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The update, which has yet to be confirmed, would reportedly serve as an extension of Instagram Stories - where users can post series of 15-second videos that disappear after 24 hours. It could also be their way of attempting to even the score after YouTube passed Facebook as the most popular social network among American teens. The feature, which could allow videos of up to an hour in length, will focus on vertical video, or video that is taller than it is wide, one of the people said. Now the time limit is 60 seconds in Instagram feeds and 15 seconds in Stories.

Sources claim that Instagram has been in talks with content creators and publishers in recent weeks to see who might be interested in producing long-form content for the social media platform.

Instagram is no stranger to video, as the company introduced Stories just under two years ago, a feature which was shamelessly lifted from rival app Snapchat.

The photo-sharing service is considering a new feature that would allow users to share videos of up to 60 minutes in length.

As the report states, these plans are still tentative and could be canceled at any time.