Instagram Debuts Video Embeds, Could Alter Publishing Habits

Marketers, publishers get alternative to Vine, YouTube, Vimeo

Headshot of Christopher Heine

Instagram today made its three-weeks-old videos feature embeddable, giving publishers and marketers another option to Twitter Vine, YouTube and Vimeo when it comes to making content more multimedia. In other words, anybody can now grab an Instagram video or photo and post it on their own website, app or other digital platform.

A blog post by the Facebook-owned platform provides the following instructions: "Now, when you visit an Instagram photo or video page on your desktop Web browser, you’ll see a new share button on the right side of your photo (just under the comments button). Click the button to see the embed code. Copy the block of text it gives you and paste it into your blog, website or article. When you hit publish, the photo or video will appear."

An email from an Instagram rep described potential marketing applications: "A sports publication can take you behind the scenes at a game with videos or photos from the athletes. … A news organization can provide a real-time view into a breaking news event. … A magazine can bring their readers behind the scenes at a fashion show or Hollywood event."

Additionally, the development will likely only increase the ton of interest already shown by brands in Instagram videos.

Meanwhile, those 15-second spots seem to have seriously hurt Twitter Vine, which entails 6-second videos, in a matter of weeks. Per data from Topsy, Instagram video has been more popular than Vine since around June 20—the day Instagram video became available.

@Chris_Heine Christopher Heine is a New York-based editor and writer.