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Instagram has confirmed that it may soon allow users to post Instagram Reels of up to 10 minutes, entering the race with TikTok-, X and YouTube. In a move that could redefine the dynamics of video content social networks, this Meta-owned platform is working internally to extend the maximum length of Reels to 10 minutes.

A possible new Reels extension would allow creators on Instagram to post more in-depth content, making it more competitive with content on other platforms like TikTok, X and YouTube.


10 Minute Reels Coming to Instagram?

Instagram has confirmed internal testing of longer Reels for the website TechCrunch.

For now, Instagram users can post Reels that last up to 90 seconds, making the potential change a significant shift in the platform's strategy. The trend is that more and more social platforms are adopting long-form video content.

This possible development underscores the growing competition between video content platforms in the battle for the attention of social media users.

If longer Reels arrive, Instagram will compete with several platforms for long-form video content. TikTok, for example, allows users to create 10-minute videos from 2022. X/Twitter added the option for Blue subscribers to upload ten-minute videos in December 2022. While YouTube Shorts remain limited to 60 seconds, standard YouTube videos can be until 12 o'clock.

It will be interesting to see if Instagram offers unique monetization programs to encourage creators to make longer content since it is Reels has paused its bonus program  earlier this year. 


Impact on social media advertising

What do longer Reels on Instagram mean for marketing?

The ability to post longer video content on multiple social platforms could lead to increased visibility and engagement for brands. But it also means that Instagram marketers and content creators need to invest more time and resources into creating longer, higher-quality video content.

We will find out soon if this test will be judged as successful and if the longer Reels videos will come to life.


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Made by Nemanja Nedeljković – Senior Account Manager @Digitizer

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