• by Colin Kirkland , August 30, 2023

Further following TikTok’s lead, Instagram is expanding its short-form video feature by planning to allow users to create Reels that are up to 10 minutes long.

The company is currently testing the extended length internally.

The testing was first documented in screenshots that reverse engineer and mobile developer Alessandro Paluzzi shared on X, which show Instagram offering users the chance to post Reels beyond the current three-minute limit, giving creators more flexibility when filming content that better suits a longer format while keeping viewers more engaged. 

The Meta-owned social media company is likely attempting to keep up with TikTok, which expanded its maximum video length to 10 minutes back in February 2022 in an effort to compete with long-form video pioneer YouTube. Now, Reels would be in direct competition with YouTube as well.

To further Reels engagement and reach, Instagram began live testing the capacity to share comments from any public post or Reel to their Story. This closely resembles TikTok and YouTube features, which allow comment replies on TikTok videos and Shorts.