Update Alert: Instagram Extends Reels Length To 90 Seconds

Supercharge your success on Instagram using 90-second Reels.

Lucinda Starr
3 minutes read

After months of trials and testing, it’s official: Instagram is expanding the maximum length of Reels from 60 seconds to 90 seconds.

It’s all part of a broader push to get more creators and users harnessing the Reels format. In the same announcement, Adam Mosseri (Head of Instagram) shared a stack of updates including the ability to upload your own audio to Reels and even add interactive stickers to your Reels.

After the skyrocketing success of TikTok, it’s clear that Instagram is doing everything it can to keep up with this booming social media platform. The entire Instagram experience is being redesigned to prioritize short-form, vertical video content and Reels are one of the highest performing content formats on the platform today.  

Let’s walk you through what this change to Reels means and why you should be using the full 90 seconds Reels length.


90-second Reels have arrived on Instagram

Instagram Reels 90 seconds

Following a number of successful pilot trials earlier this year, Instagram is now rolling out longer Reels lengths to all creators. But it’s not just content creators who will have access to this feature: all Instagram users globally will be able to produce 90-second Reels.

Why? Well, Instagram wants to give users more time to showcase their creativity and share value with their audience. 

With an extra 30 seconds up your sleeve, you can now share even deeper insights with your audience (while still keeping your Reels video content short and snappy). 

We know that Reels now make up more than 20% of the total time people spend on Instagram. Plus, we know Instagram is doubling down on its focus on video content, recently merging all video content into one format (and ditching low-performing formats like IGTV). 

With TikTok continuing to dominate the short-form video game, Instagram is trying its best to rapidly evolve its format and experience to match its main competitor. We expect to see video content and Reels play an even bigger role in social media marketing on Instagram in the months and years ahead. 

As a brand or business, now is the time to get familiar with Reels and start experimenting with this video content format. 

Not sure where to start? Discover how to leverage Instagram Reels Templates and schedule your Reels ahead of time with your favorite social media suite, Plann!

Level up your social media presence in 2022 with Plann 

Now you’ve heard the latest updates from Instagram HQ, it’s time to get the tools in place to supercharge your social media strategy. And what better way to do that than with your ultimate all-in-one social media suite, Plann!

Start planning, scheduling and auto-posting your Instagram Reels with Plann. Go on, redeem your 7-day free trial of Plann Plus. If you don’t like it, keep using Plann for free!

YOUR Ultimate Guide to TikTok and Reels
Your Ultimate Guide to TikTok and Reels

Engage your audience and maximize your reach with these insider tips


Latest Blogs

Social Media Strategy

The Best Time To Post on Facebook in 2024

Curious about the best time to post on Facebook? Discover how to reach Facebook users when they’re most active with this best posting times guide.

Social Media Updates

The Biggest Social Media Updates for 2024

Dive into our live guide to the biggest social media news of 2024, updated monthly to keep your finger on the pulse.

Instagram Tips

The Best Instagram Hashtags To Use In 2024

Looking for the best hashtags on Instagram? Boost your organic visibility with this guide to the best Instagram hashtags.

Access hundreds of hashtag sets

Industry-specific and curated to boost your reach.

“So much information packed into a small amount of time”
As an artist, I always knew TikTok was an important platform for me to be on to connect with potential clients. I left this course feeling so confident and excited to create and grow!
Arden Interiors
Jenn Evans

Getting Started with TikTok

Up your TikTok Strategy with
Greta Rose
Greta Rose
Tag, you're it! Never miss a message, team notifications are here