Instagram launched a brand new video feature that lets users post 15-second clips and customize them with 13 different filters. The update to app comes after a competitor to the market, Vine had huge success after reaching the number one spot on iTunes' Top Free Apps.

Co-founder and CEO of Instagram, Kevin Systrom made the announcement this morning at Facebook headquarters. Facebook purchased the popular photo-sharing app for $1 billion last year.

Systrom told the audience about the new feature: “Everything we know and love about Instagram, but it moves.”

In addition to longer video times and its iconic filters, Instagram unveiled the new Cinema feature for the iPhone. The feature would stabilize the video quality on the smartphone so videos won’t come out shaky or wobbly.

Unlike Twitter’s Vine video-sharing app, people who want to watch Instagram videos don’t need the Instagram app. They can watch videos without looping from the Instagram website or through social media networks when the video is shared.

Video on Instagram will now give Vine a run for their money with their already 130 million users worldwide. But the new features such as= longer video, filters, video stabilization and no looping could attract more users to the app. Possibly killing Vine.


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