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Last week, I got on the phone with my friend who heads up creators at Meta.
She shared some early data that's going to change how you approach Instagram Reels in 2026.
WHAT YOU NEED TO KNOW
1. The Edit Wars are Over (and Less Polished Content is Winning)
Meta's early insights shows Instagram may be beginning to favor less edited, more authentic content over highly produced Reels.
Translation: You don't always need CapCut transitions and 47 effects to go viral anymore.
In fact, that might be hurting you.
2. The 90-Second Rule for Reach
Want to reach new audiences beyond your followers? Keep it under 90 seconds.
Instagram's algorithm is prioritizing shorter Reels when distributing content to people who don't follow you yet.
Over 90 seconds? You're still reaching your existing audience—but discovery takes a hit.
3. Reels Aren’t Slowing Down (They’re Accelerating)
Despite what you might think, Reels are still growing in reach.
In Q4 2024, time spent watching Reels grew by more than 30% year-over-year globally.
And here's the kicker: 75% of content recommendations in the US are now coming from original posts—not reposted TikToks.
4. Your DMs Are Your Distribution Channel
10% of Reels viewed each day were created with Instagram's Edits app (up 3x from the previous quarter).
But the real growth driver? People are actually sharing Reels via DMs now.
Meta is betting big on this—they're even launching a TV app for co-viewing Reels together.
Why This Matters Right Now
Instagram has finally cracked the code on Reels after five years of trying.
The algorithm now understands what you want to watch. The editing tools are finally competitive. And creators are choosing Instagram over TikTok for growth.
With TikTok's rocky restart in the US (technical glitches, zero-view videos, earning issues), there's never been a better time to go all-in on Instagram Reels
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