Instagram Rolls Out 60-Second Video Option for Advertisers T-Mobile and Warner Bros. have already taken advantage of the new feature.

By Carly Okyle • Feb 3, 2016

Opinions expressed by Entrepreneur contributors are their own.

While most social-media platforms emphasize their commitment to brevity -- Vine's six-second videos, Twitter's 140-character per tweet limit and Snapchat's vanishing messages -- one company is hoping to extend attention spans.

Instagram is rolling out a new feature for advertisers today: an option for minute-long ads. Previously, advertisers had a maximum time limit of 30 seconds to convey their messages, which is double the 15-second limit users have for their videos. Already two companies -- T-Mobile and Warner Bros. -- have taken advantage of this option. While the telecom company uploaded bonus footage of its Super Bowl commercial with Drake to Instagram, the movie studio is promoting the upcoming film How To Be Single with a minute-long trailer.

We're in the #BigGame with @ChampagnePapi. #YouGotCarriered
A video posted by tmobile (@tmobile) on Feb 3, 2016 at 8:37am PST

"Our research shows that it's important to capture people's attention in the first seconds. At the same time we want marketers to have the creative flexibility to drive their business goals," said an Instagram spokesperson via email.

The rollout of the new ad format will continue over the next few weeks.

This is the latest step monetizing the app. Originally ad-free, Instagram has also been monetized by static photo ads, short videos and photos that potential customers could click on for more information. It makes sense that the company would continue down this path. Owned by Facebook, Instagram has more than 400 million users to date, offering companies a large, far-reaching, active audience to profit from. It also means that Instagram is offering YouTube competition for advertisers.

Reaction from users has yet to be seen.

Carly Okyle

Assistant Editor, Contributed Content

Carly Okyle is an assistant editor for contributed content at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Most Popular

See all

Money & Finance

How to Choose the Right Financial Advisor — A Guide for Entrepreneurs

Use this guide to select a financial advisor who not only understands your unique financial needs but also has the expertise, experience and connections to support your business and personal goals effectively.

By Shirl Penney

Living

Optimize Your Diet and Budget with This $55 Nut Milk Maker

The Venoly comes with a helical grinding blade and serrated edges to create rich, creamy nut milk.

By Entrepreneur Store

Side Hustle

3 Secrets to Starting a Small Business Side Hustle That Gives Your Day Job a Run for Its Money, According to People Who Did Just That — and Made Millions

Almost anyone can start a side hustle — but only those ready to level up can use it to out-earn their 9-5s.

By Amanda Breen

Business News

Logan Paul's Energy Drink Company Accused of 'Forever Chemicals,' Excessive Caffeine in Class-Action Lawsuits

Prime Hydration is facing two class-action lawsuits. Paul says the suits are "absolute bull."

By Emily Rella

Leadership

I Went on a Retreat to Reignite My Entrepreneurial Passion. Here's What I Learned That Will Forever Change The Way I Lead.

An international adventure could be exactly what you need to achieve your entrepreneurial goals.

By Iza Montalvo

Science & Technology

3 Ways AI Can Make Humans Better (and How it Can Hurt Us)

Business leaders should know the potential drawbacks of AI before diving in head first.

By Kelly Hyman