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Instagram announces "simple, beautiful, fast" 15-second video capture

Instagram announces
Facebook didn't leave a lot of time for conjecture when it first sent out word that there would be an announcement today. All we heard was that there was going to be a "big announcement" from a small team. And, that's what we're getting. Instagram has officially announced its "simple, beautiful, fast" 15-second video capture service, set to take on Vine with a decidedly Instagram feel to it.

Instagram was quick to distance itself from claims that it was simply copying Vine. Instagram co-founder Kevin Systrom led off the announcement by talking about the origin of Instagram, which started in 2010 as an app called Burbn. He said that the original idea for the app was to offer both photo and video, in an effort to "capture and share" life's moments. The team didn't have the resources to do video properly at the time, so the idea was shelved until now. 

The slugline for the presentation has been "It's Instagram that moves", and that's pretty accurate. The Instagram team has worked hard to make a micro-video platform that stands apart from Vine, and it looks like they've got a good start on that aim. The first thing is that Instagram thinks 6-seconds is too short and "constrains your creativity", so it has upped the record time to 15-seconds, though there is a minimum of 3-seconds. Second, as you most likely expect from Instagram, there are 13 custom filters that you can put on your videos ranging from black & white, to the various color pop, and vintage options you know from Instagram. Third, instead of simply using the first frame of the video as the cover image, you can choose a "Cover Frame" to represent your video. And, last but certainly not least, Instagram has added a feature called "Cinema", which will stabilize your shaky videos into much more clean clips. From the demo, it looks like pretty impressive image stabilization software, but the bad news is that Cinema will be iOS-only at first, and will only work on the iPhone 4S and iPhone 5. No word on why the image stabilization isn't coming to Android just yet. 

Taking a video will be similar to Vine, but with a couple of added controls. Most importantly, each time you hold the record button will create a clip, and you can easily delete the last clip recorded with a simple button tap. Videos will still need to be shot chronologically though as there are no options for rearranging clips. 

Once you record a video, you name it, tag it with the same full hashtag support that you love in Instagram, and post it to your Instagram feed. Viewing videos will happen similarly to Vine, where the video will play automatically when you reach it in your feed. The big difference is that the video will only play once, and will not loop, like it does on Vine. Videos will also play natively in the Facebook timeline. 

Instagram also leveraged some of its new cloud to bring in some celebrities to help show off the new feature. As soon as the announcement was made Burberry, Tony Hawk, Kobe Bryant, and Charity Water all had Instagram videos ready to roll. They aren't all the most interesting examples of what can be done with a micro-video platform, but since they're only 15-seconds, it's hard to complain too much.

Instagram announced that the service currently has 130 million active monthly users, and everyone will get access to videos at the same time. During the Q&A section, there was a question about a Windows Phone version of the app, but that got the standard "nothing to announce at this time" answer.

And, probably the best news of all is that from day one, Instagram video will be available to all users on iOS and Android. And, although it wasn't clear when that "day one" would be, it looks like you should expect the updates to roll out today, so keep an eye on the Google Play Store and iTunes App Store for the updates. 


21 Comments
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posted on 20 Jun 2013, 12:24 4

1. naveenstuns (Posts: 172; Member since: 19 Feb 2012)


what is vine? I never heard of that :| .

posted on 20 Jun 2013, 12:26 3

2. Nikolas.Oliver (banned) (Posts: 1574; Member since: 01 Jul 2012)


porn site

posted on 20 Jun 2013, 12:34 3

6. Ohrules (Posts: 322; Member since: 11 Jun 2012)


vine is like video-based twitter: you can make and view 6 second videos

posted on 20 Jun 2013, 12:26 3

3. Nikolas.Oliver (banned) (Posts: 1574; Member since: 01 Jul 2012)


new porn website :)

posted on 20 Jun 2013, 12:31

4. xperiaDROID (Posts: 5586; Member since: 08 Mar 2013)


WTF are you talking about?
http://cdn.meme.li/instances/300x300/37863500.jpg

posted on 20 Jun 2013, 12:35 5

7. Ohrules (Posts: 322; Member since: 11 Jun 2012)


maybe he's just trying to be funny :/

posted on 20 Jun 2013, 12:46 2

8. HASHTAG (unregistered)


Yeah that smiley kinda hints that.

posted on 20 Jun 2013, 12:51 1

10. Nikolas.Oliver (banned) (Posts: 1574; Member since: 01 Jul 2012)


cheesy to be exact :)

posted on 20 Jun 2013, 12:33

5. pokedude750 (Posts: 28; Member since: 10 Aug 2012)


Insta-vine by Twitter-gram

posted on 20 Jun 2013, 12:48

9. DeejayReact (Posts: 24; Member since: 14 Jun 2013)


Not that I care, but I wonder if "official" apps will ever start filling up for the blackberry world without side-loading the android ones.. lol. Poor Blackberry

posted on 20 Jun 2013, 12:53 1

11. Nikolas.Oliver (banned) (Posts: 1574; Member since: 01 Jul 2012)


BlackBerry relies on android

posted on 20 Jun 2013, 12:59 2

12. Tsepz_GP (Posts: 825; Member since: 12 Apr 2012)


Well, R.I.P Vine, you were awesome while you lasted.

Those on Vine, checkout the #rip trending vids, hilarious!

posted on 20 Jun 2013, 13:02 1

13. icyrock1 (Posts: 305; Member since: 25 Mar 2013)


Obvious Vine rip off.

posted on 20 Jun 2013, 13:11 2

14. MichaelHeller (Posts: 2682; Member since: 26 May 2011)


Instagram claims it had wanted to have video in the original app back in 2010, but didn't have the resources to do it.

posted on 20 Jun 2013, 13:14 1

15. pokedude750 (Posts: 28; Member since: 10 Aug 2012)


Even if they WANTED to do it, they did not, And now they are copying Vine by Twitter

posted on 20 Jun 2013, 13:37 4

16. MichaelHeller (Posts: 2682; Member since: 26 May 2011)


It's not copying. There has been video for 100 years now. Adding a time limit doesn't make it a novel thing. Even Vine wasn't the first with that time limit, go check outhttp://5secondfilms.com/ which has been around since 2008.

Ugh, this whole "copying" argument is absurd and silly. I've already written about it. I'm not going to keep engaging anyone who wants to claim that kind of silliness.

http://www.phonearena.com/news/Its-not-stealing-when-Apple-does-it-because-it-wasnt-stealing-when-Google-did-it-either_id44030

posted on 20 Jun 2013, 14:12

18. XPERIA-KNIGHT (unregistered)


I still don't think its cool Michael but hey it is what it is......

posted on 20 Jun 2013, 16:32 1

20. ECPirate37 (Posts: 91; Member since: 14 Jul 2011)


Good Call-out Michael. I was going to mention 5-second films. It is sad/funny to me when people say "IT IS COPYING (fill in the blank)" when any app has anything similar to another app. But no one takes the time to complain that most phones make video, which means that all but one company had to "copy" whomever came out with the first videophone.

posted on 20 Jun 2013, 21:36

21. zibbyzib2000 (Posts: 194; Member since: 18 Nov 2010)


Both companies kinda ripped off from each other. Vine obviously copied the interface and format of Instagram. Even the way the posts load.

posted on 20 Jun 2013, 13:49 1

17. DeejayReact (Posts: 24; Member since: 14 Jun 2013)


Did they not push it to android yet? Only iOS? tried everything and no update yet pushed to the play store on my note 2

posted on 20 Jun 2013, 16:08

19. amats69 (Posts: 1097; Member since: 12 Nov 2012)


still no update for android..why???ive updated already on my ios device

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