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Music in Instagram Reels: Why Business Accounts Are Restricted
On a personal account almost every hit is available; on a business account, only a fraction. Here's why that is, and how you can still give your Reels the right music.
Published · 5 min read
Why your business account sees less music
Many businesses are puzzled: on a personal account, Instagram Reels offers nearly every well-known song, while a business account shows only a fraction. That's not a bug in the app. It comes down to licensing.
Popular songs on Instagram are generally licensed for personal use only. Labels and publishers allow their music in personal posts, but not for a company promoting its products or services. Commercial use is a separate right, and it usually costs considerably more.
That's why Instagram gives business accounts, and often creator accounts too, only a limited music library. It contains tracks cleared for commercial posts. Exactly which tracks those are can change at any time.
Personal, creator, and business accounts
Instagram broadly distinguishes between personal, creator, and business accounts. The lines around music aren't always drawn the same way, and the platform adjusts its rules regularly.
As a rule of thumb: once an account is clearly used for commercial purposes, assume that popular songs are not cleared for promotion. That holds even if a song is technically selectable in the app. Technically available doesn't automatically mean legally allowed.
Switching back to a personal account usually doesn't solve the problem. What matters is how you use the music, not which account type is set. If you post paid partnerships or promote your own business, you're in commercial territory.
It's worth checking Instagram's current music guidelines before every campaign. What applied last year may no longer be true today.
What can happen with unlicensed music
The consequences on the platform are only part of the risk. Rights holders can also take action outside Instagram against unauthorized commercial use. What that means legally is covered in using music without a license.
Instagram generally matches uploaded content against registered music recordings. If the system finds a match that isn't covered by a license, several outcomes are possible:
- Muted audio: The Reel stays up but plays without sound, which usually takes away most of its impact.
- Post removed: The Reel is deleted or no longer visible.
- Account restricted: Repeated violations can lead to restrictions on your account's features.
- Lower reach: Even without a visible penalty, a flagged post may reach fewer people.
The alternative: edit the music into the video
You don't have to give up on music just because the in-app library is thin. The clean approach: use licensed music, edit it directly into your video in your editing software, and export the result as a finished file. Then upload the Reel with the audio already embedded, without adding a song from the app.
The upside: you're not dependent on the app's selection, and you have the rights in writing. The license must explicitly cover social media and commercial use, though. Check the license terms before you buy.
Keep your proof of license somewhere safe. If a Reel ever gets flagged anyway, for example due to a mismatch, you can use it to show that you're using the music lawfully. There's no guarantee against such mismatches, but with proof they can be resolved.
How to choose music for Reels
Reels get swiped away fast. The music has to work immediately and must not get in the way of the content. For a deeper look, see how to choose music for your video.
These points have proven useful for Reels:
- Fast start: Pick tracks that begin without a long intro, or place your cut right at a strong moment.
- Room for voice: If someone speaks in the Reel, calm instrumentals without a dominant melody work well. The voice must stay clearly understandable.
- Tempo that fits the edit: Fast cuts can handle driving beats, while calm product shots suit ambient or lo-fi better.
- Mood that fits the brand: A beauty studio sounds different from a car dealership. The music should suit your audience, not just the current trend.
- Think quiet, too: Many people watch Reels with the sound off at first. Captions carry the message, and the music should still set the mood at low volume.
- Check the length: A track that can be shortened cleanly or faded out at a natural point saves you a lot of editing time.
Music for Reels at Tontable
Tontable offers nearly 900 instrumental tracks. The license is simple, worldwide, and perpetual, and covers social media, commercials, and paid advertising, among other uses. A selection that works well for short formats is available at music for Instagram Reels.
If you're not sure which track fits your Reel, try the video check: drag your video in, Tontable suggests matching music, and you hear video and track together right away. Your video is not uploaded; only six still frames are used for the analysis. Without an account you get two checks per week, and with the Lifetime license three per day.
Every license has a unique license ID that you can view in your account. That way you have proof at hand if a platform asks.
Frequently asked questions
Why are well-known songs missing from my business account?
Popular songs on Instagram are usually licensed for personal use only. Business accounts, and often creator accounts too, therefore get a limited library of music that's cleared for commercial posts.
Can I switch to a personal account to use more music?
That usually doesn't solve the problem. What matters is whether you use the music commercially, for example to promote your business. In that case a personal-use license isn't enough, regardless of your account type.
What happens if my Reel contains unlicensed music?
Possible outcomes include muted audio, removal of the post, or, with repeated violations, restrictions on your account. Rights holders can also take action outside the platform.
Can I edit licensed music directly into my video?
Yes, as long as your license covers social media and commercial use. Edit the track in, export the video, and upload the finished file. Keep your proof of license.