Dive Brief:
- Instagram Video has taken notes from Vine and introduced looping to its 15-second videos.
- An automatic loop will ensure that more of Instagram's 300 million users will see the spots, an advantage for Instagram Video advertisers.
- Video creators will also have new opportunities to create content that plays into the loop—making infinite story lines just like on Vine.
Dive Insight:
It's not always best to copy the competition, but in this case looping could be a big advantage for brands using Instagram. The platform is still struggling to get videos to take off, and a familiar feature could be beneficial. Instagram also offers 15-seconds, which is more than twice as long as Vine's 6 seconds, a feature that could result in some seriously complex content. Not to mention, the loop likely means eyes will stay on the ad longer.
"The loops just lend themselves to the creativity of the Internet. And it's consistent with the way people consume content on Instagram already," Michael Kelly, social media manager for candy company Red Vines, told AdWeek.
