What is the difference between Instagram Reels and Stories?

Reels are permanent short-form videos up to 90 seconds that appear in the Reels tab, Feed, and Explore page. Stories are ephemeral content that disappears after 24 hours and are shown primarily to existing followers. Reels are the primary discovery format for reaching new audiences, while Stories maintain engagement with existing followers.

How long should Instagram Reels be?

Reels can be up to 90 seconds, but the best-performing Reels are typically 15 to 30 seconds. Shorter Reels achieve higher completion rates, which is a critical ranking signal. The 3-second hold rate is the most important early metric - if viewers do not engage within the first 3 seconds, the algorithm limits distribution.

Can Instagram Reels help a startup grow?

Yes. Reels are the primary way to reach non-followers on Instagram. They deliver 2.25x higher reach than static posts and achieve the highest engagement rate of any Instagram format. For startups building awareness, Reels offer algorithmic distribution that does not require an existing audience.

Should you post TikTok videos as Instagram Reels?

Avoid reposting TikTok videos with TikTok watermarks. Instagram's algorithm down-ranks watermarked content from other platforms. Instead, create original content or use format replication to produce clean, platform-native versions of your short-form content for each platform.

What Are Instagram Reels?

Instagram Reels are short-form vertical videos up to 90 seconds long that appear in the dedicated Reels tab, the Instagram Feed, and the Explore page. Launched in August 2020 as Instagram's response to TikTok, Reels have become the platform's primary format for content discovery and audience growth - delivering 2.25x more reach than single-image posts and achieving a 2.46% engagement rate, the highest of any Instagram content format.

How Do Instagram Reels Work?

Creating Reels

Reels are created using Instagram's built-in camera and editing tools, or uploaded from your camera roll. The creation tools include:

Music and audio - Add songs from Instagram's music library, trending sounds, or original audio
Text overlays - Add timed text that appears and disappears at specific moments
Effects and filters - AR filters, speed controls, and visual effects
Editing tools - Trim, align, and stitch multiple clips together
Templates - Pre-made templates that sync to popular audio tracks

You can also create Reels using external editing apps like CapCut, InShot, or professional tools like Adobe Premiere - then upload the finished video directly to Instagram.

How Reels Get Distributed

The Instagram algorithm distributes Reels through several surfaces:

Your followers' Feeds. Your Reel appears in the main Feed of your followers, mixed in with other content they follow.

The Reels tab. A dedicated full-screen, vertical scrolling feed of Reels from both followed and recommended accounts. This is where most discovery happens.

The Explore page. High-performing Reels get featured on the Explore page, exposing them to users browsing by interest.

Search results. Reels appear in Instagram's search results for relevant keywords and hashtags.

The key differentiator from other Instagram formats is that Reels are shown to people who do not follow you. Feed posts and Stories primarily reach your existing audience. Reels actively push your content to new viewers based on content signals and engagement patterns.

Why Do Reels Get More Reach Than Other Formats?

Instagram has been explicit about prioritizing Reels across the platform. Several structural factors drive the higher reach:

Algorithmic push. Instagram's algorithm gives Reels more distribution capacity than photos or carousels. The platform wants to compete with TikTok and YouTube Shorts, so it incentivizes short-form video creation through better reach.

Non-follower distribution. Unlike Feed posts that primarily reach followers, Reels are actively recommended to non-followers through the Reels tab and Explore page. This recommendation system is the engine behind Reels' superior reach numbers.

Engagement mechanics. The vertical scrolling format drives higher engagement than grid-based browsing. Users in the Reels feed are in a passive consumption mode where each piece of content gets dedicated attention.

Format advantage. Video content naturally holds attention longer than static images, generating stronger engagement signals that the algorithm rewards with broader distribution.

How Does the Reels Algorithm Rank Content?

Instagram head Adam Mosseri has shared that the three most critical Reels ranking signals are watch time, likes per reach, and DM shares.

The 3-second hold rate is an early gatekeeper. Research shows that Reels with a 3-second hold rate above 60% outperform those below 40% by 5 to 10x in total reach. This means the opening of your Reel is the single most important creative decision you make.

After the initial hold, the algorithm evaluates:

Completion rate - Do viewers watch the entire Reel?
Rewatches - Do viewers loop the Reel?
Shares - Do viewers send the Reel via DM?
Saves - Do viewers bookmark the Reel for later?
Comments - Does the Reel spark conversation?
Follows - Do viewers follow your account after watching?

Reels vs TikTok vs YouTube Shorts

Each short-form video platform has its own strengths:

Instagram Reels benefit from Instagram's existing social graph. Your content reaches followers first, then expands to new audiences. This makes Reels effective for deepening engagement with existing followers while also driving discovery.

TikTok distributes content purely based on engagement, regardless of follower count. A video from a new account can reach millions. TikTok offers the most level playing field but less control over who sees your content.

YouTube Shorts benefit from YouTube's search ecosystem. Shorts appear in YouTube search and Google search results, giving them long-tail discoverability that TikTok and Reels lack.

For startups, the most effective approach is typically short-form video marketing across all three platforms - creating content once and adapting it for each platform's specific requirements and audience expectations.

Practical Tips for Startup Reels

Focus on the first 3 seconds. Your hook determines everything. Start with a bold statement, an unexpected visual, or a question that creates curiosity. Never open with a logo, intro animation, or "hey everyone."

Create content worth sharing. DM shares are one of the top ranking signals. Create Reels with tips, data points, or takes that viewers will want to send to a colleague or friend.

Post consistently. Three to five Reels per week gives the algorithm enough data to learn which audiences engage with your content. Sporadic posting makes it harder for the algorithm to build audience associations.

Use original content. Instagram down-ranks content reposted from other platforms with visible watermarks. Create native content or use clean cross-posting workflows.

Track the right metrics. Focus on reach, 3-second hold rate, average watch time, and shares rather than likes alone. These engagement signals determine whether the algorithm expands your Reel's distribution.

Reels are the growth engine of Instagram in 2026. If you are investing time on Instagram, Reels should be the centerpiece of your content strategy.