The best video length for Instagram depends on the format: Reels perform best at 15-30 seconds, feed videos at 30-60 seconds, and IGTV or long-form content at 1-3 minutes for optimal engagement. Why do these times work best? It’s all about engagement! When you’re creating your video for Instagram, you have to think about what will grab the viewer’s attention and how long their attention span is. This changes by the format! Users on Reels tend to only stay for less than 30 seconds, while IGTV users will stay for longer!
We’ll break down each format for you, and highlight the optimal lengths to see the best results. And the best part is we have a free download with all the information! So lets get into Instagram video formats!
Instagram Reels
Instagram Reels are the most popular video format, and the default. Reels were created to compete with TikTok’s vertical, 30 second short from videos that exploded in popularity. They’re very similar, with videos often being posted cross platform because the format is identical. If you’ve made a TikTok, you can post it on Instagram Reels with little to no changes. When you create your Reel, here’s what to remember:
- Reels should be sized at 1080 pixels wide by 1920 pixels tall
- They should be 7 – 15 seconds
- This is best for engagement and views
Instagram Feed Videos
Feed videos are just regular that get posted to your account. Your followers will see the video, and it will be added to the Instagram algorithm for discovery, but it will not be added to the Reels algorithm. This means your reach may not be as good. But regular videos are great for posting a horizontal video, or just to post to your followers if you don’t want to reach a wider audience!
- Feed videos should be 1920 pixels wide by 1080 pixels tall (horizontal), or 1080 pixels wide by 1920 pixels tall for vertical
- Video length should be 15 – 30 seconds
- This is ideal for storytelling while keeping viewers attention
Instagram Stories
Stories are only live for 24 hours, and are usually for your core audience (followers.) Although anyone can see your stories, it’s usually those who engage more regularly with your content who sees them!
- Size should be 1080 pixels wide by 1920 pixels tall
- 5 – 10 seconds per clip
- Great for promoting or sharing other posts
- Quick, digestible content works best
IGTV & Longer Videos
IGTV is a stand-alone app that’s also available within the Instagram app and website. It’s optimized for sharing longer videos, and offers your viewers a more interactive experience with you!
- Sized at 1080 pixels wide by 1920 pixels tall
- 1 – 3 minutes
- If highly engaging, but most users prefer shorter clips.
Why do shorter videos work best?
Instagram prioritizes short, engaging Reels for discoverability.
Attention spans are short—videos under 15 seconds tend to get higher retention & completion rates.
More shares & interactions happen with snappy, fast-paced content.
If your goal is more engagement, keep videos under 30 seconds. If you’re telling a deeper story, aim for 1-3 minutes but ensure the first 3 seconds hook the viewer.
Creating the most effective social media marketing assets starts with understanding what works best for the platform! Take what you’ve learned here and apply it to your own Instagram account, see how it goes! It’s important to remember that sometimes things work really well, and sometimes they don’t. Take what you’ve learned from each post, and apply it to the next. Success happens in the long run, not overnight! Good luck on your marketing journey!
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