Instagram Video Invites Ads Speculation, Puts Vine on Notice

Brands are stoked, but Facebook will likely move slowly

The possibilities surrounding Instagram implementing a Vine-like video feature has the tech world abuzz today, after TechCrunch reported the popular mobile app's parent, Facebook, would unveil the move on Thursday. For the marketing-minded, the development creates at least a couple of huge questions.

As digital video continues to gain momentum, will a steady stream of user-generated video become the impetus for Facebook implementing ads on Instagram? The online model is certainly proven with YouTube. And will Instagram videos kill Vine—just as it's gaining traction with brands?

If ads are in the offing for Instagram, said Dave Otten, CEO of LongTail Video, the video formats will be unique to the social marketplace while going "well beyond the typical pre-roll that you see today."

Instagram has more than 90 million users compared to 13 million for Vine, which is property of Facebook's chief social rival, Twitter.



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