With over 130 million people across the globe using Instagram, news last Thursday that the highly engaging social media platform has integrated video is sure to excite a number of brands.
The launch will see users able to upload 15-second videos to iOS and Android devices, with nifty added benefits including 13 custom-designed filters, an image stabilisation function, and the ability to select a cover frame from the video so it will still look good in the feed.
Instagram is known for being able to deliver beautiful-looking photographs through the use of different filters. With the user able to create a similar aspirational look through video, brands will have the opportunity to further engage with its consumers by being able to give them a longer message.
Now, everyone can be one of the best videographers or cinematographers in the world. Instagram turned everyone into a photographer overnight. If they can do that with video, it will completely democratise a whole industry and the way people view content,” Topshop chief marketing officer Justin Cooke told WWD.
Online videos, such as on YouTube, have led to significant return on investment for brands such as Topshop, Chanel and Calvin Klein, according to WWD. This return is likely to also be reflected in the use of the new Instagram video function. This will be game changing in the consumer space to create cinematic content relating to a brand that quite possibly will be more engaging than photos,” says Olapic co-founder and chief technology officer Luis Sanz.
While the news is good for Instagram users and brands, it’s not likely to thrill Vine - the social media entity that allows its 13 million users to create six-second videos.
