Instagram is testing 10-minute-long Reels to take on TikTok and YouTube

Meta-owned social media platform Instagram is testing 10-minute-long reels internally. The ability to post longer reels will enable users to film and share content related to education, skits, makeup tutorials, and even cooking recipes with instructions.

Initially spotted on X by well-known reverse engineer Alessandro Paluzzi, Instagram confirmed to TechCrunch that it is not currently testing the feature externally. Until now, users who wanted to share long-form video content on the platform had to split it into multiple parts, making it difficult for users to find the next video.

If Instagram decides to introduce this feature, the extended time period will make it easier for both content creators and users to see content and could result in increased engagement. Looks like Instagram is taking on TikTok by increasing the reel limit from 3 minutes to 10 minutes. TikTok did the same with Reels in February last year.

Recently, Instagram head Adam Mosseri said the company is looking for ways creators can better engage with their fans. In a post on the ‘IG Updates channel, Mosseri said that they were “testing the ability for public accounts to share comments from any public feed posts or reels to their stories.”

Earlier this month, Instagram added a bunch of new features to create and share on the platform, such as adding music to the carousel, collaborating with up to 3 friends on a post, and connecting with creators using the ‘Add Yours’ sticker.