Instagram now allows videos up to a full minute long, up from 30 seconds

Instagram just increased the time limit on user video uploads to a full minute long.

The limit used to be 30-second clips for civilians, and 60 seconds for paying sponsors. The switch rolled out Tuesday, and will be available to all app users. The company, which was famously acquired by Facebook in 2012 for a billion dollars, claims video use on the app is up more than 40 percent in the last 6 months.

The expanded time limit follows an earlier UI change involving video: you now see the number of views your uploaded video gets, instead of the total number of "Likes" you see when you upload a photo.

iPhone users on the app's iOS version will also see that Instagram has revived the ability to compose videos from multiple clips you have stored on your iOS Camera Roll. Support for multiple accounts was also recently added.

In the last six months, the time people spent watching video on Instagram increased by more than 40 percent. As part of our continued commitment to video, you’ll soon have the flexibility to tell your story in up to 60 seconds. The video above features members of the incredible community of emerging video creators on Instagram. And longer videos also mean more diverse stories from the accounts you love, whether it’s Selena Gomez (@selenagomez) hanging out with friends or beauty star Bretman Rock’s (@bretmanrock) latest makeup tutorial. For iOS, we’re also bringing back the ability to make videos out of multiple clips from your camera roll. To learn more about multi-clip video on iOS, check out help.instagram.com. Longer video on Instagram begins rolling out today and will be available for everyone in the coming months. Multi-clip video is available this week as part of Instagram for iOS version 7.19 in Apple’s App Store.

A video posted by Instagram (@instagram) on

From the official launch post by Instagram on the corporate blog:

We want to bring you fun, flexible and creative ways to create and watch video on Instagram. As part of our continued commitment, you’ll soon have the flexibility to tell your story in up to 60 seconds of video. This is one step of many you’ll see this year.

In the last six months, the time people spent watching video increased by more than 40 percent. And longer videos mean more diverse stories from the accounts you love, whether it’s Selena Gomez (@selenagomez) hanging out with friends or beauty star Bretman Rock’s (@bretmanrock) latest makeup tutorial.

For iOS, we’re also bringing back the ability to make videos out of multiple clips from your camera roll. To learn more about multi-clip video on iOS, check out the Instagram Help Center.

Longer video on Instagram begins rolling out today and will be available for everyone in the coming months. Multi-clip video is available this week as part of Instagram for iOS version 7.19 in Apple’s App Store.

In order of appearance, the video above features Frankie Grande (@frankiejgrande), Nastasya Samburskaya (@samburskaya), Jack Johnson (@jackjackjohnson), Danny Edge (@dannyjedge), Bretman Rock (@bretmanrock), Alx James (@alxjames), Vinny Balbo (@vinnybalbo), Summerella (@_summerella_), Keraun Harris (@kingkeraun), Michael Chenlo (@michenlo), Stephanie Kurlow (@stephaniekurlow), Kai Lightner (@kailightner), Zach King (@zachking), Manon Mathews (@manonmathews), Gabriel Conte (@thegabrielconte), Simone Shepherd (@simoneshepherd), BigNik (@realbignik), Brennen Taylor (@brennen), DeStorm Power (@destorm), Gigi Crouch (@scolerina9247)."/>