Prime Highlights:

Instagram now allows users to upload Reels up to 3 minutes long, up from 90 seconds.

The decision was based on user feedback, particularly from creators seeking more time for storytelling.

Despite the change, Instagram has previously advised against longer Reels for optimal performance.

Key Background:

Instagram has officially increased the maximum length of Reels from 90 seconds to three minutes, offering users more flexibility for creative expression. This significant change, announced on January 18, 2025, aligns with the platform’s goal of meeting the evolving needs of its community and providing more opportunities for storytelling within the app.

Adam Mosseri, Instagram’s chief, explained that the extension was based on extensive feedback from creators. “We’ve heard from many of you that 90 seconds just isn’t enough time to tell the stories you want to share. So, starting today, you can upload Reels up to three minutes long,” Mosseri said. This marks a notable shift, as the platform had previously limited Reels to shorter durations in an effort to maintain Instagram’s focus on brief, impactful content.

However, the announcement raises some questions, especially considering Instagram’s past guidance that longer videos tend to underperform. Just earlier this month, Instagram had advised against posting Reels exceeding 90 seconds, emphasizing that shorter content is more likely to succeed on the platform. The company had even tested Reels up to 10 minutes with a limited group of users, though this feature has not been widely rolled out.

Despite the conflicting signals, the extended Reel length brings Instagram more in line with its competitors, including TikTok and YouTube Shorts. Both platforms allow users to upload longer-form videos, and Instagram’s move to three-minute Reels reflects an effort to remain competitive in the fast-growing short-form video market. YouTube Shorts, for example, also increased its maximum video length to three minutes earlier this month.

While Instagram’s new update provides greater creative freedom, the impact on content performance remains uncertain. Creators may find that the extra time helps them convey more complex ideas, but it is still unclear whether longer Reels will outperform shorter ones in terms of engagement. For now, Instagram’s advice remains to focus on brevity, despite the expanded length. As users experiment with three-minute Reels, it will be interesting to see whether the shift improves content engagement or reaffirms Instagram’s earlier stance on shorter, more concise videos.