How Long Can Instagram Reels Be?

Instagram has been the world's most popular photo-sharing app for many years now. But recently, it's evolved in other ways, too. As more and more people are watching videos online, Instagram has to make sure it is offering what users want. Even though videos aren't the platform's default, they're getting way more engagement than static posts. If you're looking to grow your following on Instagram, you should definitely be taking advantage of all the video posting formats the platform has to offer. 

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One of the first things to think about is how long can Reels be on Instagram. You also need to decide what length is going to be most effective for your content.

To find the answers, let’s dive deeper into the topic!

How Long Can Instagram Reels Be? 

UPDATE: As of January 2025, Instagram has expanded the maximum length for Reels to 3 minutes, doubling the previous 90-second limit. This change, announced by Instagram head Adam Mosseri, responds to user feedback requesting longer storytelling formats.

The Evolution of Video Content on Instagram

IGTV was first announced way back in 2018. The idea was that it would become YouTube's long-form competitor, but the original plan didn't really work out.

Instagram retired IGTV in October 2021, merging it into the main Instagram video format. The company made this change to streamline its video strategy and focus on Reels, which saw a boost in popularity following the success of TikTok.

The main changes that took place were:

1. Instagram Video is the new single format that combines regular Instagram video posts with IGTV.
2. The standalone IGTV app got a rebrand and became "Instagram TV", but it was discontinued later.
3. There was a big shift in focus toward short-form Reels.
4. Videos in the main feed can now be as long as 60 minutes.

If you’re still asking “Can Reels be longer than 90 seconds?” it might be because you remember the way IGTV used to be. This change shows that Instagram was looking for a new direction, away from longer content and toward shorter videos. The shift matched what people were looking for and kept up with competitors like TikTok.

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The Original 15-Second Reels

Remember the time when Instagram Reel maximum length was 15 seconds? When Instagram Reels first came out in 2020, they set a strict time limit of 15 seconds for videos. This was to make them similar to TikTok, so that people could create quick videos to watch and share easily.

The thinking behind the initial 15-second limit was to encourage the creation of short, attention-grabbing videos that would keep users engaged and scrolling through the Reels feed.

Expanding to 60 Seconds

As Instagram Reels caught on and users got more familiar with the format, it was clear the platform needed to offer more flexibility. In 2021, the maximum length for Reels was extended from 15 seconds to 60 seconds.

This update was a direct result of user feedback and changes in what the Instagram community wants to see. The longer Reels gave creators more room to tell more complex stories, show off their skills, or go deeper into a topic without feeling like they were limited by the 15-second format.

Even though many were still convinced that the perfect average Instagram Reel length is about 7-15 seconds, creators now had a lot more freedom. 

The Current 90-Second Instagram Reel Video Length

In 2025, Instagram has increased the maximum Reel duration to 3 minutes, doubling the previous cap of 90 seconds introduced in 2023. This update reflects the platform's effort to support more in-depth storytelling and align with evolving trends in content creation.

The extended time frame provides creators with even more opportunities to incorporate detailed narratives, advanced editing techniques, and a greater variety of multimedia elements. However, with the longer format, creators face the challenge of maintaining viewer engagement throughout the entire video, emphasizing the importance of compelling content and pacing to hold audience attention.

A Few Quick Tips to Increase Viewer Retention

1. Hook viewers in the first 3 seconds

• Open with movement, surprise, or an intriguing question
• Start with your best content
• Use text overlay like "Wait for it..." or "Watch till the end"

2. Focus on content structure

• Get straight to the point - no long intros
• Create a clear narrative arc
• Build anticipation throughout
• End with a satisfying payoff or reveal

3. Use different technical elements

• Use trending music/sounds
• Keep transitions smooth and quick
• Add dynamic text overlays
• Use jump cuts to maintain pace
• Ensure good lighting and clear audio

It's important to keep an eye on your Reels analytics to see where your viewers are dropping off and make any necessary adjustments to your content. Also, your first few reels might need a bit of trial and error to find what really resonates with your specific audience.

