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In a completely surprising update, Instagram today announced that the coil length limit has been reduced from 30 seconds to 60 seconds for all users.
Instagram has experimented with longer coils for a while, after first extending the coils from 15 to 30 seconds last September. And given that TikTok now allows uploading of longer clips (up to 3 minutes) and YouTube shorts can also be up to 60 seconds long, it seemed like it was only a matter of time before ‘Instagram is not following the trend.
What’s the kind of thing Instagram is doing these days, isn’t it?
This is particularly interesting, however, in the case of Instagram, as it already allows for longer video uploads in its other elements. Regular stream videos can be up to 60 seconds long, while you can also download longer videos as 15 second clips in Stories and 1 hour clips on IGTV (when downloading from the web).
Given this, the extension of Reels clips is starting to trickle down to other IG functions, making it perhaps a less definitive option in the larger Instagram experience.
Or maybe not. Really, this will just give more users the ability to create longer clips or reuse the same posts they’re already uploading to TikTok and YouTube Shorts anyway. Aligning with these other similar options, Instagram will likely host more cross-posts, giving it more content for Reels, but also likely making the experience more repetitive between apps.
(Note: If you plan to post your short video clips, just make sure there is no watermark, as Instagram will penalize your reach.)
But we have the impression that all these options are becoming a bit the same. Why have separate video download processes for each option? Why not just let users download their video clips and edit them as they see fit, then stitch them together?
This would give Instagram more content to display in Reels, which could make it a more engaging option, while also helping to generate more views in different parts of the app, rather than keeping different types of videos in buckets. separated.
Maybe that’s how Instagram is heading – it’s currently experimenting with a new TikTok-like display format for Explore, which crushes all content into one format.
This could help improve in-app discoverability and provide more video inventory for Instagram’s algorithms, while further streamlining the user experience, rather than silos each piece.
Until the next step, you now have longer coils to consider.
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