Instagram Expands Reels Limit to 3 Minutes
Instagram just dropped some big news—Reels can now go up to 3 minutes long! Yep, no more cramming all your ideas into 90 seconds or less. Whether you're a creator, a brand, or someone who just loves to make content, this update opens up so many new possibilities. Let’s break it down.
What’s New?
Instagram officially doubled the time limit for Reels, moving from 90 seconds to a full 3 minutes. For creators, this is a game-changer. If you’re in the music space, for example, you can now share more behind-the-scenes clips, create a full music video, or promote your latest track without feeling rushed.
For businesses, longer Reels could mean more space for storytelling, tutorials, or sharing value-packed content. Let’s be real—this extra time is like hitting the content jackpot for anyone trying to engage with their audience.
Why the Change?
Here’s the tea: Instagram used to say that videos over 90 seconds don’t perform as well. Literally just this month, they were still recommending keeping Reels between 30-90 seconds for “better engagement.” So, what gives?
It looks like Instagram is finally listening to creators who’ve been asking for more flexibility. While Instagram chief Adam Mosseri once said longer videos could ruin the platform’s “core identity,” it seems the feedback (and maybe TikTok’s influence) pushed them to make the move.
They’ve even tested Reels as long as 10 minutes but decided to hold off—for now. That’s probably because anything longer would step into non-Reels territory, which already exists on the platform.
Wait… Is This TikTok Energy?
Let’s be honest: Instagram’s been in TikTok’s shadow for a while now. This update comes at a time when TikTok was facing its (now overturned) ban, so Instagram might be positioning itself as a solid alternative for users.
But beyond that, Instagram’s just playing catch-up with competitors. TikTok rolled out 3-minute videos in 2021, and YouTube recently expanded its Shorts to the same limit. Instagram knows that creators want more room to share their ideas, and longer Reels make the platform more competitive.
What Does This Mean for You?
For creators, this is your time to shine! Longer Reels mean more storytelling, deeper engagement, and richer content. Whether you’re building your brand, sharing tutorials, or just vibing with your audience, those extra minutes could help you connect in a bigger way.
So, get creative, test out the new 3-minute limit, and see how your audience reacts. The future of Reels just got a whole lot more interesting. What do you think—are you excited to create longer content or do you prefer the OG short Reels format?
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.