Instagram users who post videos and brands that post video ads will soon start seeing view counts in place of likes.

The Facebook-owned photo- and video-sharing network announced in a blog post that “in the coming weeks,” view counts will begin appearing beneath videos and video ads, where like counts currently appear, and clicking on views will bring up the like counts for those videos.

Instagram added that videos must be viewed for at least three seconds before their view counts go up, saying in its blog post:

In the coming weeks, we’re rolling out video views on Instagram. As a widely expected industry metric for video, we believe video views are the best measure of viewer intent. And we often hear from our community, they’d like to better understand how people are engaging with their videos.

The value of a video ad—whether you’re measuring ad recall, brand awareness or sales—happens quickly and increases as the video plays out. With Nielsen, Facebook found that up to 47 percent of the value in a video campaign was delivered in the first three seconds, while up to 74 percent of the value was delivered in the first 10. Every part of a video view—from the initial impression to a complete video view—drives value.

According to Instagram, time spent watching videos on its network has risen by more than 40 percent during the past six months.

Readers: What do you think of this new feature?