Learn how long should Reels be to maximize engagement on Instagram. Discover the ideal Reel length and strategies to captivate your audience effectively.
As a content creator, one of the biggest questions you might have is, “How long should Reels be to maximize engagement? 🤔
We get it. Video length plays a huge role in social media engagement. A video that is too long (or too short) can cause your audience to scroll to the next video in their feed, which is the opposite of what you want as a content creator.
So, to get to the heart of the perfect length for Reels, in this post, we’re diving head-first into all things Instagram Reels, particularly on how long they should be. 🚀
Introduction to Reels Engagement Strategies
If you want to create an engaging Instagram Reel, there are a few things you need to keep in mind besides the content of your video.
Sure, compelling content plays a huge role in how your audience interacts with your videos, but it’s not the only factor. Other factors, like video length, encourage viewers to watch your content. And the more people that watch your content, the more Instagram likes it and will show it to others.
What Is the Ideal Length for Instagram Reels?
Every niche is different, so the perfect Reel length may vary by audience, and you may need to test out a couple of videos with varying lengths to see which performs better. However, it’s advised to create content between 7 and 15 seconds in length since Instagram loops videos and counts each loop as a view.
Ideally, you’ll want to create a video that your audience will watch multiple times. This doesn’t mean packing in so much content that a viewer has to rewatch it to get the entire gist of the video. Instead, it means you’ll need to create a video that is interesting and compelling enough that viewers will watch it again to share it with others.
Your video’s length depends on the type of content you create. Keep these reference points in mind when creating short-form content:
- Short reel, 7-15 seconds: Best for quick, attention-grabbing content.
- Medium reel, 30-45 seconds: This length is appropriate for storytelling videos and encouraging comments.
- Long reel, 60-90 seconds: Best for tutorials, product demos, and other in-depth content.
Let’s look at a few examples. This Reel from @thejohndevereaux is only about 8 seconds long. This works for his audience because the video is meant to be funny. Comedy videos work best when the video length is shorter due to the audience’s attention span. You don’t want to take forever getting to the punchline, or you risk losing your audience during the wait.
And this post for @marge.marasco takes a different approach to the 7 to 15-second advice. Instead, Marge shares longer videos on Instagram because, as a real estate agent, it takes a bit more than 15 seconds to describe a new listing. If she created a 7 to 15-second video, she’d miss out on showing important features of the property.
Unlike @thejohndevereaux, whose audience expects entertainment, Marge’s audience expects a longer video. To keep viewers engaged, Marge incorporates trends and uses many other editing features.
So, what can we learn from these examples, particularly about how long your Reels need to be?
It depends on your audience and the intent of your video. If you’re creating something purely for comedy, a shorter Reel will work. If it’s more educational, you’ll want to record a longer video– just be sure to use other editing elements to keep your viewers guessing what’s next.
Why Shorter Reels Perform Better
Shorter reels between 7 and 15 seconds perform better than longer reels for a couple of reasons. For starters, shorter videos tend to loop more frequently, which boosts view counts and algorithmic favor. The more views you get on your videos, the more the algorithm will show it to relevant audiences.
Plus, human attention spans are short, averaging about eight seconds. Longer reels tend to lose their audience as the video progresses. Short reels, though, hit the sweet spot. A short reel with a compelling hook and caption can engage a viewer before they lose interest and scroll to the next.
When to Use Longer Reels
Although short reels perform relatively well, there is a time and a place for a longer reel. Keep in mind that a long reel is anywhere between 60 and 90 seconds long.
Tutorial videos perform well when they’re longer. It’s challenging to create to tutorial video in the span of 15 seconds. Your viewers may find it frustrating to loop the video to catch all of the steps. Plus, you miss out on sharing relevant context and information. Product demos also require a bit more time to explain the features.
If you need to create a longer reel, just keep in mind the kind of content you’re sharing. Your audience who needs a product demo or a tutorial will watch your entire video because it interests them.
Tips to Optimize Your Reels Regardless of Length
Let’s review a few tips for optimizing reels regardless of length. We’ll use Marge’s video as an example. Her video features captions. She also adds images, sound effects, and transitions to keep her audience on their toes.
To do this, Marge uses Reel editing apps. Apps like Submagic can help you quickly add engaging features like B-roll footage or sound effects. These unexpected elements can keep your audience engaged and watching your content.
Her video also uses storytelling techniques to showcase the real estate. She starts with an engaging hook and then moves on to show off the house. These two things, editing and storytelling techniques, are great for increasing viewership and creating engaging Reels.
(Pssst! Need an idea for your hook? Check out the library full of Instagram Reel hooks! 🧡)
When you record your content for Instagram, don’t worry so much about the initial length of your video. You can always trim your video in editing. Instead, focus more on what you want to show your audience. Do you want to educate them? Entertain them?
Answering these questions before you film can help you plan your Reel content. Plus, you can always use Submagic to cut longer video content into shareable clips! Using this strategy can help you fill up your content calendar and keep your videos to an optimal length for Instagram.
