Instagram has now increased the limit for Reels uploads to 3 minutes, responding to user feedback that the previous 90-second cap was too restrictive.
Adam Mosseri acknowledged that the previous limit was 'just too short' for users, marking a significant policy shift after previously resisting longer formats.
The decision to extend the length of Reels comes as Instagram faces competition from TikTok, which also allows longer videos and is preparing for a potential US ban.
Instagram has been hesitant to increase the length of Reels significantly despite testing longer formats, indicating a careful approach to changes that affect user engagement.
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