When Instagram introduced video ads, the maximum time limit was 15 seconds, just like regular Instagram videos. But as time progressed on, Instagram extended the time duration of video ads to 30 seconds and then 60 seconds almost two months ago.
Longer videos were a dead giveaway that they were promotional and people run far away from ads as a general rule. But now, as of yesterday, Instagram rolled out 60 seconds videos for all the iOS and Android Instagram users. This will make video ads blend in better with the other Instagram videos and they would not seem much out of place.
This is good news for brands involved in social media marketing who have invested their money in Instagram ads. Now they will probably see better results of their efforts.
According to Instagram, video watching time has been increased 40 percent in the past six months. Now, with the extended video duration, while there is a better chance that people will use this time to upload better videos like more detailed tutorials but there is also a chance that people will not be able to hold users’ interest unless they really put in a good effort.
Instagram seems pretty optimistic about this change though. Here is what it said in the post announcing this change:
“In the last six months, the time people spent watching video increased by more than 40 percent. And longer videos mean more diverse stories from the accounts you love, whether it’s Selena Gomez (@selenagomez) hanging out with friends or beauty star Bretman Rock’s (@bretmanrock) latest makeup tutorial.”