Instagram will allegedly allow videos up to an hour long

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When Instagram first introduced video to its platform, users could only upload clips up to 15 seconds long. Then in 2016, they finally extended the limit to 60 seconds. Since then, according to a new report from The Wall Street Journal, Instagram is now preparing to launch a new long-form video feature, which could allow video uploads of up to an hour in length.

The social network has reportedly had recent rounds of conversations with content creators and publishers about making long-form video for the platform when the new feature launches. Word on the street is that the focus will be on vertical video—similar to Instagram Stories content.

Some industry experts claim that the move would be a logical next step for the platform to compete with YouTube for lucrative video-based ad dollars. It could also be their way of attempting to even the score after YouTube passed Facebook as the most popular social network among teens.