Longer video will be rolling out to all users on Instagram, raising the maximum from 15 seconds to 60 seconds.
- Video viewing time grew 40% in just the last 6 months, indicating an audience desire for video.
- Brands with advertising have been allowed to post 60-second ads, so allowing all users to as well will help ads blend into the landscape.
- Instagram’s competitor platforms — such as Periscope, Snapchat, and Facebook — are re-inventing viewership with longer-form, live-streamed, and multiple clip videos.
What does this mean for brands?
- Brands can tap into the potential for increased favorability with the addition of longer video, though creating longer videos means increased time and effort.
- Audiences can share more personal, authentic stories, particularly about their health journey, as they do in vlogs (video blogs).
- A full minute gives creators a larger canvas for making attention-grabbing content.
- Conversely, 60 seconds is a long time for unimpressive content and short attention spans. Given that Instagram is a visual platform, brands will need to find ways to keep viewers’ thumbs from scrolling. Look for the opportunity to curate multiple video clips, potentially from different users.
- Finally, pharmaceutical brands could potentially use the increased time to display safety information if venturing into the branded space. Stay tuned as we explore the implications and limitations further.
Instagram spells out best practices for businesses — specifically suggesting that brands establish a connection quickly, design for sound off, and experiment to see what works best in your given segment.
Keep an eye out for deeper insight and guidance as 60-second videos roll out across the platform and data and best practices begin to roll in.