Instagram is internally testing the option to extend Reels from three minutes to 10 minutes, seemingly aiming to compete with the long-form video content offered on platforms like TikTok and YouTube.
The feature was discovered by developer Alessandro Paluzzi, who is known for reverse engineering apps and uncovering early versions of upcoming updates.
The current maximum length for Instagram Reels is three minutes. However, according to screenshots shared by developer Alessandro Paluzzi, Instagram is working internally to extend the time limit to 10 minutes.
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Instagram confirmed the development to TechCrunch on Wednesday, stating that Paluzzi’s screenshots represent an “internal prototype” and that the feature is not yet being tested externally.
If implemented, this change would put Instagram in direct competition with platforms like YouTube, TikTok, and X (formerly Twitter), all of which offer long-form video options. In February of last year, TikTok also extended its video length limit from three to 10 minutes. Meanwhile, X added the ability for Blue subscribers to upload 10-minute videos in December.
A longer time limit on Reels could make Instagram a stronger contender in the long-form video space, where YouTube has traditionally dominated. However, YouTube has been actively responding to TikTok’s success in short-form content by introducing tools to convert longer videos into YouTube Shorts, which can now also be monetized.
Meta CEO Mark Zuckerberg and CFO Susan Li revealed during the Q1 2023 earnings call in April that Reels have contributed to a 24% increase in time spent on Instagram. Zuckerberg also noted that users are sharing Reels more than two billion times daily, doubling over the past six months.
