Instagram Reels in 2026: ultimate guide to grow your brand

TL;DR

• Instagram Reels are short-form videos (up to 20 minutes, though under 3 minutes performs best for new audience reach) that drive significantly higher engagement than standard video posts

• Create Reels directly in the Instagram app using templates, effects, and trending audio, or schedule Reels in advance from desktop using Later

• Instagram algorithm prioritizes entertaining, original content with strong hooks in the first 3 seconds, relevant hashtags, and accessibility features like captions

• Track performance through Instagram Insights or Later Analytics dashboard to optimize your posting strategy over time

• Use 3-5 hashtags and trending audio to boost discoverability across Explore, Feed, and the Reels tab

Short-form video now dominates how audiences discover brands on Instagram. Reels consistently outperform static posts and carousels in reach and engagement, which means social media managers who haven't built a Reels workflow are missing growth opportunities. The challenge isn't whether to post Reels—it's figuring out specs, algorithm signals, trending audio, and a sustainable publishing cadence without burning out. Teams that achieve this balance see compounding returns; those who treat Reels as an afterthought watch competitors pull ahead.

What is a reel on Instagram?

Instagram Reels are short-form videos that let users record, upload, edit, and clip footage and photos together. You can add effects, voiceovers, and music (or use your own original sound) before posting them to your feed.

Since their launch, Reels have become one of the most effective ways for brands and creators to flex their creativity and extend their reach. Instagram surfaces Reels across multiple recommendation areas—the dedicated Reels tab, the Explore page, and the main Feed—giving your content more opportunities to reach new audiences than standard posts.

"Since introducing Reels to our Instagram channel, we've seen our engagement grow by 280%," shares Later's Social Media Manager, Christine Colling.

Short-form video continues to dominate social media. According to recent data from Demand Sage, Reels generate billions of monthly interactions and receive significantly more engagement than regular video content—making them essential for any serious Instagram strategy.

Why Instagram Reels drive more engagement

Reels outperform other content formats because Instagram's algorithm actively promotes them to users who don't already follow you. While carousels and single images primarily reach your existing audience, Reels get distributed through recommendation surfaces designed for discovery.

The vertical, full-screen format also commands attention in ways that scrollable feed posts can't match. When someone taps into a Reel, they're committing to watch—at least for those critical first few seconds. That focused attention translates to higher engagement rates and more meaningful interactions with your content.

What's the difference between Instagram Reels and TikTok?

While Reels and TikTok videos are strikingly similar, there is a difference. From demographics to editing tools, they serve different purposes. On TikTok, filters are highly popular—users can choose from several effects, templates, and filters. While the video and special effects on Instagram Reels are more limited, they still have their own editing perks.

With Instagram Reels Templates, users can quickly copy and clip timings of an existing Reel—saving significant time and effort. The TikTok "For You" Page (FYP) is also very customized to your interests, whereas Instagram is still fine-tuning its Explore page algorithm to be more personalized for users. It's also important to note that while both platforms offer the same type of content, the demographic on TikTok skews younger than Instagram (between ages 16-24). In comparison, nearly half of Instagram's audience falls within the 25-34 age range.

Note: TikTok's U.S. operating structure changed significantly after the January 2026 joint-venture deal, which may affect how brands approach cross-platform strategy going forward. So, with that in mind, if you're looking to reach a Gen Z audience, TikTok may be the place to be. But if you're looking to strengthen your Instagram strategy and grow your following, Instagram Reels is a great place to start.

How the Instagram Reels algorithm works

Understanding the Reels algorithm gives you a significant advantage when growing on Instagram.

In a 2024 Meta Conference, Head of Instagram Adam Mosseri shared that the most effective way to grow on Instagram is to create engaging Reels. Instagram prioritizes Reels based on what it believes viewers are most likely to interact with and uses a set of signals to help rank content. According to Instagram, brands and creators should create Reels that are entertaining, inspiring, or experimental and use creative tools like text, music, camera effects, or filters.

