The social platform’s video promos had previously been limited to 15- and 30-second clips.
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Today Instagram announced that it was rolling out its first 60 second video ads, starting with selections from Warner Brothers and T-Mobile.
T-Mobile is one of the first to take advantage of the new sixty-second ads, promoting their extended Super Bowl spot, which features Drake. As you all know, Super Bowl ads are the best part of this upcoming Sunday, and to help brands spread awareness, Instagram is now allowing them to fill your mind with even longer ads, all viewable from your smart device. In September, it began selling ads in 30 more countries, introduced Marquee ads that let brands own a moment with a huge ad blitz, and began offering 30-second video ads.
You can see the new, longer ad format featured with a TMobile ad starring musical artist Drake and a Warner Brothers movie trailer. “At the same time we want marketers to have the creative flexibility to drive their business goals”, an Instagram spokesperson told Entrepreneur. T-Mobile is now running a special, 60-second version with extra scenes on Instagram now.
Instagram has built up a community of over 400 million users since launching in 2010, but it’s only been capitalising on this success through advertising in the last couple of years.
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The decision to allow longer videos will give advertisers more options, including letting them reuse longer formats that they’re already paying for on TV or other platforms like YouTube.
