Instagram is to show how many views a video has received in a bid by the Facebook-owned service to compete with rivals such a Google for advertising dollars.
Videos posted on Instagram will now show a view count where the number of likes used to be, similar to the way Facebook shows the number of views on its site and app.
The idea, according to analysts, is to attract more brands and content producers – which has been YouTube's tactic for a while – to platforms like Facebook and Instagram and get them to pay more money for advertising.
"If you want to attract branded content, having a view count is essential," Richard Broughton, research director at Ampere Analysis, told CNBC by phone.
"Unlike ad-impressions, for which your campaign management will deliver detailed statistics, for branded videos and product placement there isn't an obvious, independent and verifiable currency for measuring the success and reach of a series of videos. Publishing a view count means that brands are no longer reliant on statistics shared by the video creator and can independently check performance of videos featuring their product and brands."