Quick Tip: Do Reels Still Outperform Photos?
Yes, but it’s not as clear cut as it used to be. Reels still beat single photo posts on reach and overall engagement rate, often pulling in two to three times the reach of a plain image post. But carousels, the multi-photo swipe-through posts, are quietly catching up and sometimes even beating Reels on pure engagement depth. The short version of this answer is don’t drop photos entirely, just don’t lead your social media strategy with them either.
Why?
Reels get a real boost because Instagram’s algorithm treats them differently. Instead of mostly showing up to your existing followers, Reels get pushed out to new audiences through the Explore page and the algorithm’s discovery feed. That’s a huge advantage for a dental practice trying to reach new potential patients in your area, not just the people who already follow you.
But “more reach” and “more engagement” aren’t the same thing. Recent data shows carousels, those swipeable multi-image posts, often generate stronger engagement per person who actually sees them, since people tend to swipe through and spend more time with multi-part content. So Reels win the reach game, while carousels sometimes win the “how much did people actually interact” game. Single static photos come in last on both counts.
For a dental practice, that means Reels are your best bet when you want new eyes on your practice, think before-and-afters set to trending audio, a quick office tour, or a fun team moment. Carousels are great when you want to actually educate, like walking through “5 signs you need a root canal” one slide at a time.
Best Practices
✔ Lead with Reels when the goal is reaching new potential patients
✔ Use carousels for educational content patients will actually swipe through
✔ Keep Reels in the 15 to 30 second range for the strongest engagement
✔ Use trending audio when it fits naturally, it can meaningfully boost performance
✔ Don’t abandon single photos entirely, just don’t rely on them as your main format
Common Mistakes
Posting only static photos and wondering why reach has stalled is the most common mistake right now. The algorithm simply favors Reels and carousels more heavily. On the flip side, some practices go all-in on Reels and skip carousels entirely, missing out on the format that often earns the deepest engagement for educational content patients actually want to learn from.
Format Performance at a Glance
| Single Photo | Carousel | Reel | |
| Reach | Lowest | Moderate | Highest |
| Engagement rate | Lowest | Often highest | Strong, but reach-driven |
| Best for | Quick updates | Educational, step-by-step content | Discovery, new patient reach |
| Algorithm boost | Minimal | Moderate | Strongest |
Learn More
Want more on building a social media strategy that actually reaches patients?
Dental TikToks and Reels: Best Practices, Ideas and Examples
Instagram’s New ‘Your Algorithm’ Tool: What It Means for Dental Practices on Social Media
What’s the Best Social Media App for a Dental Practice?
Stop the Scroll: How Dentists Can Create Dental Social Media Hooks That Actually Work
Frequently Asked Questions
Should my dental practice stop posting regular photos altogether?
No. Photos still have a place for quick updates and team moments, they just shouldn’t carry your whole strategy anymore.
Are carousels better than Reels for dental content?
It depends on your goal. Carousels tend to perform well for educational content, while Reels are stronger for reaching new potential patients who don’t already follow you on your dental social media accounts.
How long should a Reel be for the best engagement?
Shorter Reels in the 15 to 30 second range tend to perform best, with engagement dropping off notably past the 90 second mark.
Does using trending audio actually make a difference?
Yes, trending audio has been shown to meaningfully boost social media engagement compared to using original or no audio.
How often should a dental practice post Reels?
Consistency matters more than volume. A steady mix of a couple of Reels and a carousel or two each week tends to outperform sporadic, high-volume posting.
Adrian Lefler is the CEO and Co-Founder of My Social Practice and a recognized dental marketing expert with nearly two decades of experience. He is a trusted voice in dental marketing, AI in dentistry, and emerging technology, and he hosts BYTE SIZED, a podcast focused on dental AI, innovation, and technology.
