In response to community feedback, Instagram will now allow Reels to be up to one minute in length. Reels first launched with a 15-second time limit in August 2020, and was doubled to 30 seconds a month later. 

The time-limit boost comes just after Instagram’s head, Adam Mosseri, announced plans to promote more video content on the app. “We’re looking at new ways to entertain people,” he said in a recent tweet. “Video is a big part of that, but so are photos.”

Citing demand from its creators as well, in July, TikTok tripled the maximum length of video clips on its platform from 60 seconds to three minutes.