Instagram Reels

Instagram Reels is a short‑form video format launched globally in 2020, positioned as Instagram’s answer to TikTok. Reels appear in a dedicated tab, can be recommended in Explore, and may surface in Feed. Duration has expanded over time (commonly up to 90 seconds, with tests of longer limits in some periods).

Features

Multi‑clip editing, AR effects, music/audio library, voiceover, text, and captions
Remix/collab options and templates
Reels ads and Boosts for promotion
Algorithmic distribution aimed at discovery beyond followers

Debates and impact

Accelerated the platform’s shift from photos to video, frustrating some photo‑first users
Intensified creator workload and the need to adapt to video‑native storytelling
Heightened comparisons to TikTok and concerns about homogenized content