Instagram has expanded the maximum length for Reels to 90 seconds, giving creators and brands more room for storytelling. This update, which rolled out in February, is opening new possibilities for content that feels more detailed and engaging while still fitting the short-form format.
With more time available, creators can share step-by-step tutorials, behind-the-scenes footage, or short interviews without having to cut key details. For brands, this can mean showing a fuller product demo, adding extra context to a message, or weaving in more personality to connect with audiences.
Some marketers are already testing 90-second Reels for campaigns, while others are repurposing longer TikTok videos to fit the new limit. Early feedback suggests that viewers are staying engaged as long as the content remains fast-paced and visually interesting.
This change also keeps Instagram competitive with TikTok and YouTube Shorts, where video length flexibility is part of attracting both creators and viewers. The challenge now is to make those extra seconds count without losing attention.
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