The last couple of months has seen much activity on Instagram, with the image and video-based platform launching a number of new features to its users. For instance, creators can now upload videos of up to 60 seconds, allowing publishers to entertain and engage viewers for that much longer. Instagram also finally debuted the much talked about algorithmic change which radically changes the way it returns results to its users.

Instagram rolled out the ability to post video content to the site via a mobile device back in 2013, when consumption on smartphones and tablets was considerably less than it is these days. But with video predicted to dominate mobile traffic by a staggering 70% by 2021, Instagram is already bolstering its video encoding process in anticipation. The Facebook-owned site already has an active user base of around 400M per month, and time spent watching Instavids has grown by an impressive 40% over the past 6 months.

In terms of branded content on Instagram, many companies are regularly using the site as part of a multi-platform video strategy, creating highly-snackable, and mobile friendly clips around promotional tie-ins, and tentpole events. We have chosen some of the best-branded Instavids for May that should leave you hungry for more.

Best Branded Instagram Videos: May 2016

Ben and Jerry’s: The ice cream brand only uploaded two Instavids in May – this video was a call for Congress to ‘fix our broken democracy’, and the video below trumpeted the promotion of its famous Cookie Dough flavor across Europe. After YouTube, Instagram is the second most-viewed platform for the brand. Interestingly, although it has the most followers on Facebook, it doesn’t tend to attract anywhere like the video views or engagement on that site at the moment.

We’ve taken Cookie Dough to the next level. Introducing S’wich Up! Details at link in profile. Now available in some EU countries.

A video posted by Ben & Jerry’s (@benandjerrys) on May 10, 2016 at 8:30am PDT

Nintendo: Nintendo uploaded 48 videos across the main social platforms in May – 33 to YouTube, 8 to Twitter, 4 to Facebook, and 3 to Instagram. This cross-promotion with Vans highlighted a range of new Nintendo-inspired clothing, and generated over 30K engagements. The merchandise will feature iconic characters such as Donkey Kong, Mario, Princess Peach as well as graphics of throwback NES controllers and famed Duck Hunt images.

What 8-bit dreams are made of. Coming soon: @Vans x Nintendo. Be one of the first to see the full collection at vans.com/nintendo #vansxnintendo

A video posted by @nintendo on May 5, 2016 at 12:50pm PDT

Instagram: We acknowledge how meta it is to feature an Instagram video among the best uploaded to the platform in May, but we thought this was an excellent example of announcing what turned out to be a highly-discussed change to its branding. The logo update set social media on fire for a day or two, but we like the way Instagram took the time to tell the story of the design change via this Instavid. It generated over 1M engagements on Instagram, Facebook, and Twitter.

Today we’re introducing a new look. You’ll see an updated icon and app design for Instagram. Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form. You’ll also see updated icons for our other creative apps: Layout, Boomerang and Hyperlapse. We’ve made improvements to how the Instagram app looks on the inside as well. The simpler design puts more focus on your photos and videos without changing how you navigate the app. The Instagram community has evolved over the past five years from a place to share filtered photos to so much more — a global community of interests sharing more than 80 million photos and videos every day. Our updated look reflects how vibrant and diverse your storytelling has become. Thank you for giving this community its life and color. You make Instagram a place to discover the wonder in the world. Every photo and video — from the littlest things to the most epic — opens a window for people to broaden their experiences and connect in new ways.

A video posted by Instagram (@instagram) on May 11, 2016 at 6:51am PDT

Disney: Disney uploaded 33 videos to Instagram in May (compared to just 15 in April), and although our choice wasn’t the most popular (that went to this Winnie the Pooh vid which generated over 433K views, and 155K engagements), we thought this tie-in for the new ‘Through the Looking Glass’ movie was just magical.

Mix a little magic with a dash of weird to make @OhMyDisney’s Mad Hatter cupcakes. 🌀🍰🙃☕️ #ThroughTheLookingGlass

A video posted by Disney (@disney) on May 29, 2016 at 10:52am PDT

Lowes: Lowes has embraced Instagram like no other brand, and uses the platform not only to advertise its products and services, but to offer genuine tips and advice to its customers. For this video, viewers are encouraged to click-through to a tutorial page where they are given instructions on how to build a vertical veggie garden of their own. That fox though.

Imagine having fresh dinner ingredients in your own backyard! With this DIY vertical garden, seasonal veggies and herbs are right at your fingertips. Click the link in profile for the #DIY steps. #lowes #hypermade #veggies #garden

A video posted by Lowe’s Home Improvement (@loweshomeimprovement) on May 3, 2016 at 8:11am PDT

McDonalds: The fast-food chain uploaded one video to Instagram last month as part of a promotion for the ‘Angry Birds’ movie franchise, but we actually preferred its own dramatic take on a movie trailer for the Big Mac. Watch for the credits at the end.

Click for some intense Big Mac action!

A video posted by McDonald’s (@mcdonalds) on May 11, 2016 at 9:00am PDT

LEGO: LEGO generated over 31M views for videos uploaded in May, with around 722K views attributable to videos posted to Instagram. Of the 16 Instavids published, 2 were Star Wars related, 3 were a tie-in for ‘Angry Birds’, and 3 were promotional clips for LEGO Minecraft. All the 3, we chose this one which generated over 20K likes and comments on the site.

Steve is trapped inside a deep crevice… How will he get out? #LEGOMinecraft

A video posted by LEGO (@lego) on May 24, 2016 at 6:22am PDT

That’s it for our round-up of the best branded Instagram videos of May 2016. Want to keep on top of the most watched brands and creators publishing video on Instagram? Check out Tubular’s ranking leaderboards for the latest data.