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Instagram is back with the new announcement that videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments in the app.

Instagram is continuing its gradual process of combining its video products into one.

When you update your Instagram app, you’ll get a notification letting you know that your videos in Stories will no longer be cut up, creating a more seamless viewing experience, as you can see in this in-app alert posted by social media expert Matt Navarra.

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Over the past year, Instagram has been testing the update with a small group of users as part of a larger effort to integrate its video options in line with the shift to short-form video and general engagement trends.

In July, Instagram announced that all uploaded videos under 15 minutes in length would be posted as Reels, further integrating its various video formats. In October last year, Instagram retired its IGTV brand after combining IGTV and feed videos into one format.


By making all of its video content, in all formats, accessible in more locations where users are interacting, the merging of its video options aims to make the app more user-friendly while also, ideally, assisting Instagram in maximizing user engagement.

Instagram’s been working towards this for some time, with Instagram chief Adam Mosseri noting back in January that: 

“We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”