Instagram wants users to post more videos. So it’s giving them more space.
Instagram videos can now be up to 60 seconds long, a significant jump from the 15-second videos the app used to support. Instagram, like its parent company Facebook, wants more people watching videos, which means it wants more people posting them, too. Increasing the video length may help with that.
Advertisers could already post 60-second ads, so this change won’t impact the ads you see.
This isn’t the first new Instagram feature intended to boost video traffic. The company also rolled out video view counts in February to encourage more posts.
Instagram says that people are watching 40 percent more video today inside the app than they were six months ago. We don’t know what that number is or what the original number was, so it’s not a super helpful metric. But that number is apparently growing!
The update will start rolling out today, according to a company blog post.
This article originally appeared on Recode.net.