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
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.
More in Media
The Rundown: Google has drawn its AI payment lines — and publishers’ leverage is narrow
For publishers trying to navigate AI licensing, the message was blunt: Google is willing to pay for access, but not for training – and it remains unwilling to define AI Overviews as a compensable use of journalism.
Media Briefing: Google’s latest core update a reminder that pageviews can’t remain the primary metric
Google’s latest core update signals pageviews can no longer be the primary metric, favoring intent-solving publishers over scale.
After an oversaturation of AI-generated content, creators’ authenticity and ‘messiness’ are in high demand
Content creators and brand marketing specialists on how 2026 will be the year creator authenticity becomes even more crucial in the face of rampant AI-generated “slop” flooding social media platforms.