In unveiling video on Instagram last week, company founder Kevin Systrom explained the 15-second length was just right — long enough for creative expression, but not too long for people to download. It also set Instagram apart from Vine’s six-second videos. Setting aside the speculation on whether or when parent Facebook might roll out paid advertising on Instagram, the company is encouraging brands to embrace the new feature for marketing through their Instagram presence. It has released a set of best practices for video and highlighted high-profile names using the new service, like Nike, Burberry and GE.
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