Instagram has officially doubled the maximum length of Reels from 30 to 60 seconds, giving creators more room to engage their audiences with longer-form short videos.
Overview
The extended duration aims to compete more directly with TikTok’s 60‑second format, allowing for richer storytelling and more in‑depth tutorials without having to stitch multiple clips.
Impact
Early data from beta testers show a 12% increase in average watch time and a 9% uptick in shares. Brands are already experimenting with mini‑product demos and step‑by‑step how‑tos that previously felt rushed.
Best Practices
- Plan concise narratives that leverage the extra 30 seconds for clear beginnings, middles, and ends.
- Use on‑screen text to highlight key points and maintain engagement.
- Monitor your Reels Insights to see if longer cuts improve retention or if trimming to 45 seconds is optimal.