Instagram continues its gradual strategy of merging its video merchandise into one, with the announcement that movies in Tales which can be underneath 60 seconds in size will no longer be split into 15-second segments in the app.

As you’ll be able to see on this in-app alert, posted by social media professional Matt Navarra, if you replace your IG app, you’ll get a notification letting that your movies in Tales will not be minimize up, making it a extra seamless viewing expertise.

Instagram’s been testing the replace with chosen customers over the previous yr, as a part of its broader course of to combine its video choices, consistent with the short-form video shift and common engagement traits.

Final October, Instagram retired its IGTV model, because it mixed IGTV and feed movies into one format, whereas in July, Instagram introduced that every one uploaded video underneath quarter-hour in size could be posted as Reels, additional aligning its varied video codecs.

The merging of its video choices is geared toward simplifying the app, whereas it is going to additionally, ideally, assist Instagram maximize person engagement, by making all of its video content material, in all codecs, out there in additional locations the place customers are interacting.

By shifting its video content material to a extra aligned format, that’ll give IG extra video stock to insert into person feeds, which it’s more and more trying to do by way of AI-defined suggestions, because it follows TikTok’s lead in making your predominant feed extra centered on leisure, versus being restricted to solely the most recent posts from individuals and profiles that you simply comply with.

Meta CEO Mark Zuckerberg just lately famous that simply over 15% of the content material in Instagram feeds now comes from individuals, teams, or accounts that customers don’t comply with, with its AI suggestions contributing increasingly more to the person expertise. Zuckerberg famous that he expects to see that quantity greater than double by the top of subsequent yr.

Instagram’s been working in direction of this for a while, with Instagram chief Adam Mosseri noting again in January that: 

“We’re wanting about how we will – not simply with IGTV, however throughout all of Instagram – simplify and consolidate concepts, as a result of final yr we positioned plenty of new bets. I feel this yr we have now to return to our concentrate on simplicity and craft.”

The merging of its video codecs will ideally facilitate extra alternatives on this respect, whereas additionally making it a lot simpler for customers to know the place to seek out every totally different sort of content material – or more and more, to not have to search around for it in any respect, because it’ll be fed instantly into your predominant feed, whether or not you comply with the creator or not.

Which, in fact, is a course of that not all customers are fully pleased with as but, however nonetheless, Meta stays assured that they’ll come round as its suggestions algorithms proceed to develop.

Instagram has confirmed the brand new Tales video growth to TechCrunch, explaining that:

“We’re at all times engaged on methods to enhance the Tales expertise. Now, you’ll be capable to play and create Tales repeatedly for as much as 60 seconds, as a substitute of being mechanically minimize into 15-second clips.”

That’ll additionally make it simpler to skip by means of these longer movies that you simply’re not concerned with (as you’ll solely need to skip as soon as, versus tapping by means of every particular person body) – although it could even have implications for creators who’ve structured sponsored content material offers primarily based on body counts, versus Story size.

That’s a comparatively simple repair, long term, with the main target shifting to size as a substitute. However it could add some issues to the method within the rapid future, because the Tales eco-system evolves consistent with the brand new course of.

Instagram says that the brand new, longer video Tales are being rolled out to all customers.