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Instagram Officially Expands Reels Length to 3 Minutes


Regardless of whether TikTok gets banned in the US or not, Instagram is certainly making a bunch of moves that seem to be in line with trying to present itself as the best alternative for users.

Today, Instagram has officially announced that users can now create 3-minute reels in the app, allowing extra time for your short-form masterpieces.

Instagram reels of 3 minutes

As he explained Instagram boss Adam Mosseri:

“Starting today, you can post Reels on Instagram up to three minutes long. Historically, it’s only been 90 seconds, and that’s because we wanted to focus Instagram on short-form video, not long-form. But we’ve heard a lot of feedback from many of you creators that 90 seconds is just too short, so we hope that increasing that limit to three minutes will help you tell the stories you really want to tell.”

But wait, didn’t Instagram just tell us a few months ago that videos longer than 90 seconds were negative for content performance?

That, yes, it is:

Instagram longer reels

In fact, Instagram has repeatedly advised creators that posting longer reels is a bad idea, including this tip it shared earlier this month:

Instagram reels of 3 minutes

So I guess you can post longer reels if you want, but you probably shouldn’t, based on Instagram’s repeated advice?

Anyway, Instagram was experimenting with longer reels some time, with 10 minute reels even tested with some users.

So it’s not a new concept, although it could also better align Reels with TikTok, allowing users to post longer videos in a stream. YouTube and officially extended the duration of Shorts to three minutes earlier this month, after announcing it last year, and in this sense, Instagram really just wants to keep up with the competition and provide more creative opportunities for its users.

But whether it should be done, I don’t know.

It all comes down to the content itself and your audience, and there may be more possibilities in longer clips than Instagram has seen before.

But IG’s current advice is that you shouldn’t post Reels longer than 90 seconds.

But now you can. If you want.





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