Instagram did what we’ve been asking the Universe for all along… Give us more time! Jokes aside, the platform has decided to increase video length from 15 seconds to 60 seconds, creating a big opportunity for brands. What does Instagram’s 60-second update mean for your brand? Nicky Woodhouse, video director and founder of Woodhouse TV, told Avocado Social: “The time is right for a big brand to take advantage of the update and create a branded content series. Something that will enhance their brand values and get people excited and coming back for more.” A report from Engadget says that the number of people watching video on Instagram jumped 40% in the last six months. This could explain Instagram’s move to optimise viewership metrics that keep users in the feed. It also seems that 60 seconds is ‘the magic length’. Another study, by video analytics firm Tubular Labs & Reel SEO, found that the average duration of a top Facebook video is about 90 seconds. On YouTube, peaks of viewership happen normally at the one-minute mark. Instagram’s 60-second update seems to be a very sensible move!
What does this mean for your brand?The new time limit will add the challenge to keep your content even more interesting. The length of videos has increased but your audiences’ focus hasn’t. You don’t have to use all the time offered. If you do, remember to keep your content engaging. Don’t try and fill the minute time slot just because it’s available. Invest in some video editing apps such as:
- Squaready: makes your videos square with a white background or all-around border for an artsy look.
- InstaVid: creates picture and video collages.
- InstaVideo: helps you add music to your videos.
- Boomerang and Hyperlapse: help you create sped-up or looped videos.
- YouTube Capture: allows you to grab a YouTube clip of yours for Instagram.