Today, in an effort to amp up advertisements and income, Instagram announced that they will start to count the views on videos that users post - which should also give the marketers and companies an idea of just how many people are watching their clips.
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Previously, the videos and photos on Instagram only measured the reach based on the number of hearts and comments that the post received. However, in a blog post the app, which was recently purchased by Facebook, called the views "the most widely expected form of feedback" for videos, and added that users will see view counts roll out over the next few weeks in the app. They'll be visible on videos posted in the app and on ads.
Just like Facebook does, Instagram will mark a view once it has been watched for three seconds, according to Adweek.
Lately, there has been an increase in the app's plans to shift marketers toward the app, hoping to sway them from TV to mobile. Just last week the change was hinted at when they upped the time of ads to 60 seconds. They also offer a one-day takeover video ad format dubbed Marquee that lets brands promote different clips throughout a day.
Video views have always been an issue for Facebook, who stands to make a lot of money from ads. In September, they took their ad based revenue into hyperdrive.
The focus now is to make the counter accurate, unlike the one that counts Twitter-owned Vine's views.
Kevin Del Rosario, associate director of social at Huge, said that Instagram's scrolling newsfeed (and the three-second rule) could make Instagram videos more valuable than Vine clips.
"Because of the nature of Instagram, those views may be more valuable because you know that someone is stopping to see the content versus scrolling," he said.
However, Instagram photo posts outnumber the video posts, so there is still a need to stand out from the crowd.
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"In my experience, we always see lower engagement on our [Instagram] videos because of people scrolling," Del Rosio said. "Getting the ability to count views is not that exciting to me in particular."