There’s been a bit of a buzz recently around a major Instagram update, and it’s one that’s going to change how users and creators interact with the platform. Starting today, Instagram Reels can now be up to 3 minutes long, doubling the previous 90-second limit. This update is revealed Adam Mosseri, Instagram’s head, who left no doubt that the change comes from user feedback.
However 90 seconds turned out to be severely lacking time for many users to express their creativity or tell their stories. It is a major turnabout for Instagram, which has resisted longer video to support its fast sharing identity. As the short form video space stiffens, Instagram is doing what they should be doing to stay competitive — short form videos.
Why Instagram Reels Are Getting Longer
The decision to extend the length of Instagram Reels comes after consistent feedback from creators and users who wanted more time for storytelling. Instagram began shying away from longer videos at first because they would have strayed off of its core mission of connecting people with friends, but Mosseri said the demand for bigger content couldn’t be ignored.
The update also makes Instagram a much more formidable rival to TikTok, which has been dominating in the short video space. Since its introduction of 3-minute videos in 2021, with more recent experiments with even longer forms, Instagram has been forced to take a second look at its strategy. The new 3-minute limit strikes a balance, giving creators more flexibility without losing the fast-paced nature that makes Instagram Reels so engaging.
What This Means for Creators
For content creators, the 3-minute limit on Instagram Reels opens up exciting possibilities. Now, creators have more space to flex and begin experimenting with their videos with everything from in-depth tutorials and mini-vlogs to creative storytelling and behind the scenes content. This is great especially for educators, fitness influencers, and artists that need more time to create and deliver great and valuable content.
Longer videos also give more chance for engagement. That gives creators more time to connect with their followers and create emotional bonds; in turn, they can unveil more about themselves to followers. The longer duration allows creators to package a lot more value into a Reel for a product demo or a quick cooking recipe, for example.
A Step Toward Longform Content?
Twitter raised questions about the future of Instagram with its new 3 minute limit, which is nevertheless a clear state of the art update. Meta has reportedly tested even longer video formats for Instagram Reels, with some experiments extending to 10 minutes. Yet Mosseri says the Facebook app will be prioritising short form videos for now in order to preserve its distinctness.
The middle ground between short and long form content could be described as this update. It paves way for creators to do more, without breaking the platform’s purpose. It’s also unclear whether Instagram will expand Reels further, though for now users have the creative freedom the 3-minute format provides.
How Instagram Stands Against TikTok
There’s no denying that Instagram and TikTok are at war for control of the short video game. This set a precedent when many platforms attempted to follow up TikTok advancing 3-minute videos. By extending Instagram Reels to match TikTok’s offerings, Meta is ensuring that its platform remains competitive and appealing to both creators and audiences.
This update, meanwhile, comes at a crucial moment for TikTok, which is being seriously challenged by its regulators in the U.S, where a ban remains a possibility. As a result, Instagram stands a chance of grabbing more users and creators who may want a different way of posting their videos.
