How Long Should Instagram Reels Be? 60-90s (2026 Guide)
You're staring at your editing timeline. The clip is 2 minutes and 43 seconds. Do you cut it down to 90 seconds? Keep it at 3 minutes? Or chop it to 15 seconds and call it done?
Instagram Reels length isn't just a technical spec. It's a strategic decision that affects your views, engagement, and whether people actually watch until the end. This guide breaks down exactly what works in 2026, backed by data from millions of Reels.
What You'll Learn
60-90 Second Sweet Spot
Why this range gets the most engagement and how Instagram's algorithm treats it.
Length by Content Type
Different strategies for tutorials, entertainment, product demos, and more.
Algorithm Mechanics
How completion rate vs watch time affects your reach and visibility.
Optimization Tips
Actionable tactics for short, medium, and long Reels that actually work.
Why Reel Length Actually Matters
Here's the thing about Instagram Reels: length isn't just a number. It's the difference between someone scrolling past in 2 seconds or watching your entire video, engaging, and following your account.
In January 2025, Instagram expanded Reels from 90 seconds to 3 minutes. That sounds great until you realize most people don't have the attention span for 3-minute videos while scrolling their feed at 11 PM.
The data tells a clear story: Reels between 60-90 seconds get the highest engagement and views. But that doesn't mean you should force every video into that box. A 15-second meme hits different than a 2-minute tutorial. Understanding how the algorithm works helps you make smarter length decisions.
This guide shows you exactly how to pick the right length for your content type, audience, and goals. No fluff, just what works in 2026.
Instagram's Official Reels Length Limits
Let's start with the technical stuff. Here's what Instagram actually allows as of January 2026.
Current Instagram Reels Limits
Note: The 3-minute limit applies to both single-clip videos and multi-clip Reels edited within Instagram.
What Changed in January 2025
Adam Mosseri (Instagram's Head) announced the expansion from 90 seconds to 3 minutes in early January 2025. His reasoning? Creators wanted more time to tell their stories.
"We've heard a lot of feedback from creators that 90 seconds is just too short. So we're hoping that upping the limit to three minutes will help you tell the stories you really want to tell." — Adam Mosseri, Head of Instagram
Sounds good in theory. In practice, most high-performing Reels still sit between 60-90 seconds. Why? Because Instagram's algorithm and audience behavior haven't changed just because the time limit did.
Technical Specs You Should Know
Aspect Ratio
9:16 vertical format (1080 x 1920 pixels) is recommended. Instagram will crop anything else, and you'll lose important visual elements.
File Size
Maximum 4GB per video. At 3 minutes, you shouldn't hit this unless you're uploading uncompressed 4K footage (which Instagram compresses anyway).
Frame Rate
30 FPS is standard. You can upload 60 FPS, but Instagram often compresses it down to 30 FPS anyway, so don't stress about it.
The 60-90 Second Sweet Spot (Why It Works)
Data from millions of Reels shows the same pattern: videos between 60-90 seconds get the best combination of views and engagement. Here's why.
The Data Doesn't Lie
According to Socialinsider's analysis of Instagram Reels performance (analyzing thousands of accounts), Reels in the 60-90 second range consistently outperform both shorter and longer videos across two critical metrics:
Engagement Rate
Highest
60-90 second Reels get the most likes, comments, and shares per view compared to any other length.
Views
Peak Range
This length also drives the highest view counts, suggesting the algorithm favors it for distribution.
Why This Length Works
The 60-90 second range hits a psychological sweet spot. Here's the breakdown:
1. Long enough to tell a story
You have time to hook viewers, deliver value, and include a call-to-action. 15-second Reels often feel rushed. 60+ seconds lets you breathe.
2. Short enough to hold attention
Most people scrolling Instagram don't commit to 3-minute videos. But 60-90 seconds? That's doable. It's long enough to be valuable but short enough to finish.
3. Algorithm-friendly completion rate
People are more likely to watch the full video at this length. High completion rates signal quality to Instagram's algorithm, which then pushes your Reel to more people.
4. Maximizes watch time
Instagram cares about total seconds watched, not just percentage. A 70-second Reel with 80% completion (56 seconds watched) beats a 20-second Reel with 100% completion (20 seconds watched).
Real Brand Examples
Louis Vuitton
Strategy: Short Reels (15-30 seconds) highlighting BTS moments, product launches, and podcast snippets.
