Looks like Instagram is bringing itself up to the level of YouTube in terms of video lengths, as the app will soon release a new feature that will let users upload an hour long videos.

At present, the photo-sharing app Instagram let users upload videos up to one-minute in length, but it seems like this is soon going to change. The Wall Street Journal quoted sources familiar with the matter stating that a future update could let users to upload content as long as one hour.

The firm is considering an extended ‘vertical video’ feature that has already held discussions with producers and ‘other content creators’ to make long-form clips for Instagram. Instagram had also had the feature where users can stream love video for up to an hour, and this time limit might be extended to non-broadcast clips too, wrote Daily Mail.

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The new feature is to take on the video-sharing app YouTube, which a recent report revealed is the most popular social media platform among teenagers. The report does not detail about how the feature will work.

Also, playing more advertisements over these hour-long videos could help parent company Facebook further monetize Instagram’s audience. However, these Instagram’s plans are uncertain and subject to change, or might come in at a later date. An Instagram spokesperson refused to comment, wrote Mashable.