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In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves.

If you’re not an experienced content creator, it might be difficult to determine the best length for Instagram Reels to get the best results. And knowing the ideal number isn’t everything – your metrics might tell you something entirely different.

In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves.

How long can Instagram Reels be?

Instagram Reels can be anywhere from 15 seconds to 3 minutes in length. Previously, Reels were capped at 90 seconds, until Instagram increased the length of video uploads in January 2025.

"We’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short," Instagram head Adam Mosseri said in a video, "So we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.”

Technically speaking, you can upload videos as long as 15 minutes on Instagram. However, Instagram sets very clear boundaries for how long a reel should be to perform well (this is an important caveat).

When filming a video within the Instagram app, users can choose from various specific durations —15 seconds, 30 seconds, 60 seconds, and 90 seconds. Everything from the reel templates to the ideas you’re shown all cap at the 90-second mark, and you won’t be able to film additional clips. (At the time, of writing, the 3-minute update had not yet rolled out to all users.)

But while you can’t make reels longer than 90 seconds within the app, you can upload longer videos than the available time limits in the content uploading section of your app. The video will just be cut off after the allowed time elapses.

Once you’re done editing your video, add eye-catching graphics, a call-to-action (CTA), and hashtags to increase your content’s discoverability in the Instagram feed.

Can you upload longer Instagram Reels?

Yes

Instagram Edits is going to be a pretty powerful app for creators. Here’s a look at all the features Meta teased in their strategically timed announcement.

Meta has announced a new mobile video editing app called Edits, which will be available in app stores in February 2025.

The announcement comes hot on the heels of ByteDance's CapCut temporary removal from major app stores as part of the TikTok ban, leaving creators scrambling for alternatives.

The timing is no coincidence, of course. Meta has a history of making strategic moves to fill market gaps. Remember when they launched Instagram Reels right after TikTok's ban in India? Or how Threads emerged as X (formerly Twitter) was going through changes?

Still, the news will be a welcome surprise to Instagram Reels creators — particularly since it looks like it’s going to be a pretty powerful app!

Instagram head Adam Mosseri shared some interesting details about the app on Instagram and Threads — along with a video he actually filmed in Edits.

I’ll be honest: even though I’m a bit of a CapCut fan, I’m pretty excited about everything Mosseri has teased so far.

Here’s a look at everything we know about the new video editing app (watch this space — I’ll update this article as soon as I’ve had some hands-on time with Instagram’s Edits!).

January 26, 2025

After a period of inaccessibility for users in the United States, TikTok has started restoring its services.

Uncertainty is an understatement when it comes to TikTok's future in the United States.

After users in the U.S. were unable to log in to TikTok the day the TikTok ban took effect, TikTok restored its service the following day. After which, the White House issued an executive order on January 20th, 2025, granting a 75-day extension to delay enforcement of the TikTok ban and pursue a deal involving a U.S. ownership stake in ByteDance, TikTok's parent company. The 75-day extension will give ByteDance until April 4th, 2025 – when the extension is set to expire – to divest ownership of the company.

The legal situation between TikTok and the U.S. is still unfolding. As it stands, TikTok is available in the U.S., and Buffer users with TikTok connected to their accounts should be able to post as usual. If that is not the case, please reach out to our team. 

Several legal factors are in play, so we expect this situation to evolve over the coming weeks. We will continue to update this blog post and inform Buffer users of any changes that may impact their Buffer accounts. 

The TikTok ban and your social media strategy

If you work in social media, it’s nothing new to adapt and change your strategy based on the ever-changing algorithms and the rise and fall of social networks. (Who else was on Vine? 🙋🏻‍♀️) But, of course, we wish you didn’t have to.

TikTok has become one of the most widely used social media platforms, with over 170 million users in the U.S. alone, and is credited with impacting trends and cultural shifts.

Though the TikTok ban is expected to be temporary, it's a great time to consider expanding and diversifying your social media strategy.

