As explained by Instagram chief Adam Mosseri:

[shaownhasan]

Instagram 3 minute Reels

“Starting today, you can upload Reels to colombia b2b leads Instagram up to three minutes long. Now, historically, it’s only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video. But we’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short, so we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.”

But hang on, didn’t Instagram just tell us, like, a few months ago that videos longer than 90 seconds is a negative for content peformance?

Yes, yes it did:

Instagram longer reels
In fact, Instagram has repeatedly instructed creators that posting longer Reels is a bad idea, including this tip that it shared earlier this month:

Instagram 3 minute Reels
So, I guess, you can post longer Reels if you want, but you probably shouldn’t, based on Instagram’s repeated advice?

In any event, Instagram has been experimenting with longer Reels for some time, with 10-minute Reels even tested with some users.