February 20, 2023

Instagram Is Introducing 90 Second Reels

Instagram Is Introducing 90 Second Reels

Content creators get ready; Instagram is extending the length of reels to 90 seconds.

Although there has been no official announcement of the update from the platform, more and more users have begun to notice the 90-second option when creating their reels on the platform. 

This update will be the latest chapter in Instagram’s new focus on video as announced earlier this year by Head of Instagram, Adam Mosseri. The platform removed its IGTV offering in October in order to better consolidate all video offerings into a single feed. 

With more rumored changes including making the entire Instagram feed a whole screen experience, increasing the length of reels makes perfect sense on the road to combining all IG video content.

Currently, the broader public is only able to create reels up to 60 seconds, meaning that once this update is launched officially, users will need to consider how to best maintain engagement for an extra 30 seconds if they want to take advantage of the new feature. 

So why should you be thinking about this as a Social media Marketer? 

Since being launched in August 2020, Reels has become one of the most used features on Instagram. What initially was a fun new short-form video feature for creators has now turned into a vital part of any brand’s organic social media strategy.


Instagram wants Reels to work, so they are making an effort to make the feature as prominent and effective for users as possible. Content on Instagram Reels gets 22% more engagement compared to regular videos on Instagram. More engagement means a higher chance of generating a large amount of organic reach and achieving your awareness goals without having to use any budget.

So while we wait for the new 90-second Reels to become available to everyone, it is important to spend some time considering how you can leverage this feature for your brand, business or clients. Instagram has a habit of prioritising accounts that jump at an in-platform update, so start getting those content plans developed and ready to fire as soon as you can. Your reach and engagement metrics will thank you for it!

Sam King

Sam King

Digital Marketing Manager

The Facebook Ads expert at SMC and brings 5 years of experience specialising in Social Media Marketing and Strategy. He's orchestrated major campaigns in education, sports, events, and eCommerce, seamlessly aligning digital marketing strategies across sectors for maximum impact.

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