Instagram Reveals How Its Algorithm Weighs Watch Time for Reels

Adam Mosseri / Instagram Watch Time

In a recent video, Instagram's Adam Mosseri explained how the algorithm weighs watch time, addressing a user’s question about the “sweet spot” for watch time percentage and whether longer videos are penalized.

Mosseri clarified that Instagram considers both the percentage of a video watched and the total seconds viewed. For example, 10 seconds watched on a 1-minute video holds the same weight as 10 seconds on a 10-second video.

Why It Matters: Many assumed longer Reels were penalized due to lower watch time percentages, but Mosseri’s insight clears up this misconception.

Since Instagram values both percentage and total seconds watched, and supports Reels up to three minutes, longer videos could become more prevalent. This is especially true as Instagram continues to court TikTok creators, who have been conditioned to produce longer short-form videos.