12 Marketers Already Experimenting With Instagram’s Hyperlapse App

In first days after launch, social video is moving fast

Headshot of Lauren Johnson

Only one day after Instagram launched the stand-alone Hyperlapse app that makes short, time-lapse videos, a number of big brands are testing the feature out.

Instagram’s Hyperlapse app is intended to turn shaky videos into high-quality clips, which should satisfy marketers who already employ Instagram and Facebook to create fun, short content but want videos to look a bit more polished.

The handful of brands initially trying out the social video app seem to be focused squarely on playing around with time and scale to pack the most into a 15-second clip. But some brands, like Naked Juice, are already using the fast-moving images alongside clever pieces of copy. The brand posted a video yesterday of people rushing past a naked person, with the caption, "Don’t let life pass you by. Get Naked."

Agencies also appear to be having fun with Hyperlapse. Yesterday, Razorfish posted a clip showing fast-moving traffic above its Time Square office, while Crispin Porter + Bogusky shot a video of its Los Angeles office at warp speed.

Similarly, Hearst’s Cosmopolitan posted a video showing off its new online office earlier today.

Check out some marketers’ first stabs at Hyperlapse below.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.