Instagram's API rate limits have drastically changed how creators and marketers schedule videos. Here's what you need to know:
API requests slashed from 5,000 to 200 per hour
Daily post limit capped at 25 via API
Video size max: 100 MB, duration: 3-60 seconds
Scheduling limited to 75 days in advance
These changes affect:
Content creators
Social media managers
Marketers
Business owners using Instagram
Key strategies to work within limits:
Plan content calendars carefully
Focus on high-quality, must-have content
Use Instagram's built-in scheduling tools
Implement caching and batching of API calls
| Aspect | Old Limit | New Limit |
|---|---|---|
| API calls/hour | 5,000 | 200 |
| Daily posts | Unlimited | 25 |
| Scheduling window | Unlimited | 75 days |
Stay adaptable as Instagram continues to update its policies. Keep an eye on official announcements and adjust your strategy accordingly.
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What are Instagram API rate limits?
Instagram API rate limits control how often third-party apps can access Instagram's data. They cap the number of requests an app can make to Instagram's servers in a set time.
Definition of rate limits
API rate limits = max number of calls an app can make to Instagram's servers in a given period.
Current limit: 200 calls per hour. (Down from 5,000 calls per hour)
This change? Big impact on apps needing frequent Instagram data access.
Example: A social media tool that used to update feeds every few minutes might now only do so every 15-20 minutes.
Current Instagram policies
Instagram's API policies are tighter now:
| Feature | Limit |
|---|---|
| API calls | 200/hour |
| API-published posts | 25/24 hours |
| Image format | JPEG only |
| Video size | Max 100 MB |
| Video duration | 3-60 seconds |
These apply to Instagram Business and Creator accounts using the Graph API. Personal accounts? No API access since March 2020.
Old vs. new limits
The change is dramatic:
| Aspect | Old Limit | New Limit |
|---|---|---|
| API calls per hour | 5,000 | 200 |
| Endpoints | Many public data points | Limited, business data focus |
| User data access | Broad | Restricted |
Why the change? To match Facebook's limits and boost privacy. But it's tough for third-party apps and marketers.
What now? Businesses and developers need to get smart about using Instagram data. They must plan their API calls carefully to stay within the new limits.
How rate limits affect video scheduling
Instagram's API rate limits are a pain for video scheduling and social media management. They make life tough for creators and marketers trying to post regularly.
Content creator headaches
Here's what creators are up against:
You can only schedule 25 posts or Reels per day. That's not much if you're pumping out content.
With API calls slashed from 5,000 to 200 per hour, you can't update your feed as often.
Many tools can't post directly. You'll get a notification and have to post manually.
Want to collaborate on a Reel? Tough luck if you're scheduling it.
Marketing plans take a hit
Marketers aren't having fun either:
Sticking to the best posting times? Good luck with those API limits.
Third-party apps can't grab as much data. Tracking performance just got harder.
More manual work. Yay, said no marketer ever.
Pro accounts are a must for Reels scheduling. Not ideal for everyone.
Check out how bad the API changes are:
| What changed | Before | Now | Ouch factor |
|---|---|---|---|
| API calls/hour | 5,000 | 200 | 96% less data |
| Daily posts | No limit | 25 | Cramped content calendar |
| How far ahead you can schedule | No limit | 75 days | Bye-bye long-term plans |
Marketers are scrambling to adapt. Even big players like Hootsuite are feeling the heat:
Manual posting? Limited automation? Instagram marketing just got a whole lot trickier.
Why Instagram uses rate limits
Instagram's API rate limits aren't just a headache for marketers. They're there for good reasons.
Technical reasons
Rate limits keep Instagram running smoothly:
They cap API calls at 200 per hour, down from 5,000
This prevents server overload
It makes life harder for bots trying to scrape data or spam
It's also a response to data privacy concerns after the Cambridge Analytica scandal
Instagram's goals
Instagram has specific aims with these limits:
1. Protect user privacy
They've cut off API access to follows, likes, and public comments. This makes it tougher to build "intelligence maps" of users.
2. Push businesses to official channels
Instagram wants brands using business accounts and official tools. It gives them more control and data.
3. Improve user experience
Less automated stuff means more real engagement.
4. Match Facebook
The 200 calls per hour limit is the same as Facebook's. Consistency across platforms.
These limits have shaken up how businesses use Instagram. Take influencer marketing platforms:
| Before | After |
|---|---|
| Tracked tons of hashtags | Limited hashtag tracking |
| Got data in real-time | Use more historical data |
| Deep audience analytics | Less data access |
It's a pain for some, but it's part of a bigger shift in social media. Platforms are locking down data and putting user privacy first.
