Instagram Video Length: The Only Guide You Need (2026)
Instagram supports video across six distinct formats in 2026: Reels, Stories, Feed posts, Live, Direct Messages, and long-form uploads. Each format has different length limits, dimension requirements, file size caps, and engagement patterns.
This guide is a comprehensive reference covering every Instagram video specification you need in 2026. Bookmark it. Share it with your creative team. Stop Googling "instagram video length" every time you export a new piece of content.
Instagram Video Length Quick Reference
Here is every Instagram video format and its maximum duration at a glance.
| Format | Maximum Length | Recommended Length | Aspect Ratio | Resolution |
|---|---|---|---|---|
| Reels | 3 minutes (180s) | 15-30 seconds | 9:16 | 1080 x 1920 |
| Stories | 60 seconds per clip | 7-15 seconds | 9:16 | 1080 x 1920 |
| Feed video | 60 minutes | 15-60 seconds | 1:1, 4:5, 16:9 | 1080 x 1080 / 1080 x 1350 |
| Instagram Live | 4 hours | 15-45 minutes | 9:16 | Streaming quality |
| Direct Messages | 60 seconds (recorded) | Any | 9:16 | Varies |
| Carousel video slides | 60 seconds per slide | 10-30 seconds per slide | 1:1, 4:5 | 1080 x 1080 / 1080 x 1350 |
Now let us break down each format in detail.
Instagram Reels: Length, Dimensions, and Specs
Reels are Instagram's flagship short-form video format and the highest-reach content type on the platform. Instagram's algorithm actively pushes Reels to non-followers, making them the best organic discovery tool available.
Reels Length Specs
| Specification | Details |
|---|---|
| Maximum length | 3 minutes (180 seconds) |
| Minimum length | 1 second (practical minimum: 3 seconds) |
| In-app recording limit | 90 seconds |
| Upload from camera roll | Up to 3 minutes |
| Recommended length | 15-30 seconds for engagement |
Reels Dimension and File Specs
| Specification | Requirement |
|---|---|
| Aspect ratio | 9:16 (vertical, full-screen) |
| Resolution | 1080 x 1920 pixels |
| Frame rate | 30 fps (24-60 fps supported) |
| File format | MP4 or MOV |
| Maximum file size | 4 GB |
| Video codec | H.264 recommended |
| Audio codec | AAC |
| Thumbnail | Auto-selected or custom cover image |
Optimal Reels Length for Engagement
Instagram's algorithm evaluates Reels based on completion rate, replay rate, shares, saves, and comments. Length plays a critical role in all of these signals.
15-30 seconds: The highest engagement sweet spot. Short enough for viewers to watch fully (boosting completion rate) and replay (boosting replay metrics). This is the ideal range for entertainment, quick tips, product showcases, and trend participation.
30-60 seconds: Works well for tutorials, storytelling, and product demonstrations where you need slightly more time. Completion rates drop compared to sub-30-second Reels, but the viewers who do complete tend to be more engaged and more likely to follow.
60-90 seconds: Suitable for detailed how-tos, recipe walkthroughs, and mini-vlogs. Requires a very strong hook and consistent pacing to maintain retention.
90-180 seconds: Reserved for content that genuinely requires extended time -- in-depth tutorials, interviews, behind-the-scenes documentaries. Only use this range if your audience has proven they will watch longer content based on your analytics.
Reels Safe Zones
Instagram overlays interface elements on Reels that obscure parts of your video:
- Bottom 25%: Caption text, music attribution, and CTA buttons
- Right 15%: Like, comment, share, remix, and audio icons
- Top 10%: Username, follow button, and three-dot menu
Keep all critical text, logos, and product visuals within the center-safe zone -- approximately the middle 70% width and 60% height of the frame. For a detailed safe zone map, see our social media ad sizes guide.
Instagram Stories: Length, Dimensions, and Specs
Stories are ephemeral 24-hour posts that appear at the top of the Instagram feed. They are your most direct communication channel with existing followers.
Stories Length Specs
| Specification | Details |
|---|---|
| Maximum length per clip | 60 seconds |
| Minimum length | 1 second |
| Auto-segmentation | Videos over 60 seconds split into multiple clips |
| Story sequence | Up to 100 frames per 24-hour period |
| Recommended length per clip | 7-15 seconds |
Instagram increased the single-clip Story limit from 15 seconds to 60 seconds in 2022. If you upload a video longer than 60 seconds, Instagram automatically divides it into sequential 60-second clips.
