What are Instagram Reels?
Instagram Reels are a short-form video format inside Instagram, shown in a dedicated full-screen feed and mixed into the main feed and Explore. Users record clips in the app or upload edited videos, add licensed music or original audio, and publish them to their profile. The format competes directly with TikTok and YouTube Shorts. Its main difference from regular posts is distribution: Reels reach people who do not follow the account because Instagram recommends them algorithmically.
Instagram Reels history and key numbers
Instagram Reels went from a 15-second experiment to a core part of Meta’s ad business in about 5 years.
| Date | Milestone |
|---|---|
| 5 August 2020 | Global launch with 15-second multi-clip videos, music library and AR effects |
| 2022 | Reels ads become a mainstream ad placement |
| 2023 | Reels pass 200 billion daily views across Meta apps (Tubefilter) |
| 20 January 2025 | Adam Mosseri announces uploads of up to 3 minutes |
| September 2025 | Instagram reaches 3 billion monthly users and reorients the app around Reels and DMs |
| October 2025 | Reels annual revenue run rate above $50 billion (Meta Q3 2025 call) |
Instagram Reels features
Instagram Reels features fall into 3 groups: creation tools, audio and distribution.
Creation tools
Creation tools let users record several clips, set a countdown timer, change playback speed and align shots for smooth transitions. Meta’s launch post listed these tools together with an AR effects gallery.
Audio
Audio in Reels is either a track from Instagram’s music library or original sound that others can reuse. Popular sounds act as trend hubs, which is how a clip becomes viral.
Distribution
Distribution works through the Reels tab, the main feed, Explore and the profile grid. Public accounts can be recommended to non-followers, while private accounts reach only approved followers.
How to create an Instagram Reel?
An Instagram Reel is created in the Reels camera inside the app, opened with the plus button and the Reel option. The process takes 5 steps:
- Record one or more clips, or upload a video from the phone gallery.
- Add audio from the music library or keep the original sound.
- Edit timing, speed, text overlays and effects.
- Write a caption with keywords, choose a cover and tag products or people.
- Share the Reel to the profile and, optionally, to the main feed.
Instagram Reels in marketing
Instagram Reels are the cheapest way to reach non-followers on Instagram organically. Adam Mosseri said in September 2025 that nearly all recent growth of the app came from DMs, Reels and recommendations, so the algorithm rewards brands that publish video. In my work with e-commerce clients, Reels support three goals:
- Reach: product demos and tutorials shown to new audiences.
- Social proof: user-generated videos and creator collaborations.
- Performance: Reels ad placements in Meta Ads with a strong hook in the first seconds.
Reels also matter for search. Instagram content increasingly appears in Google results, and short videos that answer a clear question get reused in AI answers. Treat each Reel caption like a short piece of search experience optimisation: name the product, the problem and the location in plain words. Measure success with saves, shares and profile visits, not only views, and track the KPIs that lead to sales.
Instagram Reels vs TikTok
| Aspect | Instagram Reels | TikTok |
|---|---|---|
| Owner | Meta | ByteDance |
| Role in the app | One format inside Instagram | The whole app |
| Audience graph | Followers plus recommendations | Mostly recommendations |
| Ads | Meta Ads Manager, shared with Facebook | TikTok Ads Manager |
Frequently asked questions about Instagram Reels
How long can Instagram Reels be?
Instagram Reels can be up to 3 minutes long. Adam Mosseri announced the change from 90 seconds on 20 January 2025.
When did Instagram launch Reels?
Instagram launched Reels on 5 August 2020. At launch, reels were limited to 15 seconds.
Do Instagram Reels reach non-followers?
Yes, Reels from public accounts can be recommended to people who do not follow the creator. They appear in the Reels tab, the main feed and Explore.
How much revenue do Instagram Reels generate?
Mark Zuckerberg said on the Q3 2025 earnings call that Reels had an annual revenue run rate of over $50 billion. The figure covers Reels across Meta's apps and is an extrapolation, not reported annual revenue.
Related terms
- Introducing Instagram Reels · Meta
- Instagram extends Reels duration from 90 seconds to 3 minutes · Deccan Herald
- On Meta earnings call, Mark Zuckerberg claims Reels has an annual run rate of over $50 billion · Tubefilter
- Instagram crosses 3bn monthly users, strengthens focus on reels and DMs · exchange4media
- Instagram users in Poland · NapoleonCat
