Instagram Reel

An Instagram Reel is a short-form vertical video on Instagram — typically 7 to 90 seconds long — and the format Instagram’s algorithm currently rewards most heavily for reach.

Reels are Instagram’s answer to TikTok and currently the platform’s primary discovery surface. Posts on the feed reach existing followers; Reels reach non-followers via the Reels tab and Explore. Brands that publish Reels consistently typically see reach 5–10x higher per post than feed posts during growth phases.

Best practices shift constantly but stable patterns include: hook in the first second, dynamic visual rhythm (cuts every 1–3 seconds), captions burned in for sound-off viewing, and either music or a clear voiceover. Reels under 30 seconds tend to outperform longer ones for new-audience reach; longer Reels (60–90s) work better for educational content where retention is the goal.

A brand on Instagram in 2026 without a Reels production system is leaving the majority of reach on the table. The format is the channel’s growth lever.