Video is booming on Instagram with watch time up 40% in 6 months, so now it’s trying to lure the best video makers and marketers from competitors like Vine and YouTube. Over the next few weeks, Instagram will begin showing view counts on videos where the Like number used to be, though you can still click through to see the heart count. As on Facebook, 3 seconds counts as a view.

With 400 million active users, Instagram’s bet is that view counts will be impressive, and they’ll convince video creators they should be on the platform. It’s hoping they won’t just post, but actually craft clips specifically for its 15-second, silent-until-tapped video format.

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Meanwhile, seeing how many views they could be getting might attract marketers to shoot video for Instagram and buy ads to promote them, rather than just porting over fragments of their YouTube clips or TV commercials. Ad buyers could already see their view counts. But exposing the standardized metric on videos across Instagram could let it prove the opportunity to advertisers and charge them more.

Where The Eyeballs Are

Instagram has already been working to win the art of top creators from other platforms. It recently launched its Spotlight Compilations atop the Explore tab. They open an auto-advancing vertical reel of videos, typically around a theme like cute animal duos or skateboarding tricks.

But Instagram has also begun Spotlighting individual creators like Zach King, a video effects magician known for using seamless cuts to transmute eggs or oranges into chickens or orange juice. Instagram says King is getting five million views per day. The company also cites that Spotlighted stop-motion animator Rachel Ryle is getting hundreds of thousands of views per video.