If you’re not an experienced content creator, it might be difficult to determine the best length for Instagram Reels to get the best results. And knowing the ideal number isn’t everything – your metrics might tell you something entirely different.
In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves.
Jump to a section:
- How long can Instagram Reels be?
- Can you upload longer Instagram Reels?
- How long can an Instagram Story be?
- How long can Instagram carousels be?
- The length of Instagram Reels vs. TikToks vs. YouTube Shorts
- Refine your social media strategy for short-form video
- Key takeaways
- More Instagram resources
- FAQ about Instagram Reels length
How long can Instagram Reels be?
Instagram Reels can be anywhere from 15 seconds to 20 minutes in length. You can now record reels up to 20 minutes long in-app using the new Instagram camera.
You’ll still want to consider your audience’s attention span, but this extended limit opens up more creative options. Just remember that longer reels aren’t always more engaging.
When you’re filming a video within the Instagram app, you can choose from various specific durations for Instagram Reels. If you’re aiming for a short, shareable clip, pick 60 seconds or less.
Pro tip: Once you’re done editing your video, add eye-catching graphics, a call-to-action (CTA), and hashtags to increase your content’s discoverability in the Instagram feed.
Can you upload longer Instagram Reels?
When you upload a video filmed or edited outside the Instagram camera, there’s no need to choose a specific video length (as long as it's under 15 minutes). You’ll have access to most of the same editing tools and functionality of the reels process (no music or extra clips, so make sure to add that before you upload).
Make sure your video fits the expected Instagram Reels dimensions of 1080 x 1920 pixels so it fits neatly into the feed and gives the full-screen experience.
If you want to upload a longer reel, simply go to your camera roll and select the video or videos you’d like to upload, and they’ll pop up in the editing area.
How long should an Instagram Reel be?
Instagram’s head, Adam Mosseri, says there’s no one “perfect” length — the goal is to keep people watching. That said, data from Instagram and creators shows:
- Under 90 seconds: Highest chance of landing on the reels tab and reaching new audiences.
- 90 seconds–three minutes: Useful for deeper stories; expect slightly lower reach but stronger watch time from loyal followers.
- Over three minutes (up to 20): Best for evergreen or tutorial content you’ll drive traffic to yourself; these clips aren’t typically pushed to non-followers.
In short, use only as much time as you need to tell a clear story. Shorter, engaging videos still win most of the time.
But length isn't the only thing that matters – you'll also want to focus on high-quality visuals and clear messaging to keep people watching.
Many creators work around the suggested limit for video lengths by directing their followers to "read more" in the captions.
They create very short videos that are pleasing to watch in a loop while their audience reads through the captions or engages in the comments.
How long can an Instagram Story be?
An Instagram Story can be up to 60 seconds long and will disappear after 24 hours. You can add multiple 60-second videos if you want.
Previously, longer videos were broken down into 15-second clips as they were uploaded to stories, but now the maximum length is 60 seconds, and it remains as a single video.
They also won’t appear in your main feed, other users' For You Pages, or following feeds. Your stories will only be visible when followers tap on your profile photo, either while viewing your profile or within the DMs or messages tab.
Here’s a quick tutorial to film or upload content to your story on Instagram:
- Tap the + icon on the app.
- Swipe to the Story option, which is the second option in the bottom center
- Record your story or upload your content by tapping the bottom left of your screen
- Add your stickers, music, or text.
- Hit the > button to upload
How long can Instagram carousels be?
Instagram carousels can have up to 10 photos or videos. Users on mobile can view carousel posts by swiping left, while desktop users can click through using the arrow button on the right-hand side of a post.
To create an Instagram carousel post, choose Post in the creation area and hit the overlapping squares in the middle right of the screen to select multiple images and videos.
You can add trending sounds or music to your Instagram carousel by clicking on the music symbol in the top right corner of your screen. Make sure your track of choice doesn’t run out before the user has finished swiping through the carousel.
