Instagram will allow users to upload videos as long as 60 seconds, the social media company announced on its site Tuesday. Compared to the 15-second limit, that’s a veritable feature length film. Instagram will gradually roll out longer videos over the next several months.
The change to video comes shortly after Instagram announced that it will mimic parent company it will begin using an algorithm to predict which photos its users are most likely to like and place those photos higher on users’ feeds.
Like its parent company Facebook, Instagram has become increasingly focused on video. Video consumption on the photo-sharing social media platform rose 40% in the last six months, according to the company.
The company introduced video view counts in February in hopes of encouraging more video posts.
More Must-Reads from TIME
- Cybersecurity Experts Are Sounding the Alarm on DOGE
- Meet the 2025 Women of the Year
- The Harsh Truth About Disability Inclusion
- Why Do More Young Adults Have Cancer?
- Colman Domingo Leads With Radical Love
- How to Get Better at Doing Things Alone
- Michelle Zauner Stares Down the Darkness
Write to Eliana Dockterman at eliana.dockterman@time.com