Instagram is looking to replicate a Snapchat feature to capitalize on viewers’ growing hunger for videos.
Sources told The Wall Street Journal that Instagram will launch a long-form vertical video feature on June 20, enabling users to post up videos up to an hour long.
The decision to launch long-form video comes about two years after the launch of Instagram Stories, a feature that allows users to share photos and multiple short videos of up to 15 seconds uploaded within a 24-hour time-span. Instagram Stories is now one of the app’s most popular and fastest-growing features, according to the company, with about 300 million daily users.
The longer video option on Instagram aligns with recent moves by Facebook to make video a bigger focus of its offerings. This push has given Facebook an entree into additional video advertising, which sells at higher rates than other kinds of digital advertising.