You should also avoid posting Instagram Reels that are:

• Content that's low-resolution or too blurry to view clearly

• Content you've already posted on Instagram before

• Videos with borders around the edges

• Content visibly recycled from another app, especially with watermarks

Instagram will deprioritize these types of Reels—meaning they'll be less likely to appear across the app. Instagram's algorithm also favors Reels under 90 seconds, with the first 3 seconds being the most crucial in capturing the attention of viewers.

For an additional boost, we recommend using relevant keywords and hashtags to increase discoverability and including on-screen captions to make your Instagram Reels more accessible.

How to make a reel on Instagram

Ready to shoot your first Instagram Reel? Here's how to post a Reel on Instagram:

First, head to your profile and tap the "+" in the upper right corner, and then tap "Reel." You can record Reels in a series of clips, in a single stream, or shoot them externally and upload. Or, you can use Instagram Reel templates directly in the mobile app. Tap the "Templates" button to find recommended, trending, and saved Reels Templates.

Note: Template-based creation is mobile-app functionality—you'll need to use the Instagram app on your phone to access templates. If you select "Made for you," you can create Reels from your archive.

Recording and uploading your footage

To add external clips from your camera roll to your Instagram Reels, select the "+" icon in the bottom left corner or swipe up. To shoot footage internally in the Reels app, hold the recording circle in the bottom middle of the screen. You'll also have the option to edit your footage with tools like layout, dual, timer, speed, scale, gesture control, and more.

Editing tools and effects

To enhance your content, take advantage of Instagram's many tools (you'll recognize most of these if you regularly post Instagram Stories):

• Text lets you say more by adding words directly to your Reels

• The draw tool adds extra flair to your content

• Stickers let you include closed captions, GIFs, timestamps, and a wide variety of fun Instagram stickers

• AR effects give you access to Instagram's extensive gallery of effects created by Instagram and creators worldwide

• Filters are just a swipe away—swipe left to browse options for your Reels

• Audio options include Instagram's music library, voiceover recording, and sound effects

You can finish by tapping "Next," or continue editing your video by tapping "Edit Video." Here is where you can get more granular with your editing. Select an individual clip (highlighted in yellow) and select "Speed," "Split," "Replace," or "Discard." Once you're happy with the edit, press the arrow in the bottom right corner. Then, choose a cover photo, write a caption, toggle whether you'd like to share your Reel to the Instagram feed, tag people and products, rename your audio, add a location, add a reminder, and toggle if you'd like to Recommend on Facebook. Finally, tap "Share." You've successfully posted your first Reel.

Instagram Reels size, dimensions, and length

Much like Instagram Stories, Instagram Reels are designed to be viewed vertically, full-screen, and on mobile.

With this in mind, it's best to create content with the following dimensions:

Instagram Reels aspect ratio and dimensions

The size of your Instagram Reel should be an aspect ratio of 9:16 with dimensions of 1080 pixels x 1920 pixels. This ensures your content displays properly in the full-screen vertical format.

Instagram Reels length limits

Instagram Reels can now be up to 20 minutes long. However, Reels over 3 minutes are not recommended to new audiences by the algorithm—meaning shorter Reels typically get better distribution to people who don't already follow you.

According to Instagram, "You can record one or multiple clips that add up to 3 minutes" for optimal reach.

Note: If you plan to boost your Reel as an ad, boosted Reels have shorter length limits than organic posts.

Instagram Reels cover photo specs

Your Reels cover photo should match the 9:16 aspect ratio. For best results, design your cover at 1080 x 1920 pixels to ensure it displays clearly across the app.

Instagram Reels compression and caption length

According to Instagram, Instagram supports images and videos between 320 and 1080 pixels in their original resolution, "as long as the photo's aspect ratio is between 1.91:1 and 4:5."

