Instagram to demo video view count feature

Instagram is testing a feature that shows how many times a video has been viewed on the platform.

It follows a rise in the time people are spending watching video on the site, which Instagram said has increased by more than 40 per cent over the last six months.

After watching a video instead of seeing the number of likes it has, people will be able to see how many times it has been viewed. By clicking on "views", users will be able to see a breakdown of views and likes for the video.

Instagram will be testing the new feature from tomorrow and plans to roll it out wider in the coming weeks.

The site introduced videos in 2013 and last year allowed brands to upload 30-second ads instead of 15 seconds. Earlier this month it increased this to 60 seconds ahead of the Super Bowl.