Instagram Sees The Benefits Of Video
If you’re a regular Instagram user, you will have noticed the increasing prevalence of adverts in your post feed. The Facebook-owned image sharing network is clearly keen to establish itself as a key channel for marketers and their latest update looks set to solidify their position in that arena.
It is now possible to publish 60 second videos on Instagram which is a huge leap from the previous limit of 15 seconds and indicative of a social network that recognises the power of video as a marketing platform.
The new feature is currently being rolled out with some users gaining immediate access to 60 second videos, while others will experience its arrival in the coming months. As part of the roll out, Instagram is also reintroducing the ability to create videos from multiple photos, a feature which was previously removed.
In an official statement, Instagram hints at further improvements to the video aspect of its service in the pipeline: “We want to bring you fun, flexible and creative ways to create and watch video on Instagram. As part of our continued commitment, you’ll soon have the flexibility to tell your story in up to 60 seconds of video. This is one step of many you’ll see this year.”
Another step introduced this month was a redesigned ‘Explore’ channel, which enables better content discovery and makes a point of highlighting video channels.
The new Instagram video channels are personalised for each user and sit alongside a ‘Videos You Might Like’ feed which pulls content from across all of Instagram. Videos are served based on previously ‘liked’ content by users and hand-curated channels promise to deliver footage based on specific events or themes.
With a long-rumoured algorithmic post feed also on the way, Instagram is finally shedding any remnants of it simply being an image sharing network and instead placing some rather compelling marketing tools in the hands of businesses looking to make the most of video.
We’ll certainly be watching future Instagram announcements with baited breath. With 400 million monthly active users, it is a huge, ready-made audience just waiting to be tapped into.