By Niveditha Kalyanaraman

Every second, 4 babies are born, 2 people die, and Earth travels 18.5 miles through space. Now, add another to the list: an Instagram reel is created every second!

Welcome to Instagram's 'goldfish attention' era, where reel durations have shrunk from a minute to mere seconds and even a single second.

This shift has pushed digital marketers and content creators to multitask like never before, crafting snappy, captivating stories and eye-catching videos to grab attention and boost engagement in the blink of an eye.

At a creator event in New York, Instagram CEO Adam Mosseri and the IG team presented one particular slide stating that reels longer than 90 seconds can hurt distribution. Taking it a stride forward, the Instagram algorithm has pushed reach for one-second reels.

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