Issues: 

Offer more than just general advice; get specific.

Take some notes from Neutrogena. Informative carousel posts already set your content apart. But ones tailored specifically to your audience’s issue, and include your products or service can solve them? 

Perfection.  

6. Product Launch Teaser: 

Okay, for big product launches, we know you’ll run to Reels. (Btw, we’re not blaming you. Product launches are meant to make waves!) But carousels are another content type you can add to your launch strategy.

This Instagram carousel post from Tatcha is basically a masterclass in how to use an appetizer teaser to grab your attention and deliver you a satisfying entree and dessert.

There’s anticipation build-up, excitement from a beloved product, and stunning visuals to lead the user from slide to slide.

Side note: an invaluable skill in social content creation as a whole is knowing your audience inside and out. The effectiveness of this carousel balances on knowing how their audience would react to ominous news about a favorite product!

7. Q&A-Style Tips for Audiences: 

Q&As are great for packing in the info your audience needs (and let’s be honest, loves).

They also turn your carousel into a conversation hub. This carousel from skincare brand Ursa Major addresses frequently asked questions, showcases expertise, and engages and educates their community. 

Conversational and informative Q&A carousels establish your brand as a reliable source of knowledge while engaging your audience.

8. Bonus: Holiday Gift Guide

Did you really think we’d only give you one holiday Instagram carousel post idea??

A no-brainer, but also a big-brainer content idea to add context to your skincare products. It also helps to have slightly specific titles for each gift set. This will make it feel more tailored. And if there’s one thing we know about Instagram users, it’s that they love custom content! 

Plus, it does like 90% of the work for your user. So they’ll love you either way.

P.S. You can make gift guides for so many occasions year-round. Astrology signs, Valentine’s Day, Groundhog day—you name it!

It’s About Time You Had Some Stunning Social Content

Are you now super pumped to use these ideas and take your skincare brand’s social presence to the next level?

Well, we’ve got much more where that came from. Plus, we have a seriously talented graphic designer to make all the Instagram carousel posts your heart desires!

Scott Social is a boutique social media marketing agency based in Phoenix. We understand the audiences and trends in the skincare industry that’ll take your social game leagues beyond where it is now. 

If you're ready to take your skincare brand to the next level on social media, let's chat! Here's to glowing skin and captivating content! 🥂