A new update to its iOS and Android app has been pushed out that automatically replays videos in your in feed. Once you come upon a video it will begin playing and show a grey bar at the bottom to tap for sound. While this is good for users to recapture the moment shared by friend, it’s a brands dream on the service as the ads will now continuously loop until you scroll pass them.
This change mirrors what rivals Twitter’s Vine has done with automatic play and endless loop videos. However, there still is no indication yet of how many video views or loops your 15-seconds has received. Perhaps this is next once its advertising play matures. Instagram noted that this update “won’t affect how much data the app uses.”