Instagram Video Ads Broadened to 60 Seconds
Social platforms like YouTube have become the comfier home for the longer-form ads that businesses produce for featured TV spots. If anything, while not invalidating the decreasing amount of time users are willing to invest in ads, the expanded menu speaks to their increasing affinity for brands as personalities. However, the “minimizing the interruption to their users” means brands are also ensuring Instagram ads can work in silence, like the Drake spot. As such, striking the balance between consistent storytelling and adaptation is key. And the platform, by “introduc[ing] simple photo ads with no links, then short 15-second video ads, then clickable photo ads, and then progressively increas[ing] the video ad length,” is setting a smart pace for their users and the advertisers that love them.