Instagram rolls out 60-second video option

All users—not just paying customers—will soon be able to post longer videos using the social media channel. What does this mean for brand managers? Free air time, for one thing.

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Change seems to be the only constant in social media.

Just weeks after Instagram announced a major metamorphosis by moving to an algorithmic layout, the visual platform says it will offer users the chance to record 60-second videos—four times longer than it previously allowed.

In the past, Instagram permitted brands to pay for 60-second advertisements, but now the feature is available to average users for free.

Although it officially launched on Tuesday, Instagram’s brand managers said the feature will be available for everyone “in the coming months.”

The move comes at an interesting time for brands as the service essentially gives a minute of free air time (until, perhaps, enough users complain that brands are flooding their feeds with spam).

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