How to Upload Instagram Reels

Instagram Reels get significantly more reach than regular posts. Here's how to upload Reels from mobile and desktop, plus tips for maximizing engagement.

5 min read

Instagram has been pushing Reels hard since 2020, and it shows. Reels consistently get more reach than photos, carousels, or Stories. If you're creating short-form video content, Instagram Reels should be part of your distribution strategy.

Reels Requirements

Duration: Up to 3 minutes (90 seconds or less recommended for Reels tab)
Aspect ratio: 9:16 vertical (1080x1920)
Format: MP4 or MOV

Square videos (1:1) also work but don't fill the full Reels viewer. Stick with vertical for the best experience.

Uploading from Mobile

  1. Open Instagram and tap the + button
  2. Select Reel
  3. Tap the gallery icon to upload an existing video
  4. Trim and adjust the video
  5. Add music, effects, text, or stickers
  6. Tap Next, then choose a cover image
  7. Write your caption and add hashtags
  8. Tap Share

Uploading from Desktop

Instagram now supports Reels uploads directly from the web at instagram.com:

  1. Go to instagram.com and log in
  2. Click the + icon in the top navigation
  3. Select your video file
  4. Choose a cover image and write your caption
  5. Click Share

For scheduling, use Meta Creator Studio or a third-party tool. The basic instagram.com interface only supports immediate posting.

Desktop uploads let you use a custom cover image more easily. On mobile, you're limited to selecting a frame from the video or uploading a cover—desktop makes it simpler.

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Cover Images

Your cover image appears on your profile grid. If you care about your grid's aesthetic, create custom covers in 9:16 format with bold text and consistent branding. This also helps people understand what the Reel is about before they watch.

Captions and Hashtags

Instagram captions can be up to 2,200 characters, but shorter is usually better for Reels. Lead with a hook in the first line—that's what appears before people tap "more."

Use 5-10 hashtags mixing popular tags with niche-specific ones. Instagram has moved away from hashtag-heavy discovery, so quality matters more than quantity. Test different hashtag strategies and see what works for your content.

Maximizing Engagement

Post timing

Instagram engagement peaks at lunch (11 AM-1 PM) and evening (7-9 PM) in your audience's timezone. Check your Instagram Insights to see when your followers are most active.

Calls to action

Ask questions in your caption. Instagram's algorithm favors posts that generate comments. "What do you think?" or "Tag someone who needs this" works better than nothing.

Share to Stories

After posting a Reel, share it to your Story. This gives your followers who don't scroll the Reels feed another chance to see it.

For cross-posting to TikTok and YouTube Shorts, see our cross-posting guide. Remember to remove watermarks if you're reposting content from other platforms.