In a huge move to compete with short-form social video, Instagram is now sharing all new video posts under 15 minutes in length as Reels and will offer all Reels live editing tools and features to help you make your videos engaging.

Instagram Reels is aimed at offering a more immersive and entertaining way to watch and create videos and is Instagram’s response (clone) to the rising social powerhouse – TikTok. With TikTok’s growth and sentiment growing amongst users and businesses, this is the latest update by Meta, Instagram’s parent company in an attempt to pull users, creators and businesses back to Instagram and Facebook and create more videos on the platform.

“If you create a Reel that's under 90 seconds and have a public account, it will also be eligible to be recommended and seen by more people on Instagram.”

HypeAuditor recently reported the significance of video on Instagram and importantly that Reels were receiving the most amount of likes of any content on Instagram. Likes = engagement and positive platform sentiment and also an indication of how Instagram is prioritising Reels over other types of content. Keep in mind too that Reels are also shared on Facebook, making Reels a huge opportunity for reach and engagement.


If this brings a little anxiety at the thought of learning new features, worry not. Instagram has created a great How To guide and you can get a copy right here!