Barbour becomes the first brand to use Instagram’s video loop service

Barbour has become the launch partner for Instagram’s new video looping feature, as the social network steps up the video service for its platform.

The fashion brand’s videos will be displayed on loop, after Instagram introduced the feature last week (5 Feb). Barbour will take advantage of the feature with its #BarbourProse campaign which offers quotes from classic British authors to celebrate events like National Book Week. Today’s (9 Feb) quote features a line from William Shakespeare.

A spokesperson for Barbour told Marketing Week that the campaign is being used as a way to create topical conversations with the audience. The brand was approached by Instagram after the success of its ‘Barbour International Tour’ campaign on the platform, which saw high engagement with users.

Instagram’s new feature sees the platform attempt to secure its dominance in the mobile market, as various social networks such as Twitter and Snapchat have recently picked-up the pace in creating unique video features.

The photo-sharing app first introduced video on its platform in October 2014, and has slowly rolled out its ad services, working with the likes of Banana Republic, The C.W Television Network and Lancome.

During its latest earning’s results, Sheryl Sandberg, chief operating officer for the Facebook-owned brand spoke about Facebook’s intentions for the platform. She said: “We’re being deliberate in our rollout. We believe that Instagram will become core to advertisers and mobile brand building efforts.”

Instagram’s move to looping its ad videos sees it join the likes of Vine, which has become popular with its 6 second looping videos in the past year.

A bright thought on a cloudy day from Shakespeare's darkest play, Macbeth. #BarbourProse

A video posted by Barbour (@barbour) on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here