The 90-Second Rule for Reels

As an Instagram creator, understanding the nuances of the platform’s algorithm and content strategies is crucial for maximising your reach and engagement. Recently, Instagram’s content team shared some valuable insights including a key takeaway about the optimal length for Reels. Here’s what you need to know to enhance your Instagram strategy.

The 90-Second Rule for Reels

According to Instagram CEO Adam Mosseri and the IG team, posting Reels longer than 90 seconds can actually hurt your reach on the app. While Instagram allows the creation of Reels up to 90 seconds within the app, you can upload longer clips. However, the platform’s experiments with 3-minute and 10-minute Reels have not shown promising results, prompting the recommendation to stick to shorter content.

Why Shorter Reels Perform Better

The preference for shorter Reels aligns with broader social media trends, where users favour quick, engaging content. Here are some reasons why keeping your Reels under 90 seconds is beneficial:

  • Attention Span: Users have limited attention spans, and shorter Reels are more likely to be watched in their entirety, boosting completion rates and overall engagement.
  • Algorithm Preferences: Instagram’s algorithm tends to favour content that maintains high engagement levels, including likes, comments, and shares. Shorter, more engaging Reels are more likely to trigger these interactions.
  • Content Quality: Focusing on shorter Reels encourages creators to deliver high-quality, concise content that keeps viewers’ attention.

Additional Best Practices

In addition to optimising the length of your Reels, here are other key practices to enhance your content strategy on Instagram:

  • Post Consistently Across Platforms: Posting your updates on Instagram and other platforms can amplify your reach and stimulate broader discussions about your content.
  • Avoid Watermarked Content: Reposting content with watermarks from other apps can negatively impact your reach. Try to create original content tailored for Instagram.
  • Steer Clear of Engagement Bait: Content that asks for likes, comments, or shares can be penalised by Instagram’s algorithm. Focus on creating genuinely engaging content instead.
  • Maintain High-Quality Standards: Low-quality content can hurt your reach. Ensure your Reels are well-produced, visually appealing, and relevant to your audience.

Why Instagram Allows Longer Reels

You might wonder why Instagram permits longer Reels if they don’t perform well. The platform is constantly experimenting with new features to test user preferences and engagement patterns. While longer Reels are an option, current data suggests that shorter content is more effective in capturing and retaining audience interest.

By understanding and leveraging these insights, you can create compelling content that resonates with your audience and thrives within Instagram’s algorithm. Stay updated with the latest tips and strategies to keep your Instagram game strong. Need more guidance? Feel free to reach out for a consultation.

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