Stories Dimension and File Specs
| Specification | Requirement |
|---|---|
| Aspect ratio | 9:16 (vertical, full-screen) |
| Resolution | 1080 x 1920 pixels |
| Frame rate | 30 fps |
| File format | MP4 or MOV |
| Maximum file size | 4 GB |
| Image story duration | Displays for 5 seconds |
Optimal Stories Length for Engagement
Stories engagement is measured by completion rate (how many viewers watch all your Story frames), tap-forward rate, tap-back rate, and exit rate.
7-15 seconds per clip: The sweet spot. Short enough to hold attention in a format where viewers are tapping through quickly. Deliver one idea per Story frame.
The 3-frame rule: For multi-frame Story sequences, engagement drops significantly after the third frame. Your most important content should appear in frames 1-3. If you have more to say, use a Reel instead.
Key engagement tactics:
- Use interactive stickers (polls, questions, quizzes) to increase dwell time and engagement signals.
- Add text overlays -- many viewers watch Stories without sound.
- Include a CTA on every third frame (swipe up, link sticker, profile visit).
Stories Safe Zones
- Top 14%: Reserved for the Stories progress bar and profile info.
- Bottom 20%: Reply bar and swipe-up/link sticker area.
- Core safe zone: Center 70% width, middle 65% height.
Instagram Feed Video: Length, Dimensions, and Specs
Feed videos appear in the main Instagram feed alongside photo posts and carousels. In 2026, feed video plays automatically as users scroll, with sound off by default.
Feed Video Length Specs
| Specification | Details |
|---|---|
| Maximum length | 60 minutes |
| Minimum length | 3 seconds |
| Recommended length | 15-60 seconds |
| Preview in feed | First 60 seconds before "Keep Watching" prompt |
Feed Video Dimension and File Specs
| Specification | Requirement |
|---|---|
| Aspect ratio | 1:1 (square), 4:5 (portrait, recommended), 16:9 (landscape) |
| Resolution | 1080 x 1080 (1:1), 1080 x 1350 (4:5), 1920 x 1080 (16:9) |
| Frame rate | 30 fps |
| File format | MP4 or MOV |
| Maximum file size | 4 GB |
| Recommended codec | H.264 |
Choosing Between Feed Video and Reels
In 2026, Reels have largely replaced standalone feed video for most content strategies. The key difference:
- Reels are pushed to non-followers through Explore and the Reels tab, offering broader reach.
- Feed videos primarily reach your existing followers and have limited discovery potential.
When to use feed video instead of Reels:
- Brand announcements aimed at your existing audience.
- Long-form content (over 3 minutes) that does not fit Reels.
- Carousel posts mixing images and video clips (each clip up to 60 seconds).
- Content you specifically do not want to appear in the Reels feed.
Feed Video Optimal Dimensions
For maximum screen real estate in the mobile feed, use 4:5 (1080 x 1350). This vertical portrait format fills more of the screen than square or landscape, increasing stopping power as users scroll.
Instagram Live: Length, Specs, and Best Practices
Instagram Live allows real-time video streaming to your followers, with viewers able to comment and react in real time.
Live Length Specs
| Specification | Details |
|---|---|
| Maximum length | 4 hours |
| Minimum length | No minimum |
| Recommended length | 15-45 minutes |
| Live Rooms | Up to 4 participants simultaneously |
| Save to profile | Optional, saved as a replay video |
Live Technical Specs
| Specification | Requirement |
|---|---|
| Aspect ratio | 9:16 (vertical) |
| Resolution | Depends on device and connection |
| Connection | Stable Wi-Fi or 5G recommended |
| Audio | Built-in microphone or external mic |
Optimal Live Duration
15-30 minutes: Ideal for product launches, Q&A sessions, and quick behind-the-scenes streams. Long enough to build an audience during the live session (Instagram notifies followers when you go live, and it takes 5-10 minutes for viewers to accumulate).
30-60 minutes: Best for workshops, interviews, and detailed demonstrations. Allows time for meaningful audience interaction through comments.
60+ minutes: Suitable for live shopping events, marathon Q&As, and community hangouts. Requires strong engagement management to keep viewers for extended periods.
Key tip: Go live consistently at the same time and day each week. Predictability builds a live audience. Announce your live session via Stories 1-2 hours before going live.
Instagram DM Video: Length and Specs
Direct Message videos are private video messages sent to individual users or groups.
