Instagram is making a significant shift in strategy. Where they previously discouraged users from posting Reels longer than 90 seconds due to low engagement, the platform will now promote Reels up to 3 minutes in its Explore section, granting them the same visibility.
This update reflects changing user preferences for long-form content and intensifies Insta’s competition with TikTok, which already supports extended video formats.
Instagram claims the change will boost the reach of longer clips without negatively affecting engagement, though audience response remains uncertain.
This marks Instagram’s push to adapt to evolving trends and encourage creators to experiment with longer formats, making it a good time to explore extended content in your strategy.