The length of Instagram Reels vs. TikToks vs. YouTube Shorts
TikTok videos can be up to 30 minutes long, depending on your region. The maximum video length for YouTube Shorts is 3 minutes (any new videos longer than that will be published as a regular YouTube video, keeping the portrait aspect ratio). And of course, the ideal time limit for Instagram Reels is also 3 minutes, but you can upload videos of up to 15 minutes in length.
Reels was Instagram’s response to the rise of TikTok’s short-form content, although TikTok seems to be leaving the short-form space behind to compete with longer-form YouTube videos.
The platforms don’t feel all that different. In fact, it’s common for creators to use Instagram Reels on TikTok and YouTube Shorts — we even recommend doing so for more visibility on your posts (Buffer makes this easy.)
Refine your social media strategy for short-form video
While crossposting your content is the smart choice, especially to ease the content creation process, it’s helpful to pick a primary social media platform for your videos and create your content with your target audience’s needs and preferences in mind.
If you’re stuck on which short-form video platform is best for you, you might want to create a social media marketing strategy. Everyone from influencers to social media managers finds this process helpful.
This social strategy guide will get you started and guide you through some questions to help you make the best choice for your social media goals.
Finally, instead of focusing solely on the length of your videos, remember you have to produce quality content on Instagram, too. Your videos should perform well as long as you’re making reels that users find interesting and useful.
Key takeaways
- Instagram Reels recorded on the Instagram camera can now be up to 20 minutes long,
- You can upload videos up to 15 minutes as Reels, but these won’t be prioritized by the reels algorithm or featured in the reels tab.
- Shorter videos (90 seconds or less) tend to perform best for reach and engagement.
- Instagram Stories can be up to 60 seconds per video and disappear after 24 hours.
- Instagram carousels can feature up to 10 photos or videos per post.
More Instagram resources
- 350+ Instagram Caption Ideas to Make Your Own (+ Write Yours with AI)
- How to Use Instagram's New Repost Button (+ 5 Other Ways to Share)
- How the Instagram Algorithm Works
- 8 Best Free Hashtag Generators
- 13 Trending Sounds on Instagram in December 2025 (+ How to Use Them)
- 6 Must-Try Instagram Story Ideas for Your Next Post
FAQ about Instagram Reels length
How long can Instagram Reels be?
Reels can run anywhere from 15 seconds to 20 minutes when filmed in the Instagram app. Longer reels give you more creative freedom, but shorter, high-impact videos usually perform better in the feed.
How long should an Instagram Reel be for the best results?
There’s no perfect length, but shorter reels still tend to reach the widest audience. Under 90 seconds gives you the best discovery potential, a few minutes works well for deeper storytelling, and anything longer is best saved for tutorials or evergreen content your followers already want.
Does the Instagram algorithm prefer short Reels?
Generally yes. Reels under 90 seconds have the highest chance of being pushed to non-followers. Longer videos can still perform well if they keep viewers watching, but they need a strong hook and clear structure.
Can I upload longer videos as Reels?
Yes. You can upload videos up to 15 minutes from your camera roll. Just keep in mind that uploaded long videos don’t always get the same algorithmic boost as shorter, in-app-edited reels.
How long can Instagram Stories be?
Each Story can be up to 60 seconds long, and you can post as many as you like. Instagram no longer splits longer uploads into 15-second segments, so your full minute stays as a seamless clip.
How long can Instagram carousels be?
You can upload up to ten photos or videos in a single post, letting people swipe through your content at their own pace.
What’s the difference between filming a long reel and uploading one?
Filming in-app allows up to 20 minutes and gives you access to Instagram’s native tools. Uploading from your camera roll caps you at 15 minutes and limits some editing features, like adding music. Either way, make sure your video is 1080 × 1920 for the best full-screen experience.
How can I make any Reel more discoverable?
Grab attention in the first two seconds, keep the visuals crisp, add on-screen context, and include a simple call-to-action. Strong visuals and clear messaging matter more than the exact length.
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