Longer Instagram Reels Have Arrived.
What this means for creators on the platform.
Hello and welcome to the 4 new subscribers since my last email, in which I hypothesized why Shane Gillis’ SNL monologue felt so weird over the weekend. I’ve received several, thoughtful responses and compelling counterarguments in the days since. If you feel so compelled to reply to my emails going forward, I’d love to receive some of those responses in the comment section below, and start building what we in the industry call “a community”.
Around this time last year, I wrote about TikTok expanding the maximum upload length to 30 minutes, and, a month later, 60 minutes.
I (correctly) predicted that this was effectively a bribe for users in the Creator Rewards Program to create longer videos, eventually ushering the era of midroll ads to TikTok.
Fast-forward to present day, and TikTok has *checks notes* 29 days until the delayed enforcement of the US ban is lifted.
Meanwhile, here is a Reel of Instagram CEO Adam Mosseri1, posted on the day the TikTok “ban” “went into effect” on January 18th. In it, Mosseri announced that Instagram Reels could be 3 minutes long now, up from 90 seconds.
This also came on a day when the app’s entire layout changed.
Carousel posts are more frequently popping up on the Reels feed (a la TikTok slideshows), and the overall aspect ratio of one’s profile shifted from 1:1 (square) to 4:5 (closer to the TikTok “vertical” ratio of 9:16).
For a while, I wasn’t noticing an uptick in longer videos in my TikTok at Home Reels feed.
But, unlike some of Instagram’s more questionable video pivots (IGTV, anyone??), this feature already seems to have some early adopters. For instance, here’s Don’t Tell Comedy, crushing it with this compilation of Andy Huggins one-liners last week:
Don’t Tell Comedy: Best of Andy Huggins
Quick Stats (at time of writing):
10.6M Views, 681K Likes, 5,309 Comments, 545K Shares
Like PCT: 6.4% | Comment PCT: 0.05% | Share PCT: 5.1%
Video Length: 2 min 59 seconds
Text Hook: none
Hashtags: #donttellcomedy #andyhuggins #standupcomedy #comedy #funny #jokes #compilation #oneliners
If you’re new here, a good target Like PCT for an Instagram Reel is about 4-5%, and any Share PCT over 1% is considered high in my book.
Comment PCT is less predictive of virality, but 0.02% tends to be the standard.
In other words, this longer video from Don’t Tell Comedy is an advertiser’s wet dream. It triples the length of their typical video without sacrificing engagement.
Conner O’Malley: Pipe Rock Theory
Quick Stats (at time of writing):
941K Views, 56.1K Likes, 1,206 Comments, 72.3K Shares
Like PCT: 5.9% | Comment PCT: 0.01% | Share PCT: 7.7%
Video Length: 5 min 38 seconds
Text Hook: none
Hashtags: none
Here’s five straight minutes of Conner O’Malley (210K followers at time of writing this), doing what can only be described as Conner O’Malley things.
Once again, we see incredibly high reach (nearly 5x his total perceived reach in a day) without sacrificing engagement. And a 7% Share PCT is absurd. Fitting.
This video is actually two minutes longer than the supposed three minute video length, but it still appears to be hitting his “unconnected reach” (Mosseri’s term for non-followers) much like a proper Reel would.
I asked my IG followers if they’ve experienced any success posting longer Reels since the update. Among those who responded included Lee Hudson, a London-based comedian2 who shared he earned his first 200,000+ view Instagram Reel last week:
Quick Stats (at time of writing):
206K Views, 4,642 Likes, 169 Comments, 9 Shares
Like PCT: 2.3% | Comment PCT: 0.08% | Share PCT: N/A
Video Length: 2 min 16 sec
Text Hook: CHELSEA AWAY
Hashtags: #football #premierleague #chelsea #chelseafc #stamfordbridge #soccer #awaydays #epl #footballgame
**worth noting that Shares will always be undercounted in the UK (and any other countries with strict data privacy laws.)
In these cases, it’s better to focus on optimizing the Average Watch Time and Like PCT, which Lee – 3,232 followers at the time of writing this– appears to have done.
I also think several of these high-search-volume hashtags played a role in the increased reach, based on my own, repeated experience with viral NBA content.
Blah, Blah, Blah. So What Does All This Mean, Metric Boy?
First of all, ouch.
But if I had to sum it up succinctly, I’d say:
Start posting 3-minute Reels ASAP. First mover advantage. Instagram is pushing them, Mosseri is actively explaining how to do it well, and the reach is proving it.
If you have old viral YouTube videos, repurpose them immediately.
You already know that stuff works, it’s been successful on the internet before.
All you need to do is crop it into a vertical aspect ratio.
This is especially true for:
Old stand-up specials
I’d test extended segments, full comedy songs, as well as compilations.
Classic viral sketches (reformat them for Reels)
Looking at you, BriTANicK, Epic Rap Battles of History, Jake and Amir, Smosh, whatever it is Conner O’Malley was doing, etc.
Video podcasts (unless your video podcast isn’t working at all)
Think about monetization early. The shift to longer videos means midroll ads are (once again) imminent. Only when you truly understand this (depressing) context in which your creations lie, will you be able to repeat success on these platforms.
What about you, dear reader? Are you noticing longer Reels in your feed?
Are you experiencing success (or failure) with posting them yourself?
Feel free to share your stories, thoughts, and lessons learned in the comment section below. I’d love to feature more reader insights in future editions, as it’s such a relief to learn I’m not full of shit over here.
As an aside, Mosseri is an essential follow on Instagram (@mosseri) if you’re a creator in any capacity. He routinely breaks down the app’s functionality, dispels myths, and answers user-submitted questions via his IG story several times per week.
(and great pickup basketball player with a nice low post game)