With an aim to drive more engagement, Instagram is testing longer reels in the app.
Some users now able to upload 3 minute long Reels in the app!
As you can see in this example below, posted by Justin Jarvis (and shared by Matt Navarra), some users are now being prompted to upload 3 minute videos for their Reels, up from the current 90 second limit.
Longer videos are the trend of the moment with TikTok following the same pattern since sometime back.
Instagram has actually been experimenting with for some time, with 10 minute uploads also in early examination at IG HQ.
Instagram has been also prompting users to post longer reels –
In January, Meta reported that Reels consumption is up 20% year-over-year, with its AI-based content recommendations helping to maximize growth, and boost both Facebook and IG usage.
Why longer videos drive more engagement?
Longer videos can often drive more engagement for several reasons:
- Deeper Content Exploration: Longer videos allow content creators to delve deeper into topics, providing more comprehensive coverage. This can appeal to viewers who are interested in gaining a thorough understanding of a subject or topic.
- Increased Watch Time: Platforms like YouTube often prioritize videos with longer watch times in their algorithms. Longer videos naturally contribute more to total watch time, potentially boosting their visibility in recommendations and search results.
- Audience Retention: While it’s essential to keep viewers engaged throughout a video, longer videos provide more opportunities to hook and retain the audience’s attention. If the content is compelling and well-paced, viewers may be more likely to watch through to the end.
- Establishing Authority and Trust: In-depth content can help creators establish themselves as authorities in their niche. Viewers may perceive longer, informative videos as more credible and trustworthy, leading to increased engagement and loyalty.
- Greater Opportunities for Ad Placement: For monetized content, longer videos offer more opportunities for ad placement, potentially increasing revenue for creators. However, it’s crucial to balance ad placement with maintaining a positive viewing experience to avoid viewer frustration or abandonment.
- Community Engagement: Longer videos can foster community engagement through comments, discussions, and interactions between creators and viewers. Viewers may feel more invested in longer-form content, leading to more meaningful interactions and a stronger sense of community.
- Variety of Content Formats: Longer videos can incorporate a variety of content formats, such as tutorials, interviews, demonstrations, and storytelling. This diversity can cater to different viewer preferences and increase overall engagement.
However, it’s essential to note that while longer videos can drive engagement, the quality and relevance of the content remain paramount. Viewers are more likely to engage with longer videos that provide value, entertainment, or education rather than those that are unnecessarily extended or padded with filler content. Ultimately, creators should focus on creating compelling and relevant content that resonates with their audience, regardless of length.
Let’s see how longer reels fare on Instagram in the long run, once the longer reels option is available to all users.
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