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How to work with API rate limits
Instagram's API rate limits can be tricky. But don't worry, there are ways to work around them:
Make fewer API calls
Group your requests. Instead of separate calls for each bit of info, bundle them together. For user data, grab all the fields you need in one go.
Use caching
Store common data locally. This cuts down on API calls. Cache stuff that doesn't change much, like:
| Data Type | Cache For |
|---|---|
| User Profiles | 24 hours |
| Post Metadata | 1 hour |
| Follower Counts | 30 minutes |
Try webhooks
Let Instagram push updates to you. This beats constantly checking for changes. Great for real-time updates on posts or comments.
Improve retry methods
Hit a limit? Use exponential backoff:
Use other content sharing methods
Look into options that need fewer API calls. Try Instagram's built-in scheduling for business accounts or third-party tools with bulk uploads.
Tips for scheduling videos within limits
Here's how to make the most of Instagram's API rate limits when scheduling videos:
Plan content calendars
Create a calendar that works with Instagram's limits:
Schedule up to 75 days ahead
Post 2 feed items weekly, several stories daily
Focus on key content
Choose your best content for API scheduling:
Audit your Instagram to see what clicks
Mix post types to keep engagement up
Use API calls for must-have content
Use Instagram's tools
Leverage Instagram's scheduling features:
Business accounts: 25 posts daily
Create and schedule posts in-app
Try Meta Business Suite for cross-platform management
What might change in the future
Instagram's API policies and rate limits are always changing. Here's what could happen soon:
Policy updates on the horizon
Instagram will likely keep tightening API rate limits to fight spam and data scraping. It's a trend we're seeing across social media.
Adam Mosseri, Instagram's boss, said on Threads:
This could mean:
Fewer than 200 requests per hour for each Instagram account
Stricter limits on specific API endpoints
New ways to prove you're legit when using the API
Tech shaking things up
New tech could change how we schedule and share Instagram videos:
1. AI scheduling
AI might figure out the best times to post based on when users engage most. This could help work within API limits more efficiently.
2. Blockchain
Blockchain could verify content and manage API access. This might lead to a whole new way of limiting API use.
3. Smart caching
New caching tricks could help third-party tools make fewer API calls while still giving users fresh info.
| Tech | How it could change video scheduling |
|---|---|
| AI | Better posting times, more efficient |
| Blockchain | Verify content, new API limits |
| Smart caching | Fewer API calls, fresher info |
As things change, creators and marketers need to stay in the loop. Keep an eye on Instagram's official updates and what trusted scheduling tools are saying to stay ahead of the game.
Conclusion
Instagram's new API rate limits have shaken up video scheduling. Here's the lowdown:
Key takeaways
Instagram slashed API requests from 5,000 to 200 per hour.
Content calendars are now crucial.
Instagram's built-in scheduling tools are your friend.
Quality content is more important than ever.
| Strategy | Why it matters |
|---|---|
| Plan ahead | Work within API limits |
| Use native tools | Bypass third-party restrictions |
| Focus on quality | Make each post count |
Roll with the punches
Instagram's always changing. Stay on your toes:
1. Keep an eye on official Instagram updates
2. Watch for announcements from your scheduling tools
3. Tweak your strategy as new features drop
These limits aren't going anywhere. As Instagram's head, Adam Mosseri, put it on Threads:
So, adapt and thrive in this new Instagram landscape.
FAQs
What's Instagram's API rate limit?
Instagram caps API requests at 200 per hour for each third-party app. This is way down from the old 5,000 per hour limit, which changed on November 27, 2022.
What does "rate limit reached or API restricted" mean?
You'll see this when you've bombarded the Instagram API with too many requests. It means:
You've hit the 200 requests per hour ceiling
Some (or all) of your requests won't go through
Time to take a breather before making more API calls
How many API calls can I make on Instagram?
Instagram lets you make 200 calls per user in a rolling one-hour window. They do this to keep things running smoothly and prevent API abuse.
How does Instagram's user rate limit work?
The user rate limit is a bit more flexible:
| What | How it works |
|---|---|
| Individual user | Can go over 200 calls/hour |
| App max | 200 calls/user/hour |
| Example | 100 users = 20,000 calls/hour |
Can I schedule Instagram posts?
Yep, you've got two options:
Instagram's built-in scheduling tools
Third-party schedulers like Planable
Both let you set specific times for your posts, including regular posts, Reels, and Stories.