Facebook's social media app Instagram has announced it is launching 60 second video support. The video length limit will get upped from 15 to 60 seconds and iPhone users will get a video editing feature to combine multiple gallery photos into a single video. Instagram's change is somewhat like rumors that Twitter would boost its 140-character limit.

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Instagram reports that video use has been up 40 percent during the last half year, and that users want longer videos, according to Android Authority.    

The social network will soon release the rollout timeline. It is part of the app's year-long revamp, and it is possible there could be other big changes for 2016.  

There are two camps in the debate on longer video lengths. Those who support shorter video lengths argue that it helps to increase creativity. However, those who support long videos say that it opens the door to new ways of sharing experiences and stories.

Some industry experts believe that Instagram will roll out more powerful editing tools that will help to make 60-second clips more compelling. The number of editing tools available is limited and includes cutting the length, adding multiple clips, and selecting a cover frame.    

In related news Instagram will also start running 60-second video ads and the first ones will be from T-Mobile and Warner Brothers, according to Tech Crunch. This is an increase from the previous maximum length of 30-second ads. Instagram shares that it wants to give advertisers the creative resources they need to achieve their business goals.  

One of the new long ads will be an extension of T-Mobile's 30-second Super Bowl advertisement starring Canadian musician Drake. The 60-second version includes extra scenes.

Meanwhile, Warner Brothers' 60-second ad promotes its new movie "How to Be Single."

Facebook has been taking various steps to start monetizing Instagram. In September the social network started selling 30-second video clips, Marquee ads that include a big ad blitz, and advertisements in 30 new countries.

Instagram hopes to shift ad spending from TV commercials to mobile ads. One way it has done that has been to expand limits on formats and lengths, such as allowing advertisers to post landscape format ads. 

Here's the T-Mobile Super Bowl ad featuring Drake: