Instagram Reels length: how long should your Reels be?

Instagram Reels have completely changed the game for brands, forcing them to rethink their approach to Instagram marketing and how they connect with users.

These bite-sized videos grab attention way faster than static posts, delivering higher engagement in less time. It’s no wonder Reels usage jumped 46% year-over-year as more brands realize their potential.

There’s a key factor at play, though: your Instagram Reels length.

Get it right, and you’ll have your audience’s full attention. But if you get it wrong, they’ll scroll past in seconds. Whether you’re aiming for a quick hit of entertainment or a more detailed story, finding that sweet spot is crucial.

In this guide, we’ll help you figure out the perfect Reel length to make sure your message lands and keeps viewers coming back for more.

How long can Instagram Reels be?

Instagram Reels can be between 15 seconds and 3 minutes long.

Previously, Reels were limited to 90 seconds until Instagram extended the upload length in January 2025.

“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.” - Adam Mosseri, Head of Instagram

Instagram also lets you play around with built-in editing tools. You can trim, merge, or pull clips from your camera roll to make your Reel just right. Don’t shy away from experimenting with different durations to find what keeps your audience engaged without losing their interest halfway through.

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Can you upload longer Instagram Reels?

Yes, you can upload longer Instagram reels. Here’s how:

• Open Instagram and tap the “+” button, then select Post.
• From your gallery, choose the longer video you want to upload.
• Tap Next to enter the editing stage — here, you can cut, swap clips, or add audio, text, stickers, and voiceovers.
• Select the arrow button in the top-right corner of your screen.

• Then, tap Edit Cover to select or upload a cover image. You can also choose how the video will appear on your profile grid.
• Tap Done.
• Fill in the details like video description and tags. Note that you can choose whether you want the video to stay on your main profile display or just on your Reels grid.
• Finally, tap Share.

Once uploaded, your video will appear under the Reels tab on your profile.

How long should an Instagram Reel be?

The ideal length for an Instagram Reel depends largely on your content goals.

For fast, punchy content — think: product teasers or quick updates — 15 to 30 seconds is the best fit. This is where you get in, deliver the goods, and get out before losing attention.

But if you’re looking to tell a story, teach a tutorial, or show something more complex, stretching your Reel to 60 or 90 seconds lets you engage viewers without rushing them.

However, reels longer than 90 seconds? Not Instagram’s favorite.

In a recent conference, Instagram’s team pointed out that videos longer than 90 seconds can “hurt distribution” — meaning your content may not reach as many people as shorter videos do.

According to our data, if you want your Reels to get as many views as possible, the ideal Instagram Reel length is 1 minute.

Keep in mind, though, that Instagram’s algorithm loves content that gets watched all the way through, and shorter videos are easier to finish (and re-watch), which is great for engagement.

Imagine two scenarios:

1. Viewers watch all 30 seconds of your Reel.
2. Viewers watch 45 seconds of a 60-second Reel but don’t finish it.

Now, even though the viewer spent more time on the longer video, the algorithm views incomplete viewing as a sign that the content didn’t resonate fully, which can limit the Reel’s reach.

So, regardless of what works for others, make your Reel as long as necessary to deliver your message, but as short as possible to keep viewers hooked and make them watch until the end.

Aim to capture attention within the first 3-5 seconds by featuring a strong hook or a surprise element. This can keep viewers engaged and encourage re-watching or sharing.

You also want to leave viewers curious and wanting more — this compels them to explore your profile and binge-watch your other videos.

How long should an Instagram Reel be to drive more comments?

Reels that encourage interaction — especially those that pose questions or prompt discussions — often attract more comments.

But what is the ideal Reel length if you want to spark discussions?

Well, according to our data, 2-minute-long Reels get the most comments. That’s because they allow enough time to build intrigue and give viewers the space to share their thoughts or experiences.

That’s double the length of Reels optimized for views, so make sure to pick the right Reel length according to your goals.

How long should an Instagram Reel be to drive more shares?