Instagram Reels captions can be up to 2,200 characters long.

How to schedule Instagram Reels from desktop

Connect your Instagram professional account

Sign up (or login) to Later on your desktop and tap "Add Social Profile." Then, select "Instagram" and connect your professional account (Business or Creator).

Note: Later supports Instagram professional accounts only—personal profiles cannot be connected.

Upload and schedule your reel

• From there, upload your edited Reels video to the Media Library.

• Drag your video to the Calendar to open the Post Builder. Tap Post Type, and select Reels from the dropdown menu.

• Write your caption and include strategic hashtags and keywords to maximize your Instagram Reels reach.

• Here you'll have the option to crop your Instagram Reels size and adjust the length of your footage with the "Trim" tool.

• Tap Edit Cover to select a frame from the video for the cover.

NOTE: Due to API restrictions, you can only upload custom cover images for Reels when scheduling through Later on desktop.

Auto-publish vs notification scheduling

• Select the date and time you'd like to post your Reel on Instagram.

• Next, scroll down to Settings, and under "Share to Feed," toggle whether you'd like your Reel to appear in your Instagram profile grid or not. Then tap Save.

• When it's time to post, your video will publish automatically—no late-night logins required!

NOTE: Reels auto-publish is only available for Instagram Business and Creator profiles, and due to API restrictions, only original audio can be used for auto-publishing.

To get around this, select "Notification" when scheduling your post to receive a manual prompt to post from the Later app. You'll get everything you need delivered straight to your mobile device, and you can then add trending audio.

How to boost Reels on Instagram

Boosting a Reel on Instagram is a great way to bring more eyes (and engagement!) your way, especially for creators and businesses.

Important: Boosted Reels have different length limits than organic posts. Ad-specific restrictions apply, so keep your boosted content shorter for best results.

Here's how to boost an Instagram Reel:

Step 1: Head to your Reel and tap the three-dot icon or "Boost post" in the bottom right corner, and tap "Boost Reel."

Step 2: Fill in the details of your ad, including your goal, audience, budget, and duration.

Step 3: Once you've reviewed your details, tap "Boost post" and voila—you've successfully boosted a Reel, it's that simple!

Note: If you're sharing or boosting Reels to Facebook, separate eligibility and audience rules apply. Your Facebook Page connection and audience settings may differ from your Instagram configuration.

Can you see who watches your Reels on Instagram?

Unlike Instagram Stories, you can't see who's watched your Reels. However, you can see who's liked it. How? Head to your Reel and tap "Liked by" at the bottom of the screen. Here you'll see every account that has liked your Reel.

Can you hide likes on Instagram Reels?

Yes, you can hide likes on Reels! Here's how:

• Head to your desired Reel and tap the three dots in the top-right corner.

• Tap "Manage" and then tap "Hide likes."

Best time to post Reels on Instagram

Finding the best time to post on social media has created much debate—especially when it comes to Instagram.

To find the answer, Later analyzed thousands of Reels, and found that the overall best time to post Instagram Reels is early in the morning. By posting earlier in the day, accounts benefit from less competition, while also tapping into traffic from users during their first scroll of the day—even if that's a few hours after the post was shared. Posting early gives you a competitive advantage.

How many Reels should you post per week?

If you want to reach new audiences, posting more Reels—paired with an effective hashtag and keyword strategy—is always a good idea. Our social team posts3-4 Reels a week. However, try not to get too caught up in the numbers—creating quality content that drives real value for your audience should always trump quantity. Use your Reels data as a starting point to gather insights and experiment with your own account to find what works best.

How to use Instagram Reels analytics

Growth on Instagram doesn't happen overnight. To see a spike in followers, engagement, and sales on the platform, you'll need the right social media analytics tools by your side. You can access insights for Instagram Reels in three ways:

1. Individual Reel Insights

2. The Instagram Insights Tab

3. Later's Instagram Analytics Tool

Individual reel insights

To see how a specific Instagram Reel is performing, visit the Reel from your profile page, tap "View insights" in the bottom left corner. Here, users can see metrics including: views, watch time, average watch time, follows, accounts reached, impressions, and content interactions.

