Well, we all knew it would happen eventually. Instagram has finally made the big jump out of the blink-and-you-miss it 15 second video cap to the slightly-more-attention-span-demanding 60 second cap.
While this may not seem like particularly ground breaking news for your average lackadaisical Instagram scroller, it is huge news for business and marketeers.
Now, instead of having to cram everything within a 15 second timeframe and hope for the best, producers can now tailor slightly longer form content along the same timeframes of traditional advertising, and it's all part of a big push by the Facebook owned company to further corner the market.
What happens next? We're all waiting with baited breath.