In a recent blog post, Instagram announced they’d start letting users record and post sixty second videos. The change from 15-seconds to 60-seconds makes sense for the company as they’ve been seeing steady growth in video watching on the platform — the blog post cites 40% growth in video watching over the last six months — and allowing longer videos should help the company nurture that growth rate.
How Does it Work?
Instagram users are already able to record video through the app or post existing video. Allowing longer videos won’t change the recording and posting processes for most users of the mobile apps, but iOS users will be getting an additional feature to make video production easier.
In the same blog post, Instagram also announced that they’d be bringing back the ability to create videos from photos in user galleries, but this feature will only be available to iOS users for now. No word on when Android will get this feature.
Who’s Using Video on Instagram?
While Instagram is primarily thought of as an image sharing platform, video has been popular since day one. The 15-second video limit didn’t stop people from regularly recording and sharing moments from their lives, and there are already some emerging IG video stars like Rachel Ryle and Jeni’s Ice Cream.
How will Instagram Change?
The change in video length is really about Instagram embracing the popularity of videos and making the format more accessible. You can expect to see brands embracing this right away, and popular IG videographers will probably be looking for ways to increase their current programming.
We should see more video from more sources as people that weren’t comfortable with 15-second clips take advantage of the longer format. We should also expect some video from other platforms to start migrating onto Instagram. Producers on YouTube, Twitter and other social networks might decide it’s worth it to edit and repost their content now that they don’t have to chop it into a lot of very small clips.
Probably the biggest noticeable change will be the number of videos that pop-up in user feeds. Depending on who you follow, you might see your feed taken over by video as brands and some power users decide to focus on video over still photos. It’s too early to really know if longer videos will become dominant, but expect brands to be aggressive.
In Variety’s coverage of the change, they suggest that longer videos are a step toward monetizing videos with ads. This makes sense, considering that Facebook owns Instagram, already offers Instagram advertising through the Facebook Ads platform, and is always looking for new ways to grow ad revenue. There is no way to know when the monetization will occur, but don’t be surprised if pre-roll ads start making an appearance in your feed.
It’s also likely that Instagram will start offering more tools for video editing, especially if popular creators decide they want more flexibility. Instagram might decide to bulk of the capabilities of the main app, or build a separate tool like they did with Layout.
What are your thoughts on Instagram’s decision to allow 60s videos? Please share below.