Another day, another update. And this one is here to stay.
Instagram has announced that it is extending its video limit to 60 seconds -- a move that is set to edge the company closer towards dominating social media.
The change was launched on Wednesday on iOS and Android as "one step of many" in response to the ever-growing video space that has seen a 40 percent increase in the time users spent watching video in the last six months.
Up until now, longer videos were only available to advertisers. Now they will be made available to the general public "within the coming months".
The recent iOS update has also rolled out a multi-clip video feature allowing users to make videos out of several clips from their mobile camera roll.
These changes are a far cry from the usual 15-second cut that we are used to, and could pave the way for both prolific users and creatives to express themselves.
Selena Gomez was first to jump on the bandwagon:
Sports star Rob Gronkowski followed with a video to commemorate his Instagram debut:
With each change, Instagram is enticing social media users away from the video confines of Youtube and the 10-second time limits of SnapChat.
But not all are happy with the recent update. A day after thousands of people blew up over proposed changes to Instagram's feed, users have expressed frustration over being unable to log out or clear search history while using the app.