Instagram announces 3-minute Reels and sparks mixed opinions online

Adam Mosseri, head of Instagram, divided opinions among internet users after announcing that the duration of Reels would be doubled, now allowing up to 3 minutes.

In 2021, TikTok did the same, allowing users to post slightly longer videos. After the ban of the Chinese social network, which has now returned to the US, Instagram seized the opportunity to announce the change.

Mosseri stated that he made this decision due to “user feedback,” as many had complained saying that “90 seconds is too short.”

However, he had previously opposed the idea. In July 2024, he stated that Instagram wasn’t focused on long videos, but rather on connections between people and their friends.

“Trying to take TikTok’s place,” one Instagram user commented. “What a strange timing,” said another. “Increase it to 20 [minutes], please, so I can help bring everyone’s attention back to normal,” joked a third user.

Photo and video: Instagram @mosseri. This content was created with the help of AI and reviewed by the editorial team.