On June 11, 2026, Instagram announced that Reels could now be up to 20 minutes long. The announcement made waves across the marketing world. But there is a crucial difference between what the platform allows and what its algorithm actually rewards.
In this article:
- The observation: Instagram bets on long-form video
- Why this matters for independent businesses
- 3 concrete actions to implement this week
- Our take at BMAX
The observation: Instagram bets on long-form video
Since June 11, 2026, you can publish 20-minute Reels on Instagram. The platform has accompanied this evolution with new mobile production tools: an undo button, an improved green screen, and a redesigned timeline interface. The stated goal is to allow creators to develop deeper narratives without leaving the app.
This move reflects a broader trend: on TikTok, 50% of time spent is now on videos longer than one minute. On YouTube, 60% of consumption concerns videos over 10 minutes. Instagram is following suit, but with a nuance that many marketers have missed.
Why this matters for independent businesses
If you manage communication for a hotel, restaurant, or local craft business in Provence or anywhere in France, this announcement concerns you, but perhaps not in the way you might think.
Instagram did not say that longer videos would be pushed more by the algorithm. It said they are now allowed. That is a critical distinction.
In 2026, the Reels algorithm continues to favor short formats for organic discovery. Videos under 90 seconds capture more algorithmic attention, and Reels between 5 and 30 seconds still deliver the best reach performance. A well-crafted Reel still reaches 3 to 5 times more people than an equivalent feed post, regardless of length.
That said, longer formats open the door to a different type of content: brand storytelling. A 5-minute tour of your venue, an 8-minute client testimonial, a behind-the-scenes look at your process. These formats don’t aim for virality, they aim for conversion.
3 concrete actions to implement this week
1. Keep your short-form content going. Your 30-to-60-second Reels that perform well continue to benefit from strong organic distribution. Don’t abandon them in favor of 10-minute videos. Short is still king for discovery.
2. Test one long-format piece on a specific topic. Choose a subject where length adds genuine value: a venue walk-through, a full tutorial, an event behind-the-scenes. Publish it as a Reel rather than a standard post, and measure not views but comments and shares, real indicators of engagement quality.
3. Take advantage of the new creative tools. Instagram’s improved green screen allows professional-looking visuals from a smartphone. For a small business, this is an accessible production tool with no additional hardware investment. Combine it with Meta AI’s automatic subtitles to improve accessibility and reach.
Our take at BMAX
At BMAX, a French digital and audiovisual agency based in Provence, we produce video content every week for hospitality businesses and local enterprises. What this update confirms is something we’ve been saying for months: length is not a quality criterion.
What matters is the precision of the message, the quality of the image, and the timing of distribution. A well-produced 20-second Reel consistently outperforms a hastily filmed 5-minute video. This extension is an opportunity, as long as you don’t confuse it with an instruction to make longer content.
Our recommendation: stay short for reach, test long for conversion, and measure everything systematically.
Sources:
– Instagram extends Reels to 20 minutes and enhances creative tools, Ruche&Pollen
– Increasing Instagram reach: what really works in 2026
– Video trends on social media 2026, Driimy
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