Instagram launches minute-long video ads with T-Mobile's Drake spot

Instagram is opening minute-long video ads today, joining the trend toward longer creative on social media.

New T-Mobile spots are showing up on Instagram. The company showed its Drake Super Bowl commercial there using the extended format. Instagram had been doing mostly 15-second promoted videos, with some 30-second ads. Instagram charges advertisers based on views after three seconds.

We’re in the #BigGame with @ChampagnePapi. #YouGotCarriered

A video posted by tmobile (@tmobile) on

Instagram users will still be capped at 15 seconds for video. Instagram also offers advertisers a carousel format (a photo gallery you can scroll through) that isn’t available to users.

Twitter recently began experimenting with pre-roll videos that can run even longer than 60 seconds, if the brand wants, and they have a skip button. Twitter had been trying to get brands to embrace a six-second format for pre-roll ads that play in front of premium content shared by top media partners.

Snapchat has a 10-second, vertical video format, but has started offering access to longer video options if a user swipes up on an ad.