Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
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
From feeds to streets: How mega influencer Haley Baylee is diversifying beyond platform algorithms
Kalil is partnering with LinkNYC to take her social media content into the real world and the streets of NYC.
‘A brand trip’: How the creator economy showed up at this year’s Super Bowl
Super Bowl 2026 had more on-the-ground brand activations and creator participation than ever, showcasing how it’s become a massive IRL moment for the creator economy.
Media Briefing: Turning scraped content into paid assets — Amazon and Microsoft build AI marketplaces
Amazon plans an AI content marketplace to join Microsoft’s efforts and pay publishers — but it relies on AI com stop scraping for free.