Instagram Tests the Ability to Share Reels That Are 10 Minutes Long

Instagram is exploring the possibility of allowing creators to share Reels up to 10 minutes long, as revealed by reverse engineer Alessandro Paluzzi's initial findings. The platform has since confirmed that it is internally testing this feature.

Why it Matters: Currently, Reels are limited to 90 seconds, which can be restrictive for creators. This limitation forces them to split longer content into multiple segments, creating extra steps and inconvenience for viewers. Allowing longer video lengths could streamline the experience for both creators and viewers, particularly for content that competes with YouTube's offerings. This essentially marks the revival of IGTV in a new format, following its discontinuation last year.

This shift also mirrors the broader industry trend toward longer-form video content. While YouTube has long been a prominent platform for long-form videos, other social media platforms are trying to catch up. For instance, TikTok extended its video length limits to 10 minutes last year and actively promotes long-form content through initiatives like the Creativity Beta Program. Similarly, Pinterest has raised its video upload limit to five minutes.

Expanded durations not only enhance the user experience but also open doors to new advertising formats, such as mid-roll ads, which create new revenue opportunities for creators.