In an effort to amplify user engagement and entice creators, Instagram has grown the length of Reels from the limit of 90 seconds to three minutes. The announcement was made on Saturday by Instagram head Adam Mosseri about the new update that is intended to give the creators extra long content to incriminate themselves in competition with TikTok in its extended video format rolled out in 2023.
“We’ve historically limited Reels to 90 seconds, but we’ve heard the feedback that this is too restrictive for those wanting to share longer content,” Instagram head Adam Mosseri wrote in an Instagram post.