Twitter-owned Vine offered a similar feature to its users.
By Dileep Thekkethil
Facebook-owned photo and video sharing platform, Instagram has announced the integration of a new metric that will allow the users who upload videos to monitor and measure the engagement of the audience, which will provide insights to better place their marketing strategies.
An official blog post of the company read “Companies like Gold’s Gym used Boomerang to make muscles flex, Universal Pictures Home Entertainment ran a Marquee ad showing three videos throughout the day promoting its release of ‘Furious 7’, and small business ‘Out of Print’ ran a stop motion video ad to drive holiday sales.”
The new metric will be launched in phases through the next one week and from then on users will get the exact number of impressions received for each video and likes can be viewed as an engagement metric.
According to Instagram, users in the last six months have shown a tremendous affinity towards watching videos online and this has resulted in a growth of 40% compared to the total viewing time six months back.
The new feature will display the number of views and likes received for a video in addition to the number of comments. The new feature will be bundled along with Instagram’s latest update (Version 7.16) for iOS and Android devices.
“Since launching video two years ago and introducing Hyperlapse and Boomerang, you’ve made video storytelling on Instagram take off. Whether sitting front row at Fashion Week or spending a day on the beach, nothing brings moments to life like video. Adding view counts is the first of many ways you’ll see video on Instagram get better this year,” read the official Instagram Blog post.
Earlier, Twitter-owned Vine offered a similar feature to its users.