Instagram is doubling the length of Reels to 3 minutes, according to an announcement by the platform’s head Adam Mosseri, while also making changes to the profile appearance.
In two major changes for content creators, Instagram initially announced the extension of the Reels time limit from 90 seconds to 3 minutes, amid the problems faced by TikTok in the US where it is its direct competitor. This decision, as stated by the head of Instagram Adam Mosseri, arose in response to comments from users who considered the previous limit “too short”.
This development is a significant shift in the platform’s policy, as Mosseri himself had stated in July of last year that Instagram would not proceed with the adoption of longer video duration, citing that this could affect the “core identity of the platform for connecting people with their friends”. It is worth noting that Instagram has shown particular care in extending the duration of Reels.
The last time the time limit was increased was more than two years ago, when the platform allowed the posting of videos up to a minute and a half. Although the company had tested extending the limit to 10 minutes, it ultimately chose not to implement this feature universally, keeping the option of longer videos only for regular posts.
This new functionality is expected to offer content creators more flexibility in producing and publishing their Reels, allowing them to develop more complete stories and present more complex content to their audience.
The second change is expected to annoy users who have spent hours meticulously configuring their profiles, as Instagram is changing the layout of the profile grid, replacing the iconic squares with ectangles, leaving the 1:1 aspect ratio behind forever. Instagram briefly tested the change last August, and the platform’s head of content, Adam Mosseri, has now confirmed that it will be rolling out to all users over the weekend.
I know some of you really love your squares. And square photos are kind of the legacy of Instagram. But at this point, most of what’s being uploaded, both photos and videos, is vertical… and it’s just a shame to crop them so much.” Anticipating user reactions, Mosseri admitted that the new profile grids might be “a little annoying.
However, he added that users “will be excited in the long run that more of their photos and videos will actually be visible as they’re intended on their profile instead of being aggressively cropped.
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