David Bridges
Instagram continues its gradual process of merging its video products into one, with the announcement that videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments in the app.
As you can see in this in-app alert, posted by social media expert Matt Navarra, when you update your IG app, you’ll get a notification letting you know that your videos in Stories will no longer be cut up, making it a more seamless viewing experience.
Instagram’s been testing the update with selected users over the past year, as part of its broader process to integrate its video options, in line with the short-form video shift and general engagement trends.
Last October, Instagram retired its IGTV brand, as it combined IGTV and feed videos into one format, while in July, Instagram announced that all uploaded video under 15 minutes in length would be posted as Reels, further aligning its various video formats.
The merging of its video options is aimed at simplifying the app, while it will also, ideally, help Instagram maximize user engagement, by making all of its video content, in all formats, available in more places where users are interacting.
By shifting its video content to a more aligned format, that’ll give IG more video inventory to insert into user feeds, which it’s increasingly looking to do via AI-defined recommendations, as it follows TikTok’s lead in making your main feed more focused on entertainment, as opposed to being restricted to only the latest posts from people and profiles that you follow.
Meta CEO Mark Zuckerberg recently noted that just over 15% of the content in Instagram feeds now comes from people, groups, or accounts that users don’t follow, with its AI recommendations contributing more and more to the user experience. Zuckerberg noted that he expects to see that amount more than double by the end of next year.
Instagram’s been working towards this for some time, with Instagram chief Adam Mosseri noting back in January that:
“We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”
The merging of its video formats will ideally facilitate more opportunities in this respect, while also making it much easier for users to understand where to find each different type of content – or increasingly, to not have to go searching for it at all, as it’ll be fed directly into your main feed, whether you follow the creator or not.
Which, of course, is a process that not all users are entirely happy with as yet, but still, Meta remains confident that they’ll come around as its recommendations algorithms continue to develop.
Instagram has confirmed the new Stories video expansion to TechCrunch, explaining that:
“We are always working on ways to improve the Stories experience. Now, you’ll be able to play and create Stories continuously for up to 60 seconds, instead of being automatically cut into 15-second clips.”
That’ll also make it easier to skip through those longer videos that you’re not interested in (as you’ll only have to skip once, as opposed to tapping through each individual frame) – though it may also have implications for creators who’ve structured sponsored content deals based on frame counts, as opposed to Story length.
That’s a relatively easy fix, longer term, with the focus shifting to length instead. But it may add some complications to the process in the immediate future, as the Stories eco-system evolves in line with the new process.
Instagram says that the new, longer video Stories are being rolled out to all users.
Clara Hastings
Maya Kensington
