Instagram updated its video feature Tuesday with some changes that should sit very well with advertisers.
Videos shared to Instagram now loop continuously — that is, they start again from the beginning as soon as they finish — and can no longer be paused. That means they start automatically and repeat continually until you scroll past them.
That’s a combination that should ensure users actually watch all the videos in their feed, including video ads.
It’s a subtle change, but one that should (obviously) please both current and prospective Instagram advertisers. The company, which is owned by Facebook, started surfacing video ads in the fall, and it’s safe to say that marketers are on board with any update that boosts the probability users will see their ad.
You can see the looping action below.
This article originally appeared on Recode.net.
Will you support Vox’s explanatory journalism?
Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple of big issues with relying on ads and subscriptions to keep the lights on:
First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.
Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. And we can’t do that if we have a paywall.
So even though advertising is still our biggest source of revenue, we also seek grants and reader support. (And no matter how our work is funded, we have strict guidelines on editorial independence.)
If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today? Any amount helps.
Yes, I'll give $5/month
Yes, I'll give $5/month
We accept credit card, Apple Pay, and
Google Pay. You can also contribute via