By Heather Delph

More changes are on the horizon for Instagram, the popular photo-sharing app.

In the coming months, users will be able to upload 60-second video clips. While the ability to do so used to be a paid feature for advertisers, all users will soon be able to take advantage of this feature – free of charge.

While this news comes just shortly after its announcement of a new algorithmic layout, users seem to be much more excited about this feature. The ability to have a minute of airtime at their disposal is great news for brands, as more and more audiences are being targeted online as opposed to traditional media.

According to Instagram’s blog, the time people spend watching video on the app has increased by 40 per cent in six months.

The people have spoken – or double tapped, rather – and Instagram has taken note. Its ability to adapt to the constantly changing demands of its users ultimately equals a PR win for Instagram and every brand waiting to take advantage of this new and exciting feature.