Instagram is stepping up its video efforts by announcing support for 60-second clips, the first of many planned steps to boost moving pictures.
The Facebook-owned company says that video engagement has risen by 40% this year, and believes the move will give creators more flexibility to express themselves.
The feature is rolling out today and will be available to everyone as iOS v7.19 appears on the App Store.
One of the first examples sports fans may have seen is NFL party boy Rob Gronkowski doing his thing with his very first Instagram post. To celebrate the expansion, Instagram is also showcasing a collage from popular creators.
“We want to bring you fun, flexible and creative ways to create and watch video on Instagram,” the company wrote on its blog.
“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.”
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Elsewhere, Instagram is also allowing iOS users to upload multiple clips to make these longer videos.
The update comes as Snapchat boosts its own platform with the Chat 2.0 rollout, which includes the ability to quickly initiate video calls and leave video reactions when friends don’t answer.