Instagram gets 90 second reels

A test by Instagram recently showed that they are experimenting with longer reels. Now these are introduced. Is the trend going back to the long format?

At the end of 2021, you could ask anyone working in social media what the current top trend is, and everyone answered “short videos”. TikTok broke new records last year and platforms like YouTube and Instagram rolled over their heads to keep up with the short video hype. Also for 2022 many saw “shorter” as better. But new evidence now seems to indicate that we are moving in the opposite direction again. TikTok is experimenting with ten-minute videos and Instagram is using the first 90-second reels.

Longer Reels on Instagram: Are we going back to long format videos?

For all social media managers and entrepreneurs who have now gotten a fright, we can give the all-clear: You didn’t create a TikTok account and familiarize yourself with reels and shorts for nothing. But while TikTok added long-format videos (up to three minutes) as early as summer 2021, Instagram recently experimented with videos for reels that can be up to 90 seconds long. This was discovered by social media expert Alessandro Paluzzi.


Now the 90-second videos will also be introduced on the platform. First users can access it, as social media expert Matt Navarra tweeted (referring to Jonah Manzano’s tweet):

This post on the 90-second reels was first published on Instagram on February 1, 2022, with reference to the experiment.

In September 2020, Instagram extended the original timeframe of the reels from 15 seconds to 30 seconds (by the way, YouTube ads are already considered long format from a length of 30 seconds). At the end of July 2021, Instagram increased the length again – to 60 seconds. Now 90 second videos are coming up. So the trend is clear. Or? Even if content that fits in one and a half minutes differs significantly from the compulsorily short 15-second content, it is not to be expected that the social platforms will want to return to the long format. Instead, it can be assumed that brands and creators only want to be given enough space for their creativity – if they want to use more at all. After all, brevity is the spice and now, with our attention spans shrinking, that’s truer than ever.

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