Does Hyperlapse signal a bigger shift to user-generated content?

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By now, if you’re on iOS, you’ve no doubt fawned over Instagram’s new stand alone time lapse video app, Hyperlapse.

The app uses stabilization technology to allow the user to create videos that look cinematic versus a typical jittery movie most can make with a phone.

The increasing focus on video is hard to ignore — especially with the release of Hyperlapse and Amazon’s acquisition of Twitch happening on the heels of one another — but what does it mean for the future of marketing?

Inside Facebook caught up with James Borow, CEO of Facebook Strategic Preferred Marketing Developer SHIFT to get his take on the video trend.

Inside Facebook: What does the release of Hyperlapse say about the future of video?

Jame Borow: Hyperlapse is more of an indicator of the level of seriousness Facebook and Instagram as a whole are taking with video creation. There’s a battle being played out on user-generated content and distribution. You can see that anywhere, whether it’s Vine or the series of tools Instagram has, Amazon now owning Twitch, Google with YouTube. There’s clearly a lot of investing going into helping people create and distribute video in a very scalable way.

IF: There’s no doubt that video has been important for some time, but do these new tools up the ante?

JB: Ultimately, everyone here is trying to decrease the friction in distributing and creating video. Video is a huge part of marketing today, but if you look back no too long ago, video was taken with another device, pieced together and then uploaded to YouTube. With Vine, Instagram and Twitch, for example, we see all of this video content that is skipping YouTube, which is a pretty big shift in how video is being created and distributed. Just two years ago, that was not the case at all.

IF: How do you see this moving forward?

JB: You’re going to have more and more tools that are created to make it easier for video to be created and distributed. The unmentioned one is Snapchat. Video within Snapchat is at a huge level. It’s just another example of the fact that this content used to be going somewhere else — traditionally to YouTube — and it’s now being spread out everywhere. The opportunity to monetize this with pre-roll ads in particular is pretty massive.

IF: With all the video options available should users be on everything or should they pick and choose?

JB: You have to be where your audience is. The way that we see this space unfolding is not too unlike how television works where you have groups of networks. It comes down to which of these services is going to be the default for people. Is it going to be YouTube? Is it going to be Instagram? What’s the thing that most people who are out there creating video going to fire up first?

Readers: How are you enjoying Hyperlapse so far?