Update allows videos to automatically replay in feed

Feb 4, 2015 15:33 GMT  ·  By

Instagram is taking a page from Vine’s book by implementing endless looping for its video feature, and if you’re an advertiser, we don’t need to tell you how to profit from the service.

According to the release notes accompanying Instagram 6.5.0 on iOS (Android soon to follow, we hear), “Videos now automatically replay in feed.” The Facebook-owned service will not eat away at your cellular allowance – well, at least not more than it did before – so don’t be scared to use it, the developers say: “This won't affect how much data the app uses.”

This makes sense since the video, once loaded, is simply re-played – not re-downloaded from the Internet. However, because it makes it easier and more fun to consume Instagram content than ever before, you can expect your cellular bill to take a hit nonetheless. This time, blaming yourself.

Jokes aside, we also hear that advertisers will be allowed to use the service as a platform to their own benefit, even though there won’t be any view counts for the time being (though we trust that there will be at some point). Download the new Instagram right now and experience looping video today. All you need is an iDevice running iOS 6, according to the iTunes requirements.