Will Reels Get Even Longer?

Right now, the Instagram Reels time limit is 90 seconds, and it looks like the company is not planning on extending the limit in the future. In a statement, Adam Mosseri, the CEO of Instagram, said that short-form content is the format that helps users not just explore their interests but also connect with friends. Long-form content can sometimes fail to get both of these jobs done. 

How Do I Post a 3 Minute Reel on Instagram? 

The current Reels length Instagram allows is limited to 90 seconds, so you can't post a 3-minute Reel directly on the platform. If you have a longer video, you can either make it into multiple shorter Reels or post it as a regular video on your feed. In the latter case, your limit will be 60 minutes. 

What Reel Length Should You Go For?

In your specific case, how long does Instagram Reels last? 

Making a good Instagram Reel needs some planning and thinking through. You've got to think about what your audience likes, your content objectives, and the way the platform's algorithms work. Only then you can decide on the right length for your videos.

• If you're looking to grab users' attention while they're scrolling, shorter Reels (15–30 seconds) can be a good choice.
• You might also want to aim for 15-30 seconds to maximize algorithm favorability.
• Reels that are longer—around 60 to 90 seconds—are great for in-depth storytelling, educational content, or product/service reviews.

Can Instagram Reels Be Longer Than 2 Minutes? 

Instagram Reels can't be longer than 2 minutes. Currently, the longest they can be is 90 seconds, so anything over 2 minutes won't work. If you really need to post a longer clip, simply share it as an in-feed video. 

Should You Adapt to the Changes or Continue Making Shorter Reels?

If creators keep up with the latest Reel length, Instagram updates, and best practices, they can make their content strategies better, get creative, and make the most of the growing popularity of short-form videos on Instagram.

In any case, you might want to experiment with different lengths, before choosing the one that works best for you. 

Here are a few tips for analysis:

1. Look for patterns in your best-performing content.
2. Compare metrics week-over-week and month-over-month (reach, engagement rates, completion rate, save rate, share rate, etc.).
3. Track which types of calls-to-action work best.
4. Monitor which hashtags bring the most engagement.
5. Note seasonal trends in your metrics.

And these are some general benchmarks for Instagram reach and engagement metrics across different account sizes:

Reach Rates (% of followers that see your content):

• Excellent: 50%+ of followers
• Good: 25-50% of followers
• Average: 10-25% of followers
• Below average: <10% of followers

Engagement Rates for Reels (likes + comments / followers):

• Excellent: 6%+
• Good: 3-6%
• Average: 1-3%
• Below average: <1%

Video Completion Rates:

• Excellent: 50%+
• Good: 30-50%
• Average: 15-30%
• Below average: <15%

How to Make Instagram Reels Longer? 

There is no answer to the question of how to make a Reel longer than 90 seconds on Instagram. Unfortunately, there is no way to directly create an Instagram Reel video that exceeds 90 seconds in length. If you have a longer video, you'll need to either edit it down to fit within the 90-second limit or explore alternative content formats.

Final Thoughts

Instagram Reels getting longer is proof the platform listens to its users. It started out at 15 seconds, then went up to 90 seconds, giving content creators the tools they need to succeed in the short-form video market. 

Keep in mind that there is a different Reels length Instagram gives more weight to based on how much engagement and retention they get. Smart creators often try out different durations and keep an eye on how their videos are doing to find the sweet spot for their audience and niche.

As we all know, coming up with engaging, high-performing Instagram Reels can take a lot of time and effort. That's where BigMotion steps in as a game-changer. 

The platform's AI-based technology handles the heavy lifting, from scriptwriting and image generation to voice-overs and captions, so you can be sure your Reels are polished and ready for posting with no hiccups.

Get to know BigMotion and see how AI can help you create amazing reels to supercharge your Instagram presence!

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