What are Instagram Reels?
Reels are short vertical videos on Instagram and Facebook, made to be watched full-screen with sound, music and effects. Meta recommends Reels to people who don't follow you, which makes them a main route to new audiences.
Updated · 3 min read
Why Reels matter
Reels are Meta's main format for reaching people who don't follow you. They appear in the Reels tab, in feeds and in Explore, and are recommended based on what viewers watch rather than whom they follow. For many accounts, Reels bring in most new followers (see how to grow Instagram followers). The same short vertical video can usually be adapted for TikTok and YouTube Shorts, which makes the format efficient to produce.
Specs and features
| Spec | Instagram and Facebook Reels |
|---|---|
| Aspect ratio | 9:16 vertical, 1080 × 1920 px recommended |
| Length | Instagram accepts Reels up to 20 minutes, but those over 3 minutes are generally not recommended to non-followers; shorter often holds attention better |
| Audio | Licensed music, original audio or voiceover |
| Features | Captions, text overlays, remixes, templates, and Instagram's trial reels, which are shown to non-followers first |
Keep important text and faces away from the top and bottom edges, where the app overlays the username, caption and buttons.
How to measure Reels
- Views and reach, with the split between followers and non-followers.
- Watch time and average watch time: how long people stayed.
- Interactions: likes, comments, shares or sends, and saves.
- Follows from the Reel: whether it grew your audience.
A worked example
A plant shop posts a 20-second Reel called “Stop killing your monstera” that opens on a drooping leaf, shows three quick fixes and ends on the healthy plant. Average watch time is 17 seconds (85% retention) and 60% of views come from non-followers. The shop turns the same structure (problem, three fixes, result) into a weekly series.
Common mistakes
- Slow intros with logos or greetings; the first second decides whether people stay.
- Reposting TikToks with the watermark; Instagram has said it favors original content.
- No captions, although many people watch with the sound off.
- Text placed under the app's buttons, where it gets covered.
Reels FAQ
How long should a Reel be?
Long enough to deliver the idea. Instagram accepts Reels up to 20 minutes, but keep them to 3 minutes or less if you want them recommended to non-followers, and many effective Reels are under a minute. Watch your average watch time to find the right length for your content.
Do Reels get more reach than posts?
Reels are recommended to non-followers more than photo posts, so they're usually better for discovery. Photos and carousels can still earn strong engagement from existing followers.
Can I post the same video to Reels, TikTok and Shorts?
Yes, and many creators do. Upload a clean version without another app's watermark and adapt the caption for each platform.