Uploading videos longer than 90 seconds to Instagram in Sprinklr
gopal chhetri
Published:
02/05/26 8:12 PM
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2
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Why? Instagram does support videos longer than 90 seconds.
Question
Updated
3 hours
Comments
- A
Allison Fasching
2 months
ago
09/02/2026
Hi Gopal! This means Sprinklr is validating your post as an Instagram Reel.
Key point
Even though Instagram supports longer videos overall, Reels have a 90‑second maximum when published via the API. Sprinklr must enforce that rule.
So the error is not saying:
- “Instagram doesn’t support long videos”
It is saying:
- “This post is being sent as a Reel, and Reels cannot exceed 90 seconds.”
Why this happens even when Instagram allows longer videos
Instagram supports long videos in different placements, but each has different limits:
Instagram Surface Max Length (API publishing) Reels 90 seconds ✅ enforced here Feed video (non‑Reel) Longer than 90 seconds Stories Longer videos allowed, but split into segments Live / Profile video Longer formats
Sprinklr must choose a surface when publishing.
If it detects:- Vertical video
- Reel‑eligible dimensions
- Reel toggle enabled
➡️ It routes the post as a Reel, triggering the 90‑second limit.
Common reasons Sprinklr treats it as a Reel
One or more of these is true:
- ✅ “Publish as Reel” is selected (explicitly or by default)
- ✅ Video is vertical (9:16) and Reel‑optimized
- ✅ Account defaults Reels for video publishing
- ✅ Post includes Reel‑only features (music, certain tags)
Once it’s a Reel, 90 seconds is a hard stop.
How to fix it, Publish as an Instagram Feed video (not a Reel)
If your video is longer than 90 seconds:
- In Sprinklr, disable “Publish as Reel”
- Select Instagram Feed / Video Post
- Ensure:
- No Reel‑only settings are enabled
- The post is treated as a standard feed video
✅ This allows videos longer than 90 seconds
gopal chhetri
2 months
ago
10/02/2026
Thanks for the clarification, Allison.
In publisher, I see these template options for Instagram (screenshot attached). If I select "Post" I can only select a photo and not a video so there isn't an option to publish as an Instagram Feed video; I am not sure where to find the "disable Publish as Reel" option/setting in the publisher.
Allison Fasching
2 months
ago
11/02/2026
Hi Gopal! I think this should help!
How to Publish a Video on the Feed (Not a Reel)
Because Instagram prefers Reels, a single video uploaded through the API often gets treated as a Reel. To publish as a feed post:
Use the Carousel Format: Select Carousel (not "Post") in the Type of Message dropdown. You can upload your video there. Even if it is just one video, it will publish as a swipeable post on the feed rather than a vertical, auto-playing Reel.
Use "Publish via Mobile" (If available): Select Publish via Mobile as the publishing type. This allows you to publish the video natively from your phone, which gives you control over whether to publish it as a post or a reel.
Finding the "Disable Publish as Reel" Option
If you are uploading a video longer than 90 seconds, some Sprinklr environments have a specifically labeled toggle to prevent automatic conversion to Reels.
In the Create Post window, select Instagram Feed / Video Post.
Look for a checkbox labeled "Disable Publish as Reel" to ensure it is treated as a standard feed video.
Note: If this option does not appear in your account, it is likely that your Instagram API settings are forced to default all video to Reels (API limitation).
Alternative: Share Reel to Feed
If you need to use the Reel format to keep video quality/duration but want it to appear on your grid, select the Reel template and ensure the "Share to Feed" box is checked.
Hope that helps! ;)