Users can now post longer Reels on Instagram for more engaging content creation.

What’s new?

Instagram has officially doubled the maximum length for Reels, allowing creators to post videos up to 3 minutes long. This announcement represents a significant shift from the previous 90-second limit, opening up new opportunities for creators.

Within the music space, this could allow for sharing a music video, more behind-the-scenes content, or promoting a new track. The extended time allows for more time to share your promotional content.

Why the change?

Instagram has historically advised creators that videos longer than 90 seconds are bad for content performance. In fact, the platform shared advice only this month that: We recommend videos to unconnected audiences that are 90 seconds or less, and find that the sweet spot for engagement is with Reels between 30-90 seconds.

However, this announcement shows a departure from previous statements by Instagram chief Adam Mosseri who expressed that longer videos would compromise the platform’s “core identity to connect people with friends”. Instead, Instagram appears to be responding to creator feedback for more flexibility over the length of their Reels.

Instagram has also tested extending the limit to as much as 10 minutes but has held off, leaving the ability to post long videos to non-Reels posts.

A strategic shift or copying TikTok?

This announcement came as TikTok was preparing itself for its (now overturned) ban, with Instagram seemingly trying to present itself as the best alternative for users. 

However, the move could simply be trying to align Instagram with its competitors. TikTok introduced 3-minute videos in 2021, and YouTube recently expanded Shorts to the same length.

Extending the time limit provides new opportunities for creators to produce richer content and engage with their audiences.

RouteNote partners with Meta to help independent artists and labels distribute music to Instagram, Facebook, and other major platforms for free. Upload your tracks to make them available in Reels, Stories, and more to connect with your audience.