Instagram continues to popularize Stories, a feature built for sharing ephemeral video content in quick, digestible bursts. Historically, these clips were limited to 15 seconds each, forcing creators to piece together longer moments by uploading several short videos in a single Story. This constraint meant audiences saw a sequence of rapid-fire segments rather than a seamless single narrative, which could disrupt the storytelling flow and sometimes confuse followers who skim through updates quickly. The constraints also prompted users to plan their content around the timing window, often trimming material to fit the 15-second packet rather than delivering the full message in one go.
Recently, Instagram began testing a change that would broaden the standard for Story videos. The platform started allowing longer uploads, with creators able to publish videos approaching one minute in a single clip. This shift aims to reduce the need for automatic cuts and multi-clip stitching, enabling a smoother viewing experience. The adjustment was confirmed to TechCrunch as part of a global rollout that follows successful trials conducted during the previous year. This update signals a move toward more flexible length options while keeping the ephemeral, casual nature that users expect from Stories. It also mirrors ongoing industry trends toward longer-form social video, giving creators more room to tell a cohesive moment without interruption.
The new cap of up to 60 seconds per Story video benefits a wide range of users, from casual sharers to more deliberate creators who want to capture a fuller scene, a richer tutorial, or a concise event moment without pausing for additional clips. By removing the step of splitting content into separate 15-second tiles, audiences can engage with a continuous narrative, reducing the cognitive load of parsing multiple segments. This enhancement aligns with user feedback that longer, uninterrupted videos improve storytelling, engagement, and the overall enjoyment of the platform while preserving the light and spontaneous vibe that defines Instagram Stories. As the company implements this change across regions, creators should consider pacing, on-screen text placement, and thumbnail selection to maximize retention within a single minute. The move also invites experimentation with storytelling techniques that leverage longer formats, such as extended captions, on-screen graphics, and concise demonstrations that benefit from uninterrupted flow.
In practice, users who previously relied on chaining several 15-second clips will notice a more natural progression within a single Story, making it easier to convey a moment that unfolds over time. For viewers, the experience becomes less fragmented and more immersive, especially when watching on mobile devices where quick taps and scrolls are common. Marketers and creators can plan campaigns with a single-minute narrative arc, testing which formats perform best when the full message is delivered without abrupt cuts. The update does not appear to alter other Story dimensions, such as the ease of sharing, audience targeting, or interactive elements like polls and questions, but it does open the door to more expressive, cohesive storytelling. In summary, Instagram is expanding its video length for Stories to 60 seconds, a change backed by observed user demand and confirmed through industry coverage. This development underscores the platform’s ongoing commitment to flexible, user-friendly storytelling that adapts to how people capture ordinary moments, special events, and instructive tutorials in real time. (TechCrunch)