Well, it’s been five years since Instagram added some life and energy to the monolithic feed photo format with the introduction of its new Reels feature. At first, users got fifteen seconds to show off all our editing skills. Even without them, regular videos could easily gain traction in the Explore tab with minimal effort. All it took to catch the audience's attention was just the fact of sharing any video (unedited one all the same) to draw viewers in.
Still, as the feature evolved, so did the expectations for content quality. To stand out, we had to emerge ourselves into learning the in-app editing tools, adding smooth transitions and creative effects, all together with the increased posting demands for filling the dedicated Reels tab in the profile menu.This is how Instagram Reels have fundamentally altered the way people engage with each other on the platform.
There are two sides of the coin, though. Such an in-demand feature not only enhanced creativity but also sparked competition among creators. Getting into recommended feeds becomes a real challenge with each new update and algorithm change. Even the most coveted ability to upload longer pieces can trigger anxiety.
No panic button!
Let’s find out how to decide on the best timing for your Reels in this article!
How Long Can Reels Be on Instagram in 2025?
With an impressive 200 billion Reels viewed daily, short-format videos are clearly the most beloved content that influences trends and gives birth to fresh networking approaches. Therefore, the rise in duration is more than justified.
This year Instagram extended the upload length by 3 minutes. Adam Mosseri, the head of Instagram, emphasized the importance of this change: "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 to three minutes will help you tell the stories that you really want to tell.”
Again, using the new option in full is a risky move. Instagram is not as generous with Reels longer than 90 seconds. Such content is commonly labeled “hurt distribution” and is shown to fewer users, which can hinder its overall reach and engagement.
And this is not a matter of guesswork, this is what the Instagram team actually explained.
So what’s the use of the longer formats?
Getting a grasp of how the ranking algorithm works can really make a difference to find the best Reel length for your needs.
Best-Fitting Length Formats by Key Metric
Understanding what impacts your connected and unconnected reach (the content is visible to no-followers) is key to optimising your Reels. Essentially there are three key metrics to consider: watch time, likes and sends.
Just look at how a Reels length adds up in numbers.
Watch time affects both Reach types and seems to play the biggest role in calculating Reels ranking potential. Since it shows the total time your Reel has been watched (including re-watches), shorter options under 30 seconds tend to be more effective. Here are the results of Reels from our selection by average watch time:
Quite is a predictable result, since people are more likely to re-watch a 15-second video than to commit to watching a minute-long one at least once. However, things with likes and saves are more a nuanced picture.
The first metric is usually considered the main one for measuring connected reach, while the number of saves adds up to visibility on the Explore tab. Likes additionally outweigh the importance for promoting content by the algorithm and get you into the recommendations section and overall discoverability. It was found that short videos receive 37% more likes and comments, while longer formats get 26% more saves.
That said, 30-second videos are the most effective option to grow in metrics.
Again this may come at a cost to broader marketing objectives since compressed timing limits the variability of content, which hinders the ability to convey more complex messages or storytelling elements that a longer Reels might allow.
This is why creators need to carefully consider the trade-offs between engagement metrics and content quality when working out Reels strategies.
By short Reels, we mean those of 15 - 30 seconds of viewing. This format allows you to make the most out of the hook, and sometimes even build the entire video on it. Since you are very limited in time, such Reels are great for entertainment purposes like fun videos.
Take trendy audio, come up with or repeat viral choreography to shoot a dancing Reel. You can perform alone, with a friend or even in a group. Dances in an unusual surrounding or flash mobs are generally more successful in gaining a decent engagement rate.
Face filters (or any other) can be a smart solution here as trying out one already becomes a scenario. All thanks to the effect of augmented reality, which is now in demand. Scroll through your feed and see the ones popular right now. We're absolutely in love with how Sarah Palmyra, a beauty influencer, uses an age filter to do her grandma's slay makeup.
You can click on its name at the bottom of the video next to the author's name and start shooting or go to the mask page to get inspired by how others have used this effect.
Reels with animals usually get good views. You can simply share a video where your pet is doing its stuff. Still, there are even more chances to gain reactions if you repeat or improve someone else's trending idea. You can adapt to a funny sound or apply a fresh effect, add props or role play a script.
Challenges can also be used here. Set your own or pick up something that is already viral. We all remember how Instagram users massively turned into real Bruce Lees to open a bottle cap with their feet. By the way, this challenge is still alive and even evolved to an all-kind bottle cup challenge. Some content creators even manage to open the bottle with their mouths, katanas, with eyes closed, and more.
Take any idea and come up with an additional task. This is how it works! For example, on Instagram, couple challenges are gaining momentum now. Most often, this is a physical exercise that is to be done together.
It's hardly possible to list all the entertainment ideas, but the general message is clear: here you are not informing users, selling anything, or even advising.
So is it possible to preserve the content value, while sacrificing the lion's share of the duration?
Short Reels Options for Marketing Purpose
In this case, not only ideas are important that hold attention, but also those enhancing a sales funnel.
Let's begin with the classics. A product review or a promo allows you to clearly show the design and functionality. It is recommended to shoot in a way that the target audience is able to digest, emphasizing the real benefits and features. A good Instagram review should answer at least two questions: what is the product and who it is meant for.
Reel on the method of appliance also adds clarity. After all, the question of how can this be useful to me? is the basis of any purchasing decision. So, if you are a clothing brand, a dynamic change of products with ready-made looks is definitely a plus in karma and to the shopping cart.
Behind-the-scene Reels dilute overtly commercial content and improve connection with the audience. People like to feel involved. Share what is going on at your workplace or reveal internal processes the client often does not know about. Why not drop an Amazon courier having a blast in the warehouse.
"Quick fixes" titles in the spirit of "3 tips and tricks I use for better sleep" help experts retain audience attention span. The IG users get your promise right off that in a couple of seconds there will be a quick answer provided. So the chances the Reel won't get scrolled through streamline.
Don't worry that by giving some information in a condensed form, you will lose potential clients. This information will not replace a personal consultation. Not all viewers will convert into subscribers, and not all subscribers will become clients. Your task on Instagram is to engage for maximum reposts, tagging, coverage, so that ultimately your content reaches those very people who are looking for a specialist.
To Crown It All
Regardless of the Reel’s length, content quality and meaningful messages are what defines audience social approval. Still, all other being equal, short clips showcase better engaging potential. So, being aware of how to accommodate a wide range of content types to brief duration is a core focus for content creators. Again, skipping more in-depth narratives shouldn’t be a sure thing strategy.
A data-driven approach based on monitoring and analyzing IG metrics of different durations is what should be done to strike the best Reel performance both tailored to the platform’s algorithm and audience request.