Why it works: Luxury brands benefit from quick, visually striking clips that maintain exclusivity. Their audience doesn't need long explanations—they want fast hits of aspiration.
Key insight: High view counts but lower engagement depth. Good for brand awareness, not conversions.
Amtrak
Strategy: Longer Reels (60-90 seconds) showcasing scenic train routes, customer stories, and behind-the-scenes travel experiences.
Why it works: Travel content needs time to build atmosphere. 60-90 seconds lets Amtrak tell a story that makes you want to book a trip.
Key insight: Lower view counts than short Reels, but much higher engagement and comment quality. Builds stronger brand connection.
Best Reel Length by Content Type
Not all content works at the same length. Here's what performs best for each type.
🎓 Tutorials & How-Tos
Educational content needs time to explain steps clearly. 60-90 seconds lets you break down a process without losing viewers. Using quality editing apps helps you keep pacing tight.
Example: A makeup tutorial showing 5 steps. Each step gets 10-15 seconds, plus intro/outro.
😂 Entertainment & Memes
Quick hits work best for humor. Get to the punchline fast. The shorter, the more likely it loops and racks up replays.
Example: A 10-second skit with a setup and punchline. Loops naturally for high replay counts.
🛍️ Product Demos
Show the product in action, highlight key features, and add a CTA. 30-60 seconds gives you enough time without dragging.
Example: A skincare product demo showing before/after, how to apply, and results. 45 seconds total.
📖 Storytelling & Behind-the-Scenes
Stories need setup, conflict, and resolution. 60-90 seconds is ideal, but you can push to 2 minutes if the story is compelling.
Example: A brand's origin story, customer testimonial, or day-in-the-life BTS content.
🔥 Trending Audio & Dances
Trending audio clips are usually short. Match your video length to the audio length for maximum impact and looping potential.
Example: A 15-second dance challenge or lip-sync using trending audio.
💡 Tips & Quick Advice
Share 3-5 quick tips in under a minute. Each tip gets 8-12 seconds. Fast-paced, actionable, and easy to digest. Need inspiration? Check out these 100+ content ideas.
Example: "5 Instagram hacks you didn't know" - 8 seconds per hack = 40 seconds total.
How Instagram's Algorithm Treats Different Lengths
Instagram's algorithm doesn't care about length directly. It cares about engagement signals. Here's what actually matters.
Watch Time vs Completion Rate: The Truth
For years, creators obsessed over completion rate (what % of your video people watch). Instagram Head Adam Mosseri finally clarified this in early 2025:
Both matter. Instagram looks at the percentage of the video watched AND the total seconds watched. A 10-second clip watched 100% (10 seconds) equals a 60-second clip watched to the 10-second mark in terms of watch time value.
This means Instagram won't penalize longer videos just because fewer people watch all the way through. What matters is total watch time accumulated.
Scenario A: Short Reel
• Video length: 15 seconds
• Average completion: 90%
• Watch time per view: 13.5 seconds
Scenario B: Medium Reel
• Video length: 75 seconds
• Average completion: 65%
• Watch time per view: 48.75 seconds
↑ Winner: 3.6x more watch time
Key Algorithm Signals
1. Replays
Short Reels (under 20 seconds) that loop naturally get replayed more. Instagram counts each loop as watch time, boosting distribution.
2. Saves
Longer educational Reels (60-90s) get saved more often. High save rates = valuable content = algorithm boost.
3. Shares
Shareable content (entertaining or useful) performs best. Length doesn't matter if people are sending it to friends.
4. Comments
Longer Reels that spark discussion get more comments. Comments signal engagement depth to the algorithm.
How to Choose the Right Length for Your Reel
Forget formulas. Here's a simple decision framework based on your content and goals.
The 3-Question Framework
Question 1: What's your primary goal?
- • Views/Awareness: Go shorter (15-30s). Prioritize virality and replays.
- • Engagement/Saves: Go mid-length (60-90s). Give value people want to revisit.
- • Conversions/Sales: Go longer (60-120s). You need time to explain benefits and add CTAs.
Question 2: How complex is your message?
- • Simple concept: Keep it short (15-30s). Don't overcomplicate.
- • Step-by-step process: Use 60-90s. People need time to follow along.
- • Story or case study: Push to 90-120s if needed. Stories need setup and payoff.
Question 3: What's your audience's attention span?
- • Gen Z (under 25): Shorter is better. They're used to TikTok's pace.
