Have you ever created a video on Instagram, hoping, wishing, and dreaming that you could make one that lasts longer than just 15 measly seconds?! Well, you’re not alone! Instagram just announced today that they will be rolling out a feature which allows you to create a video of up to 60 seconds for the platform.
According to a recent blog post from Instagram, “In the last six months, the time people spent watching video increased by more than 40 percent. And longer videos mean more diverse stories from the accounts you love…”
This capability is rolling out starting today and should be available for all users in the next few months.
When it comes to marketing and advertising for your small business, Instagram’s roll-out of 60-second videos is HUGE. By extending video time to up to 60 seconds, this gives businesses 45 additional seconds to promote their product or communicate their message. Think of Instagram’s video capabilities as our current generation’s “television ad space”. One key note of differentiation is that Instagram is NOT the space to run commercials. Rather, it is a safe haven for disseminating engaging video that your audience will enjoy! The key is entertaining your fans and user base. In this competitive landscape where businesses and competitors are vying for the attention of users, you’re in the entertainment business now, and so is everyone else. Every small business and brand on Social Media is an entertainment brand, engaging users through moving, humorous, and interesting content while building a connection with potential customers.
You’re at the Instagram podium for 60 seconds. Now, use it wisely! I would strongly encourage small businesses to take full advantage of this feature, but only if necessary. First and foremost, supply your audience with engaging, entertaining, yet informative content. Whether that’s a 60-second, 30-second, or 15-second video, focus on the quality of the message. If you need the full minute to get your point across and not lose interest from your audience, use every single second; If all you need is 15 seconds, no need to capitalize on the full minute. Do what is right for your message! Remember that the world is your oyster and you should provide the pearl to your audience when it comes to providing engaging content.