Dive Brief:

• Twitter-owned looping video app Vine announced via its blog on Tuesday the addition of new features, including a "Loop Count" that is meant to serve as a video view counter. 
• Vine started collecting loop data on April 3, so any videos posted before that date will display a "+" symbol next to its views. 
• Mobile versions of the app feature a new design with a bigger view area for videos and milestone notifications, like when a video hits 25 "likes." 

Dive Insight: 

With video being such a critical component in digital and mobile marketing, it was a natural progression for Vine to add some new forms of measurement. A Loop Count wouldn't necessarily equate video views — as with YouTube, for example — since a six-second loop is probably watched multiple times in a sitting. Regardless, the count does offer a metrics standard for comparing Vine videos.