Remember when Instagram Reels were capped at a measly 15 seconds? Those days feel like ancient history. Users are now allowed to post 20-minute Reels on Instagram, marking another seismic shift in how we think about “short-form” content.

Mind you, Instagram isn’t operating in a vacuum. TikTok has been quietly supporting videos up to 60 minutes, making Instagram’s gradual approach to video length seem rather conservative by comparison.

Sure though, TikTok might support hour-long videos, but Instagram’s approach feels more strategic than reactive. They’re not just chasing length for the sake of it; they’re creating a unified ecosystem where creators can tell whatever story they want, however long it needs to be, without wrestling with platform limitations or format confusion.

Most importantly, Meta’s recent announcement that all videos will now be Reels means they’re eliminating the traditional distinction between video posts and Reels. This consolidation move eliminates the paradox of choice that plagued creators for years. No more agonizing over whether your content should be a Reel, a video post, or an IGTV upload. Everything is a Reel now, which means everything gets the algorithmic boost that comes with Instagram’s most successful format.

In short, by allowing 20-minute Reels and consolidating all video content under one format, Meta has essentially future-proofed Instagram against the ever-changing landscape of social video, transforming it into a one-stop shop for video content of any length.

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