Instagram is doubling the maximum length of its TikTok copycat, Reels, which can now be up to 60 seconds long.
Instagram said its community has been asking to create Reels longer than 30 seconds — though creators will still be able to record for a shorter bursts of time.
In addition to the time change, Instagram is adding a captions sticker within Reels that can translate audio into text captions, enabling viewers to consume Reels without any sound. (This tool is already available in Instagram Stories). Audio-to-text translations are currently rolling out in a handful of English-speaking countries, Instagram says, and will arrive in additional regions and languages soon.
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Instagram doubled its previous maximum Reels length of 15 seconds to 30 seconds in Sept. 2020. And TikTok, for its part — which previously had a maximum limit of 60 seconds — began testing three-minute videos in Dec. 2020, and rolled that format out widely earlier this month.