Instagram videos just got longer!

Before today, all Instagram users’ videos were limited to 15 seconds. Now, iOS and Android users will be able to upload a full minute of video. Advertisers have had the privilege of the longer video length for the last two months, but now users who aren’t paying an advertising premium will be able to do the same.

“We want to bring you fun, flexible and creative ways to create and watch video on Instagram,” the company says,  “Longer videos mean more diverse stories from the accounts you love, whether it’s Selena Gomez hanging out with friends or beauty star Bretman Rock’s latest makeup tutorial.”

So why have they chosen to make user videos longer? Viewership metrics. “It’s about keeping users in the feed,” Sephi Shapira, CEO of performance mobile advertising firm MassiveImpact said. One minute is the magic number. “Unlike YouTube where users jump from video to video, Instagram wants users to finish videos.”

A study in video analytics conducted by Tubular Labs found that the average duration of top Facebook videos is about 1.5 minutes, while viewership usually peaks at the one minute mark on YouTube videos. Instagram is betting that 1 is really the magic number when it comes to video. And they may just be right. Need a concept for your next video or social media ad campaign? You’ve come to the right place. Call us for a free consultation now at 972.387.5577