Yesterday, T-Mobile debuted its Super Bowl ad featuring Drake. BuzzFeed described it as “perfect.” Today, T-Mobile posted another version of the same ad on Instagram and it’s 30 seconds longer than the TV spot
The Drake ad is the first of two promoted videos launching on Instagram today that signal a change for the social network: it is now extending the maximum length for ads on the platform to 60 seconds from 30. In other words, brands can now post videos that are four times the length of those posted by Instagram users, which are currently capped at 15 seconds.
This newly extended video length, which Instagram first tested with a promotion for the movie “How To Be Single,” should help the company compete for TV ad dollars. That’s Instagram’s thinking, anyway. Note the prominent mention of the Super Bowl in the canned statement below.
“Instagram is a great place to capture people’s imagination leading into big moments like the Super Bowl or a movie premiere,” James Quarl, Instagram’s global head of business and brand development, said in a statement. “With nearly half of Instagrammers following businesses, 60-second video gives brands more creative flexibility to reach people that want to be inspired.”
- The Trump administration is rolling back an Obama-era policy aimed at protecting transgender students in public schools.
- North Dakota police have begun clearing out Standing Rock protester camps at the Dakota Access Pipeline site.
- Seven Earth-sized planets that could have water and possibly sustain life have been discovered orbiting a dwarf star, NASA announced today.
- Facebook is in negotiations with the Major League Baseball League to possibly stream one game per week during the 2017 season.
Report an Issue
Drag to highlight one or more parts of the screen.
We got your feedback, and we'll follow up with you at
Sadly, an error occured while sending your feedback. Please contact email@example.com to let us know.