Influencers Don’t See Instagram Reels’ Expansion to 30 Seconds as a Threat to TikTok

The extra time is seen as a positive, but not a game-changer

Instagram doubled the maximum length of Reels in September. Instagram

Instagram’s move last month to extend the maximum length of its Reels short-form video feature from 15 seconds to 30 seconds sparked several conversations in the influencer and creator community about how to take advantage of the extra time, but few concerns about its impact on TikTok—the platform that Reels was inspired by.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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