What it means for a Dubai business
Instagram raised the Reel limit to three minutes in 2025. Longer is allowed, not better. What matters is the share of the Reel people watch. A 20 second Reel watched to the end does more than a two minute one most people leave after five seconds.
Example
A setup consultancy has a two minute explanation of corporate tax registration. It cuts it into three Reels of about 30 seconds with one rule each. The captions link them together.
Common mistake
Padding a Reel with a long intro and an outro asking people to follow. Start with the point and stop when it is made.