Is It Better to Upload a Video or Photo Carousel to TikTok?

TikTok was initially launched as a video-sharing platform for short-form content - like YouTube for consumers with shorter attention spans. But, while initially conceived of as just a place to share videos, TikTok has since launched the ability to share photo carousels, and despite TikTok being mainly for videos, photo carousels have become surprisingly popular.

Photo carousels allow creators to upload up to 35 photos in a carousel that users can swipe through - very similar to the ones offered on Instagram, although Instagram only allows users to post up to 20 photos in one carousel. These carousels might also been known as 'dumps' in social media parlance.

Whether you're a brand or creator on TikTok, using a photo carousel could be beneficial to your social media strategy. But are photo carousels ever better than videos? And when is it better to opt for a photo carousel over a traditional video? Let's dive in.

While it might seem that video content is the obvious answer to the question, the true answer is less straightforward. In fact, TikTok is currently trying to push photo carousels, claiming that they receive 2.9x more comments than video posts.

With engagement being infinitely coveted on TikTok, something that can garner more likes or comments than video content is sure to get creators thinking. While buying more followers is a good place to get started, you'll need to build on that following with engagement in the form of likes, comments, and reposts, and it seems that using more photo carousels might be the way to do it.

The truth is that neither one is better than the other - the best approach involves using a mix of both and knowing when a photo carousel or a video will do best. We'll help you establish which technique to use, when, with our handy guide to using both photo carousels and video content. It's worth noting that there tend to be trends for both image and video content, so by keeping up to date with the latest memes and trending topics, you can find content inspiration.

Here's when to make the most of TikTok's bread and butter - video content.

Photo carousels can be great for storytelling since the swipe feature makes users want to scroll to the end to find out what happens. But if you're telling a complex story with lots of parts, photo carousels just aren't sufficient. In such as situation, you'll need a video content to explain all the intricate details as well as using facial expressions to add context.

While a very basic how-to video can be shown via carousel, complex tutorials that rely on visual cues such as recipes or applying make-up are best left to video content. If viewers find it's too difficult to keep up with just photos and text, you'll lose them. Save the image carousels for more simple content.

One of the most popular types of video content is the 'Get Ready With Me' video or 'Spend the Day With Me'. Both types of video are great for creators who want to connect with their audience, showing their authentic side while giving followers a sneak peek into their lives. While parts of your daily routine can definitely be condensed into a carousel, it's hard to bring your audience along in the same way if you opt for images over video.

If you're reviewing a product - especially if it's one that a brand has sent to you to promote - you'll want to show it off properly, which calls for video content. While a list of your favourite or recommended products can work well in carousel format, if you're trying to show off just one product and how it works, a video is the best medium to use.

Here's when to try your hand at one of TikTok's most innovative offerings - photo carousels.

One of the most common uses of photo carousels on TikTok is recommendation lists. Users scroll along to check out your favourites, whether that's your favourite beauty products or travel destinations. You'll typically include a little text about the product or destination and some recommendation carousels even provide a rating out of 10 for each slide.

Another common way to use photo carousels is by posting before and after photos - and this doesn't have to mean weight loss. These pictures can also show a journey, such as you figuring out your personal style throughout the years, renovating a home, or, if you're a brand, making a product from scratch.

While complex or funny stories are best told through video, storytelling can also be extreme powerfully done through images. This works particularly well on carousels since users are inclined to swipe through to the last slide to see how the story ends. Since TikTok rewards you with more exposure and engagement when users swipe all the way to the end of your carousel, telling a gripping story seems like a great way to keep users hooked.

The easiest way to get to grips with what works for you is by using TikTok Analytics. If you've started posting photo carousels but they're not bringing in as much engagement as you'd like, use them for different content, then keep an eye on TikTok Analytics to see if engagement improves. Learning how to use carousels can be a case of trial and error, but don't be put off because you think TikTok's just for videos. By sticking to one type of content, you might be missing out on a whole new audience.