Instagram videos launched
Facebook-owned Instagram has announced that its users will now be able to upload short videos to the app.
The photo-sharing network supports 15 second clips and comes with 13 new filters. There is also a Cinema stabilisation feature and basic edit features available to users making Instavids.
In an interview with BBC Newsbeat, CEO Kevin Systrom addressed the worry among users that the introduction of videos would affect the current simplicity of Instagram, as he said: "We wanted to make sure whatever we did to Instagram, we didn't change it, we would just make it better."
With the launch of a new video feature, Instagram appears to have caught the attention of Vine. Following the launch of Instavid, Twitter has sent emails advertising Vine to users who have not signed up to the app.
It has also led to Vine and Instagram users swearing allegiance to their preferred app, with the hashtags #RIPVine and #TeamVine taking off.
While Vine has 13 million users and its parent company Twitter has around half a billion, Instagram has released figures announcing that it has 130 million users, 16 billion photos are shared and there are 1 billion likes every day. With these numbers in mind, it will be interesting to document the success of Instagram's brand new feature.
Kleon West, business development director at theEword, said: "Businesses have been using Vine as a new way to engage the consumer. It is likely that businesses will also be keen to experiment with Instagram videos to promote their products due to the large volume of people signed up to the app."