How long can Instagram Reels be? Reels, TikTok, Shorts

The short version for Instagram: reels can run for many minutes, but the reach you want from a reel works best well under three. Below are the maximum lengths for the three big vertical video feeds, each taken from the platform's own help pages as of October 2026, followed by the length we suggest for a product ad.

Maximum video length on Reels, TikTok and Shorts

Platform	Maximum length	Worth knowing	Source
Instagram Reels	20 minutes	Reels over 3 minutes won't be recommended to new audiences	Instagram
TikTok	10 minutes recorded in the app, 60 minutes uploaded in the app	Uploads through TikTok Studio on the web can be up to 30 minutes	TikTok camera tools, TikTok Studio
YouTube Shorts	3 minutes	Must be square or vertical	YouTube Help

Platforms change these limits often, so check the linked pages before you plan anything long.

How long can Instagram Reels be, really?

Instagram lets you record one clip or several that add up to 20 minutes. The more useful number is three: Instagram says reels longer than 3 minutes won't be recommended to people who don't follow you yet. If the point of a reel is to be found by new customers, treat three minutes as the ceiling, not 20.

How long can a TikTok be?

It depends on how you make it. Videos recorded with the TikTok camera can be up to 10 minutes. Videos you upload in the app can be up to 60 minutes. On a computer, TikTok Studio accepts uploads of up to 30 minutes in MP4 or WebM, at 720x1280 or higher and under 10 GB, as of October 2026. If you pick a sound before recording, TikTok sets the video length to the sound's length.

YouTube Shorts length

YouTube says you can create Shorts of up to three minutes, and a video needs a square or vertical aspect ratio to count as a Short. A wider ratio such as 16:9 makes it a regular long-form video.

What is the best length for a reel ad?

The limits above tell you what you are allowed to post, not what works for an ad. For a product, we suggest 10 to 15 seconds. That is our advice from making product videos, not a platform statistic, and here is the reasoning:

1. One hook. The first second has to stop the scroll. A short video can spend that second on the product itself.
2. One clear look at the product. People need to see what it is, how big it is and what it does. That takes a few seconds, not a minute.
3. One reason to buy. A single benefit lands. Five benefits blur together.
4. It fits everywhere. A 10 or 15 second vertical video sits well inside every limit in the table, so the same file works on Reels, TikTok and Shorts.
5. Shorter videos loop. A viewer who watches twice sees the product twice.

Longer formats still have a place, such as tutorials, behind-the-scenes clips or a founder explaining why the product exists. They suit people who already know you. For a cold audience seeing your product for the first time, short wins.

What the finished video looks like

Made with the Get ready with me template from one mannequin photo of the dress, in a few minutes, with no filming or editing. See the exact steps and details we used.

The quickest way: make a 15 second reel with SuperReels

You can film and trim a reel yourself, but getting it down to 15 seconds is where most of the editing time goes. We recommend SuperReels for product reels because every video is made at the right length from the start: 10 or 15 seconds, vertical 9:16, and inside every limit in the table.

1. Pick a template. Open the mockup library or start from the AI reel maker. Each template is a tested format, so you never write a prompt.
2. Add your product photo and details. The product stays close to your photo. Type the name and the one reason to buy in plain words.
3. Generate. The cost shows before you start and a failed video refunds automatically. The finished video arrives in a few minutes, with no watermark.
4. Post it. The same file works on Reels, TikTok and Shorts. There are ideas for each feed on the pages for Instagram and YouTube Shorts.

Your first video is free with no card, and plans start at $10 a month.