Busting the Time Myth: Why Your Instagram Reels Should Probably Be Under 3 Minutes

You might have heard a rumor about Instagram Reels: that they can now be up to three minutes long. Is it true? And if so, does that mean we should all start making longer videos?

The answer is yes, the time limit for Instagram Reels is indeed three minutes. But that’s only half the story. Crucially, Instagram officially states that videos over a certain length won’t be recommended by the algorithm. So, if you want your content to be seen by a wider audience, just knowing the time limit isn’t enough.

1. The New Rule: What’s the Real Reel Time Limit?

In the past, we were used to 15, 30, or 60-second Reels. Now, the maximum is extended to three minutes. This is a significant change for Instagram Reels. It gives creators much more freedom with their content. With this freedom, they can tell a complete story instead of rushing through it. They can also share deeper tutorials that go into more detail. And even make more complex video content that needs extra time to unfold.

However, this isn’t a signal to start making long videos. On the contrary, Instagram still favors short, impactful videos for its recommendation engine. If your Reel is over three minutes long, it can be shared, but it will lose the huge exposure advantage that comes from the algorithm.

2. The Algorithm’s Secret: Why Longer Videos Don’t Get Pushed

Instagram’s algorithm is smart. It looks at two key metrics above all others: watch time and completion rate.

Watch Time: This is how long a user stays on your video.
Completion Rate: This is the percentage of users who watch your video all the way to the end.

Imagine you make a three-minute video, but most viewers scroll away after 10 seconds. If your Reel is too long, its completion rate will be extremely low. When the completion rate is low, the Instagram algorithm will assume the Reel isn’t engaging enough. Once the algorithm judges it as unengaging, it will stop recommending the Reel to more people. But a 15-second Reel is different—it’s more likely to get a high completion rate. When a 15-second Reel has a high completion rate, the algorithm will see it as popular. And the algorithm will then push this popular 15-second Reel out to a wider audience. This is why even with a three-minute limit, most viral videos are much, much shorter.

3. The Three-Minute Challenge: Tips for Creating Longer Reels

Just because longer videos aren’t pushed doesn’t mean they’re useless. If you genuinely need to make a Reel longer than three minutes—say, for an in-depth tutorial or an interview—here’s a tip. You can try adding elements to make this longer Reel more engaging.

Start Strong: Grab the audience’s attention in the first three seconds. State the topic and core value of the video so they know why it’s worth watching.
Segment Your Content: Break down the long video into smaller parts. Use text overlays or scene changes to keep the video’s pace dynamic.
Provide High-Value Content: A longer video must offer a level of depth or emotional connection that a short video can’t. For example, a detailed makeup tutorial or a compelling, personal story.

4. The Golden Rule: Finding Your Perfect Length

So, how long should your Reels be? There’s no single right answer, but you can follow a golden rule: Make your video just long enough to get its job done, not a second longer.

Under 15 seconds: Great for quick entertainment, trending challenges, or fast tips.
15-30 seconds: Ideal for short stories, product showcases, or brief tutorials.
30-90 seconds: Perfect for more detailed explanations, like a recipe or fitness demonstration.
Over 90 seconds (up to 3 minutes): Best for in-depth interviews, full tutorials, or vlogs. Just remember one thing about these longer Reels. They might not get wide algorithmic recommendations like shorter ones do. So they’re actually best suited for your dedicated followers—those who already actively engage with your content.

5. Quick Q&A: Your Top Questions About Reel Length

Why isn’t the algorithm recommending my video? It’s likely due to a low completion rate. Is your video too long? Is the hook not strong enough? Try shortening the video and grabbing attention in the first three seconds.
What’s the longest video I can upload to Instagram? Reels have a three-minute limit.You do have another option: upload longer videos as regular Instagram posts. But these regular posts with longer videos usually show up as carousel videos. What’s more, they don’t have the core functionality that makes Reels unique.

To sum up: Instagram lets Reels be up to three minutes long. But if you want algorithmic recommendations and more exposure, your target length should be much shorter. First, find your content’s sweet spot. Then, hook viewers in the first three seconds. Finally, make sure they want to watch until the very end. Only then can you truly master Reels and get your content seen.