how long can an ig reel be

How long can an Instagram Reel be?

Picture of Written by Guillaume Deschamps
Written by Guillaume Deschamps

Guest Author

How long can an Instagram Reel be? This question has probably crossed your mind if you’ve been exploring short-form video content. Instagram Reels, inspired by the rapid success of TikTok’s bite-sized videos, offer creators the opportunity to connect with audiences in an engaging and dynamic way.

Reels can range from 15 seconds up to three minutes (Instagram is allowing users to create videos longer than 90 seconds since January 2025), giving creators the flexibility to tell quick stories or deliver value-packed content. And with over 2 billion active Instagram users, it’s no wonder Reels have become a staple in many social media strategies.

In this guide, we’ll explore why this feature is a must-try for creators, backed by key stats, and uncover tips to help you create engaging Reels. Let’s dive in!

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Short summary

  • Instagram Reels can range from 15 to 3 minutes, but the ideal Reel length depends on the content type and audience engagement.
  • Track metrics like watch time, completion rate, and engagement to optimize Reel performance. 
  • Short Reels work best for trendy, viral content and quick product showcases, while longer Reels are better for storytelling and educational content.
  • Test different Reel lengths to see what works best for your specific content.
  • Hook viewers early with strong visuals or bold statements, maintain fast pacing to keep engagement high, and end with a compelling call-to-action to drive interaction.

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 from 2024, 50% of Instagram app activity was dedicated to Reels. People collectively spend 17.6 million hours per day watching Instagram Reels.

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 video 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 three minutes long, offering creators enough time to share quick, engaging content.

However, if you wish to post videos over three minutes, you can upload longer Instagram Reels from your camera roll of up to 15 minutes that will automatically share as Reels. But just because it’s possible doesn’t mean it’s recommended; in fact, Reels that exceed the maximum video length of 3 minutes from the app will perform poorly due to the Instagram algorithm not prioritizing them.

What is the ideal length for an Instagram Reel?

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

Different sources provide the following recommendations:

SourceRecommended Reel LengthContent Type
Scott Social Marketing7–15 secondsTrending or viral content
SocialPilot15–25 secondsGeneral content
SocialInsider60 secondsGeneral content
Instagram head Adam Mosseri on his Instagram Under 3 minutesOriginal content
BufferUnder 3 minutesTutorials or storytelling

7 tips for different types of Reels

Want to keep your audience hooked on as many of your Instagram Reels as possible?

Here are 7 tips to create and upload Reels with high engagement:

  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 videos, 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.

doterra short reel

Image source

This Reel video 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 3-minute length limits to create in-depth content.

These 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.

educational reel from mylenesmind

Image source

At the same time, short Instagram content 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 that you create content that maintains viewer attention throughout. 

reel showcasing jewellery from Ottilia Studios

Image source

This Instagram video post, 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 videos, you can play around with Instagram Reel templates that feature trending audio.

When following trends, the format often dictates the specific video length of your Reel on Instagram. 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 your audience 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.

reel with good hook from lesamis.cc

Image source

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 and 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 demo reel from cleanthatup for CLR Brands

UGC Instagram Reel 

Image source

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 one important 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 you get more comments, likes, and shares with shorter Reels, that’s a good sign your audience prefers quick content. 

PRO TIP

Instagram’s native analytics give you a starting point, but SocialBee takes it further. With cross-platform insights and easy side-by-side comparisons, you can spot patterns in your best-performing Reels faster.

With SocialBee’s post analytics, you can track key metrics like reach, impressions, and shares across all your Instagram Reels. By comparing these stats over time, it’s easier to spot what content length consistently performs best, helping you fine-tune your Reels for maximum engagement.

SocialBee page analytics main dashboard

Track your Instagram Reels performance with SocialBee Analytics.

Frequently asked questions

1. Can I post a 4 minute video on Instagram?

Yes, you can upload videos that are 4 minutes long on Instagram, and they will automatically be turned into a Reels and appear in the Reels tab. Instagram supports videos longer than three minutes (up to 15 minutes) when they are uploaded and not created directly in the app.

For shorter, more engaging content, you can consider using editing tools to trim the video to 3 minutes or split it into multiple Reels if you’d like to take advantage of the Reels format and algorithm.

2. How do I know if my Reel is too long or too short?

To determine your best Instagram Reel length, track key metrics like watch time, completion rate, and drop-off points using Instagram’s insights. If viewers drop off early, your Reel may be too long, or the hook isn’t strong enough. On the flip side, high completion rates and engagement are good signs your Reel length is effective.

3. How can I improve viewer retention on longer Instagram Reels?

Start with a strong hook in the first few seconds. Use engaging visuals or ambient music, and keep transitions fast-paced. End with a compelling call-to-action, such as adding a teaser or question to spark a discussion in the comments.

4. How long can an Instagram Story video be?

Videos on Instagram Stories can be up to 60 seconds long per segment. Longer videos will be trimmed or need to be split into multiple clips.

5. What is the ideal Reel size?

The ideal Instagram Reel size is 1080 x 1920 pixels, with a 9:16 aspect ratio to fit the entire screen. Using the right Instagram Reel size ensures your video clips, frame, and cover image display properly without cropping.

Keep your Instagram Reel thumbnail size and cover size within these dimensions for a polished look. Also, be mindful of Instagram reels compression size, which can affect quality when you upload reels from your camera roll.

For better engagement, keep your Instagram reels caption length short and readable.

6. How does the maximum length of Reels compare to TikTok and YouTube Shorts?

Instagram Reels and YouTube Shorts both have a maximum length of 3 minutes. In contrast, TikTok allows videos up to 10 minutes when recorded in-app, and up to 60 minutes when uploaded from a device. Long-form content can also be uploaded on YouTube, but only as full-length YouTube videos.

Reel it in and find the perfect content length for your Instagram success

Instagram Reels can successfully engage, educate, and entertain your audience. Whether you’re working with 15 seconds or the full 3 minutes, the key is knowing how to use that time effectively.

Shorter Reels (15–30 seconds) are perfect for quick, snappy content like trending challenges or product highlights, while longer Reels (60 seconds–3 minutes) excel for storytelling, tutorials, or more complex ideas.

Experiment with different Reel lengths, analyze your metrics, and let your audience guide your strategy.

With tools like SocialBee, you can schedule and publish your Reels effortlessly, ensuring your content goes live at the right time to reach your audience. Sign up today for a 14-day free trial and start managing your Instagram strategy with ease.

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About the author: Guillaume is a digital marketer focused on handling the outreach strategy at uSERP and content management at Wordable. Outside of work, he enjoys his expat life in sunny Mexico, reading books, wandering around, and catching the latest shows on TV.

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