Gone in 60 minutes

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Instagram | Instagram videos | Video marketing
Currently, videos on Instagram are limited to 60 seconds but this may be about to change. The Wall Street Journal recently reported that Instagram plans to extend its video time limit to 60 minutes and introduce a vertical video format. 


By Ellie Clifford, account executive

Video has been proven to bring in greater revenue than other common types of advertising, with Twitter recently announcing that its video advertising revenue makes up more than 50 per cent of its total advertising revenue.

A 2017 study by eMarketer predicted that Instagram will double its advertising revenue from $4.1 billion in 2017 to $10.87 billion by 2019. Facebook and Instagram owner Mark Zuckerberg has already introduced several features to increase video popularity, including auto-starting videos, live streaming and video stories. So, 60-minute Instagram videos could be the next step to helping him achieve predicted growth — but will it be a popular move?

The beauty of Instagram is its simplicity. You can flick through your feed to see photos and videos from people and groups that you are interested in. However, flicking through a feed works best with short, snappy videos. The possible new feature could change the way the platform is used and risks turning users away.

Longer videos will also mean that users will be exposed to more adverts. Although this is a good thing for Instagram’s revenue and for advertisers, it’s possible that the increase will also deter users.

Apps like Meerkat, Periscope and Snapchat have already begun using vertical video and the format has received a mixed response. Many people that have experienced it say they like not having to rotate their phone to watch a video, whereas others complain it’s unnatural for us to move our eyes up and down rather than left to right.

Instagram is yet to confirm its next update. The only way we will truly find out what social media users will think of 60-minute vertical videos in Instagram is to wait and see.

If you’re struggling to get the most out of your social media feeds, give me a call on +44 (0)1785 225416 or email ellie@stonejunction.co.uk.

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