With video-sharing emerging as a mainstay activity on many social networks, Instagram has been keen to push this behavior on its own platform – announcing that users will soon be able to share longer 60-second videos.

As today’s chart shows, video has already made a real impact on Instagram. 37% of active users say they have recently watched one on the platform itself, with figures passing the halfway mark among Latin American Instagrammers.

But perhaps the most arresting trend here is the potential for further growth. Virtually all (99%) Instagrammers are watching video clips online each month, meaning that Instagram is well-placed to follow in Facebook’s footsteps and make video a central part of the user experience – all of which is good news for branded content on the network.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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