Instagram’s increasing its check of longer Reels video uploads, with some customers now in a position to add 3 minute lengthy Reels within the app.

As you may see in this instance, posted by Justin Jarvis (and shared by Matt Navarra), some customers at the moment are being prompted to add 3 minute movies for his or her Reels, up from the present 90 second restrict.

Which Instagram has truly been experimenting with for a while, with 10 minute uploads additionally in early examination at IG HQ.

That is the primary time that it’s been seen in stay testing, nevertheless, although you may solely use pre-recorded movies as longer Reels uploads, versus capturing them by way of the Reels digicam.

Longer movies are the development of the second on TikTok as properly, because it seems to broaden consumer behaviors, and supply extra content material to maintain individuals engaged. This week, TikTok has launched its new Creator Rewards Program, which offers money incentives for customers who add longer video clips.

Instagram has additionally been prompting customers to add longer Reels to spice up engagement.

Longer watch time means extra leisure, and as social apps transfer away from the social parts, preserving them is the brand new key for ongoing app progress.

It additionally facilitates extra monetization alternatives, by means of in-stream advertisements, and with so many individuals now watching Reels content material, it is smart for Meta to experiment with the format, to see what customers will stick round for, and what it might probably get out of it.

In January, Meta reported that Reels consumption is up 20% year-over-year, with its AI-based content material suggestions serving to to maximise progress, and enhance each Fb and IG utilization.

Lengthy Reels, then, looks as if the subsequent step.

We’ve requested Instagram for more information on this check, and we’ll replace if/once we hear again.