Short answer: A reel is a vertical video you record or upload in the Instagram app, with music, text and effects. Reels can run up to 20 minutes, but Instagram doesn’t recommend reels over 3 minutes to new audiences. A reel you want to boost has to be 90 seconds or less.
What a reel is and how long it can be
Instagram lets you record and edit videos up to 20 minutes with Reels, in one clip or several, and add effects and music or your own original audio. It also says reels over 3 minutes won’t be recommended to new audiences. For a business that wants to reach people who don’t follow it yet, 3 minutes is the practical limit.
You can upload a reel with an aspect ratio between 1.91:1 and 9:16, at 30 frames per second or more and at least 720 pixels. A full-screen vertical reel, 9:16, is also the format boosting asks for. For ads, our guide to Facebook and Instagram ad sizes lists the specs for each placement.
| Any reel | A reel you boost | |
|---|---|---|
| Length | Up to 20 minutes; over 3 minutes isn’t recommended to new audiences | 90 seconds or less |
| Format | Aspect ratio between 1.91:1 and 9:16, at least 720 pixels and 30 frames per second | Full-screen vertical, 9:16 |
| Sound | Your original audio, another creator’s or the Instagram audio library | Original audio or royalty-free music; no licensed music |
| Effects | Instagram’s audio, text, stickers and effects | No face or camera effects, GIFs, product tags, interactive stickers or third-party filters |
| Can be shared to Facebook when you create it | Can’t have been shared to Facebook |
Our summary of the Instagram Help Center pages on reels, read November 6, 2026.
How to make a reel in the Instagram app
- Tap your profile picture in the bottom right, tap Create new in the top right and then Reel.
- Tap Camera to record, and tap and hold Record for each clip, or add a video from your camera roll.
- Use the tools on the left to add audio, effects or a layout before you record.
- Tap Next to add audio, text, stickers or effects.
- Tap Edit video to trim, reorder or add clips on the timeline, or to crop, rotate or scale a clip.
- Tap Next to pick the cover, write the caption, add a location and share the reel to Facebook if you want.
- Tap Share.
On a computer, click Create on the left and then Post, and select the video from your computer. Before the caption you choose the cover and trim the start or end. Sharing to Facebook only works from the Instagram app for Android or iPhone, and only while you create the reel. Our guide to Facebook Reels covers reels you create on Facebook itself.
Music and sound for a business reel
A reel can use your own original audio, original audio by another creator, or audio from the Instagram audio library. Licensed audio, such as music, has to be attributed to the artist and the track. Instagram warns that tracks can be muted if its agreements with music rights holders change.
If you plan to boost the reel, choose the sound first: a boosted reel can’t use licensed music, and Instagram recommends royalty-free music from its Sound Collection or original audio. On a public account, anyone on Instagram can record a reel with your original audio, and Instagram lets you turn that off for the Meta AI apps and websites.
Test an idea with trial reels
Trial reels are shown first to accounts that don’t follow you, so you can see whether an idea works before your followers do. You need a public account with at least 200 followers if it’s professional, or 1,000 if it’s personal.
Before you share the reel, tap Trial. Insights arrive within 24 hours. If the reel does well, open View insights and tap Share to everyone, and it moves to your grid and your Reels tab. Instagram says trial reels are ranked on their own and don’t affect how your other reels perform.
Before you boost a reel
Boosting turns a reel into an ad that can show in the Reels tab, Explore, Feed and Stories. Check the table above before you post, because a reel already shared to Facebook can’t be boosted later.
Instagram also says that adding funds to your ad account in its iOS app may add an Apple service fee of 30% in most regions. Boosting from instagram.com avoids it. Our guide to running Instagram ads covers the rest of the process.
Captions and the cover
With automatic closed captions on, Instagram writes the speech in the reel as text at the bottom. You turn them on under More options before you share, and you can also turn on caption translations there. Many people watch with the sound off, so a reel with captions still says something.
Instagram recommends a cover photo of 420 by 654 pixels and says you can’t edit the cover after you upload the reel. To upload in the best quality, turn on Upload at highest quality under Media quality in the app’s menu. A professional account opens trial reels at 200 followers instead of 1,000, and our Instagram business account guide shows how to set one up.
Before you share a reel
- The reel is vertical and full screen, 9:16.
- It runs 3 minutes or less, or 90 seconds or less if you will boost it.
- The sound is original audio or royalty-free music if you will boost it.
- Closed captions are on.
- The cover is the one you want, because you can’t change it later.
- You haven’t shared it to Facebook if you plan to boost it.
RememberMake reels vertical and keep them under 3 minutes if you want new people to see them. If you will boost one, keep it to 90 seconds with original or royalty-free sound, and test new ideas with trial reels.
Our social media management service edits reels from the footage you send and posts them on your Instagram. Your pages stay in your name. Message us on WhatsApp or use the form.
Quick answers about Instagram Reels
How long can an Instagram reel be?
You can record and edit reels up to 20 minutes, in one clip or several. Instagram says reels over 3 minutes won’t be recommended to new audiences, so keep a reel meant to reach new people under that.
Can I boost any reel?
No. A reel you boost has to be 90 seconds or less and vertical (9:16), with no licensed music. It also can’t have face or camera effects, GIFs, product tags, interactive stickers or third-party filters, or have been shared to Facebook.
What music can a business use in a reel?
You can use your own original audio, another creator’s original audio or audio from the Instagram audio library. Licensed tracks must be attributed and can be muted later, and a boosted reel can’t use licensed music.
What are trial reels?
Trial reels are shown first to accounts that don’t follow you, so you can test an idea. A public account needs at least 200 followers if it’s professional, or 1,000 if it’s personal. Insights arrive within 24 hours, and then you can share the reel with everyone.
Can I change a reel’s cover after posting?
No. Instagram says you can’t edit the cover photo after you upload the reel, so choose it before you share. The recommended size is 420 by 654 pixels.
Sources
All read on November 6, 2026, in the Instagram Help Center: Record a reel on Instagram. Reel size & aspect ratios on Instagram. Edit your reel clips on Instagram. What audio you can use in your reel on Instagram. About trial reels on Instagram. Boost an Instagram Reel. Share Instagram reels to Facebook. Manage closed captions for your reels on Instagram.