The good news is, 2-minute-long Reels also get the most shares, so you’re basically getting double the results with the same amount of effort. Some possible reasons why that is:

• longer Reels allow for more detailed storytelling that can build emotional connections and spark discussions
• you can cover educational or how-to content more thoroughly, and this is the type of content people tend to save, share, or comment on with questions or feedback.

Discover your ideal Reels length through competitor analysis

When you’re figuring out the best video length for Instagram Reels, analyzing competitors’ videos is non-negotiable. Sure, you might be tempted to rely on past successes, but competitor analysis can reveal opportunities you’re likely to miss otherwise.

It’s not enough to just look at views — focus on the Reels that drive social media engagement, not just passive consumption. Interaction is what really moves the needle in terms of business outcomes, so it’s crucial to understand how your competitors are fostering meaningful interactions with their audience.

This is where Socialinsider comes in.

At its core, Socialinsider is a social media analytics platform that delivers detailed insights across multiple social platforms, including Instagram. It’s designed to help you — as a marketer or business owner — understand how well your content is performing in terms of engagement rate, social media reach, impressions, likes, and comments.

But Socialinsider goes beyond just your own numbers. One of its standout features is its ability to offer in-depth social media competitor analysis.

You see exactly how your Instagram Reels compare to others in your field through competitive social media benchmarks.

Maybe your competitors are getting more engagement with shorter, punchy Reels, for instance. This could be a clue that your audience likes quick hits, too. Or, if longer Reels seem to be doing the trick, it might mean your viewers are into more detailed content.

You’ll get actionable, real-time data and competitive insights to help tailor your own Instagram strategy and optimize your content to outperform them.

Why competitor analysis matters?

Instagram Reel hacks are fun, but understanding what makes your competitors’ top-performing Reels succeed? That’s where the real advantage kicks in.

Take note of patterns — if their Reels of a certain length consistently blow up, it’s a strong clue about what resonates with your shared audience. But don’t just… copy their content. Look deeper into engagement rates and overall interaction to get a deeper sense of what drives those results.

For example, if shorter Reels (15-30 seconds) are driving high engagement, this likely suggests your audience also prefers concise, to-the-point content. But if longer Reels (60-90 seconds) receive better engagement, it could mean they’re drawn to more in-depth storytelling or educational content.

How to use Socialinsider for Instagram Reels analytics?

Now, let’s talk about how to actually use Socialinsider to gain these insights.

First things first, you need to add your competitors’ social media profiles — in this case Instagram — to your Socialinsider dashboard. This gives you access to all the key performance metrics for each of their Reels.

Here’s a step-by-step process for accessing Socialinsider’s analytics:

Step 1: Add competitor profiles

Begin by searching for your competitors on Socialinsider.

For instance, I added Target to my dashboard to see how its Instagram Reels are performing.

Click Search, followed by Add profile.

Step 2: View profile metrics

Notice how Target’s profile is automatically featured on the Profile tab on the left-hand side of the screen. From there, you can click on the profile to view the brand’s Instagram analytics, including engagement, reach, and impressions.

Step 3: Filter for Reels

To focus specifically on Instagram Reels, select Posts. Then, click Filters, and check off Reels under the Media menu.

Select Apply (1) filters.

Step 4: Review key metrics

Now that you’ve filtered by Reels, you can click on individual Reels to analyze their performance.

Socialinsider provides you with a detailed breakdown of Instgaram metrics, such as:

• Comments: You can see how many comments a Reel has received. This is critical for gauging how engaging and interactive the content is.

• Likes: A Reel’s like count is an immediate indicator of how well it resonates with the audience.

• Engagement rate per Reel: Socialinsider calculates engagement rate by dividing the number of interactions by either follower or reach, giving you a clear picture of how effective each Reel is.

• Reach and impressions: These social media metrics give an idea of how far your competitors’ content is spreading. Reach refers to the unique number of people who have seen the Reel, while impressions measure the total number of times it has been displayed.

Beyond individual Reels, Socialinsider also offers aggregated Reels analytics.

