June 21st, 2013
onaissues
It’s no accident Facebook made Instagram’s new videos exactly as long as a television commercial

futurejournalismproject:

Instagram, the photo-sharing app that Facebook acquired last year, just added the ability to share videos, as well. It’s a copy of Vine, which is owned by chief rival Twitter. But whereas Vine lets users upload videos up to 6 seconds long, Instagram has opted for a maximum length of 15 seconds, and the difference is more significant than just 9 seconds.

Which, according to Quartz, is a strategic move:

An Instagram with 15-second videos is right in the sweet spot for Facebook: It’s mobile, it’s video, and at that length, it means that advertisers can drop in their short television spots without even modifying them. This is an important but overlooked feature of online video ads, when compared to other kinds like banner and search: the ability to re-use the same creative on which advertisers have already spent so much money. That’s an extremely appealing advantage to ad buyers.

FJP: Interesting take. 15 seconds does feel a bit long for the Instagram attention span. Here’s a Digiday round-up of reactions to Instagram video.

Reblogged from The FJP
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