Is Posting Reels Actually Hurting Your Performance?
As marketers, we have to make quite a few educated guesses about how social media algorithms work. On Instagram, there's one piece of common wisdom that every digital marketer knows: short-form videos perform better than anything else.
Or do they?
Every once in a while, Instagram head Adam Mosseri gives us a peek behind the curtain. At a creator event in New York, he recently revealed something interesting:
Reels over 90 seconds long have a negative effect on performance.
Of course, shorter Reels are as effective as ever. When you take a step back to think about this, it isn't that surprising. The attention span of someone scrolling through Instagram Reels isn't very long. When it's so easy to skip to the next video, 90 seconds is a long time to ask someone to pay attention.
The lesson? If you want to get the most out of your Reels, keep them short, impactful, and entertaining.
If you publish Instagram Reels, what's your ideal length? Let us know and continue this conversation on X.
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