Edits / Instagram Reels / What are Reels?
Instagram Reels are vertical, full-screen short videos that Instagram recommends to people who don't follow you yet. Here's how Reels work in 2026, how long they can be, and how they differ from Stories and feed posts.
Reels are Instagram's short-form video format: vertical 9:16 clips you record in the app or upload from your camera roll, then edit with music, text, effects and transitions. Instagram launched Reels in August 2020 as a 15-second format; today a Reel can run up to 20 minutes. New to the format? Start with how to make a Reel.
The thing that makes Reels different from every other Instagram format is who sees them. A Reel from a public account can be shown to anyone on Instagram, not just your followers, which is why Reels are the format creators use to grow. On a private account, only followers can see your Reels.
Reels show up in four places:
A Reel is one or more clips stitched together, edited, captioned and shared like a post. The difference is what happens next: Instagram tests the Reel with a small audience, measures how people react, and shows it to more people if the signals are good. Follower count matters far less than watch time.
Step 01
Tap Create (+) and choose Reel. You can record clip by clip in the app or import footage from your camera roll. Drafts are saved to your device with no limit on how many you keep.
Step 02
Sound is half of a Reel. You can use your own original audio, another creator's original audio, licensed music from the Instagram audio library, or a recorded voiceover.
Step 03
Templates let you copy another Reel's music and clip timing and drop in your own photos or videos. Remix records your video side by side with someone else's Reel so you can react, duet or add your take.
Step 04
Instagram ranks Reels mainly on watch time, completion rate and replays, then likes, comments, shares and saves. A Reel from a public account goes to followers first and is eligible for the Reels tab and Explore if it performs.
Step 05
Every Reel shows plays (first starts, not replays), likes, comments and reshares on your profile. Professional (creator or business) accounts unlock full Reels insights.
An Instagram Reel can be up to 20 minutes long, whether you record it in the app or upload it from your camera roll. The minimum is 3 seconds.
The limit is not the target. Instagram only recommends Reels under 3 minutes to new audiences, and most high-performing Reels run between 7 and 40 seconds. Use the long limit for tutorials or storytelling aimed at people who already follow you, and keep discovery Reels short. Have a long video already? See how to turn long videos into Reels. Resolution, aspect ratio and file limits are in the Reels specifications guide.
The core difference is audience and lifespan. Reels reach strangers and stay up permanently. Stories reach followers only and vanish after 24 hours. Feed posts build a permanent grid that mostly reaches people who already follow you. Note that any video you share as a feed post is now published as a Reel, so "post" here means photos and carousels.
| Reels | Stories | Feed posts | |
|---|---|---|---|
| Format | Vertical 9:16 video, in-app or uploaded | Vertical 9:16 photo or video, full screen | Photo or carousel of up to 20 photos/videos, 1:1 or 4:5 |
| Max length | 20 min (only under 3 min recommended to non-followers) | 60 s per story segment; longer video is split into clips | Up to 20 items; video items become Reels |
| Lifespan | Permanent until deleted | 24 hours, unless saved to Highlights | Permanent until deleted |
| Where it appears | Reels tab, home feed, Explore, profile Reels grid | Story ring at the top of feed and on your profile | Home feed, profile grid, Explore (photos) |
| Who sees it | Followers plus anyone Instagram recommends it to | Followers only (or a Close Friends list) | Followers, plus some discovery via Explore and hashtags |
| Primary goal | Reach and discovery | Daily connection with existing followers | Lasting reference content, portfolio, announcements |
| Interaction | Likes, comments, shares, saves, remixes, reused audio | DM replies, polls, questions, Add Yours, link sticker, story likes | Likes, comments, shares, saves |
| Audio and tools | Music library, original audio, voiceover, templates, Align, timer, effects | Music, text, GIFs, filters, interactive stickers | Filters, alt text, tags; no music on single photos |
| Insights | Plays, likes, comments, reshares; watch time for pro accounts | Viewer list for 48 hours; replays counted in views | Likes, comments, saves, reach |
Reels vs Stories
Stories are the casual, disappearing format: a photo or 60-second clip that sits in the ring at the top of the feed for 24 hours and is seen by followers only. They are built for interaction - polls, questions, link stickers and DM replies. Reels are the opposite: permanent, polished, and pushed to non-followers.
If you want new people to find you, post a Reel. If you want to talk to the people who already follow you, post a Story. Full breakdown: Reels vs Stories, plus Instagram's own guides to creating Reels and creating Stories.
Reels vs posts
Feed posts are photos or carousels (up to 20 slides) that live on your profile grid and reach mainly existing followers, with some extra discovery through Explore and hashtags. They are the right format for evergreen content people will scroll back to - product shots, portfolio work, step-by-step carousels.
Reels are video-only and tuned for reach. Since Instagram merged feed video into Reels, any video you post becomes a Reel anyway. Want to turn photos into a Reel instead of a carousel? See Reels from photos.
Use Reels to grow, Stories to stay in touch, and posts to be remembered. A simple routine that works for most accounts: make one Reel, share it to your Story the same day so followers see it, and keep a related photo or carousel on the grid.
Open with a hook in the first 2 seconds, add captions for silent viewers, post at the right time, and keep it under 3 minutes so Instagram will recommend it.
Behind-the-scenes moments, quick updates, questions and polls, links, and anything that doesn't need to live on your profile. Pin the best ones to Highlights so they outlast 24 hours.
Product shots, portfolio work, announcements, and carousels that teach something step by step. The grid is your permanent portfolio - treat it that way. Running a brand account? See Reels for business.
Quick answers to the most common searches about Reels. For editing-specific questions, see the Edits app features guide.
Edits is Instagram's free video editor for Reels - camera, captions, effects and insights, with no watermark.