With Instagram starting to add more social video features, it’s time to learn how to create the best Instagram videos for every format – to keep your current audience engaged, and grow your following in the process.
Between the Instagram algorithm’s preference for short, square videos on the feed, an increase in demand for vertical Instagram Stories templates, and the engagement that comes from visually rich content on IGTV and Reels, it can be easy to get jumbled up on what would be the best way to maximize your reach and engagement on Instagram.
So just how long should your Instagram videos be? Here are some insights from our latest Instagram report, and examples from leading Instagram brands, that will help you maximize your social media marketing strategy across everyone’s favorite platform.
Instagram Feed
Max video length:
Up to 60 seconds
Average time spent per video:
6-10 seconds
Instagram video length in your feed can be up to a minute long, and can be chock full of information that appeals to both your current audience and people who aren’t normally familiar with your account. That said, the average person will only watch about 3-10 seconds, just around their own 8-second attention span. Listicle videos have a great balance between informational and engaging, all while attracting broader audiences. You can also upload a snippet of a longer video to lead viewers to your IGTV page.
This Dr. Oz video is a great example of a listicle video that provides a viewer with quick and easy steps to reach a goal. In the first few seconds, the video hooks a viewer with a well-known brand, and cycles through scenes and media quick enough to never get boring.
Instagram Stories
Max video length:
Up to 15 seconds
Average time spent per video:
15-30 seconds
How long are Instagram stories? There’s good news for brands looking for more time to tell a story. And although Instagram stories can go up to 15 seconds, but you should ALWAYS get your message out as quickly as possible – because the average viewer will watch about 40-67% of it before they tap on to the next Story.
Normally, Instagram stories would lead to something else on your profile, be it a profile visit, link click, or swipe up. With that in mind, it’s important to hook your audience in, before they decide to swipe to the next story. This Instagram Story Snippet video created by the Setlist Live team acts as a teaser to all the behind-the-scenes video footage on their website and nails the perfect Instagram story length.
IGTV
Max video length:
Up to 60 minutes
Average time spent per video:
3-10 seconds
IGTV allows for uploads of up to an hour—but keep in mind that most people are only watching the first 15-30 seconds (AKA not even 1% of the max video length on this side of the platform). Users have figured out how to maximize their reach with IGTV without overwhelming audiences. Since IGTV has such a high max video length, be sure to be as creative as possible to hook the attention of viewers in the first 30 seconds, and get them to commit to the full time.
Leafly’s video below, though it’s only 30 seconds, immediately hooks attention with its unique slow-motion shots and extreme close-ups.
Instagram Reels
Max video length:
Up to 15 seconds
Instagram Reels are rapidly growing in popularity since the feature launched in the summer of 2020. Because it’s still such a new feature, many users are still trying to navigate it and get the most out of it. Clearly, Reels were Instagram’s direct response to TikTok, where users can create and share short-form video up to 15-seconds, using custom sounds and effects.
But even if you’re already on TikTok, Instagram Reels are still worth the investment. Not only will you benefit from the amazing reach that Instagram (and its video-preferred algorithm) provides, but it’s also a great opportunity to repurpose your content, and make more of an impact than you would on just one platform.
Check out Chipotle’s Instagram Reel video tutorial below that offers a unique approach to cutting and style an avocado. The fast-paced video keeps viewers intrigued, and is supplemented with a fun soundtrack to keep them watching and listening to the end.
The best Instagram video lengths are just a small part of your video strategy. Make sure the content you create is engaging and worth watching to the end.
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