Instagram has officially increased the maximum length of Reels to 3 minutes, responding to user demand for longer content. This change, announced today by Instagram head Adam Mosseri, comes after over two years of the platform allowing videos only up to 90 seconds.
Previously, Instagram had been slow to extend the duration of Reels, despite experimenting with longer videos in the past. The company had even tested expanding the limit to as much as 10 minutes but ultimately held off on rolling out that feature. Instead, Instagram had allowed users to post long videos via non-Reels posts, leaving Reels as the go-to platform for short-form content.
Mosseri attributed the new 3-minute limit to widespread feedback from users who felt the previous 90-second limit was too restrictive for their creative ideas. He explained, “90 seconds just wasn’t enough,” underscoring that the decision came directly from the demands of the community.
This change is significant for Instagram, as it shifts the platform’s approach to video content. While Reels continues to emphasize short-form videos, the new 3-minute format allows for more in-depth content such as tutorials, reviews, and storytelling.
The move also comes as Instagram competes with TikTok, which has been allowing videos of up to 3 minutes since 2021. As TikTok faces mounting pressure and the threat of a potential US ban, Instagram is doubling down on long-form video, offering creators more room to express themselves while keeping the spirit of quick, engaging content intact.