David Bridges
Okay, I can see how on the surface this might look confusing.
Now, on the Instagram Creators profile on IG, Instagram’s group posted this explainer clip:
“Hang on,” I hear you say, “didn’t you just report, like, two weeks ago that posting 90-second Reels is undesirable for attain?”
Yes, yes I did, but these two issues are truly each in alignment.
Here’s why:
In the caption of this post, Instagram explains that:
“You can post a video more than 90 seconds on IG, just recall that any video more than 90 seconds will not be eligible to be advisable in Discover or Reels Tab.”
Which is precisely why, two weeks ago, at an Instagram creator occasion, Instagram’s group shared this slide which says that posting Reels more than 90 seconds extended can hurt distribution.
Instagram does not explicitly state the cause for this in the occasion slide, but the above note from today’s post is why this hurts distribution, due to the fact longer Reels are not advisable in the app.
Which, logically, impacts attain. So yes, you can do it, and in some instances, as IG notes, it might even make sense to post longer clips. But they will not see the exact same exposure possibilities in the app.
Why are Reels longer than 90 seconds not displayed on its suggestions surfaces?
Properly, presumably due to the fact Instagram’s analysis has shown that customers only want brief clips in these listings, so adding longer content material impacts all round engagement.
That mentioned, Instagram has also been experimenting with longer Reels alternatives, which includes three minute and ten minute clips. These, seemingly, are not on the cards for a complete launch as however. But IG is not necessarily confining itself to brief Reels only, it is just not hunting to highlight them inside its suggestions.
So when it might look contradictory, the logic is that you can post longer clips, which might of worth in specific situations, but they will not have the exact same attain possible.
So you likely only want to in incredibly distinct situations.
Troy Sanders
Clara Hastings
