What does the move mean for you? For starters, you now have room for tutorials, interviews, product demos, and other long-form stories, all inside the familiar vertical-video feed.
This sounds amazing, but because we’re discussing this platform, you know there’s also an Instagram algorithm consideration at play. The platform says it will still make broad recommendations of shorter Reels, but it may only push your longer videos to your followers. Don’t hit “record” on your next Instagram video, until you’ve read this article. We’ll break down exactly what’s changed, the upsides and drawbacks of going long, and how to decide when to stretch your Instagram Reels and when to keep them short.
What Changed and Why It Matters
It wasn’t long ago that Instagram announced it would allow for Reels to be up to 3 minutes long. Considering the original 15-second time limit and more recent update to 90 seconds, this seemed like generous news. But now the platform has done it again, quietly rolling out a major update that allows creators to upload Reels up to 20 minutes in length.
You’ll notice that this Instagram new feature puts the platform more in line with other services like TikTok and YouTube Shorts. But what does it mean for you?
Why Did Instagram Reels Length Change?
Basically, it seems that Instagram wants a way to bridge the gap between short-form content and full-length videos. It doesn’t necessarily want to send users to Stories and definitely not to other platforms for long-form content, so it’s keeping everything inside the Reels ecosystem.
This is actually a win for everyone. The viewer enjoys a seamless experience, which means more engagement. But there are benefits for you too. You’ll continue to enjoy the same tools and same Instagram feed, just with more breathing room.
Have you been wishing that you could share deeper, more informative Instagram content, like tutorials, interviews, product walk-throughs, and behind-the-scenes footage? If so, this new IG update is great news for you and your business.
But What’s the Catch?
You knew that this was coming. The new IG update sounds interesting, but what are you missing? Here’s the caveat: Instagram’s recommendation system will still prioritize boosting Reels that are 3 minutes or shorter. Longer clips can still perform well, but they’re more likely to be shown to your followers, not pushed to new audiences through the Explore page or Reels tab. This means that you may have more time to tell your story, but you may also need to work harder to be seen. There’s a trade-off here, but one that you can definitely make work.
The Benefits of 20-Minute Reels
Extending Instagram Reels maximum length to 20 minutes opens up a lot of new creative possibilities, especially if you’re a brand, content creator, or educator who has more to say than a 90-second clip can hold. Here are a few reasons why this Instagram change might work in your favor.
More Room for Storytelling
Everyone has a story, and now with 20 minutes to work with, you no longer have to worry about cramming everything you want to say into bite-sized chunks. When appropriate, you can now slow the pace and take your time when explaining an amazing product, sharing a helpful tutorial, walking through a complicated process, or even interviewing an interesting guest.
This extra breathing room can allow you to make more engaging Reels that are informative and valuable. That’s a big plus for audiences who are already interested in what you offer and are just waiting for you to say more.
No More of the “Part 1, Part 2” Messiness
You know exactly what we’re talking about. If you’ve ever had to split your Instagram video into multiple clips just to fit within the old time limits, you’ll appreciate this one. Longer Reels eliminate the need for awkward series posts that force viewers to hunt down the next clip to hear your entire story. You’ve seen the comments! Now you can deliver everything in one seamless video, which is great for both user experience and message clarity.
Cater Directly to Your Audience
You already have followers who are hanging on your every word, so it makes sense that longer Instagram content usually attracts viewers who are genuinely interested in you and what you have to offer. These viewers found you because they want to hear what you have to say.
In turn, this audience is more likely to stick around, interact with your content, and take action. That can translate into stronger engagement (more comments and shares), more DMs (so they can learn more about you and your products or services), more profile visits (to see what else you offer), and ultimately, more sales.
More Chances to Make More Money
Are you already monetizing your page using various Instagram ads? Are you looking for more ways to maximize your marketing efforts? The answer may lie in Instagram’s new feature.
When you post longer videos, you open more opportunities to earn money. Honestly, it just makes sense: longer content is the perfect place for mid-roll ads because users already expect them. You can also include branded content segments or tagged products during key moments. If your brand uses the Instagram app as part of your sales funnel, this added flexibility can be a major win.
Ideal for Repurposing
When you really consider it, one of the most incredible things about a 20-minute Reel is that it isn’t just a single piece of quality content. It’s a content hub! Seriously, from a single video, you can clip out three to five shorter Instagram Reels, turn key moments into Stories, and even repurpose the audio for posts or podcasts. That’s a major bang for your time-investment buck!
The Drawbacks of 20-Minute Reels
We know your mind is probably in overdrive, dreaming up all the things you can do with longer Reels. They definitely open up some exciting opportunities, but they’re not without their downsides.
Remember: just because Instagram increased the Reels video length, it doesn’t mean every piece of content should be stretched to 20 minutes. These are a few potential trade-offs to consider.
Discovery May Take a Hit
One of the biggest drawbacks of the new Instagram Reels video length limit is how it affects discoverability; that is, getting more eyes on your content. While the new IG update allows you to upload videos up to 20 minutes, Instagram has clarified that Reels over 3 minutes aren’t typically recommended to users who don’t already follow you. What does this mean? Your longer videos might still perform well with your existing audience, but they probably won’t go viral or reach new people on the Explore page.