DM Video Specs
| Specification | Details |
|---|---|
| Recorded in-app | Up to 60 seconds |
| Sent from camera roll | Up to 60 seconds |
| Aspect ratio | Any (9:16 recommended) |
| Vanish mode | Video disappears after viewed |
DM video is primarily used for personal communication, customer service responses, and creator-to-brand collaboration discussions. For brands, recording personalized video responses to customer inquiries can dramatically increase customer satisfaction and loyalty.
Instagram Video Carousel: Length and Specs
Carousel posts allow up to 20 slides, each of which can be a photo or video clip.
Carousel Video Specs
| Specification | Details |
|---|---|
| Maximum slides | 20 |
| Video length per slide | Up to 60 seconds |
| Total carousel video time | Up to 20 minutes (20 slides x 60 seconds) |
| Aspect ratio | 1:1 or 4:5 (must be consistent across slides) |
| Resolution | 1080 x 1080 (1:1) or 1080 x 1350 (4:5) |
| File format | MP4 or MOV |
Carousel Strategy
Carousels are Instagram's highest-engagement feed format in 2026. Mix video and photo slides for maximum impact:
- Slide 1: Video hook (5-15 seconds) to grab attention.
- Slides 2-5: Photos or short video clips delivering value.
- Final slide: CTA (save, share, follow, visit link in bio).
Instagram re-shows carousel posts to followers who did not swipe through all slides on the first view, giving you a second chance at engagement.
Complete Instagram Video Specs Cheat Sheet
This table consolidates every specification you need in one place.
| Spec | Reels | Stories | Feed | Live | DM | Carousel |
|---|---|---|---|---|---|---|
| Max length | 3 min | 60s/clip | 60 min | 4 hours | 60s | 60s/slide |
| Best length | 15-30s | 7-15s | 15-60s | 15-45 min | Any | 10-30s/slide |
| Aspect ratio | 9:16 | 9:16 | 4:5 best | 9:16 | Any | 1:1 or 4:5 |
| Resolution | 1080x1920 | 1080x1920 | 1080x1350 | Auto | Auto | 1080x1350 |
| Max file size | 4 GB | 4 GB | 4 GB | N/A | N/A | 4 GB |
| Format | MP4/MOV | MP4/MOV | MP4/MOV | Stream | Stream | MP4/MOV |
| Sound | Recommended | Optional | Optional | Essential | Optional | Optional |
| Captions | Essential | Recommended | Essential | N/A | N/A | Recommended |
| Discovery | High | Low | Medium | Medium | None | Medium-High |
How Instagram Video Length Affects the Algorithm
Instagram's algorithm evaluates video content differently depending on the format, but several principles apply universally.
Algorithm Signals by Format
Reels algorithm priorities:
- Completion rate and replay rate (most important)
- Shares via DM (extremely strong signal in 2026)
- Saves (indicates lasting value)
- Comments (indicates conversation-worthy content)
- Likes (weakest signal but still counted)
Feed video algorithm priorities:
- Time spent viewing (dwell time)
- Likes and comments
- Saves and shares
- Profile visits after viewing
Stories algorithm priorities:
- Completion rate across frames
- Sticker interactions (polls, questions, quizzes)
- Replies and DMs triggered
- Tap-back rate (viewers re-watching a frame is a positive signal)
How Length Interacts With the Algorithm
The algorithm does not penalize longer videos directly. It penalizes poor retention. A 90-second Reel with 70% average retention will dramatically outperform a 15-second Reel with 30% retention. The algorithm normalizes for length, comparing your retention against videos of similar duration.
That said, shorter videos have a structural advantage because it is easier to maintain high retention over 15 seconds than over 90 seconds. This is why the 15-30 second range consistently shows the highest average engagement rates for Reels.
For a deep dive into Instagram Reels strategy, including optimal posting times and content frameworks, see our Instagram Reels marketing strategy guide.
Instagram Video Length for Ads
Ad placements have their own length recommendations that differ from organic content.
Instagram Ad Length by Placement
| Placement | Maximum Length | Recommended Length |
|---|---|---|
| Reels ads | 60 seconds | 15-30 seconds |
| Stories ads | 120 seconds | 5-15 seconds |
| Feed ads | 120 seconds | 15-30 seconds |
| Explore ads | 120 seconds | 15-30 seconds |
| In-stream ads | 60 seconds | 15 seconds |
Ad Creative Best Practices by Length
5-15 seconds (Stories ads): Single message, strong visual, immediate CTA. Stories ads appear between organic Stories and must feel native. Viewers are tapping quickly, so every second counts.
