Instagram brings endlessly looping videos to please advertisers

Instagram has announced a new update to its video feature that allows endless looping of videos, clearly a move to please advertisers. This means, videos you share on Instagram, will play all over again and again, without an option to pause it. Moreover, the videos will display/start automatically and the only way is scroll past them. “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,” adds Re/code. This means, users will have to run through all videos, including advertisements. According to the most recent figures, Instagram has about **300 million active users** per month. This is great news for brands, but users will lose mobile data as every video will load automatically. “Users can choose to have videos preload on Wi-Fi only to save data, but this is not the default option and there’s no way to disable autoplaying altogether,” points out TheVerge. With this change, Instagram is clearly following Vine that continuously plays the six-second clip in a loop. Now, expect the same from the 15-second Instagram videos.