The topless-Bieber clip has become the first video to get one million ‘likes’ on Instagram since the new features went live last week. Bieber joins Madonna and Wiz Khalifa from the music world in posting videos on Instagram in recent days. Is Instagram video popular overall? Facebook said on Friday that Instagram users had posted more than 5m videos in the first 24 hours, uploading 40 hours a minute collectively at its peak during an NBA Finals basketball match on Thursday night. That’s pretty impressive, since YouTube’s current average is 100 hours of video a minute. But Instagram has 100m active users, so we’ll soon find out if those first 5m clips were just people experimenting with the novelty value of Instagram video, or the start of bigger growth for the feature among the user base.

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