15-30 seconds (Reels and Feed ads): The conversion sweet spot. Enough time for a hook, benefit showcase, social proof element, and CTA. This is where most direct-response advertisers see the best cost-per-acquisition.
30-60 seconds (consideration and retargeting): Use for complex products, detailed demonstrations, or retargeting warm audiences who need a final push. Front-load the key message in case viewers do not watch the full duration.
For creating Instagram video ads quickly, tools like AdCreate generate ad-ready content in the correct dimensions and optimal length for each Instagram placement.
Instagram Video Dimensions: Aspect Ratio Guide
Choosing the right aspect ratio ensures your video fills the maximum screen space and is not cropped or letterboxed.
Aspect Ratio Recommendations
| Aspect Ratio | Pixel Dimensions | Best For |
|---|---|---|
| 9:16 (vertical) | 1080 x 1920 | Reels, Stories, Live |
| 4:5 (portrait) | 1080 x 1350 | Feed posts, Feed ads, Carousels |
| 1:1 (square) | 1080 x 1080 | Feed posts, Carousels, cross-platform |
| 16:9 (landscape) | 1920 x 1080 | Feed video (not recommended for mobile) |
Why 9:16 Dominates in 2026
Vertical video (9:16) takes up 3.16 times more screen real estate than landscape (16:9) on a mobile phone. Since over 95% of Instagram usage is mobile, vertical video is the default format for any content where reach and engagement are the goals.
The only exception is when your content is specifically designed for desktop viewing or will be repurposed for YouTube landscape format. Even then, creating a vertical version for Instagram alongside your landscape version is best practice.
For a comprehensive guide to vertical video strategy, see our vertical video ads guide.
Instagram Video File Size and Upload Tips
File Size Limits
| Format | Maximum File Size |
|---|---|
| Reels | 4 GB |
| Stories | 4 GB |
| Feed video | 4 GB |
| Carousel video | 4 GB |
Upload Optimization Tips
- Export in H.264 codec with AAC audio. This is Instagram's preferred codec and produces the cleanest results after platform compression.
- Keep bitrate between 5-10 Mbps for 1080p. Higher bitrates get compressed down anyway. Going too low causes visible quality loss.
- Export at 30 fps. Instagram supports 24-60 fps, but 30 fps is the standard and avoids any interpolation issues.
- Aim for file sizes under 100 MB when possible. Even though the limit is 4 GB, smaller files upload faster and have fewer compression artifacts. A 30-second 1080p video at 8 Mbps is approximately 30 MB.
- Do not add black bars. If your video is not the correct aspect ratio, crop or reframe it rather than adding letterbox bars. Instagram may further crop videos with bars, creating a double border.
- Upload from the Instagram app for best quality. Desktop uploads via Creator Studio sometimes introduce additional compression.
Instagram Video Length Strategy: Choosing the Right Format
With six video formats available, choosing the right one for each piece of content is a strategic decision.
Decision Framework
| Your Goal | Best Format | Recommended Length |
|---|---|---|
| Maximum reach to new audiences | Reels | 15-30 seconds |
| Communicate with existing followers | Stories | 7-15 seconds per frame |
| Detailed product demonstration | Feed video or Reel | 30-90 seconds |
| Real-time audience interaction | Live | 15-45 minutes |
| Teach a multi-step process | Carousel (video + image mix) | 10-30 seconds per slide |
| Brand awareness advertising | Reels ads or Stories ads | 5-15 seconds (Stories), 15-30 seconds (Reels) |
| Direct response advertising | Feed ads or Reels ads | 15-30 seconds |
| Customer service | DM video | As needed |
The Content Repurposing Path
Create one piece of content and adapt it across multiple Instagram formats:
- Start with a 60-90 second Reel as your anchor content.
- Extract 15-second highlights for Stories to drive traffic to the full Reel.
- Create a carousel breaking the content into steps with video clips and text slides.
- Go live to discuss the topic in depth and answer audience questions.
- Save the live replay to your profile for long-term discovery.
This single-source, multi-format approach maximizes your content investment. AdCreate and similar video creation tools can help produce the initial asset, which you then adapt across formats.
Common Instagram Video Length Mistakes
- Uploading landscape video to Reels. Horizontal video in the Reels feed looks tiny and amateur. Always use 9:16.
- Making Stories too long. A 60-second single Story clip feels like an eternity. Break content into 7-15 second frames.
- Not using captions on Reels. Over 40% of Reels are watched without sound. No captions means 40% of your audience misses your message.
