Instagram is reportedly preparing to launch a feature that will allow users to publish long-form video content.

Exceptionally long, in fact, compared to the one-minute long videos that Instagram currently allows.

The Wall Street Journal reports that Instagram may soon allow videos of up to one hour in length. However, plans are still up in the air at this point.

“The Facebook Inc.-owned photo and video sharing app is preparing to launch a new feature that will include long-form video, according to people familiar with the matter. 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. Until now, Instagram hasn’t allowed users to post any videos longer than one minute. The people said the plans are tentative and subject to change. In recent weeks, Instagram has had conversations with content creators and publishers about producing long-form video for the platform, a person familiar with the matter said. The feature, if it launches, will do so within the Instagram app, another person said.“

The idea of long-form video content on Instagram isn’t as far-fetched of an idea as it may initially sound.

Live videos in Instagram stories can currently last up to one-hour in length, and are then available to view for up to 24-hours.

It’s possible that Instagram has gleaned enough data from its live videos which suggest users are interested in watching longer content on the platform.

This would further separate Instagram from competitors like Snapchat, which still focuses on short-form ephemeral content.