Instagram May Soon Enable One Hour Videos — Which of Course Will Need Music

Instagram's Music Plans Could Change Everything - Here's What We Know So Far
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Instagram is looking to push the boundaries with longer vertical videos with a 1-hour clip limit.  The move could potentially pose a threat to YouTube’s dominance in the format.

Going from 10-second clips on Snapchat to 6-second videos on Vine (RIP), the attention span of our generation has become minimal.  Which is probably why social media platforms have altered their features accordingly.

However, it now looks like Instagram is taking a step in the opposite direction.  Bucking the small-clip trend, Instagram may soon be embracing a longer video format.

According to the Wall Street Journal, Instagram is considering changing its maximum video length from one minute to one hour.  The update would reportedly serve as an extension of Instagram Stories, where users can currently post 15-second videos that disappear after 24 hours.

The new video feature would be vertically-oriented, and Instagram has reportedly been talking with top publishers and influencers about participating.

While this might positively impact business, it may also raise some concerns for copyright owners.

Music is frequently incorporated into videos, either as a featured component or simple background filler.  Sometimes, a song is simply playing somewhere — in a car, at a club, on a radio somewhere.   All of which means Instagram will have to adapt to new copyrighting rules.

Or, perhaps this is perfect timing for Facebook’s ongoing music expansion.  And, a chance for copyright owners to make a lot more money.  Just recently, the social network signed major licensing deals with labels and publishers, all of which is enabling music to get monetized in clips.

Already, Instagram is flirting with adding popular music to Stories, so one-hour soundtracks seem like a natural next step.

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The expansion could dramatically expand brand and sponsorship opportunities for Instagram.  It could also pose a serious problem for YouTube, where some of the most popular social influencers dwell.  Just like YouTube, Instagram also has a large community of influential users with large followings.  That includes the all-important teen market, though a lack of longer-form, creator made content may be limiting overall engagement.

Currently, the only way for those users to post extended videos on Instagram is via livestream.  That doesn’t contain ads, something Instagram probably wants to change.