Instagram extends video adverts from 30 to 60 seconds ahead of Super Bowl
- Published
Instagram has increased the maximum length of its video adverts from 30 to 60 seconds ahead of Sunday's Super Bowl in America.
Warner Brothers and T-Mobile are among the first two companies to take advantage of the change.
Instagram only changed the maximum length of adverts from 15 to 30 seconds in September.
Normal users will still only be able to post 15-second videos.
Drake features in T-Mobile's extended one-minute Super Bowl commercial.
Watch Drake's advert for T-mobile in America., external
Warner Brothers has released a 60-second advert for its new film, How to Be Single starring Dakota Johnson, Rebel Wilson, Leslie Mann and Lily Collins.
There are now 400 million active users, so owner Facebook is keen to cash in on Instagram's audience.
Adverts first started appearing on the photo-sharing app in 2013 with designer Michael Kors.
Video ads were introduced in September 2014 and Instagram now offers premium advertising, called Marquee.
It allows companies pushing new films or products the chance to target users with "high visibility, single-day campaigns" using photos, videos, carousels, image links and video links.
Facebook chief operating officer Sheryl Sandberg called Instagram one of the "most important mobile advertising platforms" while reporting the firm's earnings for October, November and December 2015.
She also said that 98 of the top 100 advertisers on Facebook had paid for a commercial on Instagram between July and September last year.
Video is becoming increasingly important for Instagram.
A 28-part series called Shield 5 has begun on the platform, billed as "social cinema".
BBC Click talks to the team behind a "social cinema" film
The film is made up of 15-second episodes that will be published on the social platform each day at 5pm and stars Example and Christian Cooke.
It was written by Adam Dewar and co-created with Anthony Wilcox, who previously worked on Hot Fuzz, Layer Cake and Pearl Harbour.
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