Instagram continues its gradual process of merging its video products into one. Videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments.
When you update your Instagram App, you'll be notified that videos under 60 seconds in stories will no longer be cut up, making it a more seamless experience.
Instagram's been testing the update with selected users over the past year, as part of a broader process to integrate its video options in line with the short-form video shift and general engagement trends.
Last October 2021, Instagram retired its IGTV brand, as it combined IGTV and feed videos into one format, while in July, Instagram announced that all uploaded videos under 5 minutes would be posted as Reels, further aligning its various video formats.
Merging its video options is aimed at simplifying the app, while it also, ideally, will help Instagram maximize user engagement, by making all of its video content in all formats available in more places where users are interacting.
Switching its video content to a more aligned format will give Instagram more video inventory to insert into user feeds, which it's increasingly looking to do via AI-defined recommendations.