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The flurry surrounding Instagram’s recent move to update the way it displays items in its news feed has overshadowed the news that the mobile app has decided to increase its video play time from 15 to 60 seconds. While this type of announcement would normally break the internet and be huge news for users and businesses alike, it’s hardly been noticed with users still unsure how to cope with the algorithm update.
The reason for Instagram’s move to increase video duration is in part due to the fact that according to Instagram “in the last six months, the time people spent watching video increased by more than 40 percent.” Businesses and users alike should be jumping for joy as they no longer have to cram their marketing messages into what often seemed to be a very short 15 seconds.
Imagine the creativity brands can now bring with the ability to showcase up to an extra 45 seconds of content per video!
When will Instagram’s 60 second videos roll out?
The roll out to the public began March 29th 2016 and will be available to all account holders over the course of the coming months. With updates to the platform happening at a rapid pace, it’s no shock that Instagram stated “This is one step of many you’ll see this year.”
What does Instagram’s 60 second videos mean for you?
It means brands have the opportunity to engage users for a longer duration and that their businesses can now offer extended messages in one concise video instead of micro segmenting their content.
It means users can see more of what they love and not be frustrated with the teaser video length options they were subject to previously. It means that whilst businesses can use all the time available they shouldn’t use filler content just to max out the time available. As video time has increased, users will no longer feel compelled to watch the entire video, they’ll tune out if it’s not engaging.
In a time were mobile is clearly the way of the future, Instagram’s sixty second video is a bold statement that the platform is committed to continued growth.
Let’s see what else Instagram plans to release in 2016!