Holding Attention Gets Harder
Obviously, longer videos have more available watch time to rack up total watch minutes, but this isn’t any guarantee of great performance. Why? Because completion rates naturally tend to drop as the length of Instagram Reels increases, especially if your pacing isn’t strong.
This means that if your 20-minute Reel drags on or takes too long to get to the point, viewers may bounce after a minute or two. You really have to fight for attention when your videos are longer, so make sure you only use this option when you can really support it.
More Time, More Work
Managing Instagram is hard work, but going long adds an extra layer of effort. We’re talking more planning, more editing, and more effort to get it right. With the Instagram Reels maximum length 2025 update, the expectation is that you’ll fill that time with meaningful, polished, quality content.
How do you do this? Scripting, lighting, audio, and post-production — these all matter more for long clips than they do for a 30-second trend video. It’s worth it in the right situations, but it’s definitely not the same plug-and-play process you may be used to.
Not Ideal for All Use Cases
Lastly, there are going to be times when it just doesn’t make sense to upload longer videos. Say you want to post something time-sensitive, reactive, or tied to a trend. These are instances when trying to use the max allowable length of Instagram Reels can actually work against you. The fact remains that short, snappy clips are still better for grabbing attention quickly. They’re more likely to be discovered by new eyes and shared among others. They’re also faster and easier to produce, helping ensure that you get your content out when it’s still relevant.
When to Use 20 Minutes and When Not To
Now that we’ve covered the pros and cons of long videos, let’s explore more specific use cases. Repeat after us: just because Instagram now allows 20-minute Reels it doesn’t mean every post needs to max out that time.
The extended Instagram Reels length is a powerful tool, but like any tool, it’s most effective when used intentionally. Here’s how to know when to go long and when to keep things short.
Use 20-Minute Reels When…
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You’re teaching something complex |
Step-by-step tutorials, how-tos, product walkthroughs, or onboarding guides are all perfect use cases for longer videos because you’re educating your followers. Your audience will appreciate the extra clarity, and you’ll avoid splitting Reels content into multiple confusing parts that viewers hate. |
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You’re sharing a full story |
Behind-the-scenes looks and interviews are great candidates for the Instagram new feature of longer videos. Case studies and founder deep dives too! If your goal is to build connections and trust, having more time to talk naturally works in your favor. |
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Your viewers are already invested |
If you're speaking to an audience that already follows you, longer Reels can keep them engaged and even boost retention. Your followers are more likely to sit through a 15- or 20-minute Instagram video because they want to hear what you have to say. |
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You want to repurpose later |
One of the biggest benefits of long-form videos is that creating them gives you lots of material to work with. You can break them down into several short-form videos, Reels, Stories, or even blog or email content. |
Avoid 20-Minute Reels When…
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You need greater reach |
Don’t forget: as of the latest Instagram update, Reels over 3 minutes aren’t prioritized in recommendations. If your goal is to attract new followers or hit the Explore page, stick to short videos under that time limit. |
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You’re following a trend |
Trending audios, memes, and reactive content are all about timing and quick engagement. Shorter is almost always better here, and a 20-minute format will likely fall flat. |
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You don’t have enough to say |
It’s better to create a great 2-minute video than to drag out a weak 20-minute one. Be respectful of your audiences’ time: If your idea works best short, keep it that way, and you’ll keep happy followers. |
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You’re low on resources |
A 20-minute Reel takes more effort in planning, shooting, editing, adding captions, and publishing. Don’t have a lot of time or are working solo? A short-form video approach may be more realistic and effective. |
And what about downloading 20-minute Reels from Instagram?
You already know it, but we’ll confirm it for you: the Instagram app doesn’t offer a built-in download option for Reels. But don’t worry, we have you covered! If you need to save a copy of your own content or repurpose someone else’s Reel for internal use, you can use a tool like our Instagram Reels downloader. Using it is so easy: just copy the link, paste it into the downloader, and save!
Want to learn more? Check out the YouTube tutorial for our Instagram Video and Reels Downloader.
FAQ
Will longer Reels help my reach?
TIn short: not as much as you’d hope. This is because Instagram’s own guidelines say that Reels up to 3 minutes long are eligible for discovery on the Reels tab and Explore page. This is what allows new people to find and engage with your content.
But don’t get us wrong: this doesn’t mean long Instagram Reels are in any way useless. They can still perform well with your existing audience, especially if the Reels content is engaging and relevant. Plus, remember that longer videos tend to attract high-intent viewers who watch longer, comment more, and are more likely to convert.
So what’s the ideal Instagram Reel length? It depends on what you’re trying to do:
- Attract new viewers: stick with Reels under 3 minutes;
- Cater to existing audience: consider 3+ minute Reels, but only when it makes sense.
Is there a difference between Reels and regular video posts?
We completely understand why you might be wondering about this. The short answer is Yes.
With the new Instagram Reels video length limit, the platform is grouping together most video content under the Reels umbrella. That means Reels now cover everything from quick 15-second clips to 20-minute walkthroughs.
The difference between the two is now less about format and more about how the Instagram app distributes your content. Remember, Reels are still prioritized for discovery, while traditional in-feed videos are more static. Posting a clip as a Reel, even a long one, also gives you access to audio, editing tools, and Instagram algorithm visibility.
How do I download a 20-minute Instagram Reel?
Instagram doesn’t offer a built-in download option for Reels. But you can use a third-party service like our Instagram Reels Downloader.
