Instagram has once again shifted its approach to video content. After advising brands and creators to keep Reels under 90 seconds for better engagement, the platform is now actively promoting and recommending Reels up to three minutes long. This change reflects Instagram’s evolving strategy to compete with TikTok and adapt to shifting audience behaviours.

For communicators, this update presents new opportunities for storytelling, audience engagement, and brand visibility. However, longer Reels also bring challenges, particularly in maintaining viewer attention and managing production demands. Understanding how to navigate these changes will be key to maximising success on the platform.

Why Instagram Is Extending Reel Length

Changing Audience Preferences

Consumer habits on social media continue to evolve. While short-form content remains dominant, audiences are becoming more receptive to slightly longer videos, particularly when they provide value. Tutorials, behind-the-scenes insights, and storytelling-driven content are increasingly popular. Instagram’s decision to allow longer Reels aligns with these trends, giving brands more flexibility in crafting content that resonates.

Competitive Pressure from TikTok

Another driving force behind this update is competition. TikTok has steadily expanded its video length limits, now allowing some users to post clips up to ten minutes long. With TikTok facing potential regulatory restrictions in the U.S., Instagram is positioning itself as a strong alternative for creators and brands. By offering longer-form content options, Instagram aims to capture users who may be looking for new platforms to share and consume content.

Opportunities and Benefits for Brands

Deeper Brand Storytelling

One of the biggest advantages of three-minute Reels is the ability to tell richer, more engaging stories. Unlike short-form content, which requires quick, high-impact messaging, longer videos allow brands to create more immersive narratives. Product demonstrations, brand storytelling, customer testimonials, and thought leadership pieces all benefit from the additional time.

Increased Visibility in Recommendations

Previously, Reels longer than 90 seconds were not prioritised in Instagram’s discovery surfaces, limiting their potential reach. Now, longer Reels will be treated equally in Instagram’s recommendation algorithm. This means brands have a better chance of reaching new audiences beyond their existing followers, potentially driving more engagement and conversions.

More Room for Educational and Explainer Content

Some messages simply require more time. Industries such as beauty, fitness, technology, and education can use longer Reels to provide in-depth tutorials, product usage guides, or explainer content. The additional time makes it easier to break down complex topics without rushing, leading to better audience comprehension and retention.

Challenges of Creating Longer Reels

Maintaining Audience Attention

While Instagram will now recommend longer Reels, engagement remains the deciding factor in content performance. Retaining viewer interest for three minutes is significantly harder than for 30- or 60-second videos. A strong hook in the first few seconds is critical, as well as dynamic editing, clear storytelling, and compelling visuals that keep viewers engaged until the end.

Higher Production Demands

Creating engaging long-form content requires more planning, scripting, and editing compared to short clips. Brands may need to invest in better production tools, additional team resources, or external video professionals to ensure their longer videos maintain high quality. This added complexity means content calendars and workflows will need to be adjusted accordingly.

Potential for Increased Costs

Longer videos require more effort in terms of shooting, editing, and post-production. For brands without dedicated in-house video teams, outsourcing content creation can drive up costs. Marketers will need to weigh the potential return on investment against the additional resources required to produce engaging three-minute Reels.

Algorithmic Uncertainty

Although Instagram has stated that longer Reels will be treated equally in recommendations, platform algorithms are notoriously unpredictable. Engagement metrics such as watch time, comments, and shares will still determine a Reel’s overall reach. Brands must continuously monitor performance data to see whether longer content is truly resonating with their audience.

Instagram’s New Tools to Support Longer Reels

Introducing Edits: Instagram’s New Video Creation App

To support the shift towards longer-form content, Instagram is launching Edits, a new standalone video creation app designed to provide more advanced editing tools. Features include overlays, transitions, auto-enhancements, and real-time insights to help brands optimise their video content. Unlike many third-party editing apps, Edits will allow for watermark-free exports, making it easier for brands to repurpose content across multiple platforms.

Enhanced In-App Editing Features

Alongside Edits, Instagram has also rolled out improvements to its built-in editing tools. Brands now have access to new fonts, animations, and text effects, as well as the ability to layer multiple audio tracks within a single Reel. These updates simplify the content creation process and provide more creative control directly within the Instagram app.

How Brands Can Adapt Social Strategies

Test and Measure Performance

While Instagram is now promoting longer Reels, brands should not assume they will automatically perform well. A data-driven approach is essential. Marketers should conduct A/B testing with different video lengths, monitor audience retention rates, and analyse engagement metrics to determine whether three-minute Reels are delivering value.

Balance Short and Long-Form Content

Not every message requires three minutes. A successful Instagram strategy will involve a mix of short, high-impact videos and longer, more detailed content. Brands should continue using shorter Reels for quick engagement and awareness while reserving longer Reels for storytelling, product deep dives, and educational content.

Leverage Influencer and UGC Strategies

Influencer marketing and user-generated content (UGC) can help brands maintain authenticity in longer-form content. Collaborating with influencers who have a strong engagement rate can make three-minute videos feel more natural and engaging. Encouraging UGC can also reduce production costs while increasing credibility among target audiences.

Take Advantage of Instagram’s Discovery Features

Instagram has introduced several new discovery tools to help brands increase reach. Trial Reels allow brands to test content with non-followers before fully publishing, providing a low-risk way to experiment with different formats. Adding audio to static content can help surface posts in the Reels tab, and new social discovery tools highlight trending content, giving brands additional opportunities for visibility.