Until now, the maximum length for video ads was 30 seconds, already longer than the 15-second videos users are allowed to post.
Instagram tells that “We recognize that advertisers have a variety of creative resources and want to bring more choice to help them reach their business goals.”
One of the first of these ads is T-Mobile’s extension of its 30-second Super Bowl commercial starring musician Drake. T-Mobile is now running a special, 60-second version with extra scenes on Instagram now.
Like its parent Facebook, Instagram is trying to ease people into the idea of ads. For years there were none. Then Instagram introduced simple photo ads with no links, then short 15-second video ads, then clickable photo ads, and then progressively increased the video ad length. Rather than shocking people by suddenly showing full-strength ads, Instagram hopes it can boil the cash out of us frogs by turning up the heat slowly.
