The appetite for video has grown when it comes to sharing on social, and to that end, Instagram has made a change that will no doubt feed this frenzy.

Today, the photo-sharing platform will begin allowing users to upload up to 60 seconds of video, up from the existing 15 seconds. Some users such as Selena Gomez, Eva Chen, makeup artist Charlotte Tilbury and Balmain’s Olivier Rousteing have already shared examples of the longer videos, which also allow for the ability to combine multiple clips from a camera roll for iOS users only.

“I get asked so many questions about my products, techniques,” Tilbury said. “It’s amazing to have a full minute to share my makeup magic and red carpet skincare secrets with everyone.”

The change will gradually become available to all users in the coming months; multiclip video is available this week as part of Instagram for iOS version 7.19 in Apple’s App Store.

According to an Instagram spokesperson, the former 15-second video length was expanded primarily because of requests from users. In a post sharing the news today, Instagram stated, “We want to bring you fun, flexible and creative ways to create and watch video on Instagram” and that this was just one step of many, along the video front, that Instagram will bring this year.

According to Instagram, in the last six months, the time people spent watching video increased by more than 40 percent. It has recently featured video collections from awards shows and fashion week, and introduced capabilities such as Boomerang and Hyperlapse to add to the sharing options.

This isn’t the only forthcoming change to the fashion-friendly social platform. Instagram also recently shared that it would be making tweaks to the order of posts that appear in its feed by showing first the posts that users are most likely to want to see, rather than showing it chronologically.

It has begun testing changes to its algorithm already, but there are still weeks, or even months, of testing to come before the changes roll out more broadly.

This update comes as a result of the finding that users miss, on average, 70 percent of their feeds. In a post sharing the news, Instagram stated that as the platform has grown, “it’s become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most.”

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