When Instagram video burst on the scene last month, people were quick to try the new feature. In fact, some reports indicated users uploaded five million “InstaVideos” in the first 24 hours after its debut. It’s no surprise, then, that many brands are trying to get in on the action as well.

The video feature works similarly to photo capture for Instagram users. Once you open the app, you click the camera button and then the video icon. From there, simply press and hold the red camera button to record. Lift your finger, and the recording stops. The recording picks up sound, lasts 15 seconds, and can be overlaid with a filter before publishing. Once the video goes live, it plays on loop in the user’s stream.

Simply Measured reports that 67% of the world’s leading brands maintain Instagram accounts, making it all the easier for many of them to start using the video feature. While some of these brands are merely dabbling, others have begun to make their marks in the moving pictures realm. One of these is Jeni’s Ice Creams, a brand whose social media confections are more than icy treats. Another leader in the space is Ford Motor Company, whose enthusiastic followers love the behind-the-scenes look at their favorite automobiles.

We chatted with the social media managers of both these companies to find out how they use Instagram video to engage their audiences.

Read the rest over at Sprout Social Insights.