Instagram has made a major update that could change how creators and brands think about Reels: the platform will now recommend Reels that are up to 3 minutes long in places like Explore and the Reels tab.
Previously, only Reels under 90 seconds were eligible for broad distribution. But according to Instagram’s announcement, longer Reels will now be treated equally by the recommendation system — a move designed to give creators more flexibility with storytelling, tutorials, behind-the-scenes content, and more.
“We heard from creators that they want more time to tell their stories. So we’re expanding the length of recommended Reels to up to 3 minutes.” — Instagram Creators Blog
Why It Matters
This change is a direct response to feedback from the creator community. Longer videos can help deliver more meaningful content, and now those videos will have the same chance of discovery as shorter Reels. That means creators no longer have to trim important moments just to stay under a time limit for performance reasons.
What You Should Do
If you’re a social media manager or content creator, now is a great time to:
- Experiment with longer formats: Try Reels that go deeper — think storytelling, mini-documentaries, or educational breakdowns.
- Keep it engaging: Even with more time, viewer retention still matters. Make sure your content grabs attention early and delivers value throughout.
- Monitor performance: Pay attention to how your longer Reels perform compared to shorter ones and adjust your strategy accordingly.
This is part of Instagram’s broader push to evolve Reels and support more diverse content types. With new flexibility in video length and increased visibility in Explore, it’s clear that longer Reels are officially in the spotlight.
You can publish Reels to both Facebook and Instagram right from Social News Desk, streamlining your workflow and making it easier to publish to multiple platforms at one time.
If you’re interested in learning more about how Social News Desk can help or if you’d like to try SND for free, get in touch at: sales@socialnewsdesk.com.
