Instagram has increased the length of videos users can share from 15 seconds to 60 seconds, echoing a similar move it made for advertisers in recent months.
The longer videos on Instagram feature begins rolling out today (30 March) and will be available for all users in the coming months.
Instagram said that, in the last six months, the time people spent watching videos on the social media network increased by more than 40pc.
Video wars go social
The move by Instagram to embrace video echoes a similar move by its parent company Facebook, which has in less than two years emerged as a viable competitor to Alphabet-owned YouTube in the video sphere.
Instagram has also added public view counts and is putting top videos around special occasions and promoting them at the top of its feed in a move that also takes on Snapchat.
Instagram also revealed that it is bringing back the ability to make videos out of multiple clips from your camera role as part of Instagram for iOS 7.19 and higher in Apple’s App Store.
Founded in 2010 by Kevin Systrom and Mike Krieger, Instagram was acquired by Facebook in 2011 for $1bn.
Instagram recently topped the 400m users per month tally, streaking clear of Twitter, which has around 320m, and further strengthening Facebook’s control of the social media landscape.
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