Instagram has good news for its fans! The picture-sharing site recently extended the maximum length of videos from 15 seconds to 60 seconds. Initially, the revised feature will be available on Android and iOS phones, but will release to other software by the end of this month.
A couple of months back, Instagram delighted advertisers with the news that they could now create one-minute-long videos for their products and services. Now, both users and creative experts have the same ability to create longer videos (Also, read this).
The online mobile photo-sharing site wrote in a blog post, “We want to bring you fun, flexible and creative ways to create and watch video on Instagram. Longer videos mean more diverse stories from the accounts you love, whether it’s Selena Gomez hanging out with friends or beauty bar Bretman Rock’s latest makeup tutorial.”
Creating videos is an art and most people are terrible at the job. With this in mind, Instagram has plans to design a powerful set of video editing tools to create engaging one-minute clips. Initially, the company was apprehensive about how fans would accept 15-second-long videos.
But reports say that the video viewing time grew 40% in the past six months, and based on the survey, the new plan to introduce one-minute videos would bring more viewers for the site, according to tech Crunch.
The question is, why would Instagram want a 60-second video limit? Sephi Shapira, CEO of performance mobile advertising firm MassiveImpact, feels that the idea is to optimize viewership metrics. She said, “It’s about keeping users in feed. Unlike YouTube where users jump from video to video, Instagram wants users to finish videos.”
A study conducted by video analytics firm Tubular Labs revealed that a Facebook video runs 1.5 minutes on average. Longer videos more than one or one-and-a-half minutes have higher chances of losing significant percentage of viewership. Creating shorter videos helps ensure users will watch the entire clip, reports Forbes.
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