How long can an Instagram Reel be?

The short answer

You can record and edit Instagram Reels up to 20 minutes long, but Instagram's own Reels FAQ says Reels over 3 minutes won't be recommended to new audiences. If you want people who don't follow you yet to see it, keep it to 3 minutes or less.

Where the 3-minute line comes from

You might think a longer Reel just means more watch time. Instagram draws a hard line for reach instead.

• January 2025: Instagram's creators blog announced that creators in the United States could publish Reels up to 3 minutes. Before that, only Reels up to 90 seconds were eligible for recommendation. After the change, Reels up to 3 minutes became eligible to be seen by non-followers in places like the Reels tab and Explore.
• Today: Instagram's Reels FAQ says you can record one or more clips that add up to 20 minutes, with a note that Reels over 3 minutes won't be recommended to new audiences.

So a 10-minute Reel can still reach your followers. It just won't be pushed to people who haven't found you yet.

How long should your business Reel be?

This part is our recommendation, not an Instagram rule. Use 3 minutes as a ceiling, not a target. Most local businesses are posting to reach new customers, and that's exactly the audience a longer Reel loses.

The short-form we've produced for Kramer Autoplex has passed 26 million TikTok views and 17 million YouTube Shorts views, with 49 TikToks past 100,000 views, according to the public view counts on those channels in September 2026 (they're listed on our home page). That work taught us to give each video one job. A skit, a reveal or a single feature lands faster than a full tour. If you have more to say, split it into a series instead of one long Reel.

The other platforms draw their own lines. See our guides to how long a TikTok should be for a business and YouTube Shorts up to 3 minutes.

What this means around Livingston

Garnet is based in Livingston, so this is our own backyard. Our short promos for JR's on the Lake, a lakeside restaurant here, drew 7.6K and 6.3K TikTok views, as shown in our work. In our view, if you run a restaurant, shop or service business around Lake Livingston, a 30- to 60-second Reel of one dish, one product or one finished job can reach people in Polk County who don't follow you yet. Save the long walkthrough for your followers or for YouTube. See what we do locally on our Livingston, TX page.

Instagram changes its features often, so check the Reels FAQ before you plan a long video.

Want help planning your Reels?

Our social media and video production services cover planning, filming and editing short-form video for local businesses. If you'd like a content plan, get in touch.

Frequently asked questions

Can a Reel longer than 3 minutes still get views?

Yes, from people who already follow you. Instagram says Reels over 3 minutes won't be recommended to new audiences, so their reach outside your followers is limited.

Should I cut a long video into several Reels?

In our experience, often yes. Each part can stay under 3 minutes and stay eligible for recommendations, and a series gives viewers a reason to come back for the next one.