In an effort to increase advertising revenue, Instagram has announced the rollout of video view counts.
As part of an ongoing effort to ramp up advertising revenue, Instagram has announced that it’s launching a video view count feature “in the coming weeks.” The announcement comes on the back of the 60-second video launch earlier this month.
User videos posted on the Facebook-owned social media network will now show a view count in place of the ‘like’ count. (You will still be able to see likes on videos by tapping views.)
The plan is to encourage more brands and content producers to invest in advertising on Instagram. By providing an independent means of determining video success and reach, a video view count helps advertisers to stay on top of how content is performing and gain a greater access into what is trending across the platform.
“As a widely expected industry metric for video, we believe video views are the best measure of viewer intent. And we often hear from our community they’d like to better understand how people are engaging with their videos,” Instagram stated in a blog post.
“The value of a video ad — whether you’re measuring ad recall, brand awareness or sales — happens quickly and increases as the video plays out.”
Instagram is looking to continue expanding its video content features.
“Adding view counts is the first of many ways you’ll see video on Instagram get better this year,” the company stated.
Unlike Vine loops that play automatically, Instagram videos only play when someone clicks on them. This makes Instagram video views more appealing to advertisers as it suggests a greater level of consumer engagement with each view. Instagram will mark a view at three seconds.
According to the company blog, “over the last six months, the time people spent watching videos on Instagram increased by more than 40 percent.”
Video content has been available on Instagram since 2013. However, video content is not yet fully at home on the image-based platform. Videos do not always stand out, especially when coupled with the platform’s scrolling functionality. Therefore, advertisers can find it difficult to for their videos to gain traction.