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.