After a brief introduction from Facebook’s Mark Zuckerberg, who stated that since its acquisition the Instagram team has tripled and now has 100m users worldwide, Video for Instagram was unveiled.
The new Video tool, which has been under construction for the past two and a half years, appears to function quite simply.
There is a video button in a similar style to the camera button currently on Instagram, which when held it down can capture up to 15 seconds of video (there is a three second minimum).
As you record, each video segment is broken up in a timeline, meaning if you are unhappy with a certain segment you can easily delete it.
13 new and specially designed video filters can be applied as the video plays and a ‘Cover Frame’ can be selected to act as the thumbnail of the clip when you share it.
The main feature was ‘Cinema’, which has been created by “leading video scientists” to offer stabilisation for users.
Additionally, it doesn’t loop, unlike Vine, and is available on iPhone and Android, with Windows Phone a possibility in the future.
Videos can be posted on a Facebook timeline, however you cannot import videos from your phone’s camera roll meaning you can only film things through the Instagram app.
“Can you talk about the business implications? Including advertising? I’m imagining a lot of bad Calvin Klein commercials,” asked one audience member.
“In time it will be figured out how it can be useful and effective,” replied Instagram CEO Kevin Systrom. “But right now we’re perfectly happy with the organic use of Instagram by brands.”