Note: Reel insights are available for up to two years after posting.

Instagram Insights tab

To see how your Reels are performing overall, head to your Instagram profile and select "Insights." From here, you can browse and see how your Reels videos are performing alongside one another. You can organize your Reels insights by comments, likes, saves, reach, plays, shares, and Reels interactions.

Later's Instagram Analytics dashboard

If you're looking to increase engagement, optimize your Reels, and drive traffic, Later's Instagram Analytics feature is essential. Our comprehensive analytics tool gives you a visual overview of how your posts are performing—all in an easy-to-use desktop dashboard. You can track Instagram feed posts, stories, and Reels, so you can see exactly what's performed best—and filter by key metrics, such as likes, reach, comments, and more.

Plus, Later's Instagram Analytics have separate "Post Performance," "Story Performance," and "Reel Performance" dashboards, so you can see exactly how each channel is driving value for your brand.

How to find Instagram Reels trends

Bookmark Later's weekly Reels trends blog

Later's weekly Reels trends blog is a massive timesaver to help you keep up with all things trending on Instagram. Each week, our team of social media experts updates the blog with the top Instagram Reels trends—Business profile-friendly audio included. We also talk about how you can use the trends and incorporate them within your niche.

Scroll your Instagram Reels feed

If you're already spending time watching Reels, keeping an eye out for trending sounds should be no problem. Open up Instagram and scroll the Reels Explore page until you spot the tiny arrow we mentioned earlier. When you tap the trending sound, you can see where the sound comes from, how many Reels have been made with it, and all the Reels that have used it.

Ready to film? Tap the "Use audio" button to start creating with the trending sound.

TIP: If you like the sound but aren't ready to film, save the audio so you can come back to it later.

Get inspired on TikTok

Scrolling your TikTok For You Page can be a great source for Reels inspiration. If you want to jump on a trend that's a little more niche, open up TikTok and type "trending sounds" in the search bar. Filter videos to "this week" and you've just unlocked TikToks from creators sharing the top trending sounds and how you can use them.

NOTE: TikTok trends typically show up on Reels a few weeks later, so bookmark your favs to be ahead of the curve.

Top Instagram Reels tips for businesses and creators

Use on-screen text and captions

• Research shows the majority of viewers watch videos without sound, so adding on-screen text and subtitles to your videos is essential for reaching more users.

• Not only are subtitles great for people who watch without sound, but they keep your content accessible for those with hearing difficulties.

• To add video subtitles, you can use Instagram's closed caption sticker.

• Tap on the sticker icon and select "Captions."

• It may take a few seconds for the audio to transcribe.

• Once they've pulled through, you can review and edit the text to make sure it's correct.

TIP: Make sure your closed captions are visible in every part of the Instagram app by positioning them in the center of your screen.

Jump on trends while they're fresh

Similar to TikTok, Reels trends come and go quickly. To hop on a trend before it becomes old news, take a few minutes each morning to scroll through the Instagram Reels tab and other creators' profiles to see what they're sharing. Is there anything consistently popping up—a particular song? An audio clip? If so, click on the music to see how many other brands or creators have used the audio, and save it for later.

Drive traffic with your link in bio

The best way to drive traffic from Reels is by including a clear call-to-action (CTA) that encourages people to head to your Link in Bio. This could be with on-screen text placement, a verbal call-out, in your video caption, or all of the above.

You can use a link in bio tool, like Later Link in Bio, to create a mini landing page with multiple link buttons and clickable images.

