Since launching video on the platform in 2013, we've seen businesses use the full range of sight, sound and motion to deepen the stories they share. Companies such as Gold's Gym used Boomerang to make muscles flex, Universal Pictures Home Entertainment ran a Marquee advert showing three videos throughout the day promoting its release of Furious 7, and small business Out of Print ran a stop-motion video advert to drive festive season sales.

And we've seen our community embrace video just as much. From seeing the world's moments as they happen to looking at a brand's new line of shoes, people are consuming more and more videos every day. In fact, over the last six months, the time people spent watching videos on Instagram increased by more than 40 per cent.¹

In the coming weeks, we're rolling out video views on Instagram. As a widely expected industry metric for video, we believe that video views are the best measure of viewer intent. And we often hear from our community that they'd like to better understand how people are engaging with their videos.

The value of a video advert, whether you're measuring advert recall, brand awareness or sales, is created quickly and increases as the video continues to play. With Nielsen, Facebook found that up to 47% of the value in a video campaign was delivered in the first three seconds, while up to 74% of the value was delivered in the first ten. Every part of a video view, from the initial impression to a complete video view, drives value.

As views are being rolled out, you'll find them underneath each video post. You can still see likes on videos by tapping views. Adding view counts is the first of many ways that you'll see video on Instagram get better this year.