How Long Can an Instagram Reel Be?
If you are creating content on social media, you have probably asked yourself that famous question that keeps spinning in your mind. You know, the one question that could change everything, but doesn't have a clear answer. Let's not beat around the bush; we all know that video means everything. But how long a video, especially an Instagram Reel, should be is a complete mystery. This is the crucial point where the entire strategy is locked: How long can an Instagram Reel be? The answer to this question is not as simple as '90 seconds', my friend. This is the key to the connection you have with your brand, the story you tell, and ultimately, the money that enters your cash register at the end of the day.
If you want to make the most of your Reels' potential, keep reading this article because we are going to show you how valuable every second is.
Reels in the Timeline: What Has Changed from 15 Seconds to Today?
When Reels first came out, you remember, everything had to happen in 15 seconds. It was a nod to TikTok, and fast-paced, instant content was all the rage. Dances, expressions, quick transitions... Everything had to fit into those 15 seconds. But then Instagram noticed something: we, both brands and users, wanted to tell more. Condensing the story of a product, the making of a dish, or a summary of a day into 15 seconds was torture. Instagram heard this cry and gradually increased the time limits. First, it was for 30 seconds; then came 60 seconds. Now it is a very nice canvas of exactly 90 seconds. This was no more a technical update; it was more like a challenge that said, "Come on, feel free to tell deeper stories."So does that mean we should fill every single video up to the last second now, just because we have 90 seconds? Not. The real skill lies in knowing when to use these different time options. ...
So, should we fill every video to the last second just because we have 90 seconds? Not. The real skill lies in knowing when to use these different time options you have. Sometimes, a 10-second Reel with a single impactful message can perform much better than a 90-second production. Why? Because people's attention spans are low. Especially when browsing through Explore, they make decisions in seconds. That's why quick trends, attention-grabbing 'before-and-after' videos, or shocking information are still worth their weight in gold for short formats. Long formats, on the other hand, are more for connecting, building trust, and teaching something.
Let me tell you about an incident we experienced with an e-commerce brand we worked with recently. They were selling a new coffee brewing equipment. We prepared two different Reels. One was an aesthetic video that showed the beautiful flow and steam of the coffee in just 12 seconds. The other was about 70 seconds long, explaining how the barista used the equipment and sharing tips. Guess which one was shared more? Of course, the short one! But which one sold better? The long one. Because the short video piqued curiosity, while the long video turned that curiosity into the decision, 'I need to buy this.' Thatโs why there isnโt just one right way; thereโs only the right duration that suits your strategy.
Finding That Magical Number: What is the Ideal Reel Duration for Your Brand?
Okay, we get it, different durations serve different purposes. So, how will you find that "magical" number for your brand? It's time to put aside fortune-telling and dive into the data. But don't worry, you don't need to drown yourself in numbers. Go to Instagram Insights and focus on just a few simple metrics. Check the "average watch time" of your videos. You shared a 60-second video, but are people watching an average of 8 seconds? That's a sign. Either your content is boring, or you're delivering your message too late. Seeing exactly where viewers drop off from the video gives the best clue to understand where the issue lies. This analysis is far more valuable than making guesses.
Asking yourself the following questions can make it easier to find the right duration. This is somewhat like a strategy meeting you will conduct with yourself.
- What is the single purpose of this video? (For example: Entertain, inform, sell?)
- How many seconds do I need at a minimum to convey what I want to explain? (Every extra second is a risk!)
- Who is my target audience, and what kind of content do they enjoy the most? (What do your analyses say?)
- Are the first 3 seconds of my video strong enough to stop someone and make them watch? (If not, the length doesnโt matter.)
The answers to these questions will instinctively guide you to the right length. Remember, your message determines the duration, not the duration determines the message. Use every second for a purpose. There is no room for empty talk or unnecessary prolongations. The viewer's time is valuable, so show respect for that time.
And no matter what, don't forget that first 3-second rule. People decide whether to give a Reels video a chance in the blink of an eye. If you can't throw a hook that will catch their attention in that brief moment, the rest of the video goes to waste. Especially if you're making a 90-second video, you must prove at the very beginning why they should spend that much time on you. A surprising start, a funny moment, or a provocative question...
The stronger your hook, the more likely they are to watch the end of the video.