Videos of up to an hour are effort to pull young users away from rival, and to allow Facebook to sell more ads

Instagram will increase its video time limit from one minute to 10 minutes for most users, in an attempt to lure younger viewers away from YouTube.

In the expansion, announced Wednesday, Instagram accounts with large audiences will be able to go as long as an hour. Video will be available through Instagram or a new app called IGTV. The video will eventually give Facebook, Instagram’s parent company, more opportunities to sell advertising.

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