Find your niche and post consistently

One of the best ways to go viral on Instagram Reels is by finding your niche and posting consistently. There are so many Instagram users with a wide range of interests and hobbies. No matter what your brand or business does, there's a niche for you! If you're a bakery, you could go behind-the-scenes in the kitchen like @jennaraecakes. Or, if you're a skincare brand, you could provide product tips like @glowrecipe. Even if your first few Reels don't garner a ton of traction or engagement, keep going.

Include 3-5 relevant hashtags

Including 3-5 hashtags can be a great way to help the Instagram algorithm understand your content and serve it to relevant audiences.

For example, using hashtags like #VeganRecipes, #PlantBased, and #WhatVegansEat will indicate to the Instagram Reels algorithm that your content is about vegan cooking—which may increase the likelihood of it being served to users who are actively engaging with similar content.

TIP: For some hashtag inspiration, check out Later’s Hashtag Suggestion feature. With it, you can discover the best hashtags for your account in seconds!

Additional Instagram Reels Resources

Whatever your brand or business, there’s a creative opportunity waiting for you with Instagram Reels.

Here are more resources on the Later blog to help you get started with all things Reels:

1. How to Create Instagram Reels like a Pro in 4 Easy Steps

2. How to Hack the Instagram Reels Algorithm

3. 15 Easy Instagram Reels Ideas to Post Today (+ Free Planner)

4. The Top Instagram Reels Trends to Try This Week

5. How to Schedule Instagram Reels with Later

And while you're here, create a free Later account and start planning, scheduling, and analyzing your Reels posts now!

Frequently asked questions

What is the point of Instagram Reels?

Instagram Reels are short-form videos designed to help you reach new audiences and drive higher engagement than standard posts. They appear across multiple discovery surfaces including the Reels tab, Explore page, and main Feed, giving your content more visibility than traditional posts or carousels.

How long can Instagram Reels be?

Instagram Reels can be up to 20 minutes long, though Reels over 3 minutes are not recommended to new audiences by the algorithm. For maximum reach to people who don't already follow you, keep your Reels under 3 minutes.

What is the best length for Instagram Reels?

The best length for Instagram Reels is under 90 seconds, with the first 3 seconds being the most critical for capturing viewer attention. Shorter Reels tend to have higher completion rates, which signals to the algorithm that your content is engaging.

Can you schedule Instagram Reels in advance?

Yes, you can schedule Instagram Reels in advance using Later's social media management platform from your desktop. Auto-publishing works with original audio on professional accounts, while notification scheduling lets you add trending audio at post time.

How do you get more views on Instagram Reels?

To get more views on Instagram Reels, create entertaining content with strong hooks in the first 3 seconds, use trending audio, add 3-5 relevant hashtags, and include captions for accessibility. Avoid posting low-resolution content, videos with borders, or content visibly recycled from other apps.

Can you see who views your Instagram Reels?

No, you cannot see who specifically views your Instagram Reels, though you can see who has liked them. Unlike Stories, Reels don't provide a viewer list—only engagement metrics like views, watch time, and interactions.

What is the difference between Instagram Reels and TikTok?

Instagram Reels and TikTok are both short-form video platforms, but they differ in editing tools, audience demographics, and algorithm personalization. TikTok skews younger (16-24) with more advanced filters, while Instagram's audience trends older (25-34) and Reels benefit from integration with your existing Instagram presence.

How often should you post Instagram Reels?

Posting 3-4 Instagram Reels per week is a good starting point, though quality should always take priority over quantity. Consistency matters more than volume—find a sustainable cadence that lets you create valuable content without burning out.

Can you boost Instagram Reels?

Yes, you can boost Instagram Reels to reach more people, though boosted Reels have different length limits than organic posts. Boosting is available directly from any Reel by tapping the three-dot menu and selecting "Boost Reel."

What size should Instagram Reels be?

Instagram Reels should be 1080 x 1920 pixels with a 9:16 aspect ratio for optimal full-screen vertical display. This matches the Instagram Stories format and ensures your content looks sharp on mobile devices.