Reels

What are Reels?

Reels is Meta's short vertical video format, available on Instagram and Facebook. It uses 9:16 aspect ratio (portrait), lasts from 3 seconds to 3 minutes, and offers native editing: music, effects, transitions and auto-captions.

Since 2022, it has been the format most pushed by Instagram's algorithm. In 2026, more than 50% of in-app time is spent on Reels, and it remains the most effective way to organically reach non-followers.

Ideal duration in 2026

• 7 to 15 seconds: best for retention and replays (each replay counts as a new view)
• 20 to 45 seconds: ideal for short tutorials and storytelling
• 60 to 90 seconds: good for denser stories, but requires a VERY strong hook
• Above 90s: only if average retention is >50%, otherwise the algorithm penalizes

Best practices

• Hook in the first 1.5 seconds: text, surprised face, provocative question
• No white borders: the algorithm reduces reach for Reels with TikTok watermarks or other-network boxes
• Original or trending audio: trending audios amplify discovery
• Captions: 80% of people watch without sound at the start
• CTA in the caption, not the video: drives action without breaking retention
• Vertical, no text at the bottom edge (the UI covers it)

Practical example

A pet shop brand tests two Reels:

• Reel A — 8 seconds: dog coming out of the bath, trending audio → 240k views, 95% retention, 3,200 saves
• Reel B — 65 seconds: at-home bath tutorial → 38k views, 42% retention, 1,100 saves

Reel A went viral on extremely high retention — almost everyone watches all the way through and many replay. B had respectable performance, but A is the kind of content that builds an account quickly.

Common mistakes

• Reposting TikTok videos with watermarks. Direct penalty.
• Cutting the video before the hook lands (15s of wasted context).
• Using low-volume or musicless audio.
• Uploading 1:1 or 4:5 with black borders as a Reel.
• Posting Reels and ignoring the comment tab — replies within 1h boost reach.

On Mais Social you can schedule Reels with optimized captions and add a custom cover before publishing.