How long can an Instagram Reel be?

Understanding the power of Instagram Reels

Instagram users are spending a significant portion of their time engaging with Reels. According to a Meta earnings call, 50% of app activity is dedicated to Reels, totaling 17.6 million hours daily (as reported by the Wall Street Journal)

Even though that’s significantly less than the number of hours users spend watching TikTok videos daily (197.8 hours), it’s still quite an impressive number that shows how much engagement Instagram Reels generate on any given day.

And when you compare engagement rates for Reels on Instagram to other types of content, it gets even more impressive. 

For example, DemandSage found that Instagram Reels had an average view rate of 2.54%, while users viewed regular Instagram videos at an average rate of 1.74%.

Given all these numbers, it should be a no-brainer for content creators and influencers to add this video format to their content strategy.

This shows why Reels are such a powerful tool for creators: they can help you engage your audience, build trust, and create meaningful, personal connections.

How long can an Instagram Reel be?

Instagram Reels can be anywhere between 15 seconds and 90 seconds long, offering creators enough time to share quick, engaging content.

However, if you wish to publish a video longer than 90 seconds, you can do that as a regular post, it won’t appear in the Reels tab, but can run for up to 15 minutes.

What is the ideal length for an Instagram Reel?

Most sources agree that 15–30 seconds is ideal for Instagram Reels, especially for quick and engaging content. For storytelling or tutorials, 30–60 seconds may be more suitable. Experiment with these lengths to find what works best for your audience.

Different sources provide the following recommendations:

7 tips for different types of Reels

Want to keep your audience hooked on any Instagram Reel, short or long?

Here are 7 tips to create engaging Instagram Reels:

1. Keep it short for maximum viewer retention
2. Use longer reels for storytelling or educational content
3. Adapt the length depending on the content
4. Use quick cuts and transitions for longer reels
5. Align Instagram Reel length with current trends
6. Hook viewers within the first few seconds
7. Keep your product demos quick and clear

1. Keep it short for maximum viewer retention

Short Reels, typically between 15 to 30 seconds, are ideal for grabbing attention quickly and driving interaction on your Instagram feed. This Instagram Reels length is perfect for content like product showcases or trendy, viral videos, where fast, punchy visuals can hook your audience right away.

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This Reel is a perfect example of short-form content done right. It grabs attention with bold visuals, gets straight to the point, and keeps the focus on the product.

Short Reels work so well because they’re easy to watch, rewatch, and share without losing anyone’s attention.

2. Use longer reels for storytelling or educational content

If you’re covering a topic that needs more detail, take advantage of Instagram’s 90-second limit.

This longer videos are ideal for breaking down a process, sharing valuable insights, or walking viewers through step-by-step instructions. Educational Reels often require extra time to ensure users can fully understand the information being shared.

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At the same time, shorter videos with a strong narrative can grab viewers’ attention and keep them watching. Whether you’re sharing a behind-the-scenes moment or telling an emotional story, pacing and visuals are key to making your Instagram Reel stand out.

3. Adapt the length depending on the content

The length of your Instagram Reels should match the type of content you’re creating. For example, behind-the-scenes clips or user-generated content (UGC) might work best at 45-60 seconds, giving enough time to show real, authentic moments without losing interest.

On the flip side, entertaining Reels like skits, challenges, or comedy perform better when they’re short—under 30 seconds. Keeping it quick helps keep the energy up and prevents viewers from scrolling away.

4. Use quick cuts and transitions for longer reels

For reels that need to be 60 seconds or longer, such as educational or storytelling content, make sure to keep the pacing fast with quick cuts and transitions. This ensures you maintain viewer attention throughout. 

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This video, for example, has a nice mix of transitions between photos and videos showcasing jewellery from Ottilia Studios, making the viewers feel part of the brand story.

Breaking up long segments with engaging visuals or multiple scenes can help prevent drop-off. If you need any inspiration on how to edit your videos, you can play around with Instagram’s templates.

