After speculation about a news reader or even a new blogging platform, Facebook and Instagram finally set the record straight today. Instagram has debuted video sharing to its application as announced at Facebook headquarters in Menlo Park, Calif. on Thursday. Live now for iOS and Android devices, users will now be able to share and edit video complete with Instagram’s famous filters.
Instagram users will now be able to share 15 second videos natively in the application. Video is taken by pressing and holding the record button on the touch screen with the ability to delete specific clips users may not want. Once the user has finished recording, they can then add one of the 13 filters to the video and share with friends.
Instagram CEO Kevin Systrom says the goal of Instagram has always been to share memories and moments in visual form. He ensured that the addition of video will still maintain the experience of Instagram highlighting the app’s speed, simplicity and beauty. With this in mind, the company has also introduced a new video stabilization tool called Cinema which helps to prevent shaky video captures.
The addition of video to Instagram makes it a direct competitor to Twitter owned Vine. Emphasizing its exponential growth in the last year, Instagram has 130 monthly active users that have shared 16 billion photos since its release. Users continue to engage with the product, submitting over 1 billion likes a day. While Vine has seen significant growth since its debut in January and release on Android earlier this month, Instagram’s community size may put a damper on future growth for the app.