Understanding the power of Instagram Reels
According to a Meta earnings call, Instagram users spend 50% of their time on the app watching Reels.
A 2022 internal document from Meta obtained by the Wall Street Journal states that users watch Reels for 17.6 million hours each day.
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.
You can use Reels to engage your audience, build trust, and help your followers get to know you on a more personal level.
How long can an Instagram Reel be?
Currently, Instagram Reels can be up to 90 seconds long, giving creators ample time to share their message or showcase their creativity.
But what we can say for sure is that:
- An Instagram Reel can be as short as 15 seconds and as long as 90 seconds.
- If you publish the Reel as a normal video, it can go up to 15 minutes (even though it will be later on still shown as a Reel).
- If your followers really enjoy your content, then the length of your Reels probably isn’t a huge issue.
What is the ideal length for an Instagram Reel?
The optimal length for Instagram Reels varies depending on the content type and audience engagement goals. Different sources provide the following recommendations:
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.
7 tips for different types of Reels
How long can Instagram Reels be while keeping your audience engaged? Let’s break it down for various types of Instagram Reels:
- Keep it short for maximum viewer retention
- Use longer reels for storytelling or educational content
- Adapt the length depending on the content
- Use quick cuts and transitions for longer reels
- Align Instagram Reel length with current trends
- Hook viewers within the first few seconds
- Experiment with mid-length Reels for demonstrations
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.
Product Showcase Reel
Image source
This Reel is a great example of short-form content because it delivers its message quickly while grabbing attention with bold visuals and a clear focus on the product. The fast-paced format fits seamlessly into the Instagram feed, encouraging viewers to stop scrolling and engage with the content.
Shorter Reels are perfect for the Instagram feed because they match how people naturally scroll—quick and casual. These snappy videos grab attention fast, making it easy for viewers to watch the whole thing, rewatch it, or share it with others
2. Use longer reels for storytelling or educational content
When you need to dive deeper into a subject, storytelling or educational video Reels can benefit from the full 90-second limit offered by the Instagram app.
This longer format is 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.
At the same time, short 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.
Image source
While the algorithm often favors Reels with shorter runtimes for quick consumption, don’t shy away from using the full 90 seconds when your content requires it. The key is balancing valuable information with pacing that keeps viewers hooked until the end.
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. These can easily be put together using footage from your camera roll to keep things natural and relatable.
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. If you’re stuck, try using Instagram Reels templates to get started quickly and stay on trend.
