Who’s the Instagram of video? Instagram, of course.
In Facebook’s hyped announcement today, Instagram CEO Kevin Systrom announced that the photo-sharing service is rolling out video-sharing.
“This is the same Instagram that we all know and love, but it moves,” said Systrom.
The Facebook subsidiary hopes that its take on video sharing will be simple and beautiful enough to out-compete Twitter’s Vine and other existing video-sharing apps.
The app merely adds a video-camera icon to its familiar interface. Users can record 15-second videos with multiple clips. They then choose from 13 new filters created specifically for video.Finally, they can select which frame of the video to use as a cover image when they share it.
The app also includes a stabilization feature to limit the jiggling effect of videos shot from handheld devices.
“It’s a little touch; it’s the Instagram touch. These are the little details that make all the difference,” Systrom said.
Facebook’s business interest in video is clear. Mobile video viewing is expanding. Nearly 75 million people in the U.S. will watch videos on their phones this year, up 17 percent from last year, according to eMarketer.
Video advertising, the fastest growing digital format market, will exceed $4 billion in the United States this year, according to eMarketer.
The new feature is rolling out today to all users in iOS and Android updates.