In addition to per-Reel analytics, Socialinsider offers a dedicated section with aggregated Instagram Reels analytics. This feature is perfect for spotting content trends and understanding long-term performance.

Here are some key metrics to track:

• Reels distribution: How often are your competitors posting Reels? Consistency is key to keeping your audience engaged, and this metric helps you track it.

• Average reels engagement: Averages out the likes, comments, and shares per Reel, so you can easily gauge overall content performance.

• Engagement rate per reach: Measures the percentage of people who engaged with the competition’s Reel after seeing it. It’s a great way to see how their content connects with your audience.

• Likes and comments (individual & aggregate): Provides a detailed look at how each Reel performs and presents the overall trends.

• Engagement rate per impressions: Similar to engagement per reach but includes repeat views. This helps you understand how well the competition’s content sticks.

• Reels reach distribution: Tracks how far the competition’s Reels are spreading, offering insights into their content’s ability to boost brand visibility.

Why these metrics matter?

Metrics like engagement rate, comments, likes, reach, and impressions are crucial to understanding how your competitor’s (or your) content performs and how it impacts your overall social media strategy.

Optimizing Reel length based on Socialinsider analytics

Once you’ve got the competitor data from Socialinsider, it’s time to level up your Instagram Reels.

Now, you don’t just want to focus on tweaking the length. Instead, dive deeper into what makes the competitor’s Reels click with your audience. Is it the fast-paced transitions of shorter clips? Or maybe the depth of longer tutorials or behind-the-scenes glimpses?

The good news is that Socialinsider does more than just show you numbers — it helps you understand the storytelling, pacing, and themes that hook your viewers. Short Reels? Great for snappy, eye-catching content. Longer ones? Those are best suited for delivering valuable, in-depth content.

Consider the data as a roadmap to experiment with different formats, storytelling styles, and calls to action that match your audience’s preferences.

Finally, keep experimenting, refining, and adjusting — not just for finding the perfect video length for Instagram Reels, but to keep your video content fresh, engaging, and totally in tune with your viewers.

Instagram Reels best practices

Follow these Instagram best practices to improve both the reach and engagement of your Reels:

• Grab attention in the first 3 seconds. The first few moments of your Reel are make-or-break. A captivating visual or an intriguing question right off the bat will hook viewers and keep them around. Studies show the opening moments are crucial in determining whether someone watches the whole thing—and shorter Reels often loop, boosting your views.

• Use trending music and hashtags. Instagram trending audio and music are your best friends. Instagram’s algorithm loves it when you ride the trend wave. Pair that with relevant, trending hashtags, and you’re upping your chances of being discovered by a larger audience.

• Incorporate clear call-to-actions. Tell your viewers what to do next. Whether it’s leaving a comment, following your profile, or sharing the Reel, a CTA not only drives engagement but also funnels traffic to other areas of your account, like your bio or products.

• Optimize for mobile. Since Reels are mostly viewed on mobile, stick to the 9:16 aspect ratio (1080 x 1920 pixels) for the best display. Make sure no important text or visuals get cropped out by Instagram’s interface. A mobile-friendly video is more likely to keep viewers watching.

• Use reels analytics to improve. Check out Instagram’s insights to see how your Reels are performing—look at metrics like engagement rate or impressions. This data shows what your audience is into and helps you refine future content based on what’s actually working, not just guesswork.

• Post consistently, but focus on quality. Consistency is important, but don’t sacrifice quality. Posting regularly matters, but engaging, well-thought-out Reels that reflect your brand will keep your audience hooked and eager for more.

How long can an Instagram Story be?

It’s also common to share Instagram Reels to your Stories. When you do this, the Reel will appear as a 15-second preview. If viewers are interested, they can tap on the Story to watch the full Reel on the Reels tab. This method is a great way to boost engagement since it directs users to explore more content on your profile.

Keep in mind that all Instagram Stories disappear after 24 hours. But if you still want to feature them on your profile, you can save in the Highlights section.

The length of Instagram Reels vs. TikToks vs. YouTube Shorts

TikTok vs Reels vs Shorts — what’s the ideal video length for each platform?

