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Starting today: You can record 60-second videos in Instagram

Video viewing time is up 40% on Instagram in last six months. Longer videos, here we come. Instagram announced today that it will soon begin rolling out 60-second video capabilities for its users, according to the Instagram’s blog post. The app currently has a maximum duration limit of just 15 seconds. Instagram cites user engagement with video jumping 40 percent over the last six months as a contributing factor to the expanded time limit.

The 60-second videos were only available to Instagram advertisers. But starting today, the longer videos will begin rolling out to all Instagram users.

Meanwhile, Instagram started to make some solid revenue on video ads that it launched in 2014. First they were 15-seconds. Then 30 starting in September, then 60 as of last month.

Instagram has helped that along by adding public view counts, which spur publishers and advertisers to make more videos. The company also began collecting top videos around special occasions and promoting them at the top of the feed, Snapchat-style.

Instagram for iOS users

iOS users will get an added bonus: the ability to stitch multiple video clips from their camera rolls together into a single video. Dozens of apps had cropped up to stitch your video clips together; you can now do it inside Instagram once again.

Longer video on Instagram begins rolling out today and will be available for everyone in the coming months. Multi-clip video is available this week as part of Instagram for iOS version 7.19 in Apple’s App Store.

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