Instagram’s now going to show you how many people watch your videos

The company also hinted that this was the “first of many” ways Instagram‘s video offerings will “get better” this year, so there might be even more exciting news down the road. In the past, this was not possible, as Instagram videos and photos were measured via “hearts” as well as comments.

Instagram is adding view counts to videos, and promising more product changes on the way in 2016.

Like Facebook, Instagram counts a view as at least three seconds of an autoplay.

Lately, there has been an increase in the app’s plans to shift marketers toward the app, hoping to sway them from TV to mobile.

This move towards view counts will be good for non-advertising brands too, who will be able to better understand how much their time commitment is paying off. In September, they took their ad based revenue into hyperdrive.

Kevin Del Rosario, associate director of social at Huge, said that Instagram’s scrolling newsfeed (and the three-second rule) could make Instagram videos more valuable than Vine clips. But over the past several months, the service has begun to put more stock in video, a feature that’s getting more love in an update over the next few weeks.