Video posts are extremely popular on social media. While platforms like Snapchat and TikTok popularized short form videos, longer videos have become more popular. 
According to Meta, consumption of Reels videos is up 20% YoY. Growth is being boosted with content recommendations from AI.
Instagram has recently started open testing longer video Reels uploads, with a length of up to 3 minutes allowed. Note: Currently, only prerecorded longer videos can be uploaded. Live videos via the Reels camera are still limited to the current shorter time period.
Longer videos mean increased engagement and entertainment. They also increase opportunities for monetization through in-stream ads. Some experimentation will be needed to determine viewer tolerance and what can be achieved with longer videos.