Published on March 6th, 2025
Instagram continues to evolve its approach to short-form video, and if you’re a creator or marketer, staying updated on its latest recommendations is crucial for maximizing reach and engagement.
At a recent creator event in New York City, Instagram shared updated best practices for Reels—some of which contradict its previous advice.
So, what’s changed? Let’s break it down.
Instagram’s Reels Evolution: From 90 Seconds to 3 Minutes
Last May, Instagram advised creators to avoid Reels longer than 90 seconds.
The reasoning? At the time, Instagram claimed users weren’t interested in longer videos, leading to decreased recommendations by the platform’s algorithm.
However, in January of this year, Instagram reversed course, expanding the maximum length of Reels to three minutes. Adam Mosseri, Instagram’s head, justified the change, stating:
“Starting today, you can upload Reels to Instagram up to three minutes long. Now, historically, it’s only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video. But 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.”
In other words, the platform shifted its stance—not necessarily because user preferences changed, but likely to better compete with TikTok and provide a safety net for creators in case of a potential TikTok ban in the U.S.
Read More: How To Schedule Messages On Instagram
Instagram’s Latest Reels Recommendations
At the most recent NYC creator event, Instagram shared the same best practices for Reels that it did last year—with one notable adjustment: The previous guideline of “Avoid Reels longer than 90 seconds” has now been replaced with “Avoid Reels longer than 3 minutes.”
Key Takeaways from Instagram’s Reels Strategy:
- Focus on engaging, high-quality content – Well-produced, entertaining clips remain crucial for visibility.
- Use trending audio and effects – Instagram’s algorithm prioritizes content that leverages platform-specific features.
- Keep videos concise but impactful – While Reels can now be up to three minutes long, shorter clips that captivate quickly still perform best.
- Encourage interactions – Content that sparks comments, shares, and saves is more likely to be boosted.
- Optimize for mobile-first viewing – Vertical videos with dynamic pacing work best for audience retention.
The Real Reason Behind Instagram’s Reels Changes
Instagram initially framed the 90-second cap as a user-driven preference.
But now, with the push for longer content, it’s clear that platform-driven objectives shape these recommendations just as much as user behavior.
The shift to longer Reels is likely influenced by:
- Competing with TikTok – TikTok recently expanded its video length to 10 minutes, encouraging longer-form storytelling.
- Keeping creators engaged – Instagram needs to retain top creators by offering them more flexibility in content length.
- Advertising opportunities – Longer videos mean more potential ad placements, boosting Instagram’s revenue potential.
Read More: Instagram Reels App
What This Means for Content Creators and Marketers
If you’re creating Reels, the takeaway is simple: Instagram dictates what works best on its platform, and aligning your content with its evolving algorithm is key to success.
Actionable Tips:
- Experiment with different video lengths but stay within Instagram’s new guidelines (under 3 minutes).
- Monitor performance metrics to see if longer Reels resonate with your audience.
- Stay adaptable—platform priorities will continue to change, and flexibility is essential.
- Focus on high-quality, engaging storytelling rather than just chasing trends.
Final Thoughts
The lesson here? Social media platforms dictate trends by amplifying content that serves their business goals.
While user engagement plays a role, shifts like this highlight that platform-driven priorities often override “user preference.”
For marketers and creators, the best approach is to stay informed, test different strategies, and align with Instagram’s latest best practices to maximize reach and engagement.
So, should you create longer Reels? If Instagram says so, it’s probably worth a try.
