Instagram Reels came out worldwide on August 5, 2020, in more than 50 countries including the US (Instagram, TechCrunch). Before that, Instagram tested it in Brazil from November 2019, where it was called Cenas, and expanded it in India in July 2020.
Reels before the global launch
- November 12, 2019: Reels launched in Brazil only, under the name Cenas (TechCrunch).
- July 6, 2020: Instagram expanded Reels in India, days after India banned TikTok (TechCrunch).
The launch in August 2020
At launch, Reels were 15-second videos made of one or more clips, with music from Instagram’s library or your own audio, AR effects, a timer and countdown for hands-free recording, an align tool for transitions and speed controls (Instagram).
How Reels changed after 2020
- 2020: the limit went from 15 to 30 seconds a month after launch (Hootsuite).
- March 31, 2021: Remix arrived, letting you record your own video next to someone else’s Reel (TechCrunch).
- July 27, 2021: Reels could be up to 60 seconds (Hootsuite).
- June 2, 2022: the limit went up to 90 seconds, along with templates and audio import (TechCrunch).
- July 21, 2022: new video posts shorter than 15 minutes started going out as Reels. Older videos stayed as they were (Social Media Today).
- March 10, 2023: Meta said it would stop paying Reels bonuses to creators on Facebook and to US creators on Instagram (TechCrunch).
- December 2024: Trial reels let creators show a Reel to non-followers first (PetaPixel).
- January 2025: Reels could be up to 3 minutes. Adam Mosseri said 90 seconds had become too short (Social Media Today).
- April 22, 2025: Meta released Edits, a separate video editing app, worldwide (TechCrunch).
- October 2025: Instagram started testing an app layout that puts Reels and DMs first, starting in India (Engadget).
- November 2025: the Reels camera started recording up to 20 minutes, while Instagram kept recommending only Reels of 3 minutes or less to non-followers (Social Media Today).
Reels today
A Reel can now be up to 20 minutes long, but Instagram only recommends Reels of 3 minutes or less to people who don’t follow you (Instagram). Instagram’s advice for growth is still built around Reels: it says the creators who grow fastest post 10 or more a month (Instagram for Creators). For more, see how long a Reel can be, how to make a Reel and Reels ideas.
FAQ
When did Reels come out in the US?
August 5, 2020, as part of the global launch.
Was Reels Instagram’s answer to TikTok?
Reporters at the time called it that. TechCrunch’s first story called it a “TikTok clone”, and the India expansion came right after India banned TikTok.
How long could the first Reels be?
15 seconds.
Does Instagram still pay Reels bonuses?
Meta announced the end of most Reels bonuses in March 2023.