Instagram has announced that it is adding more extensive video adverts to its service.
The news has arrived in a post covering the Facebook-owned service's efforts to make Instagram ads available to more businesses.
Starting this month, advertisers of all sizes can run campaigns on Instagram, with a range of new ad formats. Perhaps most notable is the fact that the usual 15-second video ad slots are being expanded to 30 seconds.
Instagram reckons this means that "brands can engage in richer storytelling," but your opinion might vary.
Advertisers will now be able to target users more effectively using technology that harnesses Facebook's own ad system, too. They can also use landscape pictures following their recent implementation.
Instagram has enabled 30 new countries to run ads on the service, including Italy, Spain, Mexico, India and South Korea, and will be adding more around the world on September 30.
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In truth, this heavier implementation of advertising is no surprise. Back in June, the company outlined some of its plans to do just this, which clearly revealed its intention to increase the volume of the advertising that your average photo-sharer would experience.
Worries over how this will affect Instagram's image, which has always been far cooler than that of its Facebook overlord, will doubtless remain. More ads were inevitable, but they're going to have to be handled with the utmost subtlety if Instagram is to retain its credibility.