TL;DR: Tips to optimize your videos:
- Hook viewers in the first three seconds to maintain interest.
- Use high-quality visuals and trending audio.
- Add captions to text overlays to improve accessibility.
- Include a clear call to action to drive engagement.
Optimizing Video Content for Social Media
Submagic is a fantastic tool to help you optimize video content for social media. I’ve already mentioned the feature that cuts long content into shorter video clips, but it can do much more to help you create engaging Instagram Reels, like help you add text to Reels.
Instagram Reels subtitles, trending music, and other editing features, like transitions, can help your content perform well on the Instagram algorithm. These editing techniques keep viewers engaged with your content. And the longer your viewers stay on your videos (and the more they share them!), the more Instagram will show it to similar users.
To optimize your video, consider adding editing features like:
- B-roll footage to keep your audience guessing what’s next
- Transitions to keep them engaged
- Sound effects to play on the on-screen visuals
- Trending music to stay current with trends
Don’t skip on editing your videos in favor of posting your raw clips straight to Instagram. Instead, take some time to edit them. Certain tools, like Submagic, can help you professionally edit TikTok and Instagram videos in as little as five minutes.
Your edits can make the difference in how long your viewers stay on your content. 😎
Testing Different Reel Lengths
To find the right length for your reels, you need to understand your audience preferences, as their preferences can influence retention and view time.
Pay attention to your Reels’ performances. Do longer videos perform better? What about videos with a ton of fancy edits?
If you’re unsure of the answer, create a couple variations of the same Reel and conduct A/B split testing. Make a note of metrics, like view time and shares, and compare them. This will help you determine how long your Reels should be based on your audience’s likes and dislikes. It will also inform you of the themes of the content you should create, too.
Comparison: Instagram Reels vs. TikTok vs. YouTube Shorts
Source
Analyzing Reel Performance
Keeping track of your Instagram Reel’s analytics can help you do more than just determine your audience’s preferences. Instead, it can help you create Reels with the potential to go viral every time you post them.
You’ll want to track metrics like:
- Views: This can tell you how many views your content has received from followers and non-followers.
- Follower growth: This metric gives you an idea of how many followers you’re gaining.
- Likes: This tells you how many people have liked your content.
- Saves: This number tells you how many people have saved your content.
You can find all of these metrics inside of your Instagram professional dashboard. You’ll need a professional or creator account to access these metrics, so make sure you’ve switched your account from “personal” to business or creator.
Being able to access the metrics right inside of your Instagram account makes it easy to keep up with and analyze your Reels performance. However, you can also use third-party tools, like HootSuite or Sprout Social, to analyze your metrics and gain insight into other valuable metrics, too, like reach and impression. Just be sure to check your budget before signing up for a subscription of an analytics tool.
Promoting Reels for Maximum Reach
Once you’ve posted your Reels to Instagram, there is still work to be done. Spend some time creating a plan for promotion. Promoting your Reels on your stories and in the feed can help your followers see your content faster. And it can trigger the algorithm to start picking up your content and showing it to others.
Using SEO best practices can give the algorithm an idea of what your video is about. Consider:
- Strategically placing keywords in your captions.
- Using relevant hashtags, including the keywords and trending hashtags.
With these hints in place, the algorithm can detect your video’s intent and share it with relevant audiences who are likely to watch similar content.
Alternatively, you can take your Reels outside of the Instagram platform, too. It’s likely your audience hangs out across multiple platforms, including YouTube Shorts and TikTok. So, it’s always a good idea to repurpose your content for other platforms to maximize your reach and engage your audience.
Measuring the ROI of Social Media Reels
It can be tempting to keep your eyes glued to your analytics to measure the ROI of your Reels. However, once you post your video to the feed, it’s important to take a step back and breathe. It’ll take some time for data to be collected for your metrics.
However, when you have enough data, it’s time to measure your ROI. Before you dive into your data, consider what you want the data to help you answer. Is the goal of your content to attract more followers? Increase your view time? Or encourage your followers to go to your profile and click on your website?
Ideally, you’ll want to set a baseline for your metrics so you can easily compare how your Reels are performing. Once you’ve set a baseline and defined your questions, take a look at your metrics.
Don’t be discouraged if your metrics aren’t up to your standards. It just means you have room for improvement! Try creating Reels that are longer (or short), add in new editing features, and play around with trending sounds and music. You never know what your audience will like until you experiment with it!
Create the Perfect Reels for Your Audience
The length of your video can play a role in your audience engagement. However, it’s not just the length of your video that matters. Your content counts, and so do the editing elements that you use.
To optimize your Instagram Reels, consider creating well-edited videos that resonate with your audience. The more niche your videos, the more your audience will enjoy them.
The bottom line for optimization: create content with your audience in mind. Editing with Submagic can help you create content your audience wants to watch and share. 🔥
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