In a recent LinkedIn post, Matt Gray discusses a strategic approach to creating Instagram carousels that function as long-term, valuable assets for businesses. Gray outlines a four-part framework for carousel styles, details a specific design process emphasizing copy first, and explains why this content format remains effective for driving engagement and conversions.
Understanding Instagram Carousel Styles
Matt Gray identifies four distinct styles of Instagram carousels, each serving a unique purpose in a content strategy. He explains that the choice of style depends on the desired outcome and the nature of the message being conveyed.
The Four Carousel Styles
According to Gray, these styles are:
- Long Form Carousels: These are ideal for collections, philosophical content, and discussions around overcoming challenges like perfectionism. They aim to inspire action and deep reflection.
- White Paper Carousels: Characterized by a clean, minimal design, these are information-dense and suited for delivering in-depth knowledge.
- Lifestyle Carousels: These offer a more personal touch, providing behind-the-scenes glimpses and a relatable connection with the audience.
- Black Carousels: Described as the “joker cards,” these are intended for infrequent use, perhaps once or twice a month, due to their detailed nature and the time investment required.
The Design Process: Copy First, Design Second
A crucial element of Gray’s strategy is the design process, which he insists must prioritize content over aesthetics. He emphasizes that the copy should be finalized by the entire social team before any design work begins.
“The most important part: copy. Finalize copy in a Google Doc with the whole social team before ever moving it to Figma. Nonnegotiable. Copy first, design second.”
Once the copy is locked, Gray suggests bringing it to life in Figma, typically aiming for around 12 frames. His design philosophy involves using minimal, clean graphic elements, such as dots. He notes that a specific color-coding system for these elements can convey meaning without additional text.
Crafting a Compelling Call to Action
Gray highlights the critical role of the Call to Action (CTA) within carousels. He argues that the objective extends beyond simply gaining followers; it’s about offering a lead magnet to monetize and reinvest in the business.
“The CTA is the most important part. You are offering people a lead magnet, not just growing Instagram followers. You are trying to monetize so you can reinvest in people, product, and lifestyle.”
To achieve this, Gray advises compelling users to comment with trigger words that initiate automation, such as ManyChat. This directly drives traffic to lead magnets, significantly boosting the post’s potential for virality.
The Enduring Value of Instagram Carousels
Matt Gray explains that the effectiveness of carousels stems from how Instagram’s algorithm interprets user interactions. Saves signal lasting value, while shares to stories are seen as social proof, encouraging wider distribution.
“When someone saves your carousel, that’s not just engagement. It’s a signal to Instagram that this content has lasting value. When someone shares to their story, Instagram sees that as social content worth distributing through the algorithm.”
Furthermore, Gray points out a key advantage that many overlook: the long-term performance of carousels. Because the information is often timeless, these posts continue to attract and engage new profile visitors weeks and even months after publication, serving as evergreen content.
📝 About This Content
This article is based on insights shared by Matt Gray on LinkedIn.
📅 Originally posted on March 7, 2026 | View original post on LinkedIn →