Under-60-second Stories videos will no longer be broken into 15-second chunks in Instagram.
When you update your IG app, you’ll get a message that your Stories videos won’t be split up, providing for a more smooth viewing experience.
Instagram has been testing the upgrade with select users over the past year as part of a larger effort to integrate its video options in line with short-form video and engagement trends.
Instagram makes this update possible on 23 September 2022.
Implications to Marketers:
Longer stories won’t have to be broken up into chunks which will encourage viewers to watch stories instead of skipping them. This will help marketers get more engagements and conversions.