- Ignoring the first second. Instagram auto-plays video in the feed and Reels tab. If your first frame is a blank screen, logo intro, or slow fade-in, viewers scroll past before your content begins.
- Using the wrong aspect ratio for feed posts. Square (1:1) wastes 25% of available screen space compared to 4:5 portrait. Use 4:5 for feed posts.
- Posting long-form content as feed video. Videos over 3 minutes belong as Reels (if they qualify) or should be directed to YouTube. Instagram's audience expects shorter, snappier content.
- Compressing video before upload. Instagram applies its own compression. Pre-compressing creates double compression artifacts. Upload at the highest quality your export tool allows (under the 4 GB limit).
Instagram Video Specs Compared to Other Platforms
For marketers creating cross-platform content, here is how Instagram compares.
| Specification | Instagram Reels | TikTok | YouTube Shorts | Facebook Reels |
|---|---|---|---|---|
| Max length | 3 minutes | 10 minutes | 3 minutes | 90 seconds |
| Optimal length | 15-30 seconds | 21-34 seconds | 30-60 seconds | 15-30 seconds |
| Aspect ratio | 9:16 | 9:16 | 9:16 | 9:16 |
| Resolution | 1080x1920 | 1080x1920 | 1080x1920 | 1080x1920 |
| Max file size | 4 GB | 500 MB | 256 GB | 4 GB |
| In-app captions | Yes | Yes | Yes | Yes |
| Watermark policy | Deprioritizes watermarked content | N/A | Deprioritizes TikTok watermarks | Deprioritizes watermarked content |
Important watermark note: Instagram actively deprioritizes Reels that contain visible watermarks from other platforms (especially TikTok). Always upload clean, watermark-free versions to each platform. Do not download from TikTok and repost to Instagram.
FAQ
What is the maximum length for Instagram Reels in 2026?
Instagram Reels can be up to 3 minutes (180 seconds) long in 2026. However, the in-app recording tool limits you to 90 seconds. To create a Reel longer than 90 seconds, record or edit the video externally and upload it from your camera roll. The recommended length for maximum engagement is 15-30 seconds.
How long can Instagram Stories be?
Each Instagram Story clip can be up to 60 seconds long. If you upload a video longer than 60 seconds, Instagram automatically segments it into multiple consecutive clips. You can post up to 100 Story frames within a 24-hour period. For engagement, keep individual Story clips between 7-15 seconds each.
What is the best aspect ratio for Instagram video?
For Reels and Stories, use 9:16 (1080 x 1920 pixels). For feed posts and carousels, use 4:5 (1080 x 1350 pixels) to maximize screen real estate in the mobile feed. Avoid 16:9 landscape on Instagram unless you specifically need it -- it takes up minimal screen space and performs poorly in mobile feeds.
Does video length affect Instagram reach?
Video length itself does not directly limit reach. The algorithm evaluates how viewers engage with your content relative to its length. A 60-second Reel with strong completion rates can reach more people than a 15-second Reel with weak retention. However, shorter videos tend to achieve higher completion rates on average, which is why 15-30 second Reels typically get the broadest distribution.
What file size should Instagram videos be?
Instagram allows uploads up to 4 GB, but aim for files under 100 MB for optimal upload quality. Export in H.264 codec at 30 fps with a bitrate between 5-10 Mbps. Smaller, well-encoded files often look better after Instagram's compression than larger, poorly encoded files.
Can I upload a 10-minute video to Instagram?
Yes, but only as a feed video, not as a Reel. Feed videos can be up to 60 minutes long. Reels are limited to 3 minutes. For videos longer than 3 minutes, consider whether the content would perform better on YouTube, or break it into a carousel or series of shorter Reels.
How long should Instagram video ads be?
For Stories ads, 5-15 seconds is optimal. For Reels ads and feed ads, 15-30 seconds delivers the best balance of message delivery and cost efficiency. Conversion-focused ads can extend to 30-60 seconds for warm audiences. Always front-load your key message in the first 3 seconds, as this is where nearly half the ad's value is delivered according to Meta's research.
Instagram video in 2026 spans six formats with different rules for each. The constants: vertical video (9:16) dominates, shorter content drives higher engagement, captions are non-negotiable, and the first second determines everything. Use this guide as your specs reference every time you create or export Instagram video content. For producing Instagram-ready video at scale, AdCreate's video tools output in the correct aspect ratios and durations for each placement. Explore our Instagram Reels marketing strategy and vertical video ads guide for tactical playbooks.
Written by
AdCreate Team
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