Instagram allows 60-second video ads for marketers


Instagram has just rolled out 60-second video ads, following the launch of slightly longer 30-second video ads last year. T-Mobile and Warner Brothers are the first to test the new format.

New 60-second T-Mobile Instagram video ad



T-Mobile will be running a Super Bowl commercial featuring musician Drake, whilst Warner Brothers has plans to launch a 60-second video ad for its new feature film ‘How To Be Single’.

Facebook has been busy upping the Instagram ad game, with the introduction of Marquee ads as well as a partner programme last year. A study by Nanigans confirmed that Instagram ads were generating significant lift of up to 2.8x the Nielsen norm for online ads.

The move also means that advertisers aren’t having to adjust their television ads significantly in order to fit Instagram’s mobile formats. Ensuring that Instagram ads are easy to use could significantly drive Facebook’s ad business.

With video ads on Instagram being skippable, marketers will still have to ensure that ads are relevant and entice audiences within the first few seconds of watching the creative. Otherwise, it could be too easy for mobile users to scroll straight past the ad.

Facebook’s COO, Sheryl Sandberg, during the company’s Q4 2015 earnings call, highlighted the importance of Instagram by stating that 98 of 100 marketers simultaneously advertised on Instagram during the last quarter.

60-second videos are only available for advertisers, not individual Instagram accounts.