Instagram Videos Now Loop, and Here's Why Brands Are So Excited About It

The Gap releases a micro-series made for repeat

Instagram's new, endlessly repeating video loops make it easier for users to keep watching without having to click "play" over and over again. They're also giving brands a new way to get creative, as seen today when The Gap launched a micro-series on Instagram tied to the looping function.

Instagram, which has more than 300 million users announced the Vine-like video feature today. Brands were among the first to post clips taking advantage of the loop. GoPro, a popular sharer on the app, posted a pair of skis hitting the snow in slow motion.

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