Instagram today began offering a new video option that allows brands to feature 60-second videos, just in time for this weekend’s Super Bowl.
T-Mobile is among the first advertisers to take advantage of the extended ad time. The wireless carrier posted an extended version of its 30-second Super Bowl ad on the Facebook-owned social media platform. The spot, created by agency of record Publicis Seattle, stars rapper Drake performing his hit song "Hotline Bling."
Guinness is using the platform in the UK to run a new 60-second spot from Abbott Mead Vickers BBDO that highlights the life of music producer John Hammond, and Warner Bros. is promoting the June release of its drama "Me Before You" on the movie’s Instagram.
"Instagram is a great place to capture people's imagination leading into big moments like the Super Bowl or a movie premiere," said James Quarles, global head of business and brand development at Instagram, said in a statement. "With nearly half of Instagrammers following businesses, 60-second video gives brands more creative flexibility to reach people that want to be inspired."
This is the second time Instagram has extended its video play time for advertisers. In September, the social platform announced that it would allow marketers to upload up to 30 seconds of promoted video, twice as much as the allotted 15 seconds for general Instagram accounts.
"We recognize that advertisers have a variety of creative resources and want to bring more choice to help them reach their business goals," said Instagram, in a statement.
Instagram currently has 400 million registered members worldwide.