5. Align Instagram Reel length with current trends

When following trends, the format often dictates the ideal length of your Reel. Shorter Reels (15–30 seconds) typically perform well because they match the fast-paced, viral nature of trending content.

For example, the “Get Ready With Me” (GRWM) trend often relies on 15–20 second clips to showcase quick transformations or outfit changes.

However, if a trend allows for more creativity or storytelling, you can stretch your Reel to 30–45 seconds while still keeping viewers engaged. For example, cooking or DIY tutorial trends often benefit from this slightly longer format, as they allow creators to provide step-by-step instructions without rushing.

6. Hook viewers within the first few seconds

The first 3–5 seconds of your Instagram Reel are crucial for grabbing attention and determining whether viewers will stick around or keep scrolling. Whether you’re creating entertainment or storytelling content, a strong opening hook makes all the difference.

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For Reels that rely on a narrative, teasing the outcome or building intrigue right away can keep viewers engaged, even during longer videos. 

Here are five ways to hook viewers right from the beginning of your Instagram Reels:

1. Pose a question:
   “What if [specific problem] could be solved in [specific time or effort]?”
   Example: “What if planning your dream vacation only took 5 minutes?”
2. Create intrigue:
   “We [did something surprising]—here’s what happened.”
   Example: “We tested this waterproof phone case underwater—did it survive?”
3. Highlight a problem:
   “Tired of [specific challenge]? Here’s your fix.”
   Example: “Tired of messy cables cluttering your desk? Here’s how to fix it in minutes.”
4. Share a surprising stat or fact:
   “Did you know [eye-opening stat or fact]? Here’s why it matters.”
   Example: “Did you know 85% of people wash their face wrong? Here’s the right way to do it.”
5. Promise a transformation:
   “In just [timeframe], you can [specific result].”
   Example: “In just 10 minutes, your home office can look like this.”

7. Keep your product demos quick and clear

When creating product videos, keep it simple, clear, and focused. Avoid overwhelming your audience with long, technical presentations. Instead, aim for short tutorials that highlight one feature at a time.

Frame your videos around solving specific challenges your audience might face—show them how your product is the solution. Whether you’re making the tutorial yourself, using user-generated content, or partnering with an influencer for a demonstration, the key is to keep it straightforward and relatable.

For best results, keep your product-focused videos between 30 and 60 seconds. This keeps viewers engaged and gets your message across quickly.

UGC Instagram Reel 

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Here are some tips for the best product demo Instagram Reels:

• Start strong: Open with an attention-grabbing moment, like showing the product in action or a quick testimonial. Example: “See how this gadget simplifies your morning routine!”
• Focus on the essentials: Highlight 1key feature or benefit to keep it clear and engaging. Example: Demonstrate a vacuum cleaner tackling tough messes with the caption: “Watch how this vacuum handles pet hair like a pro!”

• Keep it moving: Use quick transitions and text overlays to hold attention without overloading with details. Example: Show a coffee maker brewing, pouring, and serving coffee in under 10 seconds with captions like: “Brew. Pour. Enjoy.”
• Finish with action: End with a call-to-action that invites viewers to engage. Example: “Share your experience and tag us!”.

How to test and adjust Reel length based on analytics

To find that sweet spot where your audience stays engaged, adjust based on performance metrics. Instagram’s built-in insights can show you how your content performs. 

Pay attention to these key metrics to perfect your Instagram Reels length:

• Watch time: This tells you how long people are sticking with your content. A short watch time might mean your Reel is too long or not engaging enough. If viewers consistently drop off early, consider shortening your content and see if that improves watch time.
• Completion rate: The percentage of viewers who watch your Reel from start to finish is a powerful indicator. Higher completion rates show that the length and content are spot-on. If this rate is low, viewers are checking out too early, which may signal the need to shorten your IG Reels.
• Engagement (likes, shares, comments): The more interaction your Reel generates, the more relevant and entertaining it is to your audience. If engagement spikes with shorter Reels, that’s a good sign your audience prefers quick content. 

Frequently asked questions