History
In November 2019, it was announced that Instagram will start to roll out a new feature to Brazil known as Instagram Reels. It would then expand to France and Germany. [5] It functions similarly to the Chinese video service TikTok, focusing on allowing users to create short videos already set to existing sounds from other clips. [5] Users could make up to 15 (later 30) second videos using this feature. [6] Reels also uses existing Instagram filters and editing tools. [7]
In July 2020, Instagram rolled out Reels to India after TikTok was banned in the country. [8] Then, the following month, Reels officially launched in 50 countries including the United States, Canada and United Kingdom. [9] Then in August of that year, Instagram introduced a reels button on the home page. [10]
On June 17, 2021, Instagram launched full-screen advertisements in Reels. The ads are similar to regular reels and can run up to 30 seconds. They are distinguished from regular content by the "sponsored" tag under the account name. [11]
Despite the "TikTokification" of Reels and the parent company Meta spending millions on courting content creators, user engagement continued to lag way behind TikTok as of 2022. [12]
Then Instagram started rolling out a new feature with made Reels up to 90 seconds long beginning in June 2022. [13] After a period of testing, a duration of up to three minutes was announced in January 2025. [14]
On February 26, 2025, Instagram Reels came under fire after numerous users reported a sudden surge in violent and graphic content appearing on their feeds. [15] [16] Meta issued a public apology, stating that a technical error led to the unintended recommendation of such content. A Meta spokesperson explained, "We have fixed an error that caused some users to see content in their Instagram Reels feed that should not have been recommended. We apologize for the mistake." [17] [18] [19]
Health concerns
Researchers from the Guizhou University of Finance and Economics and Western Michigan University found that short-form videos like YouTube Shorts, TikTok, and Instagram Reels may make it easier for young adults and children to develop addictive behavior because short-form videos provide "short bursts of thrills". [23] These researchers found that college students in the U.S. and China watch short-form videos for entertainment, knowledge, and to build social identities. [24]
The Wall Street Journal reported that some parents are concerned about the effects of short-form videos on their children, as there is no way to disable Instagram or set limits. When children watch short-form videos, they learn to expect continual stimulation and fast-paced changes, which can cause problems when engaging in activities that require greater focus, such as reading. [24]
Recent studies highlighted the connection between short-form videos such as Instagram Reels and the brain's reward system, specifically dopamine release. According to Dr. Anna Lembke, a psychiatrist and chief of Stanford University's dual diagnosis addiction clinic, brief attention-grabbing videos act as powerful stimuli triggering dopamine surges akin to other addictive behaviors. [25] The rapid and easily consumable nature of short-form videos can elicit high levels of dopamine; since dopamine serves as a motivator rather than a direct source of pleasure, individuals are compelled to seek rewarding activities and become addicted to them. Such neurochemical responses lead to addictive patterns and behaviors, entering a vicious cycle. Digital addiction can lead to shorter attention spans and slower cognitive processing.
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