Big Changes for Instagram Reels: Longer Videos & a Smarter Algorithm

Overview

• Instagram expands reels time to 3 Minutes.
• Algorithm changes introduced earlier last year are now implemented completely.
• Instagram Offers practical advice to help improve the reach and quality of short-form content.
• House of Marketers insights about what these updates mean in the long-term

Whether TikTok gets banned in the U.S. or not, Instagram is making bold moves to solidify its place as the top alternative for short-form video content.

 Now, it’s taking things further.

Today, at its latest creator event in New York, Instagram officially announced that users can now create 3-minute Reels, giving creators additional time to craft compelling short-form videos.

Instagram’s 3-Minute Reels Update

As explained by Instagram chief Adam Mosseri:

“Starting today, you can upload Reels to Instagram up to three minutes long. Now, historically, it’s only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video. But we’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short, so we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.”

This update aligns Instagram with competitors like TikTok and YouTube Shorts, both of which now support longer short-form videos. By extending the duration of Reels, Instagram aims to give creators more flexibility in storytelling while ensuring the platform remains competitive in the evolving short-form video content landscape.

But content length isn’t the only thing changing. Instagram is also refining how Reels get discovered, ensuring that longer videos still reach the right audience

But how does Instagram decide which Reels deserve the most attention?
It all comes down to the algorithm.

How Instagram’s Updated Algorithm Works

Alongside the Reels extension, Instagram has also confirmed that its April 2024 algorithm update is now fully implemented. 

Instagram has fully rolled out its 2024 recommendation update, making sure content finds the right audience based on real-time engagement rather than just follower count.

Prioritising Engagement over Follower Count

According to Instagram, the updated algorithm operates as follows:

“When you post a Reel on Instagram, it’s shown to both followers and non-followers. Among non-followers, your Reel is initially recommended to a small audience of people that we think will enjoy it. As this initial audience responds to these Reels, the best-performing ones are then shown to a slightly wider audience, and so on.”

This means giving newer creators a better chance of going viral. The algorithm considers various signals, including:

• When a post was shared
• Device type (mobile vs. desktop)
• User interaction history
• Content preferences based on previous engagement

With over 4.5 billion Reels reshared daily across Instagram and Facebook, the platform is capitalising on viral content’s power to drive engagement and reach.

Focus on Recommendation-Friendly Content

Instagram encourages creators to follow best practices for maximising reach:

• Post regularly to increase visibility.
• Create self-contained content that makes sense to new viewers.
• Use trending audio to boost engagement.
• Experiment and iterate to see what works best.
• Embrace unpredictability, as recommendation algorithms are dynamic.

So, what does this mean for creators? 

House of Marketers’ Tips For Creators & Marketers 

For marketers and influencers, these updates present both opportunities and challenges. Here are key takeaways:

The Pros & Cons of Longer Short-Form Content

While extending video length offers more creative freedom, its effectiveness depends on the type of content and audience engagement. 

Shorter videos often perform better in terms of retention and completion rates. Instagram’s betting that longer Reels will give creators more room to tell their stories—but will audiences stick around for the whole thing?

Easier to Repurpose Content Across Multiple Platforms

By extending Reels, Instagram is now more in line with TikTok and YouTube Shorts, making it a viable alternative for brands hesitant about TikTok’s future. 

This makes it easier for creators to repurpose content across multiple platforms. However, marketers should test different platforms to see where their content performs best.

Brands can create richer content, but they need to maintain engagement throughout.

Improved Discovery for New Creators

With Instagram prioritising engagement over follower count, emerging influencers and businesses can get noticed more easily by producing longer Reels showcasing storytelling, tutorials, and products.

With the ever-changing landscape of social media, staying updated on new features and algorithm changes is critical for success. Instagram’s latest updates highlight the importance of adapting strategies to maximise visibility and engagement.

At House of Marketers, we help brands and businesses navigate these shifts, ensuring their content strategies align with platform trends and audience behavior. 

Want to stay ahead of the latest Instagram shifts? Whether it’s leveraging Reels, optimising for discovery, or integrating influencer marketing, our team of experts is here to help. Contact us today to begin planning your next reel campaign!