How long can an Instagram Reel be?

Short answer

Up to 20 minutes when you post from the Instagram app, in one clip or several. But Instagram’s help adds that Reels over 3 minutes won’t be recommended to new audiences, so a Reel meant to reach people who don’t follow you should stay at 3 minutes or less. Scheduling tools use Instagram’s API, which takes Reels of 3 seconds to 15 minutes.

Written by the Mellow team · Updated October 1, 2026, sources read October 1, 2026

Instagram’s rules for a Reel

From the Instagram Help Center, read on 1 October 2026:

Length: you can record or upload clips adding up to 20 minutes (Instagram Help).
Reach: Reels over 3 minutes won’t be recommended to new audiences (same page).
Shape: anything from 1.91:1 to 9:16; vertical 9:16, 1080 × 1920, fills the screen (Instagram Help).
Quality: at least 30 frames per second and 720 pixels.
Cover: 420 × 654 pixels recommended (about 1:1.55), and it can’t be changed after posting.

Through the API: what schedulers can post

Instagram’s API, which scheduling tools use, publishes Reels of 3 seconds to 15 minutes and up to 300 MB (Meta for Developers). A 20-minute Reel has to be posted from the app.

How long should a Reel be?

That depends on what it is for. To reach new people, Instagram itself draws the line at 3 minutes. For people who already follow you, a longer Reel can work, since the 3-minute rule is about recommendations to new audiences. Whatever the length, the first seconds decide whether anyone stays.

Posting Reels with Mellow Hub

Hub publishes a video to Instagram as a Reel through its official API, and can send the same file to TikTok, YouTube Shorts and Facebook Reels in the same post, each counted as one publication. Choose the Reels placement, give it a caption and, if you like, a cover; Hub checks what Instagram needs before anything is sent.

Hub is paid: plans start at $19 a month (Solo), after a 7-day trial with a card on file that costs nothing if you cancel before it ends, and a monthly plan's first month is 20% off. Publishing is unlimited on every plan, under a fair-use ceiling that stops automated floods (900 publications a month on Solo). One publication is one post on one account, so a post sent to five networks counts as five. There are no automatic overage charges.

Questions people also ask

Are Instagram Reels limited to 90 seconds?

Not any more. Reels can run up to 20 minutes when posted from the Instagram app. Reels over 3 minutes aren’t recommended to new audiences, according to Instagram’s help.

Why doesn’t my long Reel reach new people?

Instagram doesn’t recommend Reels over 3 minutes to new audiences. They can still reach your followers; for reach beyond them, keep a Reel at 3 minutes or less.

Can a scheduling tool post a 20-minute Reel?

No. Instagram’s API, which scheduling tools use, publishes Reels of 3 seconds to 15 minutes. Longer Reels have to be posted from the app.

What size should an Instagram Reel be?

Vertical 9:16 at 1080 × 1920, at least 30 frames per second. Instagram accepts shapes from 1.91:1 to 9:16.

Sources

Other companies’ features change. Every statement about them rests on these pages, as they read on the date above.