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instagram launches one minute video

Innovations continue apace at Instagram. As the first of what they’re promising will be a series of exciting items scheduled for this year, the app is currently introducing a significantly longer video facility for the use of visual media creatives.

Gone in sixty seconds

Budding film makers, rolling out from now, will be able to post up to sixty seconds of video content online, a massive increase on the present limit of fifteen seconds. The even better news is that this new limit applies to both film footage and multiple camera roll images.

This is an interesting shift of focus by Instagram, away from the ten second video platforms of the likes of Snapchat, and towards the extended services of rivals such as YouTube. It highlights the increasing importance of video as both a means of social media interaction and social media marketing.

Social media shift

This latest innovation once again shows Instagram’s understanding of the media zeitgeist, and it is undeniably business savvy. Video now represents 78% of all web traffic, with a recent Google study demonstrating usage heavier, the younger the demographic. Increases in the viewing of video online have been almost exponential, as time spent watching videos across devices has increased by more than forty percent in the past six months.

Marketing opportunity

Instagram claim the primary motivation for this shift is to allow young creators to tell their stories in a more flexible format, increasing the fun and dynamism of the app. It also, without doubt, provides a window of opportunity for social media marketers. Clever video producers, on both sides of the commercial fence, will be able to craft elaborate one minute video promotions selling either themselves or their products.

The small print

Although this update is advertised as rolling out with immediate effect, be forewarned that it is likely to be available initially only to favoured users, such as established social media influencers.

For more information on multi-clip video formatting on iOs, you can go to the Instagram Help Centre.  Multi-clip video is available as part of Instagram for iOS version 7.19 in Apple’s App Store.

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