Let’s face it—while we were happy to start making Instagram videos, 15 seconds was only a small step up from 6-second Vines. But now the game is about to change for real. Instagram announced that they will begin allowing videos that are up to 60 seconds long.

What does this mean for the future of marketing on Instagram?

Instagram Videos are More Important Than Ever

People want to see videos. It’s why YouTube is second only to Google for number of searches—and Facebook and Instagram are also trying to get on board. Instagram offers just one more way to reach consumers with video, and not only condensed ones anymore.

Creating Video Specific to Social Media

The one possible downside to this as far as marketing is concerned is that brands are going to think they can simply upload their TV ads to Instagram. You want to be sure that you are creating an experience that goes along with social media. A TV ad on Instagram is going to feel out of place to the average user.

Brands Must Meet Consumer Expectations

You’ve been given an opportunity to engage with consumers on a deeper level. If you squander that opportunity, consumers will find the engagement they crave somewhere else. This is a chance for smaller businesses to quickly gain ground on larger and established competitors. Don’t waste that chance.

High-Quality Video Production

People are using social media on all sorts of devices with varying screen sizes and resolutions. Make sure your videos are up to par. Plus, you want the production quality to show that you are a real business. Stop filming business videos with a smartphone or tablet simply because it is easy to upload. It is time to hire a video production company, if you don’t already have one. If you do, 1 or 2 videos isn’t enough anymore because Instagram users will demand steady content.

Influencers Will Benefit Most

Influencers who already have a stronghold in social media will certainly grow stronger with this new way to express themselves to the public. If your brand is not an influencer, you need to get close to those who are influencers in your industry now.