There’s a new version of Instagram out, and with it comes a small but important change to videos.

Videos on instagram will now auto-replay in your feeds. According to Instagram, this will not affect how much data the app uses.

Vine has been doing this since the beginning, and the constant looping is part of the app’s appeal. Case in point:

Apart from making it easier for users to rewatch videos, why would Instagram make this change?

Advertising, of course. It’s not just your buddy’s videos that will now loop on an endless repeat if left to do so, it’s also the video from major brands.

Instant replay of that interception:

A video posted by Taylor Swift (@taylorswift) on Feb 1, 2015 at 4:06pm PST