Instagram videos will now loop in similar fashion to Vine content on the Facebook-owned firm’s mobile apps on Android and iOS.
Following the latest update to the app, the firm’s 15-second videos will now loop continuously with users able to mute content – but not pause it.
The photosharing company, which boasts 300 million active monthly users, will be stepping on Vine’s toes with the move as its six-second loop offering will become less unique to users with its wider implementation.
Instagram's looping videos will be of particular interest to advertisers who will now be more likely to have their content viewed. Furthermore, ad loops can be used to grant brands clear viewing metrics.
This is the latest of Instagram‘s moves to expand its multimedia offering to users following the launch of a Hyperlapse feature to create passage of time films last August.