Instagram is breaking away from the model it helped pioneer by extending videos from the standard 15-second length to a full 60 seconds. The company made its name by taking advantage of the trend for micro-length videos similar to Vine’s 7-second length, but it is now stretching its legs with longer videos.
Instagram says it is making the change in order to “bring you fun, flexible and creative ways to create and watch video on Instagram.”
Of course, the new video length limits won’t be turning Instagram into YouTube all of a sudden. The extended limit simply allows people to latch onto longer and more diverse stories.
The longer clips will hopefully spur increased engagement for the company who is currently seeing record low levels of user engagement. Despite this drop in engagement, Instagram says the amount of time spent watching videos on the platform has increased over 40% over the past 6 months.
Along with the change to video lengths, Instagram also announced that iOS users are once again able to create videos out of multiple clips from the camera roll. Both new features have already begun rolling out for users and will be available for everyone in the coming months.
Of course, along with longer videos comes longer ads on Instagram, which should make marketers and businesses who use the platform happy. Longer ads translate into more opportunities to tell engaging stories and catch the attention of your audience.