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In a completely surprising update, Instagram announced today that the Reels length limit will be extended from 30 seconds to 60 seconds for all users.
Instagram has experimented with longer roles for some time, after first extending the coils from 15 to 30 seconds last september. And since TikTok can now upload longer tracks (up to 3 minutes), and YouTube Shorts can also be up to 60 seconds, it seemed like it was only a matter of time before Instagram would follow the trend.
What’s kind of what Instagram does these days, right?
However, this is particularly interesting in the case of Instagram, because it has been allowing video uploading in its other elements for a long time. Regular feed videos can be up to 60 seconds, while you can also upload longer videos to Stories excerpts in 15 seconds, and hourly excerpts IGTV (when downloaded from the internet).
As a result, the expansion of Reels clips to IG’s other features begins, making it perhaps a less definite option within the broader Instagram experience.
Or maybe not. In fact, it will only give more users the ability to create longer tracks, or redesign the same posts they already load on TikTok and YouTube Shorts. By adapting to these other similar options, Instagram is likely to welcome more cross-messages, which will give it more content for Reels, but will also likely provide a more repetitive experience in apps.
(Note: if you’re thinking of cross-referencing your video clips, just make sure Instagram has no watermarks will punish your reach.)
But it does feel like all of these options are getting a little bit the same. Why have separate video upload processes for each option? Why not let users just upload their video clips and edit them as they please, then put them all together?
This will give Instagram more content to display within Reels, which can help make it a more engaging option, while also helping to increase more views within the different elements of the app, rather than putting different types of videos in separate buckets to keep.
Maybe this is the way Instagram is actually heading – he’s currently experimenting with a new, TikTok-like display format for Explore, which stomps all the content into one format.
This can help boost the app’s discoverability and provide more video inventory for Instagram’s algorithms, while further streamlining the user experience, rather than siloing each element.
Until the next phase, you now have longer roles to consider.
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