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Social Media Marketing: Instagram Rolls Out Longer Video Feature

Woman watching Instagram news with new iPhoneInstagram’s 60-minute video feature allows brands to come up with more engaging marketing video, social media marketing and content marketing strategies.

Instagram unveils new 60-minute video feature

After the recent announcement of Instagram’s new algorithmic feeds, the widely used social media and content marketing platform surprised users with another announcement on March 29, 2016. Due to the major increase of users watching more videos, Instagram decided to extend its video limit from 15 seconds to 60 seconds. They already started rolling out the longer video format, and the feature will be available for every regular user in the upcoming months. Additionally, Instagram brought back multi-clip video feature for iOS users. In its announcement post, this Facebook-owned social media marketing platform hinted that there will be more upcoming changes this year.

How brands can make the most of Instagram’s new 60-minute video feature

What brought about the change on Instagram video length limit

“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”, citing the reasons why they extended the video length limit in a post.  “Whether it’s Selena Gomez hanging out with friends or beauty star Bretman Rock’s latest makeup tutorial.”

Mobile content marketing experts and social media analytics revealed that Instagram extended their video length to give more freedom to users, allowing them to explore their creativity and communicate their massage well. Others, on the other hand, say that it’s all about gaining more viewership and increasing the amount of time users spend in the app. Instagram might have taken its cue from its parent company, Facebook, which now takes the lead in video encoding and video marketing communications.

How can brands use the 60-minute video as a reliable digital marketing tool?

Months ago, Instagram has already allowed advertisers to post marketing videos and ads up to 60-second long, which enabled more brands to effectively share their story through engaging texts and images. With Instagram becoming more and more valuable as a photo- and video-sharing platform and social media and content marketing channel, brands can take advantage of their longer video format to fully engage with their target audience and further drive awareness.

Instagram video comes with filters, cover image selection and other editing features that allow brands to create compelling and visually stimulating stories. Its Facebook In-Line Viewing makes sharing your marketing video with your online community a lot easier, resulting in a wider reach of audience and more potential paying customers.

Your next step

Whether it’d be creating visual portfolios and product demos or producing how-to and event videos, the potential of your brand to grow big using Instagram’s video feature is high. At IH Digital, we know everything there is to know about the important roles of corporate video production and content marketing in getting your brand’s story out there. We are a digital agency in Singapore that specialises in video content, website design, social media marketing and SEO services, to mention a few. Contact us and learn more about our great services here.