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Instagram Experiments Internally with 10-Minute Reels Option

Instagram is internally testing 10-minute long Reels, potentially putting it in direct competition with TikTok and YouTube for long-form video content.


In an intriguing internal test, Instagram is exploring the possibility of increasing the length of Reels to 10 minutes, up from the current three-minute maximum. The revelation, confirmed by the company to TechCrunch, came after reverse engineer Alessandro Paluzzi shared screenshots of the internal prototype.

By allowing up to 10-minute Reels, Instagram is aligning its short-form video offerings with TikTok, which increased its maximum video length to 10 minutes in February 2022. This strategic move would also make Instagram a competitor to YouTube's long-form content. The extended time will offer creators more leeway to produce richer and more in-depth content like cooking demos, beauty tutorials, and comedic sketches, without requiring viewers to jump to a second part.

While Instagram and TikTok vie for a piece of the long-form content pie, YouTube isn't sitting idly by. The platform has expanded its suite of creation tools for Shorts, its short-form video feature, and recently introduced “Samples,” a TikTok-style personalized video feed.

This news comes on the heels of several updates from Instagram, as the platform continues to evolve. Just yesterday, Instagram started testing a feature that allows creators to share notable fan comments on their Stories. Earlier this month, the company also rolled out the option for users to add music to their photo carousels.

If officially rolled out, the extended Reel length will remove the hassle of piecing together multi-part video stories, providing a smoother and more engaging user experience. The move appears to be a win-win, not just for Instagram, but also for creators seeking a flexible platform and audiences craving longer, more detailed content.

The potential change indicates that Instagram is keen to adapt and compete effectively in the dynamic and ever-evolving world of social media.