Should You Post Reels That Are Over 90 seconds?
Instagram's Head, Adam Mosseri, recently shared that the platform will not recommend Reels on the “Reels Feed”, “Explore” or as “Suggestions” if it exceeds 90 seconds. Instagram also shared the below notifications to users via the app. With long-form content having so many benefits, should you be posting it on Instagram? Let’s dive in.
Instagram’s Stance on Long-Form Content
With Mosseri’s statement mentioned above, Instagram’s primary focus remains on fostering connections and engagement through shorter content formats. Mosseri emphasizes that this approach aligns better with the platform's goals and strengthens other aspects of its business model.
However, Instagram also acknowledges that some creators may want to share longer videos. They've released guides via the official Instagram Creators page explaining how to upload Reels over 90 seconds (which is by uploading it as a POST rather than a REEL), with a caveat, being that these videos may not perform as well in terms of reach.
Why Longer Videos?
While Instagram's stance on long-form content might seem somewhat contradictory, it's essential to understand the value longer videos can bring to your audience. By uploading longer videos, you can offer deeper insights, explore complex topics in detail, and therefore, share more value and foster a stronger relationship with your audience.
So… Should You?
Our take: yes and no. While Instagram's stance on long-form content might seem somewhat contradictory, it's essential to understand the value longer videos can bring to your audience.
So, yes - if the longer videos are packed with value and/ or entertainment. If you can captivate your audience, it might be worth experimenting with extended content to connect with your audience.
No - if it’s more than 1x per week. Limit long-form uploads on Instagram as it might harm your reach and engagement. It is best practice to follow their official guidelines, so doing so is recommended.
The bottom line? Prioritise short-form videos on Instagram for the majority of your posting schedule; but don’t shy away from a longer upload if you know your audience will love it.
The Art of Omnichannel Marketing
The answer to this issue is omnichannel marketing, which in simple terms means that you are posting the same message on multiple social media platforms, complying with the platform’s guidelines, which also means that your content varies.
Our recommendation is to do exactly that. For example, take 1 content idea and create a short-form Reel, as well as a long-form video for YouTube or TikTok. Following this strategy allows you to engage multiple platforms effectively while optimizing reach and engagement across the board.
If you want our full guide on how to repurpose 1 content idea to multiple platform, watch the video we posted on TikTok explaining it with visuals and get our Notion Content Planner that allows you to plan content on multiple platforms.
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