Instagram users will soon notice videos on the platform are longer than usual. This is because the picture-sharing app will let all users publish videos as long as one minute - as opposed to the 15-second limit.
Previously, one-minute videos were only offered to advertisers.
Instagram says in the last six months, the time people spent watching video on Instagram increased by over 40%.
The Facebook-owned service introduced video to the platform in 2013. Within four days of release, it generated more traffic than both Google's YouTube and Twitter's Vine in the same period. Instagram now has over 400 million users.
The longer video option will start rolling out today to all users.
Instagram is also bringing back the ability, for iOS users, to make videos out of multiple clips from their camera roll. This will be available with the version 7.19 update.
In February, Instagram announced it had attracted over 200 000 advertisers to the platform after five months of offering an advertising service.
By comparison, Twitter, which began selling advertisements more than five years ago, has 130 000 advertisers and 320 million users.
In South Africa, Instagram was the fastest growing social network over the past year, according to the South African Social Media Landscape 2016 study, released by World Wide Worx and Fuseware.
It grew from 1.1 million users in 2014 to 2.68 million in 2015, a 133% growth rate.
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