Instagram’s Reel Deal: Why Longer Reels (30 - 90 Seconds) Are Stealing the Spotlight
If you’ve been living in the world of Instagram marketing, you’ve probably noticed a shift. The days of 10-second Reels being all the rage are behind us, and now Instagram is giving longer Reels—think 30 to 90 seconds—the spotlight. So, if you’ve been cranking out those quick-hits and short bursts of content, it’s time to rethink your strategy.
Instagram is making it clear that it’s all about deeper engagement and richer storytelling these days. And as business owners, especially in the hospitality and service industries, this shift presents a huge opportunity to really show your audience what your brand is all about.
Here’s why Instagram is favoring longer Reels and how you can use this change to your advantage.
More Time for Storytelling = More Engagement
In the race to capture attention, 10-second Reels have been fun but let’s be honest—10 seconds isn’t much time to tell a compelling story. The shift to longer Reels (30-90 seconds) opens the door to richer narratives, deeper engagement, and more room to capture your audience’s attention. Whether you’re showcasing a new product, giving a behind-the-scenes look, or introducing your team, longer Reels let you tell a more complete story.
Why It Matters:
With 30-90 seconds, you can take viewers on a mini-journey. Instead of rushing through, you can add layers to your content—whether that’s giving context, adding humor, or simply building anticipation. Longer Reels give you more freedom to show, not just tell, your brand’s story.
How to Leverage It:
• For Restaurants: Take viewers behind the scenes of a popular dish being made from start to finish. Showcase every delicious step, from ingredient prep to plating.
• For Hotels: Use longer Reels to show a full walkthrough of your property—from the lobby to the rooms to your top amenities. You’re selling an experience, and longer Reels help you immerse viewers.
• For Beauty Brands: Go beyond the quick product demo and dive into a full skincare routine or application process. Explain the benefits and tell viewers why each product matters.
Increased Watch Time Signals Value to the Algorithm
One key factor Instagram uses to rank content in feeds is watch time. Longer Reels naturally invite more watch time, especially if the content is engaging. If people are sticking around for the full 60 or 90 seconds of your Reel, that signals to Instagram’s algorithm that your content is valuable—boosting its chances of reaching more people.
Why It Matters:
Higher watch time = better algorithm performance. Instagram is designed to surface content that keeps people engaged for longer periods. By creating longer Reels that hook viewers, you’re giving yourself a better chance of your content being promoted across the platform.
How to Leverage It:
• Hook your audience within the first 3 seconds to get them interested.
• Break up longer Reels into parts or sections, building anticipation. Think: “3 Things You Didn’t Know About [Your Brand]” or “Day in the Life of Our Restaurant.”
• Use cliffhangers to keep people watching till the end. Tease the big reveal early on and make them stick around for the payoff.
Room to Showcase Your Personality (and Build a Connection)
When you have more than 10 seconds, you have the luxury of showcasing more of your brand’s personality. This is especially important for businesses that thrive on customer relationships—like restaurants, hotels, or personal brands. Longer Reels give you the space to be authentic, share your brand’s values, and let viewers see the real people behind the brand.
Why It Matters:
Building a connection with your audience is essential for long-term brand loyalty. When people feel connected to your brand, they’re more likely to engage, share, and ultimately, buy from you. With longer Reels, you can create content that feels personal and gives your audience a reason to care about your story.
How to Leverage It:
• For Restaurants: Introduce your chef and let them walk through the inspiration behind a signature dish.
• For Hotels: Share a short story about the history of your property or what makes it unique.
• For CPG Brands: Have your founder or team share their “why” behind the brand and the passion that drives it.
More Opportunity for Creative Edits and Transitions
Longer Reels mean you have more flexibility to get creative with your edits, transitions, and effects. The extra time lets you experiment with different storytelling techniques and visual elements that keep the viewer hooked.
Why It Matters:
Creativity catches the eye. When done well, fun edits, smooth transitions, and captivating visuals make your Reels more engaging and shareable. The more creative and thoughtful your Reel is, the more likely it is to stand out in crowded feeds.
How to Leverage It:
• Play with before-and-after transitions to show transformations. This works especially well for beauty brands, fitness businesses, or home decor.
• Use multiple angles and camera shots to keep the Reel visually dynamic. If you’re showcasing a hotel room, switch between wide angles and detailed close-ups for a richer experience.
• Use text overlays, music, and sound effects to guide viewers through the story. Audio is powerful—make it work for you.
Educate Your Audience with Tutorials and How-Tos
People come to Instagram to be entertained, but they also come to learn. Longer Reels are the perfect format for offering educational content—whether that’s showing how to use a product, sharing industry tips, or walking people through a process.
Why It Matters:
Education builds trust. When you provide value beyond just selling, you establish your brand as an authority and a resource. Longer Reels give you the opportunity to break down complex topics into digestible, easy-to-follow steps that leave your audience feeling smarter and more connected to your brand.
How to Leverage It:
• For Restaurants: Show a cooking tutorial with step-by-step instructions on how to recreate a popular dish at home.
• For Beauty Brands: Offer a full makeup tutorial, highlighting how to layer products and achieve the perfect look.
• For Service-Based Businesses: Share industry tips, like “3 Ways to Boost Your Hotel’s Customer Experience” or “How to Improve Your Restaurant’s Online Presence.”
Longer Reels, Bigger Opportunities
If you’re still stuck in the mindset that shorter is better, it’s time to adapt. Instagram’s longer Reels give you more time to connect, educate, and engage your audience on a deeper level. This shift isn’t just about making longer videos—it’s about using those extra seconds to be more creative, tell richer stories, and build lasting relationships with your followers.
Need help taking your Instagram strategy to the next level? That’s where Golden Hour Co. Digital Agency comes in. We specialize in creating engaging, authentic content that helps businesses thrive. Get in touch by emailing danielle@goldenhourcodigital.com. We can’t wait to work with you!
