Engagement on Instagram videos is increasing faster than that on photos. The finding is the result of a study carried out by social media analytics firm NewsWhip, which highlighted how engagement numbers for videos posted by top media publisher accounts around the world increased by 53% year over year in May, surpassing the 46% growth rate for photos during the same timeframe.

Publishers which were swift in understanding the power of videos can mostly be found in the sports news cluster, such as Sports Illustrated, which in May of last year posted just eight videos to its Instagram account against the 325 of May 2017. Sports-focused site Bleacher Report outpaced any other publisher by posting 479 videos on its Instagram account in May 2017. With such numbers, it is highly likely that we will soon see a surge in video ads spending on Instagram.