This is debatable depending on what you consider to be “best.” When looking at popularity, the most popular type of content is still the single-photo post, the original content type of Instagram.  When considering performance, engagement is the key metric that you want to exploit if you want your Instagram to grow. For engagement, carousel posts, posts that have more than one photo, have the highest engagement rate on the platform, 1.94%.  Another popular type of content is Instagram stories with over 500M daily users. It’s important to keep your content well-rounded and offer your followers a variety while taking advantage of the top content types.  The more versatile and well-developed your Instagram content is, the more professional and reputable people will find your brand or business to be. Since almost 90% of people use Instagram to evaluate brands, products, and services, establishing yourself with versatile content and a professional, relatable image is of absolute importance on Instagram.