When creating videos for TikTok, Instagram Reels, or YouTube Shorts, it’s all about playing to each platform’s strengths.

TikTok gives you the most wiggle room in terms of length, letting you dive into more detailed content when necessary. Meanwhile, Reels and Shorts are best suited for quick, punchy videos that capture attention fast.

YouTube Shorts, in particular, is a smart choice for creators aiming to drive viewers toward their longer YouTube content.

Here’s a quick comparison table detailing the length difference:

How long should an Instagram Reel be: our expert verdict

There’s no magic formula for how long your Instagram Reel should be. While Reels around 60 seconds long generally rack up more views and often align with Instagram’s algorithm, that doesn’t mean they’ll always move the needle for your business.

So, what’s the ideal Instagram Reel length? It depends on what you want to achieve, who your audience is, and the type of content you’re sharing.

The case for shorter Reels

Shorter Reels tend to perform well in terms of views. Quick, snackable content grabs attention, often leading to more replays and shares in a fast-scrolling world, which boosts brand awareness. Instagram’s Reels algorithm generally loves these short-form loops because they get people hooked. Think: more impressions, more replays, more Explore page appearances.

Take Louis Vuitton, for instance. The brand uses short Reels to highlight exclusive BTS moments, product launches, and podcast snippets. Offering glimpses of its luxury products in quick, stylish clips helps it maintain its elite appeal while driving engagement through visually striking content.

However, while shorter Reels may spike your view count, they might not always drive meaningful business outcomes. A 7-second clip might catch the eye but lack the depth to explain a product or guide viewers through a tutorial. Therefore, for businesses with more intricate messaging, relying solely on short Reels could lead to high views but low conversion rates.

Longer Reels: the other side of the coin

On the flip side, longer Reels (60-90 seconds) give you more space for storytelling, and therefore, deeper Instagram engagement. These extended formats give you the time to walk viewers through a step-by-step process, showcase product features, or present brand narratives, making them more effective for nurturing leads or driving sales.

Sure, they might not get as many views as shorter ones, but the people who stick around are often more engaged and invested, which can lead to higher conversion rates.

Amtrak nails it with its longer Reels, using them to show off scenic train routes and the overall experience of traveling by train. The focus? Customer stories and behind-the-scenes glimpses. With each 60-90-second Reel, Amtrak weaves a narrative that builds trust and strengthens its connection with viewers, all while making train travel look appealing and relatable.

It’s easy to assume virality equals success, but retention and quality engagement often matter more. A 90-second tutorial might not go viral, but if it helps people understand your product better or fosters a stronger bond with your brand, it is far more valuable in the long run.

Finding the sweet spot

Experimenting is key to finding what works best for your audience.

While shorter Reels might grab attention quickly, you should test different lengths to see what really clicks.

For instance, an e-commerce brand might notice shorter product teasers spark interest, but longer how-to videos turn more viewers into buyers.

On the other hand, service-based businesses might discover that Reels in the 45 to 60-second range hit the perfect balance between visibility and providing valuable information.

In the end, let the data guide you. Keep an eye on Instagram’s analytics to track how your Reels perform. Are people tuning out after 10 seconds, or staying for the full minute? Use these insights to shape your social media goals and strategy, ensuring you’re optimizing for both views and conversions.

Final thoughts

All in all, remember that while different Reels durations can serve various content types, the focus should always be on delivering compelling, high-quality content that aligns with your audience’s preferences.

Experimenting with different Reel lengths and analyzing their performance can help you refine your strategy and make the most of this versatile feature on Instagram.

FAQs about Instagram Reels’ length

How long should a reel be to go viral?

There’s no specific length that guarantees a Reel will go viral, but as of May 2025, Reels around 60 seconds long tend to perform better. This is because shorter content is easier to consume and encourages viewers to watch the entire video, which boosts completion rates, a key factor in Instagram’s algorithm. However, the most important factor is creating engaging, high-quality content that captures attention quickly. If your content resonates with your audience, is shareable, and aligns with current trends, it has a higher chance of going viral, regardless of its length.