Have a lot more to say on Instagram? You’re in luck. The company just announced that it’s going to extend the time limit on videos on its network to 60 seconds — up from 15 seconds — starting immediately. The company said in an official blog post that the new feature would hit some users’ accounts this week and roll out to everyone in the coming days.

Nearly three years ago, Instagram added support for videos, with Facebook CEO Mark Zuckerberg saying, “We’re really just getting started with this product.” At the time, you could upload 15-second clips and apply one of 13 filters to make your video stand out.

Online video ads are one of the fastest-growing ad mediums, far outpacing growth in spending on television and other digital formats.  It’s no wonder marketers love digital video ads.

According to Instagram’s official blog post,  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

Compared to the 15-second videos available on the platform before, this new one-minute time limit will feel like an eternity as illustrated below.