Instagram has officially increased the maximum duration of Reels to three minutes, up from the previous 90 seconds. The announcement aligns with its broader strategy to position itself as a viable alternative to TikTok, particularly as TikTok faces a looming ban in the United States.
As Instagram’s head Adam Mosseri explained:
“Starting today, you can upload Reels to Instagram up to three minutes long. Now, historically, it’s only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video.
But we’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short, so we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.”
While this change gives creators more room for storytelling, it seems to contradict Instagram’s previous advice about the ideal length for Reels.
As recently as earlier this month, Instagram recommended against posting videos longer than 90 seconds, citing a negative impact on content performance. Instagram has also repeatedly shared tips to creators, stressing that shorter Reels tend to perform better.
So, while the three-minute limit offers more creative flexibility, it also raises questions about whether creators should actually take advantage of it. As one content strategist on Twitter remarked, “Instagram says longer videos flop, but also gives us the option. Make it make sense.”
This shift follows earlier tests by Instagram, where some users were allowed to upload 10-minute Reels. The platform appears to be experimenting with ways to keep pace with competitors like TikTok and YouTube Shorts, both of which now support longer videos.
But whether creators will embrace this update—and whether audiences will engage with longer clips—remains to be seen. The effectiveness of extended Reels will depend on the content itself and how well creators know their audience.