Advertisers Rejoice! Instagram Rolls Out 60 Second Video Ads
- On February 5, 2016
With over 400 million active users, Instagram stepped up its advertising game by rolling out an update for 60-second video ads. The Facebook-owned platform made the announcement on Wednesday… and just in time for Super Bowl. Coincidence? Ha.
Up until now, Instagram’s promoted video ads were only 30 seconds. In an email to Social Times, Instagram explains the reasoning behind the update:
“We recognize that advertisers have a variety of creative resources and want to bring more choice to help them reach their business goals.
Instagram allows brands to amplify campaigns and build anticipation heading into key moments in time, such as this weekend’s big game or a highly anticipated movie premiere.”
T-Mobile and Warner Bros. are among the first to use these ads. T-Mobile is using it to show an and extended version of its 30-second Super Bowl spot featuring Drake. Warner Bros. is using its 60-second ad to showcase a trailer for their new film, “How to Be Single”.
This update allows Instagram to take advantage of and combat the shift away from TV and towards digital advertising, while allowing advertisers more creative flexibility and avenues to tell their brand’s story and achieve business goals. By updating the format requirements for images and video on Instagram, advertisers can reuse their creative in the format typically used for television ads.
Although marketers now have the ability to reuse their ads on Instagram, you will have to consider that most of your users only look at posts for a few seconds, and usually with their devices on silent mode. So make sure the first few seconds of the ad are eye-catching enough to prevent being scrolled over.
See T-Mobile’s ad below…
A video posted by tmobile (@tmobile) on
3,481 total views, 2 views today
5 Tips for Creating Successful Dealership Walk-Around Videos... April 17, 2019 | Tier10
Why Twitter’s Latest Experiment Has Upset Everyone... August 19, 2014 | Jason Galliger
Vine & Instagram: So Happy Together? July 22, 2013 | Eric Huebner
Apple Opens iAd Platform to the Public April 8, 2014 | Ally Reis
Subscribe to Tier10lab Weekly
Get our free weekly newsletter that covers the latest from the lab.
May 17, 2019
May 3, 2019
April 24, 2019
March 28, 2019
March 5, 2019