The good news is that you've already done most of the work if you've been consistently creating video content for TikTok — our data shows that video is far and away the best type of content on all social media platforms for reach and engagement.

Instagram Reels and YouTube Shorts are the most similar to TikTok, and Facebook Reels is also a promising channel to explore. LinkedIn, too, is expanding its video features, so you may want to look there as well if it makes sense for your target audience.

TikTok being unavailable in the U.S is also an unfriendly reminder of the importance of growing an audience on the platforms and services you have more control over. It’s a good time to keep your website

Whether you’re dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, this plan will get you started.

There’s a bit of a misconception that it’s “too late” to get started as a creator in 2025. Sure, the TikTok boom of 2020 is behind us (RIP days where videos of your sourdough starter got 10K views), but that doesn’t mean you’ve missed the boat.

For one thing, it’s probably never going to be as easy as it is right now, ever again. The space is crowded, but it’s only getting more so. And another: there's still plenty of room for authentic voices to make their mark.

"Your voice and your perspective matter," says creator and marketer Aarushi Singh. "There's room for everyone in the creator economy, and the world needs more passionate people sharing their knowledge and creativity."

Plus, you’ve got a secret weapon — the tried-and-tested advice of successful creators who have been there, done that, and got the blue check (or Top Voice badge). I spoke to several of my favorite creators across platforms and asked them, with all their years of experience (and cross-platform followings), what they would do differently if they were starting from scratch today.

And they had some fascinating insights to share.

Armed with their wisdom, Buffer’s data, and my own experience as a creator, I’ve pulled together this step-by-step guide.

So, whether you're dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, I've got you covered.

Let’s start building your plan — and your following.

1. Find your ‘why’ — and write it down

What is motivating you to start building your presence on social media? Setting an overarching goal will help you get clear on your audience, content, and more. On top of that, it’s a useful north star to revisit when you need some motivation to stick to your plan.

Gina Sapién, a marketer who grew her LinkedIn following to over 10K in just six months in 2024, says this is one of the most important pieces of the puzzle.

“What’s your main reason for creating content? Are you growing a brand, closing deals, landing a job, or something else? Your strategy will depend on this.”

She cautions against setting a goal like ‘get follow

Here are 4 promising TikTok alternatives that offer exciting opportunities for creators to grow, experiment, and thrive.

With all the uncertainty surrounding the TikTok ban (which is on pause as of writing this article), creators who have built massive followings on the platform are understandably concerned about what the future holds. TikTok has been a game-changer for short-form video content, helping countless creators reach new heights in their careers, connect with global audiences, and even turn their passion into a full-time income.

However, as the possibility of a ban looms, many creators are taking proactive steps to secure their futures by exploring other platforms. One popular strategy involves directing their followers to alternative networks using links in their bios, ensuring they can stay connected no matter what happens.

While TikTok is undeniably unique, the good news is that there are plenty of promising alternatives that offer exciting opportunities for creators to grow, experiment, and thrive. Whether you’re looking to diversify your presence, repurpose your content, or explore new ways to connect with your audience, here are four platforms worth considering for your content creation journey.

YouTube Shorts

Best if you want to explore long-form video

YouTube Shorts has been one of the most talked-about TikTok alternatives, and for good reason. With billions of active users already on the platform, Shorts taps into a massive audience base while giving creators the familiar short-form video experience.

How does YouTube Shorts compare to TikTok?

• Videos up to 3 minutes long, shorter than TikTok’s 10-minute limit but long enough for most content types.
• Access to a massive library of music and sounds comparable to TikTok’s offerings.
• Shorts integrates seamlessly with YouTube's existing features, like playlists and long-form videos, which can help creators repurpose their content.
• YouTube Shorts has a clear monetization path, with ad revenue sharing and opportunities to earn through affiliate links.

Why consider YouTube Shorts?

YouTube Shorts is especially powerful for creators already active on YouTube or those looking to experiment with long-form