Facebook held a press conference today at its headquarters in Menlo Park, California to announce its latest update to Instagram, a video mode for the the popular photo sharing service it recently purchased.
The video service through Instagram allows users to take up to 15 seconds of video, apply one of 13 filters to the clip, and choose a single frame to display as the featured image. It also offers image stabilization function to improve shaky videos when filming motion, dubbed Cinema. This is all contained within the Instagram app. To switch over to video mode, users will tap the video camera icon located to the right of the camera shutter button.
Users can shoot one long clip, or piece together multiple clips. Unlike Vine, users can delete one particular clip, the latest shot, in a grouping if necessary.
Videos can be viewed online in a web browser.
Invitations sent out by the company included nothing more than text and a coffee stain; foreshadowing a loosely tied in theme upheld with a video of a latte. The move comes in response to the growing popularity of Vine, a video sharing app owned by Twitter. Vine allows users to record 6 seconds of video to upload and share with followers. Facebook also recently added support for hashtags, a feature originally made popular by Twitter.
Android and iOS users can get the video feature today either by updating their Instagram app or downloading it from Google Play or the App Store. It’s currently not available for Windows Phone.