- • Millennials (25-40): Mid-length works. They'll watch 60-90s if it's good.
- • Older audiences (40+): Longer can work. They're more patient with educational content.
Quick Decision Chart
| If You Want... | Use This Length | Why |
|---|---|---|
| Maximum views | 15-30 seconds | High completion, loops, replays |
| Highest engagement | 60-90 seconds | Sweet spot for likes, comments, shares |
| Educational value | 60-120 seconds | Enough time to teach properly |
| Product demos/sales | 45-75 seconds | Show features + add CTA |
| Viral potential | 7-15 seconds | Easy to consume, share, rewatch |
8 Common Reel Length Mistakes (And How to Fix Them)
❌ Mistake #1: Making Every Reel the Same Length
Problem: You read "60-90 seconds is best" and force every video into that range. Some ideas need 20 seconds, some need 2 minutes.
Fix: Let the content dictate the length. Trim filler ruthlessly, but don't cut value just to hit a time target.
❌ Mistake #2: Adding Filler to Hit a "Magic Number"
Problem: Your video is naturally 35 seconds, but you add slow-motion or repeat clips to stretch it to 60 seconds.
Fix: If your video is done at 35 seconds, post it at 35 seconds. Viewers can smell filler from a mile away.
❌ Mistake #3: Ignoring Your Analytics
Problem: You follow general advice without checking what YOUR audience actually watches. Your analytics show people drop off at 30 seconds, but you keep making 90-second Reels.
Fix: Check Instagram Insights. Look at average watch time and where people drop off. Adjust accordingly.
❌ Mistake #4: Burying the Hook
Problem: Your Reel is 90 seconds, but the interesting part doesn't start until 20 seconds in. People swipe before they get to the good stuff.
Fix: Hook viewers in the first 3 seconds. If you can't grab attention immediately, length doesn't matter.
❌ Mistake #5: Copying TikTok Length Strategies
Problem: TikTok's algorithm and audience behavior are different from Instagram's. What works there doesn't always work here. See our platform comparison for key differences.
Fix: Instagram Reels skew slightly longer than TikTok videos. Test and adapt rather than copy-paste.
❌ Mistake #6: Not Testing Different Lengths
Problem: You pick one length (say, always 60 seconds) and never experiment. You have no idea if shorter or longer would work better.
Fix: Test a variety: post some 15s, some 45s, some 90s. Track which performs best for YOUR content.
❌ Mistake #7: Forgetting About Mobile Viewing
Problem: You optimize for length but forget that people are watching on phones, often in noisy environments. Long videos with small text or quiet audio fail.
Fix: If going longer, add captions, use large text overlays, and make sure visuals are clear on small screens.
❌ Mistake #8: Confusing Views with Success
Problem: You make short Reels (15s) that get tons of views but zero engagement. Views don't pay the bills.
Fix: Balance length based on your goal. If you need sales, a 75-second demo with fewer views beats a 10-second clip with high views but no action.
Optimization Tips for Different Reel Lengths
Once you pick a length, here's how to make it work. These tactics fit into your broader video marketing strategy.
Short Reels (7-30 seconds)
- → Make it loop-friendly: End where you start so it replays seamlessly.
- → Hook in 1 second: You have zero time to waste. Start with the payoff.
- → Use trending audio: Short Reels rely heavily on audio trends for discovery.
- → Keep text minimal: Large, punchy text that people can read in one glance.
- → Fast cuts: Change scenes every 3-5 seconds to maintain energy.
Medium Reels (30-90 seconds)
- → 3-second rule still applies: Hook fast, even if you have more time.
- → Structure in thirds: Intro (10s), value/story (60s), CTA/outro (20s).
- → Change visuals every 10-15s: New angles, b-roll, or graphics to maintain attention.
- → Add captions: 85% of people watch without sound. Captions make it accessible.
- → Include a pattern interrupt: At 30-40 seconds, add something unexpected to reset attention.
Long Reels (90-180 seconds)
- → Earn the length: Every second must add value. No filler, no fluff.
- → Use chapter markers: Text overlays like "Step 1," "Step 2" help people follow.
- → Keep pacing fast: Even at 2 minutes, maintain energy with quick cuts and dynamic visuals.
- → Preview the payoff upfront: Show what they'll learn or get in the first 5 seconds.
- → Strong CTA at the end: If they watched 2 minutes, they're engaged. Don't waste it.
Frequently Asked Questions
What's the minimum length for Instagram Reels?
