Instagram has updated their mobile app today so that it no longer supports auto play for videos on iOS. Instagram is going to start placing in-feed advertising in the News Feed by the end of the year so these changes will likely be essential for monetization.
As of right now, the Android app has the option to disable auto play entirely. Other updates that Instagram made for their app includes “performance updates and other improvements.”
Users that did not allow videos to pre-load in the feed are now only allowed to allow pre-play or restrict it to WiFi connections only (probably because of the data charges associated with auto playing videos).
Video ads have a much higher price associated with them than just standard banner display ads. Instagram said that they want the “ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine.”