Okay, I can see how on the floor this will likely appear complicated.

Right now, on the Instagram Creators profile on IG, Instagram’s workforce posted this explainer clip:

“Cling on”, I hear you say, “didn’t you simply report, like, two weeks in the past that posting 90-second Reels is unhealthy for attain?”

Sure, sure I did, however these two issues are literally each in alignment.

Right here’s why:

Within the caption of this submit, Instagram explains that:

“You’ll be able to submit a video over 90 seconds on IG, simply do not forget that any video over 90 seconds gained’t be eligible to be advisable in Discover or Reels Tab.”

Which is exactly why, two weeks in the past, at an Instagram creator occasion, Instagram’s workforce shared this slide which says that posting Reels over 90 seconds lengthy can harm distribution.

Instagram doesn’t explicitly state the explanation for this within the occasion slide, however the above observe from at this time’s submit is why this hurts distribution, as a result of longer Reels will not be advisable within the app.

Which, logically, impacts attain. So sure, you are able to do it, and in some instances, as IG notes, it could even make sense to submit longer clips. However they gained’t see the identical publicity alternatives within the app.

Why are Reels longer than 90 seconds not displayed on its suggestions surfaces?

Nicely, presumably as a result of Instagram’s analysis has proven that customers solely need quick clips in these listings, so including longer content material impacts total engagement.

That mentioned, Instagram has additionally been experimenting with longer Reels choices, together with 3 minute and 10 minute clips. These, seemingly, will not be on the playing cards for a full launch as but. However IG isn’t essentially confining itself to quick Reels solely, it’s simply not trying to spotlight them inside its suggestions.

So whereas it could appear contradictory, the logic is which you could submit longer clips, which can of worth in sure circumstances, however they gained’t have the identical attain potential.  

So that you most likely solely wish to in very particular situations.