The official minimum is 3 seconds. Technically, you can post a 3-second Reel, but it won't perform well. Aim for at least 7-10 seconds to give people something to react to.
Can Instagram Reels be longer than 3 minutes?
No. As of January 2026, the maximum is 3 minutes (180 seconds). If you need longer, post it as a regular Instagram video instead of a Reel.
Does Instagram penalize longer Reels?
No. Instagram's Head Adam Mosseri confirmed they don't penalize longer videos. The algorithm looks at both watch percentage and total watch time, so longer Reels aren't at a disadvantage if they're engaging.
What's the best Reel length for maximum views?
Short Reels (15-30 seconds) tend to get the most views because they loop and replay easily. But views don't always equal engagement or conversions. Balance view goals with business goals.
What's the best Reel length for engagement (likes, comments, shares)?
60-90 seconds consistently shows the highest engagement rates across studies. This length gives you time to deliver value while keeping viewers hooked until the end.
Should I use the full 3 minutes if Instagram allows it?
Only if your content needs it. Don't use 3 minutes just because you can. Most audiences won't watch a 3-minute Reel unless it's extremely compelling (like a story or tutorial). Start shorter and only go longer when necessary.
How does Instagram Reels length compare to TikTok and YouTube Shorts?
Instagram Reels: 3 seconds to 3 minutes. TikTok: 3 seconds to 10 minutes. YouTube Shorts: 15 seconds to 3 minutes. TikTok allows the longest videos, but Instagram and YouTube Shorts are more restrictive.
Do short Reels perform better than long ones?
It depends on your goal. Short Reels (under 30s) often get more views and loops. Longer Reels (60-90s) get higher engagement and save rates. Neither is "better"—they serve different purposes. If you're focused on monetization, engagement usually matters more than raw views.
How do I know what length works for my audience?
Check Instagram Insights. Go to your Reels tab, tap on individual Reels, and look at "Average watch time" and "Reached accounts." Test different lengths and see which gets the best results for YOUR content.
Can I change the length of a Reel after posting?
No. Once you post a Reel, you can't edit the video itself (including length). You'd need to delete it and repost a new version. That's why it's important to get the length right before publishing.
Does adding text or captions affect ideal Reel length?
Yes, indirectly. If you have a lot of text to read, you need more time. A 10-second Reel with dense text will fail because people can't read it all. Match text volume to video length—or use voiceover instead.
What if my Instagram Stories are longer than my Reels?
That's fine. Stories and Reels serve different purposes. Stories disappear after 24 hours and are for casual, ephemeral content. Reels are permanent and optimized for discovery. You can share a 15-second preview of a Reel to your Story to drive views.
Should I repurpose TikToks to Instagram Reels at the same length?
You can, but consider the audience difference. TikTok audiences skew younger and prefer faster pacing. Instagram users tolerate slightly longer, more polished content. Test both the original length and a trimmed version.
Do brand accounts need different Reel lengths than personal accounts?
Not necessarily. The principles are the same: match length to content type and goal. However, brand accounts often need longer Reels (60-90s) for product demos and educational content, while personal creators can get away with shorter, more casual clips.
What's the ideal length for Instagram Reels in 2026?
There's no universal "ideal." But if forced to pick one number based on data: 60-90 seconds gives you the best balance of views, engagement, and watch time for most content types. Adjust based on your specific content and audience behavior.
The Bottom Line on Instagram Reels Length
Stop obsessing over finding the "perfect" length. There isn't one. The best length is whatever it takes to tell your story effectively without wasting anyone's time.
That said, if you want a starting point: 60-90 seconds is the data-backed sweet spot for most content. It's long enough to deliver value but short enough to hold attention. From there, adjust based on your content type, audience analytics, and goals.
Your Action Plan
- 1.Check your current Reels: Go to Instagram Insights. See what lengths are performing best for YOUR account.
- 2.Match length to content type: Use the decision framework above. Tutorials = 60-90s. Entertainment = 15-30s. Product demos = 45-75s.
- 3.Test 3 different lengths: Post one short (15-30s), one mid (60-90s), and one long (90-120s). Track results.
- 4.Hook fast, always: No matter the length, grab attention in the first 3 seconds or people will scroll.
- 5.Cut ruthlessly: Every second should add value. If it doesn't, delete it.
Instagram gave you 3 minutes to work with. Use them wisely.
Want more Instagram Reels strategies? Check out these guides: