Instagram Announces 60 Second Videos for Advertisers


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Social Media Week

More ads are coming to Instagram. Now, advertisers can share 60 second video ads with their followers, doubling the previous limit for branded videos. The debut of 60 second ads comes just in time for Super Bowl 50.

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Instagram is looking to give more power to advertisers.

60 second video ads are coming to Instagram, which is double the length of current ones. The first companies to capitalize on the additional 30 seconds include T-Mobile and Warner Bros.

The T-Mobile video ad below is an extended version of its upcoming Super Bowl spot featuring Drake, TechCrunch reported.

We’re in the #BigGame with @ChampagnePapi. #YouGotCarriered

A video posted by tmobile (@tmobile) on

Instagram said, “We recognize that advertisers have a variety of creative resources and [we] want to bring more choice to help them reach their business goals.”

This move will be especially useful for advertisers that want to use existing videos, possibly ones that were meant for TV, on Instagram to reach their audience online. Facebook owns Instagram, and this is just another sign of their continued video push.

With 400 million users strong, Instagram wants brands to feel more comfortable with their video ads. A brand on Instagram owns that audience, develops it the way they want, and chooses how often to share content with that community. This is different than brands who advertise on television, where the audience is dependent and dictated by the network.

Instagram hopes to please both advertisers and users with 60 second video ads. On one hand, advertisers gain flexibility, and on the other, users will experience new forms of engaging content from their favorite accounts.

But, like other forms of video content online, there will still be plenty of people who just scroll over the ad without stopping to watch. Sorry, brands, but it’s often the reality of the situation. We’ll see in the coming months how many other brands take advantage of longer videos, or if they’ll stay with short-form content on Instagram.

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Erica Perry

Content and Marketing Associate , Crowdcentric

Erica Perry is a Social Media Week contributor, and Marketing & Content Associate for Crowdcentric. A recent graduate from Boston College, Erica resides in Boston, Mass.



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