For maximum reach, aim for 45 to 60 seconds and stay under 3 minutes. That length band earns the highest median views, and Reels longer than 3 minutes are not recommended to people who do not already follow you.

This answer comes from Socialinsider's analysis of brand Reels from January to June 2026. It reported a median of 10,374 views for Reels of 45 to 60 seconds, against 4,700 views for Reels under 30 seconds. The gap is 5,674 views, and 10,374 divided by 4,700 is about 2.2, so the middle band earned roughly 2.2 times the median views of the shortest band.

The same analysis reported an engagement rate of 0.35 percent for the 45 to 60 second band, the highest of any length band, against 0.28 percent under 30 seconds and 0.15 percent over 3 minutes. Length alone does not create those numbers. A Reel earns reach when viewers watch it through, like it, and send it on.

The 3-minute line matters more than the technical maximum. Instagram's help pages say Reels can run up to 20 minutes in the app, but Reels over 3 minutes are not recommended to new audiences. A 12-minute Reel can still reach your followers, but it gives up Explore and the Reels tab, which are the main routes to new viewers.

The advice you see online conflicts because it answers different goals. Short Reels of 7 to 30 seconds suit a single visual idea, a reaction, or a fast reveal. Reels of 60 to 90 seconds suit a tutorial that needs steps and proof. The 45 to 60 second band sits between those two uses, which is why it wins on reach for ordinary creators.

Worked example: compare two Reels using the reported medians. A 50-second Reel at the median earns 10,374 views. A 25-second Reel at the median earns 4,700 views. The difference is 10,374 minus 4,700, which is 5,674 views. If you post the shorter Reel, you need more than two of them at median performance to match one Reel in the 45 to 60 second band.

Retention decides whether your length works. Instagram's head, Adam Mosseri, has named average watch time, likes per reach, and sends per reach as the numbers creators should watch. A 90-second Reel that most viewers leave at second 12 banks less useful watch time than a 45-second Reel that most viewers finish.

Use this decision rule. If the idea fits in one visual beat, post it at 15 to 30 seconds and do not pad it. If the idea needs a setup, a demonstration, and a payoff, cut it to 45 to 60 seconds. If the idea genuinely needs more than 3 minutes, post it for your existing followers and do not expect it to find new ones.

Check your own numbers before you copy anyone's band. Open Insights for your last 10 Reels and note length, average watch time, and completion. If your 45 to 60 second Reels finish at a lower rate than your shorter ones, shorten the next batch and test again.

One practical warning: scheduling tools publish through Meta's API, which caps Reels at 15 minutes, not 20. A Reel planned at 18 minutes will fail or need re-cutting when scheduled, so keep scheduled Reels under 3 minutes for reach and under 15 minutes in all cases.

Q: Can a Reel be longer than 3 minutes?

A: Yes. Instagram accepts Reels up to 20 minutes in the app, but Reels over 3 minutes are not recommended to new audiences, so they mostly reach existing followers.

Q: Is a shorter Reel always better for reach?

A: No. In the 2026 brand-Reel analysis, Reels under 30 seconds had a median of 4,700 views, against 10,374 for Reels of 45 to 60 seconds, so very short is not automatically best.

Q: What length should a tutorial Reel be?

A: Use 60 to 90 seconds when the tutorial needs visible steps and proof, and cut any section that does not add a new step or a new piece of evidence.

Q: How do I know if my Reel length is working?

A: Check average watch time, likes per reach, and sends per reach in Insights, and compare Reels of different lengths on the same topic before changing your format.