Instagram Reel Length: Reach Favours 90 Seconds to Three Minutes

How Long Should Your Reels Actually Be?

Buffer's analysis of 2.7 million Instagram Reels finds that clips between 90 seconds and three minutes reached roughly 4 to 7 percent more unique accounts than each creator's own typical reel. The study compares every account against itself, which stops large followings from skewing the picture. Reels of three minutes or longer reached about half as many people, yet their engagement rate ran higher, so the trade-off is clear rather than hidden.

For brand builders, the useful part is the distinction between reach and relationship. If the goal is finding people who have never heard of a brand, three minutes is a practical ceiling, and the platform's recommendation limits explain why. If the goal is deepening loyalty with existing followers, longer tutorials or community pieces can earn their place. Social leads and content strategists planning a Reels calendar should read it before choosing a length.