Instagram’s video product is here.
The company launched the new feature at an event at Facebook’s Menlo Park headquarters on Thursday morning.
“At our core, visual imagery is everything. It’s in our DNA. It drives us,” said Instagram founder Kevin Systrom. “Instagram is a way to stay connected…it’s the power of an image that transcends a language, and crosses those boundaries.”
“We need to do with video what we did with photos,” Systrom said. “What we’ve done is make Instagram better.”
The new product focused on a few specific cornerstones according to Systrom, simplicity, beauty and community being paramount.
That’s why the addition of recording video is fairly lightweight inside the app. To the right of the photo button you’ll see a video recording button, where you’re able to choose to record up to 15 seconds of video using the new feature. Also included are 13 new filters, designed specifically for the new video feature.
The new product, rumored to be in the works for quite some time, comes just six months after the release of Vine, Twitter’s six-second mobile video capture application. In the days leading up to Instagram’s new product launch, Vine was active in previewing a number of unreleased features in the works.
But Systrom strived to differentiate the new feature from its competitor. Instagram’s new video product includes “Cinema,” a way to stabilize any video you shoot to eliminate the wobbly effect you see while taking photos on the move.
Systrom shared some impressive growth stats Over the course of Instagram’s history, 16 billion photos have been shared on the service. Instagram sees more than one billion likes on the service every day. And at last count, Instagram now hosts 130 million monthly active users.
The updated app will be available for iOS and Android devices beginning Thursday.
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