Skip to main content

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Iris Hearn

By Iris Hearn

Jun 19, 2018


Social Media Marketing Instagram Marketing
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Social Media Marketing  |   Instagram Marketing

What Could Long-form Video Mean for Your Instagram Marketing?

Iris Hearn

By Iris Hearn

Jun 19, 2018

What Could Long-form Video Mean for Your Instagram Marketing?

In case you haven’t heard the news, Instagram recently announced that it would be testing out long-form video content on the platform starting June 20th (aka tomorrow!)

This change would extend the maximum video length from 60-seconds to up to one hour.

Clearly, this is a significant change from previous limitations, and will undeniably alter how everyone uses the platform.

This will also likely change how users (and your buyers) engage and interact with content in the space.

So, what exactly does this mean for you and your marketing strategy? In order to effectively prepare for what’s to come, read on to get all the facts behind this shift.

Why Long-Form Video?

If you remember back when Instagram first announced they would be offering video, it was likely to compete with the 6 second video platform Vine (RIP).

Then shortly after, they added Stories as a feature to capitalize on the buzz that Snapchat received on its own platform.

Now, with this long-form offering, it is speculated that Instagram is going after YouTube’s appeal for both creators and users.

With over 1.57 billion active users daily, and 300 hours of new content uploaded per minute, it’s clear that YouTube nearly has a monopoly as a video-exclusive platform, and Instagram is making a big play to get a piece of that user base.

It wants to encourage high-quality creators to post on the platform more frequently (which is supported by reports that they’re adding link-out capabilities as well as monetizing these long-form videos for creators).

Like its parent company, Facebook, which began pushing video heavily in 2017, this is in an effort to keep users on the platform for a longer period of time and build their reputation as a video content platform.

Last week, TechCrunch reported that Instagram has already met with several social media influencers to prepare for this launch on June 20th.

Like YouTube, Instagram will use an algorithm to recommend the best possible content to its users that they’ll be interested in.

While some might call it “copying,” it’s clear that Instagram insists it is simply paying attention to the best, most valuable features of several popular platforms and utilizing them in their own space to give it’s users the best possible experience on the app.

As Instagram recently hit 1 billion users, it’s safe to say this approach seems to be working!

What Other Changes Can We Expect?

While a lot of these changes have not been formally announced, here’s what we know so far:

Location - Again, while this hasn’t been officially confirmed, it has been speculated that long-from videos will live on their own section within Instagram.

Whether that be somewhere in the explore feed or its own tab in the bottom navigation is unclear, but we do know that Instagram wants to have its own look and feel for these videos that is different from the way it currently presents video.

Having these videos live in their own section will make it easier to create video-specific personalized recommendations, keep users engaged with the content, and frankly, help keep newsfeeds clutter-free for those who may not want to view longer clips.

Vertical Videos - Another big change is the format of the videos. The new videos are reported to be vertical, full-screen videos (similar to how the Stories feature appears) rather than the traditional horizontal format when you currently upload a video currently.

Quality - TechCrunch also reported that these videos will be in 4K - similar to the quality you can expect with a YouTube video.

Snapchat has a similar feature on its Discover items, but because it only affiliates with specific brands, this is a great opportunity for Instagram to come in and fill that gap.

What This Means for Your Marketing Strategy

At the end of the day, changes are inevitable to social media platforms, and it’s becoming more important than ever to be agile in your strategy when they come.

Staying apprised to changes and pivoting with them allows you to capture users with cutting edge tactics before the space becomes too cluttered with competitors doing the same thing.

While all of these changes are still extremely new (and unconfirmed), one thing that is clear is that this change will allow businesses to increase their reach with video content.

Unlike YouTube or Facebook, Instagram is yet to be saturated by video, so you have a much better opportunity to get noticed there than you might on other platforms.

As far as what to post, focus on engaging, educating content that will make the user want to watch more like it.

But remember, like with any marketing strategy, it’s important to pay close attention to the metrics to see what’s working and what isn’t. If your users don’t end up watching, it may not be worth your time and effort.

Instagram hasn’t announced if this change comes with any new analytics tools, but they currently offer many valuable insights tools that can show you how your content is performing on the platform.

What do you think about long-form video on Instagram? Are you excited about it? Will you use it for your brand? Let us know in the comments below!

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Social Media Strategy: How to Know Where Your Customers Are

January 15, 2024
Lindsey Schmidt Lindsey Schmidt

Winning with YouTube Shorts: Mastering the Algorithm on the Front Lines

October 23, 2023
Marcus Sheridan Marcus Sheridan

Why Short-Form Video Is a Vital Tool for Reaching Your Audience

September 25, 2023
Lindsey Schmidt Lindsey Schmidt

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Nick Bennett Nick Bennett

12 Ways You're Totally Blowing Your Business Social Media Strategy

June 18, 2023
Mary Brown Mary Brown

Should Your Demand Gen Strategy Change in a Slumping Economy?

April 12, 2023
Nick Bennett Nick Bennett

How To Build an Effective Instagram Video Marketing Strategy

April 30, 2022
Ramona Sukhraj Ramona Sukhraj

How Facebook's news feed algorithm works and prioritizes content

July 14, 2021
Liz Murphy Liz Murphy

Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust

July 7, 2021
Liz Murphy Liz Murphy

Best times to post on social media (new data)

May 19, 2021
Liz Murphy Liz Murphy

Twitter fails to buy Clubhouse, whose creators can now make money... so what?

April 8, 2021
Liz Murphy Liz Murphy

Marketers, Facebook Analytics will be no more on June 30, 2021

April 2, 2021
Liz Murphy Liz Murphy

7 Best Social Media Management Tools

March 26, 2021
Connor DeLaney Connor DeLaney

Twitter teases Super Follows, Communities; undo send tweet still a rumor

March 11, 2021
Liz Murphy Liz Murphy

LinkedIn adds new 'Products' highlight tab on company pages

February 25, 2021
Melissa Smith Melissa Smith

54 jaw-dropping social media statistics for businesses [New for 2021]

February 23, 2021
Connor DeLaney Connor DeLaney

Facebook video best practices: what you need to know to grow your video presence

February 16, 2021
Lindsey Schmidt Lindsey Schmidt

27 best digital marketing news sites

January 26, 2021
Liz Murphy Liz Murphy

Should you care about Clubhouse, the new audio-based social media app?

January 19, 2021
Nick Bennett Nick Bennett

How to maximize lead generation via Facebook posts and ads

January 18, 2021
Myriah Anderson Myriah Anderson

Working with IMPACT on paid media: What to expect

January 13, 2021
John Becker John Becker

Instagram advertisers can create branded content ads on creators’ accounts

January 6, 2021
Justine Timoteo Thomas Justine Timoteo Thomas

The top 10 social media trends for brand survival in 2021 [Infographic]

January 2, 2021
Joe Rinaldi Joe Rinaldi

6 holiday campaign examples that are total showstoppers

December 25, 2020
Dia Vavruska Dia Vavruska

Pinterest continues diversity and inclusion efforts with new features and leadership

December 16, 2020
Shandia Drummond-Butt Shandia Drummond-Butt