Buffer has analyzed how the length of Instagram Reels affects their reach. Reels between 90 seconds and three minutes perform best: these Reels reach 7.4 percent more people than the average of the respective account.
For Reels of three minutes or longer, reach drops by 49.3 percent. Under 90 seconds, the difference between lengths stays below three percent, so other factors determine success here.
Which Reel length brings the most reach?
Buffer analyzed Reels that were published via Buffer between January 1 and August 15, 2026. Each account was compared with its own average and not with other accounts. This way, large accounts do not distort the numbers.
Reach by Reel length
Deviation from the average of the account itself, Reels up to 179 seconds
- 190 to 179 seconds+7.4 %
- 230 to 59 seconds+2.7 %
- 360 to 89 seconds+1.6 %
- 415 to 29 seconds−0.9 %
- 5under 15 seconds−1.5 %
Reels of 180 seconds or longer are at minus 49.3 %. The values show a correlation, not a guarantee.
Source: Buffer
According to Buffer, the analysis is based on 2,730,166 Reels for the reach comparison and 2,463,999 Reels for the engagement rate comparison. An account was only included in the analysis if it had published at least three Reels in one length range and was represented in at least two length ranges. Buffer does not say how many accounts are behind this, nor which countries.
Reels of 90 to 179 seconds lead with plus 7.4 percent. For a typical account, according to Buffer author Kirsti Lang, it is about 4 percent, because outliers pull the average upward. Reels of 30 to 59 seconds reached 2.7 percent more people, those of 60 to 89 seconds 1.6 percent more. Under 30 seconds, reach was between 0.9 and 1.5 percent below the average.
Reels of 180 seconds or longer reached 49.3 percent fewer people, and views were 45.9 percent below the average. Their engagement rate, however, was the highest: 2.65 percentage points above the account average, and 1.1 points for the typical account.
Why is the limit at three minutes?
Instagram explains the limit itself. According to the Creator FAQ, Instagram only shows videos up to three minutes long to people who do not follow the account. A Reel of 180 seconds or more thus remains reserved mainly for the account's own followers. This fits the sharp drop in reach.
What this means for you
First check in Insights how long your most successful Reels are. If they are under 90 seconds, you don't need to change anything about the length, because the difference stays small there. For content that needs more time, such as a tutorial, it's best to try it once at 90 to 150 seconds and compare the reach with your average.
Reels that are meant to reach strangers should be planned with a bit of buffer under three minutes, for example 2:45. It's better to show longer videos to your followers. With Trial Reels, you first test a length on people who don't follow you. Buffer recommends two versions of the same Reel for this, which you test for about 24 hours.
Take the numbers as a hint. Buffer itself writes that the analysis shows a correlation and not a cause: stretching a Reel to 100 seconds alone does not bring seven percent more reach. Hook and topic remain more important than the number of seconds.
Buffer published the analysis on November 12, 2026.
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