"You'll soon have the flexibility to tell your story in up to 60 seconds of video. This is one step of many you’ll see this year," says Instagram in a blog post, adding, "In the last six months, the time people spent watching video increased by more than 40 percent."
The company has rolled out the update, and it, as the company says, will be available for everyone in the coming months.
Instagram, for iOS, is also bringing back the ability to make videos out of multiple clips from the camera roll. Multi-clip video is available this week as part of Instagram for iOS version 7.19 in Apple's App Store.
Instagram earlier this month announced its intention to introduce an algorithmic feed that would focus on the most popular and relevant content. The change should allow users to better catch up with what they have missed on the social network.
Many users of the app however, dislike that the new feed will disrupt the app's current reverse chronological order user-content display.
Despite users' qualms about the upcoming new feed, algorithmic upgrades have become the norm in other social media like Facebook and Twitter.